Korean company Kolmar has partnered with six client firms to support their entry into the Australian market.
Kolmar announced on November 8 that it participated in the '2026 Melbourne Hallyu Expo' held from November 5 to 7 at the Showgrounds in Melbourne alongside six client companies.
Hosted by the Ministry of Trade, Industry and Energy and the Korea Trade-Investment Promotion Agency (KOTRA), the expo featured around 110 companies. Kolmar operated a joint exhibition hall to assist its clients in expanding their overseas sales channels.
The participating companies included Gudai Global's 'Round Lab', Parket's 'Mixsoon', Mercico's 'Herblum', Iunique's 'Iunique', Gibest's 'Nine Tails', and HK Inno.N's 'Be Wont'.
During the event, Kolmar and its clients conducted over 150 export consultations, accounting for more than 10% of the total consultations at the expo. The estimated consultation value reached approximately 6.8 billion won. Local consumer interest was also notable, with around 30,000 visitors attending the expo over two days, and about 15,000 estimated to have visited Kolmar's booth.
The exhibition showcased a variety of cosmetics, including sunscreen, essence, creams, and masks. Notably, a hands-on program allowed attendees to experience the UV protection effectiveness of Kolmar's sunscreen and try out five different sun care products.
According to KOTRA, the import value of Korean skincare products in Australia reached $147.7 million last year, marking a 42.1% increase from the previous year. Korea has risen to become the second-largest importer of skincare products in Australia, surpassing France. In the first half of this year, the market share of Korean skincare products in Australia was recorded at 19.5%, narrowing the gap with the leading importer, the United States, to just 1.6 percentage points.
A Kolmar representative stated, "This expo was meaningful as it allowed us to directly showcase the competitiveness of K-Beauty products to local buyers and consumers. Given the interest in the Australian market, we will continue to work with our clients to expand local sales channels and actively support the global expansion of K-Beauty."
* This article has been translated by AI.
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