Koreans' cosmetic preferences have shifted away from the past focus on large brands, and are increasingly prioritizing functionality tailored to individual skin concerns, ingredient safety, and eco-friendliness/veganism. Key trends include:
1. Focus on ingredients and safety:
While brand awareness was important in the past, today's consumers prioritize product safety and transparency, focusing on keywords like "clean beauty," "vegan," and "fully disclosed ingredients."
2. Prefer personalized solutions:
There's a growing preference for customized or functional products that address specific skin concerns, rather than standardized products. Products focused on specific functions, such as essences/serums, cleansers, and sunscreens, are gaining popularity.
3. The rise of indie brands:
Small and medium-sized indie brands that prioritize product quality and authentic communication over large-scale marketing are growing rapidly.
4. Expanding the influence of digital and reviews :
Consumers primarily obtain information about cosmetics through videos and social media, and they place great importance on product reviews when purchasing a product.
5. Slow aging and inner beauty:
As the concept of "slow aging" spreads, which aims to manage aging naturally rather than trying to prevent it, interest in internal care through inner beauty products, in addition to topical cosmetics, has increased.
6. Accessibility and Convenience:
With cosmetics now available for purchase through a variety of distribution channels, including Olive Young, Daiso, and convenience stores, accessibility has become an important factor.
Cosmetics favored by Koreans range from high-end herbal brands like Sulwhasoo, Whoo, and Sum37° to the diverse lineups of Innisfree, Laneige, Amorepacific (AP), and LG Household & Health Care, as well as brands known for their color or specific products like Skin1004, Clio, and Banila Co. Products that emphasize gentle, naturally derived ingredients and focus on hydration, soothing, and strengthening the skin barrier are popular.
1. Brand Overviews & Hero Products
* Sulwhasoo: A premium brand focused onGinseng(Ginsenomics™) to restore skin resilience.
* Hero: First Care Activating SerumandConcentrated Ginseng Renewing Cream.
* The History of Whoo: Inspired by royal court beauty secrets, utilizing rare medicinal herbs.
* Hero: Bichup Self-Generating Anti-Aging Concentrate, which promotes skin self-regeneration.
* su:m37°: Specializes in naturallyfermentedingredients at 37°C, the optimal temperature for skin-vitalizing enzymes.
* Hero: Secret Essence, known for strengthening the skin barrier.
* O HUI: Combines high-tech science with anti-aging botanicals.
* Hero: Age Recoveryline, which targets collagen loss and deep wrinkles.
2. Examples of preferred brands and products :
* Luxury/High-end: Sulwhasoo, Whoo, Sum37°, Ohui, Lienkei (herbal ingredients, anti-aging).
* Popular/Natural: Innisfree (Jeju green tea line), Laneige (moisturizing cream, sleeping mask), various brands of Amorepacific (natural ingredients, mild).
* Color/Functionality: Clio (waterproof eyeliner), Banilaco (Clean It Zero Balm), Skin1004 (Centella line) (popular overseas as well).
* Others: Various domestic brands such as Chamjon, Plant Nara, and Luna are also preferred.
3. Preferred features :
* Naturally derived ingredients: Prefer mild, hypoallergenic ingredients such as green tea, aloe, and snail mucus.
* Skin concern resolution: Products that emphasize specific effects such as moisturizing, soothing, antioxidant, and skin barrier strengthening are popular.
* Diverse lineup: Wide range of choices to suit consumer needs, from basic to color, herbal medicine, and naturalism.
4. Latest trends :
* Recently, Korean cosmetics have been gaining popularity overseas, and indie brands such as Skin1004 are attracting attention on Amazon and other platforms.
In summary, Koreans prefer products with a variety of functional and mild ingredients that suit their skin type and concerns, and brands such as Innisfree, Laneige, Sulwhasoo, and Clio are consistently loved.
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