The HEC Alumni Perfume & Beauty Club is delighted to invite you to an exclusive talk dedicated to Korean Beauty. 

From Seoul to Paris, K-Beauty has become far more than a beauty trend. Korean brands have reshaped consumer expectations around cosmetics, innovation, accessibility and speed-to-market. This rapid rise is also challenging the long-established influence of French beauty, forcing the industry to question its competitive advantages and ability to remain relevant in a rapidly evolving global market.

During this conference held in English, we will decode the key success factors of K-Beauty which result in extension in all distribution channels. Two key topics will be explored: 

We will decode the historical and cultural roots of its success and identify competitive advantages that have enabled Korean brands to rapidly conquer beauty retailers worldwide. 

We will explore the strengths and distinctive assets French Beauty can leverage to stand out, learn from the Korean model and build new sources of competitive advantage. 

Our exclusive conference host, Florence Bernardin, is a renowned French expert on beauty innovations emerging from Asian markets. Founder of Asia Cosme lab, the Franco-Asian consultancy firm delivers cutting-edge insights from Asian beauty industry to global markets. 

Program for Tuesday, September 29th

Space is limited, and the panel discussion will be held in English.

We look forward to seeing you there for an inspiring session on decoding the Korean beauty model and its lessons for French brands.

HEC Alumni – Perfume & Beauty Club

Jessica de Lacour Sussac (H04) & Jill Schleicher (H14), members, Perfume & Beauty Club

Angélique Marlot (MUST19) & Elisabetta Portioli (MBA19), Presidents, Perfume & Beauty Club