Korean Beauty Trends & Industry News: 24-09-25

Convenience Stores Target Gen Z with Affordable Beauty Products

    In South Korea, convenience stores are entering the budget-friendly beauty product market, aiming to attract the "Zalpha Generation" (a blend of Gen Z and Alpha Generation, typically aged 10-29). Traditionally dominated by low-cost retailers like Daiso, this market now sees convenience stores like CU and GS25 offering small, affordable cosmetic items.

CU has recently launched three skincare products, each priced at around $2.25, which are much cheaper than their full-sized versions. GS25 has also expanded its offerings, introducing masks and serums at competitive prices. The goal is to offer high-quality skincare products in smaller quantities that cater to younger customers looking for value.

This shift in the beauty market is seen as a direct response to Daiso's success in the affordable cosmetics space, where they sell over 340 products under $5. Big names like AmorePacific and LG Household & Health Care are also entering this market, increasing competition.

Convenience stores are seeing strong growth in beauty sales, particularly among teenagers and young adults. For instance, CU reports that over 70% of their cosmetic sales come from customers in their teens and twenties. This trend is expected to continue as these stores solidify their role as beauty shopping destinations for the value-conscious Gen Z.

South Korea Eases Cosmetic Labeling Rules and Tightens Ad Regulations

    South Korea’s Ministry of Food and Drug Safety has announced revisions to the cosmetics labeling and advertising regulations. The new rules are expected to simplify labeling while maintaining stringent safety standards, which will benefit both the K-beauty industry and consumers.

Under the updated guidelines, cosmetics packaged in clear boxes or films no longer need external expiration date labels as long as the information is visible through the packaging. For multi-product sets, only the product with the earliest expiration date needs to be labeled on the exterior. The revisions also aim to prevent excessive labeling that could detract from a product’s aesthetic appeal.

The advertising regulations will become stricter. Cosmetics cannot be marketed with claims of medical benefits, such as curing skin inflammation or reducing fat, as these are misleading and lack scientific support. Violations will result in penalties.

These changes, set to take effect in February, are anticipated to boost K-beauty’s global appeal by streamlining packaging while protecting consumers from false advertising.

Braille, Audio, and Sign Language Codes to Become Mandatory for Cosmetics

    A new bill in South Korea seeks to make it mandatory for cosmetics packaging to include Braille, audio, and sign language codes, ensuring that visually and hearing-impaired individuals can independently access product information. The legislation was introduced by Kim Ye-ji, a member of the National Assembly, to give disabled consumers more autonomy when purchasing and using beauty products.

If passed, this law would require that detailed product information, such as ingredients and instructions, be accessible via Braille or scannable codes that provide audio or video translations. The aim is to prevent issues such as allergic reactions due to lack of product knowledge. Companies that fail to comply would face fines.

The bill also addresses concerns from smaller cosmetics companies, offering administrative and financial support to ease the transition. Kim hopes this legislation will make cosmetics more inclusive for all consumers.

Beware of Misleading Claims in Overseas Cosmetic Purchases

    South Korea’s Ministry of Food and Drug Safety is warning consumers about misleading medical claims made by cosmetics sold through overseas online platforms. Products that claim to cure skin conditions, reduce inflammation, or burn fat are often falsely advertised, as cosmetics are not classified as medical products.

Unlike domestically imported cosmetics, overseas purchases may not undergo the same safety checks, leaving consumers at risk. It's crucial to verify product ingredients and ensure that banned substances are not included. The ministry advises checking product details on official websites and cross-referencing with safety databases like Korea's "Pharmacopeia" before purchasing.

If adverse reactions occur, consumers are encouraged to contact Korea's Consumer Protection Agency. The government is also investigating foreign platforms to ensure they meet safety standards and will take steps to block harmful products if necessary.