[DigitalToday reporter Jae-won Choi] Hecto Healthcare’s inner beauty brand OnRitual made a successful global debut at China Beauty Expo 2026 (CBE 2026). OnRitual left a strong impression on visitors, buyers and distributors by showcasing a portfolio expanded beyond inner beauty to skincare.

CBE 2026 is a major beauty industry exhibition in China, bringing together global cosmetics brands, distribution officials, buyers and industry experts. This year’s event was also packed with people seeking to get ahead of the latest beauty trends. OnRitual’s booth drew a steady stream of visitors from the first day through the last, heating up the venue. The booth stayed crowded throughout the show, with lines continuing through the final day as people looked at products and listened to explanations.

The brand’s key word was “expansion”. Since its 2025 launch, OnRitual has built its identity around inner beauty and health functional foods, including collagen, diet, cleanse and circulation and balance management. At CBE 2026 it unveiled a global portfolio that includes a skincare line such as mask packs and cleansing foam, announcing a shift into an integrated beauty solution brand that “eats, applies and sticks on”. The skincare line is set for an official domestic launch in June, drawing more attention at the venue.

Visitors to the booth examined products and actively asked about types and expected effects. They listened closely to staff explanations and showed strong interest in a Korean-style beauty routine. They also took part in a roulette giveaway event and product trials, and followed OnRitual’s key local social media accounts such as WeChat and Xiaohongshu, showing they did not want to miss trends.

Curiosity about K-beauty among local consumers was clear. One visitor, who said the popularity of K-culture had led them to take an interest in Korean beauty trends through dramas and idols, responded, “I want to know how to become pretty the Korean way.” Another visitor said the lineup connecting inner beauty to skincare was impressive. Chinese actor Du Yuchen (杜雨宸) also visited the site, drawing attention as he looked around the products. He showed interest not only in collagen and cleanse but also in “applied beauty” such as mask packs and cleansers, adding to the spotlight on the booth.

Industry officials, as well as consumers, also reacted strongly. Local Chinese distributors and buyers, along with officials from regions including the Americas, Europe and Asia, visited the booth and requested meetings. Buyers were drawn by the brand’s portfolio expanding beyond a simple health functional food brand into a brand that designs everyday beauty routines.

Among them, major Chinese distributor Tiantuan Group showed expectations for OnRitual’s growth potential. The group said China’s beauty market is in a growth phase in which premium consumption and segmentation are advancing rapidly. It said consumer demand is expanding for high quality, professionalism and personalised products. It also said younger consumers value quality, brand image and a differentiated philosophy, and that OnRitual, with research and development capabilities and a clear brand identity, could be competitive in the local market.

Interest in the brand did not remain only in China. A Russian distributor that distributes cosmetics in the European market, centred on Spain, also showed interest in OnRitual. The distributor said it is looking for a new beauty brand with growth potential, and focused on the brand’s expanded product range and clear concept. The portfolio, which started with “edible beauty” such as collagen, diet and cleanse and expanded to “applied beauty” such as mask packs and cleansers, showed the possibility of being accepted in the European market as a new K-beauty experience.

Participation in CBE 2026 left OnRitual with meaning beyond simply attending an overseas expo. Through the event, it introduced its brand concept to global visitors, suggested a new form of K-beauty routine to local consumers, and showed buyers and distributors its potential for overseas expansion. The crowds through the final day and the attention from industry officials were a scene showing that OnRitual can secure sufficient visibility in the global beauty market.

Hecto Healthcare succeeded in cementing the impression that OnRitual is not simply a K-beauty brand but a healthcare-based integrated beauty routine brand. Its “One-day Ritual” concept, which persuades consumers “why you must eat, apply and stick on every day,” was differentiated in that it proposes a lifestyle management experience beyond a product focus.

OnRitual wrapped up CBE 2026 successfully, adding momentum to its first step toward the global market. Visitor interest confirmed in Shanghai, meeting requests from buyers and positive reactions from distributors raise expectations for OnRitual’s next move. With OnRitual widening its stride from inner beauty to skincare, attention in the K-beauty industry is once again focusing on whether it can expand beyond China into Europe and the global market.