Korean Beauty Trends & Industry News: 23-12-22

Gen MZ Embraces 'Conscious Beauty' for Value-Driven Consumption

South Korea's cosmetics industry is zeroing in on the value-driven Generation MZ (Millennials and Gen Z) with the rising trend of 'Conscious Beauty.' This concept prioritizes ethical consumption, combining environmental awareness with the exclusion of animal testing and harmful ingredients. According to a survey by the Korea Consumer Agency, 90.7% of adult consumers are interested in purchasing eco-friendly products, with 95.3% willing to pay more for them.

In line with this trend, Hyundai Pharmaceutical's hair loss care brand, Minoxell, has launched a 'Vegan Scalp Refreshing Shampoo.' The product, boasting hair loss prevention and natural plant-based surfactants, has received Italian Vegan certification and features eco-friendly packaging.

LG Household & Health Care has introduced the 'Ugly Lovely' brand, utilizing imperfect agricultural products as ingredients. These products, including mask packs and sheet masks, contain over 90% naturally-derived ingredients and are vegan-certified, emphasizing sustainability in packaging.

LF's Atte brand continues to grow in the conscious beauty market, with products like the 'Vegan Relief Sun Essence.' Industry insiders predict the conscious beauty market, centered around Gen MZ and driven by global environmental concerns, will continue its growth trajectory.

Gyeonggi Province Cracks Down on Unregistered and Misleading Cosmetic Companies

The Special Judicial Police Force of Gyeonggi Province, South Korea, has aggressively cracked down on cosmetic companies that operate without proper registration or mislead consumers into thinking their products are medicinal or functional cosmetics. This operation aims to protect public health and prevent consumer fraud.

During the crackdown, 14 violations were identified across 12 companies out of the 90 inspected. Violations included manufacturing and selling unregistered products like soaps and wet wipes, and misleading advertising suggesting that products could treat conditions like atopy or acne.

Specifically, companies in Gimpo and Goyang were caught for producing unregistered soap and wet wipes, while a Bucheon-based company was cited for misleading advertisements on its body lotions, body washes, shampoos, and creams. Penalties for such violations under the Cosmetic Act in South Korea can include up to three years in prison or fines up to 30 million won ($26,000) for unregistered manufacturing and sales, and up to one year in prison or 10 million won ($8,700) fines for misleading advertisements. The head of the special force emphasized the need to eradicate unregistered and misleading practices and encouraged public reporting of illegal activities.

Olive Young Launches Pop-up Store in Japan's Largest Beauty Store, '@cosme Tokyo'

CJ Olive Young, a prominent South Korean beauty retailer, has opened a pop-up store at '@cosme Tokyo,' Japan's largest beauty specialty store. '@cosme' is renowned as a major beauty platform in Japan, and its flagship store in Harajuku, Tokyo, known as a 'beauty sanctuary,' is popular among the younger demographic.

The pop-up store features Olive Young's private brands, including Biore Healbo, WakeMake, Bring Green, and Fillimilli, which have been introduced to the Japanese market in 2019 with an initial launch at the Lumine shopping mall. These brands are now available in major offline stores like '@cosme,' 'Plaza,' and 'Loft,' as well as online marketplaces like Rakuten and Qoo10 Japan. Notably, Biore Healbo received the 'Rookie Award' in the beauty category at the 'Qoo10 Awards 2023.'

An Olive Young representative shared that the pop-up store aims to increase brand recognition and strengthen the role of K-beauty in the Japanese market. This strategy aligns with the rising popularity of Korean beauty brands in Japan, and Olive Young plans to continue expanding the international export of its private label products.