[Digital Today reporter Jae-won Choi (최재원)] Global attention is heating up for OnRitual, Hecto Healthcare’s inner beauty brand. At the OnRitual booth at China Beauty Expo 2026 (CBE 2026) in Shanghai, overseas visitors who are usually interested in K-beauty continue to stop by.

CBE 2026 opened on May 12 (local time) at the Shanghai New International Expo Centre (SNIEC) in Shanghai. From the first day, visitors with strong interest in K-beauty actively sought out the venue.

The OnRitual booth, in particular, had a lively atmosphere from early in the event. Visitors listened closely to staff explanations, freely looked around the products on display and took part in events. Lines also grew long for a gift roulette event, a moment that again reflected K-beauty’s global popularity.

One local visitor showed curiosity, saying, "I have long had many questions about inner beauty. I want to learn about Korea’s beauty trends." Another visitor showed interest, saying, "I always have a desire to become prettier. I want to experience what Korean trends are like, which are different from China." Another visitor also said, "The skincare products following inner beauty are impressive."

Interest in the OnRitual booth was strong not only from Chinese visitors but also from visitors from other countries. One American visitor also shared a review, saying, "K-beauty has considerable status. It was good to feel the 'next' of Korean beauty."

OnRitual, which has built its brand identity around inner beauty and health functional foods such as diet, cleanse and circulation and balance management, is unveiling for the first time a global portfolio that includes a skincare line through CBE 2026. It is a strategy to expand its brand direction from existing "beauty you eat" to an integrated beauty solution of "eating, applying and attaching". The skincare line is set for an official domestic launch in June.