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Korean Beauty Trends & Industry News: 24-09-10



Korean Government Cracks Down on False Advertising for Chuseok Gift Items

    As Chuseok, Korea's major holiday, approaches, the Korean Ministry of Food and Drug Safety (MFDS) has uncovered 194 cases of false and misleading online advertisements for cosmetics and food products intended as gifts. This investigation, which took place between August 26 and September 3, targeted advertisements that exaggerated product benefits or falsely claimed medical properties.

In the food sector, 15% of 244 advertisements were found to be misleading. Common infractions included advertising ordinary foods as health supplements or suggesting that certain products could prevent or treat serious diseases like cancer or inflammation. Many of these ads also misused customer testimonials to inflate the product’s effectiveness.

In the cosmetics sector, 87 ads (43.5%) were flagged for falsely promoting non-functional cosmetics as having skin-whitening or anti-wrinkle benefits. Additionally, some cosmetics were marketed with exaggerated claims that could be mistaken for pharmaceutical benefits.

The crackdown also extended to non-pharmaceutical items like dental products and medical devices, with 27.5% of non-pharmaceutical ads and 15% of medical device ads being found misleading. These included illegal overseas sales or unverified claims about the products' effectiveness.

The MFDS continues to monitor online advertisements and warns consumers to verify product claims before purchasing, especially during the busy holiday season.


Amorepacific Launches ‘MIMO by Mamonde’ at Korea's Popular Daiso Stores

    Amorepacific has launched its new minimalist skincare brand, MIMO by Mamonde, at Daiso, Korea's popular household goods chain, which is increasingly expanding its influence in the beauty market. This new brand specifically targets "Zalpha" (Gen Z + Alpha) consumers, addressing common skincare concerns in a simple, clean beauty approach.

MIMO by Mamonde features two primary product lines: the Rosy-Hyaluron Line, focused on deep hydration, and the Peony-Tinol Line, designed to help control excess oil and acne. The Rosy-Hyaluron Line uses flower-derived ingredients like those seen in the original Mamonde brand and offers toners, serums, and creams designed for immediate hydration. The Peony-Tinol Line is tailored for younger consumers dealing with issues like oily skin and large pores.

This move follows other major beauty brands, like LG Household & Health Care, which have also recently entered Daiso. With cosmetics sales at Daiso increasing by 233% in the first half of 2023, it’s clear that the store's affordability and market reach are attracting leading beauty companies.

Amorepacific sees this partnership with Daiso as a key strategy to engage younger consumers and continue expanding in the budget beauty market.


Korean Beauty Industry Aligns with International Standards for Global Competitiveness

    The Korean Ministry of Food and Drug Safety (MFDS) has announced revisions to the country’s cosmetics manufacturing and quality control regulations to align more closely with international standards. Specifically, the regulations now match the ISO 22716 standard for Good Manufacturing Practices (GMP) in the cosmetics industry, making it easier for Korean companies to compete in global markets.

Key changes include the renaming of the “quality assurance department” to the “quality department,” updating facility standards, and clarifying rework procedures. These adjustments will reduce the regulatory burden on companies when exporting Korean beauty products overseas.

ISO 22716 is a globally recognized guideline for best practices in the manufacturing of cosmetics, and by aligning with it, the MFDS aims to boost Korea’s cosmetics exports and ensure that Korean beauty products meet international quality standards.

The MFDS has stated its commitment to continually refine domestic regulations to reflect international expectations, fostering greater competitiveness for the Korean beauty industry.
Location: 대한민국

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