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Korean Beauty Trends & Industry News: 24-05-02


Customized Functional Cosmetics: The New Standard in Consumer Choice

    In response to the slow aging trend, the functional cosmetics market in Korea has expanded significantly. The beauty industry is now showcasing a variety of products tailored to individual skin concerns such as whitening, elasticity, and acne care. Ingredients like arbutin, hyaluronic acid, and retinol are especially popular as they help prevent pigmentation, hydrate the skin, and reduce signs of aging.

Consumers are increasingly prioritizing the complete ingredient list and user reviews over brand names, choosing products that best suit their skin types. For instance, ISOI's Blemish Serum, which includes Bulgarian rose oil and arbutin, is known for its whitening and soothing effects. Innisfree’s Green Tea Hyaluronic Acid Moisture Sun Serum offers hydration and sun protection, shielding the skin from environmental stressors. Furthermore, Missha’s Time Revolution Retinol 4000 Shot Intensive Cream effectively addresses wrinkles and elasticity, making it highly sought after for its anti-aging benefits.

This shift towards functional cosmetics, where efficacy and ingredient safety are key, is expected to continue shaping the beauty market’s future.


Influencer Marketing Thrives in the Beauty Industry

    A study by Review Corporation has revealed that influencer marketing is most prevalent in the beauty sector. As of 2023, beauty campaigns constituted 30% of all influencer marketing efforts in Korea, followed by lifestyle and digital. Small businesses particularly leverage influencers for local promotions, primarily in gourmet and beauty sectors. The beauty segment has seen remarkable growth rates, with local business campaigns growing by 55% and product campaigns by 13%.

The evolution of digital information and online channels has solidified a culture where consumers gather product insights from beauty influencers' reviews. Influencers are increasingly launching their own brands or participating directly in sales, expanding their role in the market. This trend is expected to further enhance the global influence of beauty influencers.


Innovating Demand with Cosmetics Made from Local Legumes

    The Ministry of Agriculture, Food and Rural Affairs in Korea has partnered with global cosmetics brand Lush Korea to create cosmetics using locally sourced soybeans and red beans. This collaboration aims to generate new demand and diversify consumption of local legumes, providing Lush Korea with information on crop types, production areas, and volumes. Lush plans to use red beans from Gyeonggi Province and tofu from Chungbuk Province in their renowned 'Fresh Face Masks' line.

This initiative, endorsed by both global and local entities, promises to make high-quality local legumes more accessible to consumers, potentially offering new income avenues for farmers and a richer product experience for consumers.


Kolmar Korea Accelerates Development of Customized Cosmetic Diagnostic Platform

    Kolmar Korea has joined forces with Chowiis Company to develop a cutting-edge cosmetic diagnostic platform. This platform will analyze consumers' skin conditions using optical technology to recommend personalized cosmetics. This initiative was officially agreed upon at Kolmar’s headquarters in Seocho District, Seoul, where key stakeholders from both companies convened.

The platform aims to incorporate consumers' skin concerns and lifestyle habits into personalized product recommendations, made possible through an app or website interface. By tailoring cosmetics to individual needs, Kolmar Korea intends to facilitate easier market entry for beauty firms aiming to offer customized products, potentially revolutionizing the industry with this scientifically advanced approach.
Location: 한국

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