Now in Korea
Changes happening in the Korean market right now
The Korean beauty market has evolved beyond being just a 'fast-trend market' to become a testbed where experiments happen first. New ingredients, new formulations, new usage methods— Korea is where all of this gets validated the fastest.
Consumer Behavior Shift
Consumers have become smarter
Korean consumers no longer purchase based solely on brand names.
- They read ingredients
- Compare reviews
- Choose based on their own skin conditions
In this process, function-focused and solution-oriented brands survive quickly.
Brand & Category Trend
Keywords gaining attention now
Low-Irritation · Sensitive Skin
Sensitive skin-centered design has established itself as a major trend.
Single Point Products
Products with clear, focused functions are leading the market.
Routine Simplification
Less but Better— Fewer, but superior.
The Korean Market is
a 'Hint to the Future'
If it works in Korea, it works globally
Products and brands that succeed in Korea resonate in global markets with a time lag.
The changes visible in Korea now are the next stage of the global market.