Over four days, Beauty Expo Taipei brought together importers, brands and suppliers mainly from Taiwan, Korea, Japan, Thailand and mainland China. The organizers were expecting the show to draw approximately 16,000 professional visitors.
For this first edition as part of Messe Frankfurt, Premium Beauty News was on the ground to bring you the five essential takeaways.
A growing market that relies heavily on imports
Despite its relatively small population (approximately 23.4 million in 2024) and a declining demographic trend—losing over 20,000 residents compared to 2023—Taiwan’s beauty market remains particularly dynamic, supported by a strong economy and rising purchasing power across all demographics.
Estimated at about USD 5.58 billion in 2024, sales of cosmetic products in Taiwan are expected to grow at a steady rate (4.05% CAGR [1]) over the next years to reach USD 6.28 billion in 2028. To date, Skin Care accounts for 32%, Color Cosmetics for 14.3% and Fragrances for 10%. [2]
Moreover, Taiwan’s beauty sector is highly import-driven, with Japan, South Korea, France, the United States, China, Germany, and Thailand ranking among its leading suppliers of cosmetic products.
Korea and Japan are the main trend drivers
Blending Western and Eastern influences, Taiwan’s beauty market shows a strong appetite for innovation and cutting-edge technologies. “This makes Taiwan an ideal hub for showcasing the latest beauty industry trends and technology,” said Stephan Buurma, Group Managing Director, Messe Frankfurt Asia Holding Ltd., at the event opening ceremony.
Korea and Japan today’s appear as the main drivers for beauty trends in Taiwan, while France remains a key reference when it comes to luxury products.
In Korea, the “glass skin” trend and products promising to prevent or reduce acne are among the most popular on social media today. “Acne remains the top skin concern in Asia and worldwide with acne-soothing and sebum control solutions highly researched,” emphasized Jisun Lucie Shin, Head of Data Analyzes at Seoul-based agency Trendier AI during a conference session on APAC beauty trends.
Products designed to soothe acne marks, and more generally skin imperfections, are expected to experience significant growth throughout Asia.
As far as makeup is concerned, soft and elegant looks are gaining ground. “In Korea, the trend for soft focused, neutral and elegant demure makeup has grown impressively last year,” added Lucie Shin.
Skin boosters are everywhere
Skin boosters, designed to rapidly and effectively enhance the appearance of the skin by delivering hydration, radiance, and suppleness, were a prominent feature at the exhibitor stands at Beauty Expo Taipei.
Anti-aging and regenerating active ingredients — NMN (Nicotinamide Mononucleotide), NAD (Nicotinamide Adenine Dinucleotide) and exosomes — were particularly highlighted on many stands, both for brands and manufacturers.
While still relatively discreet on the shelves of major Taiwanese beauty retailers (Poya, Watsons, Cosmed, Matsumoto Kiyoshi), these active ingredients, garnering significant attention in both Korea and Japan, appear be becoming essential.
Notable examples include the Korean biopharmaceutical company ABio Materials and the K-beauty brand Differ & Deeper, both of which showcased their offerings at the event.
Sustainability is not a primary purchase driver
While sustainability was not entirely absent from the marketing strategies of products showcased at Beauty Expo Taipei, it was far from being a central focus.
According to Kikuko Yano, Editor-in-Chief at BeautyTech.jp: “Sustainability is not a primary purchasing factor,” in Japan or Asia. Indeed, with consumers facing tighter budgets, there is a growing preference for more affordable products.
A trade show to watch
While the beauty market in mainland China is struggling to recover and the United States is surrounding itself with tariff barriers, Taiwan could become a highly sought-after market in the event of increased competition between the main cosmetics exporters.
Now co-organized by Messe Frankfurt and UDN.COM, a subsidiary of United Daily News Group, Beauty Expo Taipei aims to strengthen its role in the Asia-Pacific region. The fair serves as both a showcase for established players and an entry point for international companies looking to access Taiwan’s growing beauty market. It still has much space for growth, in particular in the packaging and OEM / ODM segments, which are still under represented.
The next edition will be held in March 2026, at the Taipei World Trade Centre, Taiwan.