For some years now, Korean cosmetics have been a worldwide favourite. In a recent article, the Mintel forecasting agency explains that people in the Asia-Pacific region are particularly fond of South Korean cosmetics, because they are affordable and, above all, effective.
K-beauty is on a roll in the APAC region. According to figures released by the trends consultancy, imports of Korean beauty products into Japan in 2024 increased by 120.8% compared to the previous year, “even surpassing imports of French cosmetics.”
The keys to success
Price
South Korean cosmetics are fairly affordable. “Having access to affordable ranges is a real demand from consumers. 30% of generation Z in India believe that there should be more low-cost beauty products,” comments Mintel.
Another reason for the popularity of these products is the fascination generated by the South Korean lifestyle.
K-dramas (television series) and K-pop (music) stars are very popular. The 19-24 age group is particularly sensitive to K-culture, so they want to use the same products as the stars they adore.
Expertise
K-beauty is renowned for being right on trend. For example, at a time when consumers are looking for ways to age better, rather than just fighting the signs of ageing, many local brands have launched cosmetics with this in mind.
South Korean cosmetics are also appreciated for their practicality and ingenious packaging. “The Banobagi Milk Thistle Cica Repair ‘sheet mask’ soothes and moisturises the skin, restoring its radiance and reducing redness. …
