Australia is officially obsessed with K-beauty. In fact, we’re now the second-highest spending K-beauty market per capita in the world, just behind South Korea itself. From glass skin to dewy finishes, snail mucin to fermented essences, and sheet masks to ampoules, Aussies can’t get enough of the quirky, innovative products and skincare rituals that have taken the world by storm. And this January, W cosmetics is giving us the ultimate way to live that obsession IRL with its first-ever World of W (WoW) event at ICC Sydney, Darling Harbour.
Running from Thursday 22 to Saturday 24 January 2026, WoW is a three-day K-beauty and J-beauty festival designed for anyone who lives for swatching, sampling, and discovering the next cult favourite. The event will showcase 20+ iconic global beauty brands, including Dr G, Medicube, Torriden, VT Cosmetics, Some By Mi, Amuse, Muzigae Mansion, and more. Ticket holders can immerse themselves in a hands-on playground of trends – think glowing, multi-step skincare routines, soothing sheet masks, brightening serums, and indulgent eye creams – all while walking away with up to $200 worth of free full-size products.
WoW is more than just shopping; it’s a full sensory K-beauty experience. Expect interactive brand games, customisation stations to personalise your new favourites, Instagram-ready photo zones, a live DJ, and even sweet treats to nibble while you explore. This is a celebration of everything that makes K-beauty fun and approachable – playful packaging, innovative textures, and seriously effective formulations.
Some trends you can expect to see in full force include: glass skin, the ultra-dewy, luminous complexion every K-beauty aficionado dreams of; multi-step layering, where cleansing, toning, serums, essences, and moisturisers all have a role to play; clean, cruelty-free formulas that don’t compromise on results; and the latest in DIY beauty tools and mask technology that make your at-home routine feel like a spa experience.
Tickets start at $35, making WoW the ultimate school-holiday outing or weekend treat for beauty lovers of all ages. Whether you’re a seasoned K-beauty addict or just starting your skincare journey, WoW is your chance to explore, play, and stock up on the products that are taking Australia – and the world – by storm.
So, don’t just sit there staring at your serum collection – grab your tickets, grab your friends, and get ready to swatch, spray, and slather your way through Sydney’s ultimate K-beauty playground. Snag your spot here before it sells out.