Korean Beauty Trends Continue to Capture Consumers in APAC | Mintel

Ok-Magnificence, brief for Korean Magnificence, refers back to the skincare and beauty merchandise and developments originating from South Korea. It has gained important reputation within the APAC area, increasing its affect globally as properly. This is because of a number of key components, akin to:

Korean skincare and wonder have emerged as development setters within the magnificence and private care business, influenced by South Korean popular culture.

On this article, Mintel highlights the explanations for the continued reputation of Ok-Magnificence developments, and what manufacturers within the magnificence and private care business at massive can be taught from the success of Korean skincare and cosmetics.

The South Korean skincare market is projected to extend 2.5% from 2023. The facial care section, which leads the Ok-Magnificence skincare market, is anticipated to develop to KRW5.41 trillion in 2024, a big improve in comparison with 2023.

Furthermore, in Japan, Korean magnificence imports in 2024 elevated by a whopping 120.8% in comparison with the earlier 12 months, even surpassing magnificence product imports from France.

1. Ok-Magnificence developments win prospects over via affordability

Korean magnificence developments are trendsetters within the BPC business at massive, however notably for Asian shoppers. They’re recognized for creating seems to be tailor-made to Asian faces and are appreciated for his or her affordability, which is essential throughout instances of worldwide inflation. The rating on the Japanese magnificence overview web site @cosme primarily options manufacturers that provide their merchandise at a lower cost level, akin to VT, Innisfree, and ROM&ND.

The important thing to enchantment to shoppers is to steadiness the demand for affordability with the need for fashionable seems to be, however with out falling brief on efficacy and security. Younger shoppers particularly, search inexpensive magnificence merchandise: 30% of Gen Z in India agree that there ought to be extra inexpensive magnificence merchandise.

2. Curiosity in South Korean popular culture continues to gasoline the recognition of the Ok-Magnificence market

Social media evaluation in India reveals that there have been 6.20 million posts within the final two years discussing Ok-Drama, Ok-Pop, and Ok-Magnificence developments, predominantly among the many age group of 19-24. This continued reputation in Ok-Pop all through the APAC area influences shoppers’ curiosity in Korean skincare and wonder merchandise.

Ok-Tradition’s affect is increasing via magnificence, meals, cinema, and different elements, additional triggered by Netflix Ok-Dramas ‘Crash Touchdown on You’ and ‘Itaewon Class’. Conserving updated with this motion can be essential for manufacturers within the magnificence business, because it reveals no indicators of slowing down simply but. Native and abroad manufacturers ought to look nearer at Ok-Dramas and leverage an analogous type to speak with shoppers, whereas providing methods to recreate the seems to be seen on display.

Whereas J-Magnificence (Japan) is commonly perceived as extra skilled and premium in comparison with C-Magnificence (China) and Ok-Magnificence manufacturers, the Korean skincare market can nonetheless persuade an APAC viewers by way of innovation, developments, and comfort.

1. Main the shift from anti-ageing to slow-ageing

Notably noteworthy amongst Ok-Magnificence developments is the rising curiosity in sluggish ageing with Millennials and Gen Z, who prioritise holistic approaches to wellbeing. It will likely be essential to leverage this rising development and swap communication round ‘anti-ageing’ to ‘wholesome skin-ageing’, as the notice of preventive skincare for long-term pores and skin well being past mere anti-ageing continues to rise.

Product launches in Ok-Magnificence skincare are reflecting this development, as there was a discernible rise in skincare product launches associated to sluggish ageing.

2. Tackling pores and skin points with Korean skincare

In comparison with Mintel’s survey respondents in China and Japan, shoppers in South Korea reported the next prevalence of pores and skin circumstances akin to spots/pimples, allergic reactions, and dermatitis – Psoriasis was famous to have an effect on over twice as many South Korean shoppers in comparison with China and Japan. Thus, it’s essential to grasp the distinctive skincare wants of South Koreans, in addition to shoppers in different markets, and provide merchandise that deal with them – and you’ll want to present scientific validation.

