[DigitalToday reporter Jae-won Choi] The desire to become prettier remains unchanged. Global interest in understanding Korean-style beauty trends has been intense recently. Attention is shifting beyond inner beauty such as collagen and balance management to products used directly, including mask packs and cleansers.

China Beauty Expo 2026 (CBE 2026), held on May 12 (local time) at the Shanghai New International Expo Center in Shanghai, China, is becoming a signal flare for the globalisation of the K-beauty industry.

OnRitual, an inner beauty brand of Hecto Healthcare participating in CBE 2026, unveiled for the first time a global portfolio expanded beyond inner beauty into skincare. The strategy is to broaden the brand’s direction from existing “edible beauty” to an integrated beauty solution that is “eaten, applied and attached”. The skincare line is set for an official domestic launch in June.

The OnRitual brand booth was packed from the first day of the show with crowds determined not to miss K-beauty trends. Visitors to the booth ranged across men and women, young and old. They showed active interest, telling staff: “What is the product?”, “What effects does it have?” and “I want to buy it.” Visitors also tried products set up at the booth freely, learning K-beauty trends firsthand.

Chinese actress Du Yuchen (杜雨宸) also visited the venue, drawing the attention of local crowds. Active on local social media including Sina Weibo (新浪 微博), Douyin (抖音) and Xiaohongshu (小红书), Du, who has more than 3.5 million followers in total, looked over various OnRitual products including collagen and cleanse items. She also showed interest, her eyes sparkling, as she looked at “applied” beauty products such as mask packs and cleansers.

OnRitual, launched in 2025, is rapidly expanding its consumer touchpoints. Its flagship product, “OnRitual Slimming Cut Diet”, drew attention by recording cumulative sales of 500,000 sachets within 4 months of launch, and it was recognised for its potential after winning the grand prize in the platinum category at ICT Awards Korea 2025. The product has also entered retailers including Olive Young, House of Shinsegae Cheongdam in Cheongdam-dong, Seoul, and the first Olive Better store, as OnRitual strengthens its presence as an inner beauty brand.