Discovering the Intersection of Beauty and Fashion: COSRX at Paris Fashion Week

In a remarkable fusion of beauty and haute couture, COSRX, a leader in the global K-beauty industry, stepped onto the prestigious stage of Paris Fashion Week as the official backstage hair sponsor for MISS SOHEE. This event, held on January 29, 2026, showcased not just stunning designs but also innovative hair solutions that elevate the entire runway experience.

The Highlight of Paris Fashion Week: COSRX and MISS SOHEE

Founded by designer Sohee Park, MISS SOHEE has quickly established itself as a pioneer in contemporary haute couture with its meticulous craftsmanship and unique design philosophy. During the Spring/Summer 2026 collection presentation, COSRX brought its performance-driven K-beauty hair solutions to the forefront, enhancing the elegant aesthetics of the show.

This partnership represents a significant moment for both the K-beauty brand and the fashion industry as it marks the first time a K-beauty company has sponsored backstage hair services at such a prestigious event. Traditionally dominated by European beauty brands, this collaboration signifies a shift in the landscape of high fashion, bringing new and exciting influences to the couture arena.

A Glimpse into the Collection: “Breathing Forms”

The collection showcased under the theme “BREATHING FORMS” emphasized sculptural silhouettes that were gracefully softened by fluid movements. This theme captures the essence of MISS SOHEE’s innovative approach to couture. Since its debut in Spring/Summer 2025, the brand has garnered the attention of global icons, with its pieces adorned by celebrities like Anya Taylor-Joy, Beyoncé, and Zendaya.

COSRX collaborated closely with Joana Neves, the brand’s Global Hair Ambassador, to deliver exceptional hair artistry backstage. Joana’s expertise, combined with COSRX’s innovative products like the PEPTIDE-132 Hair Bonding Trio, ensured that the hair styling met the impeccable standards of couture fashion.

Unveiling the PEPTIDE-132 Hair Bonding Trio

The PEPTIDE-132 Hair Bonding Trio was instrumental in achieving the stylistic requirements of the runway. Here’s a closer look at the products:

• PEPTIDE-132 Ultra Perfect Hair Bonding Oil Serum: This lightweight serum refines and finishes hairstyles, providing flexible control and enhancing shine, all while reinforcing damaged hair.

• PEPTIDE-132 Ultra Perfect Hair Bonding Shampoo: A salon-grade formula that gently cleanses while restoring compromised protein bonds, making it the perfect foundation for standout styling.

• PEPTIDE-132 Ultra Perfect Hair Bonding Treatment: This intensive treatment targets mid-lengths and ends, improving softness and manageability, ensuring each look resonates with runway perfection.

About Joana Neves

Joana Neves is a London-based hairstylist and the driving force behind COSRX’s hair initiatives across Europe. Her collaboration with high-profile fashion houses like Dior and Prada, along with iconic personalities such as Kendall Jenner and Dua Lipa, showcases her exceptional talent and modern approach to hair artistry.

The Legacy of COSRX

Founded in 2013, COSRX has made a name for itself with its philosophy of ‘essentials-only’ products—highly effective, concentrated, and affordable. Trust in COSRX is reinforced by its widespread popularity and influence in the K-beauty community. The brand continues to thrive on platforms like Instagram and TikTok, further embedding itself into the beauty culture worldwide.

Conclusion

COSRX’s participation in Paris Fashion Week not only highlights the evolving role of K-beauty in the realm of fashion but also confirms the brand’s commitment to innovation and excellence in hair care. As beauty and fashion continue to intertwine, events like these pave the way for future collaborations that celebrate creativity and artistry at their finest. Stay tuned and explore how you can incorporate these trends into your own beauty and wellness routine!