Pushed by tightened budgets, shoppers are more and more in search of skincare merchandise with confirmed advantages, prompting manufacturers to prioritise demonstrating efficacy over merely making claims. The South Korean skincare market is poised to guide this shift attributable to its fame for innovation and research-driven approaches.

3. Ok-Magnificence skincare affords comfort

Throughout Asia, there’s a sturdy demand for handy skincare options, with shoppers, notably in South Korea, valuing fast and easy-to-use merchandise. The rise in skincare launches marketed with time/pace claims in South Korea has elevated, reflecting the comfort development, as many are prepared to pay extra for skincare objects that simplify their routines. Consequently, main innovation to actively use rising comfort claims, like ease of use and handy packaging, can be important for achievement within the Korean skincare market.

Shoppers will anticipate to increase this comfort to extra elements of their each day routines.
Due to this fact, the concentrate on comfort in skincare aligns with the preferences of South Korean shoppers. Manufacturers providing fast, easy-to-use skincare options and multifunctional formulations will doubtless expertise elevated demand on this market consequently.

Equally, in India, there’s a rising curiosity in comfort claims, akin to ease of use and the flexibility to refill merchandise when customers run out, impressed by different APAC markets like China, Japan, and South Korea. General, the concentrate on comfort aligns with shopper preferences throughout varied Asian markets, driving demand for multifunctional and user-friendly skincare merchandise.

The fast improve in anti-/slow-ageing claims in Ok-Magnificence skincare are seeping over into the color cosmetics section of the Korean magnificence market, with skin-beneficial basis launches changing into the norm over the previous 12 months. Manufacturers within the Ok-Magnificence skincare should take note of the quickly evolving ‘skinification’ developments.

Pure substances assist convey worth to shoppers as a result of they’re related to pores and skin advantages and promise fewer use of harsh chemical substances. Manufacturers are leveraging natural and botanical substances to align with shopper preferences for pure and moral magnificence merchandise, as a part of a broader motion in direction of ‘inexperienced magnificence’.

Speaking substances, and placing them entrance and centre, can be essential for manufacturers to enchantment to shoppers, as simply over 30% of South Koreans say {that a} magnificence or grooming product made with pure substances is sweet worth for cash (consumer entry solely). This turns into much more necessary, contemplating the ‘skinification’ development in make-up will solely intensify, and shoppers’ curiosity in magnificence substances is anticipated to broaden additional within the color cosmetics section.

South Korean shoppers’ lip make-up preferences are continuously shifting. Social media information reveals ‘matte’ and ‘crimson’ are declining key phrases within the lipstick section, whereas ‘tint’, ‘glow’, and ‘pink’ have been on the rise for the final two years. This shift can doubtless be traced again on to the rising demand for pure and dewy make-up seems to be.

Consequently, the color cosmetics section within the Korean magnificence market has seen a fast improve within the launch of glowy tint merchandise, in response to shoppers’ rising demand for such formulation. On this quickly rising market context, manufacturers might have to transcend glow claims to succeed. Manufacturers might want to differentiate merchandise by delivering claims akin to lengthy lasting, light-weight, and hydrating, in addition to providing a wider vary of shades to select from.

Based mostly on Mintel’s insights, the curiosity in Ok-Pop, Ok-Tradition, and subsequently in Ok-Magnificence developments isn’t about to decelerate anytime quickly. It continues to be fuelled by the continued reputation of Ok-Tradition.

Shoppers throughout the APAC area, in addition to globally, worth Ok-Magnificence skincare and different magnificence merchandise for his or her innovation, effectiveness, and affordability. Whereas J-Magnificence’s reputation is on the rise and advantages from a extra skilled and premium notion, the Korean magnificence market income from its affiliation as an inexpensive trendsetter.

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