The third edition of MakeUp in Seoul, held at the Conrad hotel, in Seoul, was even more successful than organizers had hoped. With a total of 2416 participants to the exhibition area and more than 1,230 people attending the conferences over the two days, this edition was up to the expectations of all the players in the make-up industry who visited the show during these two days. But above all, MakeUp in Seoul demonstrated that it was already a major international event with exhibitors and visitors coming from around the world.

Concerning exhibitors, their number was up by 20% compared to last year and at the end of the event, they all unanimously praised the very high quality level of both visitors and business conducted during the event. As for visitors, they came en masse not only from Korea but also from all neighbouring Asian countries with a sharp increase in Chinese and Japanese brands.

Excellence and quality of conferences

Taking place for the first time on two levels of the Conrad hotel, this third edition of MakeUp in Seoul, was also marked by the excellence and quality of conferences. More than 1,230 people packed the conference room over the two days to attend a series of conferences and get a complete run-down of the global make-up industry. Emphasis was put on China, Japan, Brazil and, of course, Korea with the presence of many personalities coming specially from these countries to discuss and exchange on the dynamism of the beauty industry. Questions were many and topics addressed were the subject of intense discussions.

MakeUp in Seoul at the heart of the "Seoulista"

To note, among the "key" features of this third edition of MakeUp in Seoul, the presentation to a packed audience, by Mrs. Lee Eun-im, Director of the Hera Division - a brand part of the Amore Pacific Group, of the "Seoulista", this new Korean beauty launched by Hera and who has become in a few months a real fashion phenomenon.

Who is this "Seoulista"? A woman who, like the Parisienne and New Yorker before her, captivates the world with her confidence, dignity, boundless passion and beauty.

To note that the Hera brand, whose private lounge attracted many industry professionals was, for the third consecutive year, the partner of MakeUp in Seoul.

To note, also, the renewed presence of the Korean Association of Make-up artists and the active participation of its academy students to several animations, and who presented stunning models and who received, at the end of the event, from the show organizers, awards commensurate with their talents.