CK Regeon Strengthens K-Beauty Presence at ASEAN's Largest Beauty Exhibition 'Cosmoprof Bangkok'

The global expansion of K-Beauty is extending beyond cosmetics into the hair care sector. CK Regeon announced on the 26th that it is currently participating in 'Cosmoprof CBE ASEAN Bangkok 2025' held in Bangkok, Thailand, marking its global market expansion. This participation signifies more than just a product showcase—it represents a strategic entry into the ASEAN market.

## Prestigious Exhibition in ASEAN's Largest Beauty Market

Cosmoprof Bangkok has established itself as one of the most influential beauty exhibitions in the Asia-Pacific region. Thailand, where this exhibition takes place, boasts the largest beauty and medical market among ASEAN countries, with a market size of approximately $6.6 billion. This figure reflects not just population size but also Thai consumers' high interest in beauty and their purchasing power.

Since relocating the exhibition venue to central Bangkok in 2023, the event has garnered even more attention. Improved accessibility has increased participation from local buyers, while international brand participation has also grown. This year's exhibition features over 500 brands from more than 40 countries worldwide, demonstrating its scale and influence.

## Why Korean Beauty Brands Are Gaining Favor

Korean cosmetics enjoy tremendous popularity in the Thai market. Over the past three years, imports of Korean cosmetics have increased significantly, with Korea holding the top position in market share by country. This demonstrates that K-Beauty has moved beyond mere trends to earn solid trust from Thai consumers.

Korean medical devices also rank 10th in terms of import value, showing recognition of Korean technological capabilities in beauty technology. With aggressive market development by Korean companies, the sector shows high growth rates annually, particularly with innovative products in hair care and skin care receiving enthusiastic responses from Thai consumers.

There are several reasons why Thai consumers prefer Korean beauty products. First, superior product development capabilities that understand Asian skin and hair characteristics; second, the harmony of natural ingredients with cutting-edge technology; and third, premium quality offered at reasonable prices.

## Targeting Diverse Customer Needs with Two Differentiated Brands

CK Regeon is showcasing two premium cosmetic brands at this exhibition: 'HERIBON' and 'HAIRREGEON.' Both brands feature innovative scalp and hair care products including shampoos, treatments, tonics, scalp scalers, and hair boosters, but each maintains distinct targeting and positioning.

### HERIBON: Setting New Standards for Daily Healthy Hair Care

**HERIBON** is positioned as a daily hair care specialist brand that pursues scalp environment improvement and hair health enhancement through everyday hair care products. It consists of products that busy modern consumers can easily use in their daily routines without complicated management.

HERIBON's core philosophy is "small daily changes create big differences." From basic shampoos and treatments to scalp-healthy tonics, it proposes systematic hair care routines step by step. Particularly developed with ingredient combinations considering Asian hair and scalp characteristics, it can be safely used even on sensitive scalps.

### HAIRREGEON: A New Paradigm in Premium Intensive Care

**HAIRREGEON** is a premium intensive care specialist brand for customers requiring more professional and intensive scalp management. Targeting consumers with hair loss concerns or serious scalp troubles, it provides professional solutions developed through collaboration with medical professionals.

HAIRREGEON's flagship product, 'PTD-DBM Hair Booster,' provides intensive nutrition to scalp and hair based on patented ingredients and proprietary technology. This product is designed to primarily target overseas scalp care markets and serve as a bridgehead for global expansion.

## Global Hair Care Trends and Technological Innovation

Currently, the global hair care market shows growing interest in personalized solutions and natural ingredients. CK Regeon's two brands reflect these trends by developing products optimized for their respective customer segments.

Particular focus has been placed on product development considering the humid climate and strong UV environment of the ASEAN region. Given the climate characteristics of Thailand and other Southeast Asian countries where scalp and hair can be easily damaged, emphasis was placed on protective and restorative functions.

## K-Beauty's New Leap Forward and Future Prospects

CK Regeon's participation in Cosmoprof Bangkok is expected to serve as an opportunity to further strengthen K-Beauty's status in the ASEAN region, going beyond simple exhibition participation. Particularly, it aims to prove Korean technological capabilities and brand power in the hair care sector while securing competitiveness in the global market.

### Strategic Significance of ASEAN Market Entry

ASEAN market entry starting with Thailand holds significant meaning for CK Regeon. With the launch of the ASEAN Economic Community (AEC) lowering intra-regional trade barriers, success in Thailand can naturally lead to expansion into neighboring countries.

Particularly, major ASEAN countries like Vietnam, Indonesia, and Malaysia are showing increasing interest in K-Beauty, so building brand recognition in Thailand is analyzed by experts as a foundation for future market conquest across Southeast Asia.

### Local Partnerships and Distribution Network Development

Building local distribution networks is essential for successful overseas expansion. CK Regeon plans to establish partnerships with major Thai distributors and beauty specialty retailers through this exhibition.

The importance of online platforms cannot be overlooked either. As Thailand's online shopping share is rapidly increasing, the company plans to pursue digital marketing and e-commerce strategies alongside traditional offline stores.

### Harmony of Sustainability and Innovative Technology

Sustainability and eco-friendliness have emerged as important keywords in the current global beauty market. CK Regeon's two brands also reflect these trends by focusing on eco-friendly packaging materials and natural ingredient-based product development.

At the same time, they haven't neglected innovative technology, K-Beauty's strength. They are securing competitive advantages based on differentiated technological capabilities such as nano-technology-based ingredient delivery systems and personalized hair care solutions.

## Conclusion: Hair Care as a New Growth Engine

The K-Beauty boom that began with the influence of the Korean Wave is now expanding into the hair care sector. CK Regeon's participation in Cosmoprof Bangkok is expected to serve as an important milestone accelerating this trend.

Future expansion into larger markets like Europe and North America is anticipated based on performance in the ASEAN market. K-Beauty is expected to become more deeply embedded in people's daily lives worldwide, establishing itself as a new growth engine for Korea's beauty industry.

We look forward to CK Regeon's global challenge bearing successful fruit and presenting a new model for Korean hair care brands' overseas expansion.

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