Korean Beauty Trends & Industry News: 25-02-03

K-Beauty’s Global Boom: Shopee Reports Surge in Korean Product Sales

Shopee, a Singapore-based e-commerce platform, announced that orders for Korean products grew 63% in 2023, with sales increasing by 44%. The most popular category was cosmetics, with orders jumping 77%. Other strong-performing categories included K-pop merchandise, health products, mobile accessories, and food.

Southeast Asia emerged as a key growth region, with orders from Vietnam and Thailand surging by 134% and 182%, respectively. Shopee also recorded significant sales growth in Singapore (58%), as well as in the Philippines, Taiwan, and Brazil, where orders increased by more than 20%.

Shopee Korea’s CEO, Kwon Yoon-ah, stated that the company plans to expand logistics, enhance live streaming and short-form video marketing, and target a 300% sales increase in Vietnam and Thailand, along with a 100% growth in the cosmetics segment.

CJ OnStyle Launches ‘Get It Beauty’ Live Shopping Show with Yoo In-na

CJ OnStyle is introducing a new beauty-focused live shopping program, ‘Get It Beauty’, featuring actress Yoo In-na as the host. This marks her return to the show after 11 years.

Unlike traditional beauty commerce platforms, ‘Get It Beauty’ integrates video content, expert product curation, and real-time audience interaction. The show follows the ‘digging’ concept, meaning an in-depth exploration of beauty trends, and will present trending skincare and makeup insights based on feedback from a 1,000-member review panel.

CJ OnStyle emphasized its commitment to providing a premium beauty shopping experience through interactive content.

Cosmax Korea Obtains Halal Certification, Strengthening Presence in ASEAN and Middle Eastern Markets

Cosmax Korea has received Halal certification from Indonesia’s Majelis Ulama Indonesia (MUI), the country’s most recognized Halal authority. This certification is a key step for expanding exports to Southeast Asia and the Middle East, where demand for Halal cosmetics is growing rapidly.

Indonesia has implemented mandatory Halal certification for cosmetic imports, starting in October 2026. Cosmax Korea, which had already secured Halal certification for its China subsidiary, now strengthens its global market position with this latest approval.

The company has strictly followed Halal compliance in ingredient selection, manufacturing, packaging, and distribution. This certification allows Cosmax Korea to expand its lineup of Halal-certified skincare, cleansing, and makeup products, with additional plans to develop products tailored to Muslim consumers' needs.

According to Statista, the Halal beauty market was valued at $27.2 billion in 2022 and is expected to reach $43.8 billion by 2028. Muslim consumers are showing increased demand for ethical and religiously compliant beauty products, presenting a major opportunity for Korean brands.

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