Korean Beauty Trends & Industry News: 25-01-29

K-Beauty’s New Growth Engine: The Rapid Expansion of the Inner Beauty Market

    As the health-conscious trend continues to grow, Korea’s inner beauty market—focusing on supplements that enhance beauty from within—is expanding rapidly. Leading K-beauty companies such as Olive Young, Amorepacific, and LG Household & Health Care are actively investing in this sector, seeing it as a major future growth engine.

Olive Young’s inner beauty sales have seen a 30% annual growth rate over the past two years, with a 40% increase in 2023 alone and a continued 27% growth last year. Initially focused on weight loss supplements, the market has diversified to include collagen, retinol, and glutathione, traditionally used in topical skincare. An Olive Young representative stated, “The inner beauty market used to focus primarily on weight loss, but now, products are diversifying. Slimming products are targeting blood sugar management and probiotics for weight control, while skin-related products now include antioxidants like glutathione and anti-aging ingredients like retinol.”

Amorepacific has also entered the inner beauty segment aggressively. In October 2023, the company launched Super Retinol C, an ingestible retinol supplement. Retinol, long recognized for its effectiveness in topical skincare, is now being introduced in edible form for daily consumption. Amorepacific, which has researched retinol since 1994, holds multiple patents and has collaborated with dermatologists to develop the product. The launch of Super Retinol C has been highly successful, with sales in the second half of last year surging over 500% compared to the same period in 2023. The product has also been well received in Japan, where the health supplement market is highly developed.

LG Household & Health Care is also expanding its inner beauty business through its health supplement brand, Saenghwaljeongwon. The company has introduced Hanami, a fermented placenta-based skincare supplement, and Bifium, a probiotic for weight management. LG Household & Health Care sees significant potential in the inner beauty sector and is targeting international markets as well. A company representative stated, “We are preparing to launch new products in Vietnam and Singapore while expanding our portfolio of differentiated health supplements and inner beauty products based on our R&D expertise.”

The inner beauty market is no longer just a passing trend but a core driver of K-beauty’s future growth. Korean beauty brands are ramping up R&D and new product launches, while also expanding into international markets. As consumer interest in health-based beauty solutions continues to rise, industry competition and investment in this sector are expected to intensify.

Surge in Functional Cosmetics: Sunscreens and Hair Dyes on the Rise

    The number of functional cosmetic product approvals in Korea increased slightly last year, with sunscreens and hair dyes seeing the most significant growth. According to the Korean Ministry of Food and Drug Safety, a total of 964 functional cosmetic products (760 domestically manufactured, 204 imported) were approved in 2024, a 2.1% increase from the previous year’s 944 approvals.

Sunscreens led the category with 321 approvals, making up 46.9% of all functional cosmetics approvals. This reflects the continued strong demand for sun protection in the K-beauty market. Korean brands are also increasing their focus on exporting sunscreens to the U.S., where they are classified as over-the-counter drugs rather than cosmetics. To support this effort, the Korean government is offering training and regulatory assistance, including FDA compliance seminars, one-on-one consultations, and GMP (Good Manufacturing Practice) training.

Hair dye approvals also saw an explosive increase, tripling from 52 cases in 2023 to 166 cases in 2024. Other growing categories included triple-functional cosmetics (brightening, anti-wrinkle, and sun protection), which had 158 approvals, and anti-hair loss products, which accounted for 72 approvals.

The range of available product formulations is also expanding beyond traditional liquids, lotions, and creams to include hydrogels, cushion-type formats, and multi-phase emulsions. Additionally, new products aimed at restoring the skin barrier and relieving skin conditions such as itching and irritation are being developed.

The Ministry of Food and Drug Safety plans to continue analyzing functional cosmetic approval trends and use the data to guide product development and regulatory improvements. With K-beauty maintaining strong global demand, Korean beauty brands are expected to further expand their functional skincare offerings and push into new markets.

Amorepacific’s ‘Aestura’ Partners with Sephora for U.S. Launch

    Amorepacific’s dermatological skincare brand, Aestura, is making its U.S. debut through an exclusive partnership with Sephora. Starting in February, Aestura’s Atobarrier365 line will be available at over 400 Sephora stores nationwide, as well as on Sephora.com.

Aestura, originally a medical-grade skincare brand developed under Pacific Pharmaceuticals, has become one of Korea’s leading derma beauty brands. The brand has consistently ranked No. 1 in hospital skincare sales for nine consecutive years and has also dominated the derma skincare category at Olive Young.

For its U.S. launch, Aestura will introduce Atobarrier365 Cream, Bubble Cleanser, Hydro Essence, Lotion, Soothing Cream, and Face Mist, as well as a trial kit for new customers.

Aestura representatives stated, “We are excited to bring Aestura to the U.S. market. As demand for dermatologist-backed skincare grows, we believe our scientifically developed formulas will appeal to American consumers. Through Sephora, we aim to establish Aestura as a premium derma beauty brand.”

Aestura has already expanded successfully into Japan, Vietnam, and Thailand, and the U.S. launch marks a major step in its global expansion strategy.

SKIN1004 Achieves Explosive Growth: $2.1 Billion in Sales

    Korean skincare brand SKIN1004 has achieved record-breaking success, reporting $2.1 billion in revenue and $580 million in operating profit in 2023. This represents a 321% increase in sales and a 571% increase in operating profit from the previous year. The brand, which had only $5.9 million in sales in 2020, has expanded its business nearly 36 times in just four years.

The driving force behind this success has been SKIN1004’s aggressive international expansion, with 98% of its sales coming from overseas markets. The brand made a major breakthrough in the U.S. by securing retail partnerships with Ulta Beauty (1,300+ stores), Amazon, and Watsons. Its top-selling products, including the Madagascar Centella Light Cleansing Oil and Hyalu-Cica Water-Fit Sun Serum, became No. 1 sellers on Amazon in the cleansing category.

In Japan and China, SKIN1004 has focused on social media-driven marketing, working with over 170 influencers and reaching No. 2 in overall sales rankings on Qoo10 Japan. In China, the brand set a sales record on TikTok Shop, marking its highest-ever single-day revenue in October 2023.

SKIN1004 is now expanding beyond Asia and North America, targeting Europe, Latin America, and the Middle East. The brand is strengthening its global presence by partnering with Costco, Target, and other major retailers to enhance accessibility.

SKIN1004’s CEO, In-seung Kwak, stated, “2024 marks a new phase for our brand. We will continue to strengthen our global strategy and establish SKIN1004 as a leading name in K-beauty worldwide.”