If your beauty routine is powered by K-beauty serums, J-beauty cult cleansers and the thrill of discovering the next big beauty release before everyone else, this one’s for you!

This January, W cosmetics is launching World of W (WoW), Australia’s largest global beauty experience, transforming ICC Sydney into a high-energy beauty playground for three days only. Like the Easter Show, but for beauty, it’s the retailer’s first-ever immersive consumer event, promising to be equal parts discovery, play and indulgence.

Born from W cosmetics’ rapid growth in Australia, WoW is tapping directly into what beauty lovers have been asking for: more access to global brands, more ways to try before you buy, and more immersive experiences that go beyond the store shelf.

“World of W has been developed in response to our customers’ overwhelming desire for even more global beauty in Australia,” says Lee Li, Founder of W cosmetics. “Keeping up with trends and setting the benchmark for innovation is at the heart of W cosmetics, so we couldn’t be more thrilled to offer this experience to beauty lovers.”

So, what’s actually on offer? Beauty aficionados can expect free full-size products, interactive brand activations, games and prizes. With the chance to walk away with up to $200 worth of beauty goodies, there’s also live DJ sets, dedicated photo moments, customisation stations and sweet-treat surprises. WoW sounds less like a shopping event and more like a beauty festival.

The brand lineup alone is also stacked with cult favourites, enough to excite even the most seasoned skincare enthusiast. WoW will showcase a curated edit of leading K-beauty and J-beauty cult favourites, including Dr G, Medicube, Torriden, VT Cosmetics, CLIO, Amuse, Muzigae Mansion, Some By M, Milk Baobab, Goodal, Sungboon Editor, Jumiso, Nineless, Canmake, Momo Puri, Meishoku and Dollylashes, making it a rare opportunity to get hands on and explore global beauty trends in one place.

World of W runs from Thursday 22 to Saturday 24 January 2026 at ICC Sydney, Darling Harbour.

Tickets are available here via Humanitix.