China Beauty Expo 2026 (CBE 2026) in Shanghai is drawing the attention of the global beauty industry, and Hecto Healthcare’s inner beauty brand OnRitual will unveil for the first time its expanded global portfolio that extends into skincare at the event.

CBE 2026 runs from May 12 to 14 local time at Shanghai New International Expo Centre (SNIEC) in Shanghai, China. Marking its 30th edition, the event is themed “30 & Beyond, Rise with Innovation”. More than 1,500 beauty-related companies spanning fields such as OEM and ODM, ingredients, packaging and equipment from more than 120 countries and regions are taking part, and it is regarded as Asia’s largest beauty industry exhibition.

Launched in 1998, CBE has grown into a leading cosmetics and beauty industry fair in Asia alongside the growth of China’s beauty market. The event covers a wide range of areas, from skincare, makeup, perfume, hair, nail and beauty devices to ingredients, formulas, packaging and manufacturing equipment. It is closer to an industry platform where brands, manufacturers, distributors, ingredient suppliers and packaging companies meet in one place than a simple consumer goods exhibition.

OnRitual’s key message at the event is “expansion”. After building its brand identity around inner beauty and health functional foods such as collagen, diet, cleanse, and circulation and balance management, OnRitual will use CBE 2026 to introduce for the first time a global portfolio that includes a skincare line. It is a strategy to broaden its brand direction from “beauty you eat” to an integrated beauty solution of “eat, apply and attach”. The skincare line is set for an official domestic launch in June.

At CBE 2026, OnRitual will present its brand value through the “One-day Ritual” concept. It focuses on proposing an everyday care experience rather than selling a single product, by designing intake and skincare together within a daily routine.

It also built its portfolio around 3 flagship products that have received consumer responses through Olive Young, a leading health and beauty store in South Korea: “OnRitual Slimming Cut Diet,” “OnRitual Glow Up Collagen,” and “OnRitual Reset V-line.”

It will also expand its lineup by showcasing the superfood-based “Healthy Green Cleanse” together. “Healthy Green Cleanse” is a superfood blend product that includes organic curly kale from New Zealand, proposing balanced nutrition management amid busy daily life.

China’s beauty market remains a huge stage that global brands are watching. Based on rising consumer demand and the expansion of the middle class, China is assessed as a market with massive potential across cosmetics, personal care and inner beauty. Competition is also intense. It has become difficult to win as in the past based only on simple “K-beauty popularity,” and brands must be comprehensively vetted on ingredients, efficacy, price competitiveness, suitability for local distribution, capability for live commerce, and brand story.

In this environment, CBE serves as a gateway to gauge the possibility of entering the China market. Major Chinese distributors, importers, brand decision-makers and global buyers gather at the event in large numbers. Through the CBE Buyer Club, companies can broaden points of contact with local distribution officials, and it also provides business matching opportunities linking international brands with importers, distributors and agents in China. For OnRitual, it is a place to directly check not only product competitiveness but also how its brand concept will be received in China.

On-site marketing was also designed with points of contact with Chinese consumers in mind. OnRitual plans to encourage visitor participation by running follow events and photo verification programs using major Chinese social media such as Xiaohongshu and WeChat. Participating customers will receive inner beauty trial kits, skincare samples and brand goods. This can both broaden points of contact with China’s MZ generation consumers and serve as a device to show local buyers brand response and potential for expansion.

For visitors as well, CBE 2026 is a venue to check the latest industry trends. Key recent beauty industry keywords such as functional skincare, eco-friendly packaging, customized beauty, AI-based product development and high-efficacy ingredients are likely to be addressed intensively on site. For brands, it is an opportunity to find differentiation strategies, and for manufacturers and ingredient suppliers, it is a stage to showcase the latest technologies.

Hecto Healthcare aims through this exhibition to leave the impression that OnRitual is not simply a K-beauty brand, but a healthcare-based integrated beauty routine brand. By adding a skincare line to the brand trust built through inner beauty products, it is proposing a “One-day Ritual” of “eat, apply and attach” to the global market.

Hecto Healthcare said, “Through participating in CBE 2026, OnRitual has come to unveil for the first time to the global market its brand direction expanded from inner beauty to skincare,” and added, “We will continue to expand points of contact with global consumers based on the differentiated concept of ‘One-day Ritual’.”

CBE 2026 carries more meaning for OnRitual than simply taking part in an overseas exhibition. On a global beauty stage where more than 10,000 brands compete, what OnRitual must show is not only the number of products. It is a convincing routine proposal for why people should eat, apply and attach every day, trust as a brand created by a healthcare company, and a clear brand experience that Chinese consumers and buyers can relate to. Attention is focused on what kind of first impression OnRitual, which has widened its stride from inner beauty to skincare, will leave in Shanghai.