South Korea’s Hidden Appetite for Western Beauty Brands

Published on: October 31, 2024

South Korea — renowned for its pop culture prowess and trend-setting influence — has revolutionised global beauty with K-beauty. Yet, while the global buzz centres on Korean brands, here’s the twist: South Koreans themselves remain die-hard fans of Western beauty imports. These products aren’t just another option on the shelves — they’re status symbols, the A-listers of the beauty scene, representing sophistication and quality that commands attention.

This fascination with Western beauty brands is far from a passing trend. It’s a golden opportunity for companies eager to break into one of the world’s most dynamic and trend-driven beauty markets.

So, why do South Koreans keep returning to Western beauty, and how can your brand get in on the action? Let’s explore Korea’s ever-evolving beauty landscape and dive into the trends that are set to define its future.

Overview:

Inside South Korea’s Beauty Market

South Korea is the world’s 10th largest beauty and personal care market, projected to hit US$15 billion in 2024. Leading the charge? Skincare, which is set to pull in over US$9 billion this year alone. To put that into perspective, South Koreans are spending an average of US$81 per person on skincare in 2021, double what Americans spend annually.

What’s driving this? It’s not just buying more. Korean consumers are on a relentless quest for the latest and greatest, eagerly investing in top-tier products that keep them ahead of the beauty curve.

Unlike their Western counterparts who often stick loyally to their favourite brands, Korean beauty aficionados are adventurous. They love experimenting, switching brands, and trying new products to stay ahead of the curve. This means more purchases, more variety, and more opportunities for new brands to make a splash. Plus, with online sales expected to make up 40.4% of the beauty and personal care market in 2024, digital presence is a must.

Western brands dominate Korea’s premium skincare market, holding 60% of the space — a testament to their enduring reputation for quality.

Even with K-beauty dominating the shelves, Western imports aren’t fading into the background. In fact, foreign brands are ruling the premium skincare arena, snapping up 60% of that space. Western brands are still seen as top-notch symbols of quality and luxury. Take Olive Young, one of Korea’s top beauty retailers. They saw premium product sales balloon by an average of 36% annually from 2021 to 2023. So much so, they launched Luxe Edit in stores and online to showcase both big names and indie gems that weren’t yet household names in Korea.

From everyday staples like Kamill and TheraBreath to high-end heavyweights like Moroccanoil and Chanel, Western brands are the darlings of South Korea’s cutthroat beauty scene. Young professionals, in particular, are eager to flaunt overseas brands, adding to the growing demand.

It’s a market that is ripe for Western brands that bring something fresh to the table.

Trends Shaping the Korean Beauty Landscape

1. Skinification of Everything

Koreans are laser-focused on achieving clear, healthy, and hydrated skin — skincare isn’t just a priority; it’s the priority.

This is why “skinification” is everywhere, with makeup that’s more than just a pretty face. Barely-there foundations infused with high-tech serums, sunscreens with colour-corrections — you name it.

The trend is all about getting more bang for your buck. With the economy keeping everyone on their toes, consumers are looking for products that work overtime. No one’s in the mood to splurge on a one-trick pony. They want beauty products that look great and pack a skincare punch — think nourishment, protection, and visible results all wrapped up in one.

For Western brands offering multifunctional products, there’s plenty of room to shine in this practical yet sophisticated market.

2. Rising Demand for Clinical Skincare

Clinical skincare, backed by science and often recommended by dermatologists, is booming in South Korea. We’re talking about cosmeceuticals: products with bioactive ingredients that promise benefits straight out of a dermatology journals. Whether it’s skin regeneration, wrinkle prevention, or acne treatment, these products are flying off the shelves. South Korea is now the 6th largest market for dermocosmetics globally, a figure backed by Euromonitor’s latest research.

With nearly half the population having dabbled in laser treatments, it’s no wonder products with biotech and functional ingredients are flying off the shelves. The numbers tell the story: functional cosmetics with clinical claims now make up 33% of the total Korean beauty market, up from 24% in 2014. Korean beauty companies are dumping cash into tech that makes sure these advanced ingredients — like liposomes — get into the skin and actually work.

Western brands bringing scientifically-backed, high-tech skincare can ride this wave, tapping into a market that demands both efficacy and innovation.

3. Clean Beauty is a Nice Bonus (but Results Are Key)

Clean beauty is like the cherry on top of the Korean beauty sundae. Sure, Korean consumers love clean beauty, and they’re willing to pay for it. Olive Young’s clean beauty brands pulled in around US$200 million in 2023. But make no mistake: if your product doesn’t deliver real results, eco-friendly packaging and organic labels won’t save the day.

Shoppers in Korea are savvy. They use beauty apps like Glowpick and Hwahae to scour reviews before making a purchase. They don’t blindly follow trends or get swept up by social media hype. They dig deeper, hunting for products that truly perform. They care about sustainability, absolutely, but they care more about seeing real results.

It’s about achieving that golden balance where green practices don’t just sound good — they actually perform. Western brands that can hit the sweet spot of clean beauty and efficacy are winning over a demanding audience looking for visible results and true well-being.

Winning Over the K-beauty Market

South Korea’s beauty market isn’t just booming — it’s evolving at breakneck speed. While everyone’s chasing the latest K-beauty trends, there’s a smarter way to stand out: emotion and experience.

In Korea, beauty goes way beyond the bottle. It’s about the rituals, the thrill of discovering something new, and those little luxuries that make a product feel personal. Koreans aren’t just buying beauty products — they’re buying a connection. The brands that win aren’t just selling results — they’re selling a feeling, an experience that lingers.

In Korea, the real winners are brands that create a memorable experience, turning everyday beauty into a personal connection.

This is the golden opportunity for Western brands. Koreans are already drawn to Western imports for their quality, but the real trick is adding that emotional spark that Korean beauty brands have mastered. Think immersive shopping, packaging that tells a story, pop-up events, and customer service that treats each shopper like a VIP.

And that’s where WPIC comes in. We don’t just help brands get a spot on the digital shelves — we make sure they’re part of the conversation. By blending data-driven insights with a deep knowledge of local culture, we ensure your brand doesn’t just enter Korea’s beauty market — it belongs there.

Ready to join the story? Reach out and see how we can help your brand grow.

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South Korea’s Hidden Appetite for Western Beauty Brands

Overview:

Inside South Korea’s Beauty Market

Trends Shaping the Korean Beauty Landscape

1. Skinification of Everything

2. Rising Demand for Clinical Skincare

3. Clean Beauty is a Nice Bonus (but Results Are Key)

Winning Over the K-beauty Market

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