K-beauty is making waves at Rossmann

By: Trademagazin Date: 2025. 11. 12. 11:47

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Korean beauty, or K-beauty, has become one of the biggest global trends of recent years. Its innovative formulas, natural ingredients, and conscious skincare philosophy have won over millions of fans worldwide – and now it’s gaining more and more fans in Hungary. Rossmann’s selection is now outstanding in this area, and on November 6th, the world of Korean beauty care was presented at a special event at the Korean Cultural Center.

During the event organized by Rossmann in collaboration with the Korean Cultural Center and KOTRA Budapest, the commercial representation of the Embassy of the Republic of Korea, guests were able to participate in the thematic guided tour of the Korean Cultural Center and the K-Comics World Korean comic book exhibition, while getting to know the latest Korean beauty care trends, brands and experiences up close.

The event was opened by Éva Szimeiszter, Rossmann’s purchasing manager, Mr. Lee Sung Hun, director of KOTRA Budapest, and Mr. Kim Byung Wook, Project Manager, of the Korean Cultural Center. Cultural Center, shared some thoughts with the participants.

As part of the program, several interactive stations awaited visitors: K-beauty consultation, personalized routine compilation, makeup refresher, educational stands with product gifts and various games.

Visitors can get to know iconic and emerging brands such as Unleashia, Seoul 1988, Skin1004, Coxir, HaruHaru, PURITO, Kundal, Medicube, Hidehere, Bergamo, Frudia, Doori, Beauty of Joseon, TirTir or Isana K-Beauty – and many other brands that define the world of Korean skincare.

“Korean beauty care is not just a trend, but a conscious, layered and experience-based approach that teaches us to love skincare again. We are delighted that this special world is also available in Rossmann stores. becomes for Hungarian customers,”

said Éva Szimeiszter, purchasing manager at Rossmann.

“With this event, we would like to bring K-beauty brands and philosophy even closer to the domestic audience, and demonstrate that Rossmann not only follows, but also shapes the future of beauty care”

– he added.

Rossmann’s goal is not only to serve the interest in K-beauty products, but also to support it in an educational and authentic way: at the event, the brands’ domestic distributors were able to meet professional journalists and influencers in person, so that experiences and knowledge could authentically reach consumers through them.

The cultural aspect of the initiative cannot be neglected either – through the venue and the program, the guests were also part of an authentic South Korean cultural experience, which helps to create a deeper connection between the brands, philosophy and beauty care habits.