WELCOS

FRUDIA, a brand of Welcos (CEO Youngdon Kim), showcased its global competitiveness at Cosmoprof Worldwide Bologna 2026. Now in its 57th edition, Cosmoprof Bologna is recognized as one of the world's largest beauty industry exhibitions, hosting over 3,000 companies from approximately 60 countries and attracting more than 250,000 industry professionals worldwide.

At this year's exhibition, FRUDIA showcased a diverse product lineup powered by proprietary fruit-derived ingredients, cold-extracted over 48 hours to preserve their natural nutrients and further enhanced by advanced encapsulation technology. The brand presented a comprehensive range spanning from skincare to color cosmetics, drawing strong attention from global buyers with the introduction of new product categories alongside its existing lineup. By offering tailored beauty solutions that cater to increasingly diverse consumer needs, FRUDIA reinforced its competitiveness in the global market.

Among the highlights was the debut of Blurry Butter Jam, a new color cosmetic product featuring a buttery-soft texture that melts seamlessly onto the skin while delivering a naturally diffused blur effect. With its lightweight application and smooth matte finish, the product enables versatile looks ranging from everyday makeup to trendy styles, appealing especially to global Gen Z consumers.

FRUDIA also introduced the Hydra Recharge Blueberry Hyaluronic Toner, a highly hydrating toner formulated with blueberry-based ingredients and hyaluronic exosomes. Designed around a unique "moisture scheduling" concept based on a four-week usage cycle, the product features a marked container that helps users track their usage and encourages consistent application. Its airy, refreshing texture allows for effortless layering, making it ideal for daily hydration care.

Throughout the exhibition, FRUDIA engaged in active meetings with global buyers and industry professionals. The strong performance of its newly launched products led to in-depth discussions, providing valuable insights into market-specific consumer trends and laying the groundwork for future strategic collaborations.

Currently available in over 80 countries, FRUDIA continues to expand its global footprint. Through its participation in Cosmoprof Bologna 2026, the brand further solidified its position in the international market. With Italy as a strategic hub in Europe, FRUDIA plans to strengthen its presence across the region and beyond. Moving forward, the brand aims to establish itself as a globally recognized name through its distinctive product innovation and unique brand identity.