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Korean Beauty Trends & Industry News: 24-07-25


Korean Government Boosts Global Competitiveness of K-Beauty Startups

    The Korean government is taking significant steps to bolster the global competitiveness of K-Beauty startups. Through initiatives like establishing a dedicated K-Beauty fund and developing production facilities for small-scale, diverse product manufacturing, the government aims to enhance the global presence of K-Beauty brands.

On July 24th, the Ministry of SMEs and Startups (MSS) and the Ministry of Food and Drug Safety (MFDS) announced their "Global Competitiveness Enhancement Plan for K-Beauty Startups" at the CJ Olive Young headquarters in Seoul. This plan aims to double the export value of K-Beauty products from $5.3 billion in 2022 to $10 billion by 2027 and increase the number of exporting SMEs to 10,000.

Key strategies include identifying and nurturing promising K-Beauty companies, systematically addressing international export regulations, and elevating the overall K-Beauty ecosystem. Collaborations with major private platforms and manufacturers like CJ Olive Young, Amazon, Kolmar, and Cosmax will be crucial for discovering and supporting export-ready companies with marketing and export strategy consultations.

Additionally, a new K-Beauty fund will be established to invest in cosmetic manufacturers expanding overseas. The government also plans to streamline the response to export regulations by updating manuals and providing regulatory information for emerging markets such as Russia and the Middle East. Aligning domestic cosmetic GMP standards with international ISO standards will also ease the burden on companies preparing for certification.

Support measures for innovation include funding for smart factories and R&D, as well as a new "K-Beauty Network Loan" to quickly finance brands based on manufacturing contracts. The MSS and MFDS have signed an MOU to ensure the seamless implementation of these initiatives and held discussions with industry stakeholders to gather feedback.


Amorepacific Dominates Amazon Prime Day with K-Beauty Products

    Amorepacific Group has demonstrated the global influence of K-Beauty by achieving remarkable success during Amazon Prime Day. From July 16th to 17th, various Amorepacific brands secured the top three spots in the Beauty & Personal Care category on Amazon.

Cosrx’s "Advanced Snail 96 Mucin Power Essence" ranked first in sales, followed by Laneige's "Lip Glowy Balm Berry" and "Lip Sleeping Mask Berry" in second and third place, respectively. Laneige's products were so popular that they sold out entirely during the event, underscoring their global appeal.

Additionally, Aestura's "Atobarrier 365 Cream" ranked second in the Facial Cream & Moisturizers category, and Mise-en-Scène's "Perfect Serum" took first place in the Hair Serums category. APR also reported a significant increase in sales for its Mediheal and AGE-R beauty devices during Prime Day, selling around 10,000 units in two days. Mediheal's "Zero Pore Pad" became the best-seller in Amazon's Toner & Astringent category for the first half of the year.

According to customs data, Korea's cosmetic exports reached a record $4.82 billion in the first half of the year, up 18.1% from the previous year, with exports to the U.S. increasing by 61.1% to $870 million. Both Amorepacific and APR aim to maximize their sales in the U.S. market during the upcoming shopping season, capitalizing on the growing popularity of K-Beauty products among American consumers.


Simplified Procedures for Exporting Korean Cosmetics

    The procedures for exporting Korean cosmetics have been streamlined. Starting from July 22nd, six types of certification documents issued by the Korea Cosmetic Association (KCA) will no longer require additional notarization for Apostille or Consular Confirmation.

The streamlined process includes essential documents such as manufacturing and sales certificates, manufacturing certificates, manufacturer certificates, responsible seller certificates, address change certificates, and certificates of origin for raw materials. This change applies to exports to Vietnam, China, Indonesia, UAE, and other countries, significantly reducing the burden on cosmetic exporters.

The Ministry of Food and Drug Safety (MFDS) and the Overseas Koreans Agency (OKA) expect this improvement to save the cosmetics industry around $18 million annually in notarization costs. This move aims to facilitate smoother export procedures and support the global competitiveness of Korean cosmetics.

Apostilles and Consular Confirmations are used to verify the authenticity of documents for international use. Apostilles are for countries that are part of the Hague Apostille Convention, while Consular Confirmations are for countries that are not.

The MFDS and OKA will continue to collaborate to support the export of Korean cosmetics, ensuring that the industry remains globally competitive. Detailed information on obtaining Apostilles and Consular Confirmations is available on the OKA website or through their helpline.
Location: 한국

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