This September, the K-Beauty Expo Korea - the largest global beauty exhibition in the country - took place at KINTEX in Goyang. Organized by KINTEX and KOTRA, the event brought together thousands of brands, buyers, and beauty professionals from around the world.
Among the international participants were Andrada Tudorache, Co-Founder and Marketing Director of SkinGuru Romania, and Maria Tudorache, the Creative Director. SkinGuru is one of the most well-known platforms for Korean skincare and beauty products in Romania. I discussed with them about their experience at the expo, the growth of K-Beauty in Romania, and what’s next for their platform.
Q: To begin, could you tell us a little about who you are? Who is the SkinGuru Romania team, and what is your mission?
A: SkinGuru Romania was created in 2021 from the wish to bring clarity to skincare, not just products. We noticed that many people buy skincare without understanding what really suits them or how ingredients work. Our mission is to combine a careful selection of brands with education and real guidance. We aim to build an informed and authentic community where people feel understood and supported.
In addition, the SkinGuru platform offers users a clear structure of products, which are grouped according to skin type, so that each person can quickly find the right products for them.
Q: You recently took part in the K-Beauty Expo Korea. How was the experience for you?
A: The K-Beauty Expo is an annual tradition for us and an essential part of our work. It helps us stay connected to Korean innovation, K-Beauty culture, and the teams behind the brands we partner with. The days at the expo are intense and full of meetings, but we always return to Romania with fresh ideas and new inspiration.
Q: You mentioned that your favorite booth was Lador. What stood out the most?
A: Lador is a key partner for us, and we connect with the brand both professionally and in terms of values. We appreciated their consistency, attention to detail - from design to formulas - and the way they communicate innovation. It was also wonderful to meet their team in person and spend time together.
Q: What new beauty products caught your attention at the expo? Which do you think will succeed in Europe and Romania?
A: Korea continues to innovate very quickly. In Romania, K-Beauty succeeds because it offers effective formulas, high-quality ingredients, and visible results. Our audience is open to new products, and we carefully select every launch to maintain the trust we’ve built as a K-Beauty reference on the Romanian market.
Q: How do you see the evolution of K-Beauty in Romania in recent years?
A: The market is clearly growing. K-Beauty is no longer seen as a short-term trend but a strong alternative supported by innovation and real results. We see a clear customer journey: many people start with a few products, then gradually shift from Western brands to Korean ones once they see the effects.
Marketing is a continuous effort for us because we operate in a competitive market where large European brands invest heavily in visibility. We adapt constantly to maintain interest in K-Beauty.
We are also happy to see Korean brands choose to collaborate with us or invest more in the European market. These partnerships help the industry grow and make Korean products easier for consumers to discover.
Q: Are there certain Korean products or skincare habits that have become very popular in Romania?
A: Yes. Overnight collagen masks are very popular because they offer fast and visible results. They leave the skin more hydrated and plump by morning, which has encouraged many people to try a Korean-style routine.
Another habit that Romanians have embraced is double cleansing. More people now understand the importance of removing makeup, sunscreen, and impurities with both an oil-based and a water-based cleanser. This simple step visibly improves the skin and creates a better base for the rest of the routine.
Q: What comes next for SkinGuru Romania after this experience?
A: We are preparing for a 2026 full of news: new collaborations, carefully selected product launches, and offline projects in Romania. We want to bring the authentic K-Beauty experience even closer to our community, not just through products, but also through events and initiatives inspired by the energy we feel in Korea. Our goal is to bring a piece of Korea home.
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