Korean Beauty Trends & Industry News: 25-06-16

Korean Retailers Target Men’s Grooming Market with Dedicated Stores and Products

    In recent years, the grooming and wellness interests of young Korean men in their 20s and 30s have become increasingly pronounced, and the retail industry is taking bold steps to capitalize on this trend. A prominent example is a major drugstore located in the busy Mapo district of Seoul, which has dedicated the entire first floor of its three-story building exclusively to male customers. Unlike the traditional displays dominated by women’s color cosmetics, this floor now features health-focused goods like protein supplements, chicken breast packages, and fitness equipment.

This shift reflects a growing appetite among young men to engage in direct product testing and personalized shopping experiences. One customer noted that he used to shop online because most stores were geared toward women, but now he appreciates the opportunity to test items in person and make informed decisions. According to the store manager, customer satisfaction has risen as shoppers can conveniently purchase both grooming products and fitness gear in a single visit.

This move is not isolated. Household goods chains known for their affordability have been expanding their men’s skincare product lines to attract budget-conscious male consumers. Convenience stores have also joined in, collaborating with cosmetic brands to introduce basic skincare sets targeting men, providing an impulse-friendly entry point into the grooming world.

The male cosmetics sector in Korea has shown steady growth, reaching approximately KRW 1.121 trillion (about $830 million USD) in 2024—an increase of 13% compared to four years ago. As this upward trajectory continues, the men’s grooming market is no longer viewed as supplementary but as a core growth driver within the broader beauty industry. Retailers and manufacturers alike are embracing a “men-first” strategy, reflecting both consumer demand and shifting cultural perceptions around self-care for men.

K-Beauty Accelerates Premium Transition with AI Skin Analysis and Influencer-Led Marketing

    While K-beauty has long been celebrated for its combination of affordability and quality, a significant shift is underway toward premiumization, driven by technological innovation and influencer partnerships. A standout case is a flagship beauty store in Seoul frequented by foreign visitors. This store offers an AI-powered skin consultation service that analyzes facial data to assess skin conditions and recommends tailored skincare products. Operated on a reservation-only basis, the store serves around 40 groups per day and often sees early morning queues with customers eager to experience personalized diagnostics.

One visitor from Taiwan shared how the AI service helped her better understand her skin condition and select suitable products. This hands-on, tailored experience exemplifies how K-beauty is evolving from mass-market solutions to high-end personalization.

Korean beauty brands are also leveraging influential beauty creators, or “K-beauty influencers,” to introduce Korean makeup styles and demonstrate product application. These collaborations are building global trust and authenticity, helping brands reach audiences far beyond traditional marketing channels. Viewers are drawn not only to product reviews but also to the immersive storytelling that influencers provide through their beauty routines and tutorials.

On the R&D side, companies are heavily investing in bio-tech and AI to develop high-functioning products, including anti-aging, skin brightening, and skin barrier repair. These innovations are designed to meet the rising expectations of global consumers, especially in competitive markets like the U.S. and Europe, where brand recognition remains a challenge for many Korean labels.

As a result, the K-beauty industry is not only boosting export volumes but also redefining its identity—from an affordable alternative to a tech-forward, highly personalized premium category. This strategic pivot is reinforcing why Korean cosmetics are increasingly seen as distinct and superior by international consumers.

K-Premium Consumer Goods Fair in Paris: Korean Brands Capture European Attention with Immersive Exhibits

    From June 13 to 15, the Korea International Trade Association (KITA) hosted the 2025 K-Premium Consumer Goods Fair at the Porte de Versailles Exhibition Center in Paris, France. Now in its third year, the event brought together 144 Korean companies across various industries—including cosmetics, food, household goods, and educational content. These exhibitors engaged in 540 export consultations with 168 buyers from 29 countries, totaling a projected value of $22.76 million USD. Additionally, 15 export contracts were signed on-site, marking a strong foothold in the European market.

This year’s fair focused primarily on cosmetics and food, two sectors experiencing a sharp rise in demand from European consumers. The K-Beauty Zone was one of the fair’s main attractions. Attendees were invited to participate in makeup classes and try scalp care devices, creating an interactive setting that introduced a wide range of skincare, makeup, and haircare products. These experiential marketing strategies allowed buyers and consumers to engage directly with products, enhancing credibility and appeal.

The K-Food Zone offered a multi-sensory introduction to Korean cuisine. Exhibits included cooking classes featuring traditional dishes from Korea’s southern provinces, tastings of ready-to-eat meals, and samplings of premium soju and traditional liquors. The Korean Cultural Center in France also participated by organizing a hanbok fashion show and a study-in-Korea information session, which seamlessly combined lifestyle marketing with cultural diplomacy.

Vice Chairman Lee In-ho of KITA emphasized the fair’s significance, stating that amid rising protectionism and U.S. tariffs, expanding into high-purchasing-power regions like Europe is more crucial than ever. He also announced that similar fairs would be held in promising markets such as Jakarta and Dubai in the second half of the year, reflecting Korea’s broader export diversification strategy.

By combining business matchmaking with cultural experiences, the Paris event helped elevate the global visibility of Korean consumer brands—particularly in the beauty sector—and demonstrated how immersive, multi-platform marketing can accelerate international recognition and sales growth.

Yuja Seed Oil Serum: Sustainability Meets Innovation in Regional Skincare Development

    A groundbreaking example of local innovation in Korea’s beauty industry comes from the Jeonnam Agricultural Research & Extension Services, which has successfully commercialized a skincare formula based on yuja (citron) seed oil. The patented composition, aimed at improving skin brightness and reducing wrinkles, transforms what was previously an agricultural waste product into a premium cosmetic ingredient.

Each year, approximately 3,000 tons of yuja seeds are discarded as industrial waste during the processing of yuja tea and other related products. The disposal of these seeds has posed significant environmental and economic challenges, costing around KRW 3 billion ($2.2 million USD) annually. Recognizing both the waste and the untapped potential, Jeonnam’s researchers began developing a way to reuse yuja seeds, culminating in a patented cosmetic formula filed in 2024.

The technology was transferred to Hysol, a Korean cosmetics company, which began mass production in April 2025. The result is an oil serum product launched under Hysol’s “Rimpodia” brand. The development process involved extensive consumer testing and feedback collection, leading to several rounds of formulation adjustments and clinical trials to ensure efficacy and safety.

Rimpodia’s yuja seed oil serum is now available through multiple domestic online channels, including its official website and major marketplaces like Naver Storefarm. The company is also expanding into global e-commerce platforms such as Amazon and Shopee, positioning the product for international success.

Director Kim Haeng-ran of the Jeonnam Agricultural Research Institute noted that this project not only supports corporate growth but also revitalizes the regional yuja industry by creating added value from by-products. The case exemplifies a broader trend in sustainable beauty—where environmental responsibility and technological advancement coalesce to create high-quality, locally rooted skincare solutions.