Trend forecasting service, Beautystreams, says all eyes are on Korea, especially in the beauty industry where the very mention of Seoul evokes a fantastical beauty wonderland. Since the late 1990’s international interest in Korean culture has been steadily evolving, reaching a fever pitch in 2012 when pop sensation Psy released the mega-hit “Gangnam Style.” Despite Psy’s waning popularity, the Korean wave or Hallyu continues to sweep across the world as lucrative foreign investments from France to China spark a renewed interest in Korean music, TV shows, video games, food, and consumer products. One key investment was LVMH’s infusion of $80 million into YG Entertainment in September 2014. YG is one of Korea’s top talent agencies, managing K-Pop superstars such as Psy, 2NE1 and Big Bang.

The Korean beauty industry, reports Beautystreams, is fast-moving and highly trend driven. A new product launched by one brand is quickly copied and marketed by a competing brand. There are only a handful of private label manufacturing companies that dominate the market such as Cosmax, Kolmar and Cosmecca, and most Korean brands without their own production facilities use these same companies, explaining why the streets of the Myeong-dong beauty mecca in Seoul are lined with shops selling similar products.

Pearl Perfect
Korean women often try to emulate the flawless features of Korean celebrities, especially actresses from popular TV dramas. To achieve this pristine, “effortless” and pearlescent look, women put on many complex layers of skin care and base make-up products. Korean women take their beauty regime extremely seriously. As with other aspects of their life, they approach beauty in a very orderly, perfectionist and methodical manner. On average, Korean women use approximately 10 to 18 products daily. Unlike Chinese women who prefer a striking contrast of defined eyes with strong red lips, the mainstream Korean approach to beauty focuses on luminous skin with “low contrast” make-up.

Pressure on Men


There is a lot a pressure among Korean men to keep up with a certain image. They look to the youthful perfect skin and metrosexual appeal of K-Pop idols and actors. And though the economy and overall cosmetics market slowed in 2013 in Korea, men’s skin care sales still grew 9%, as more men turned to skin care in the tough competition for jobs and romance.

Fusing Fashion & Beauty
2014 was definitely the year for special collaborations. There were many exciting new partnerships between the worlds of beauty and fashion, including banila co. + Benetton, Laneige + Push Button, and Hera + Au Jour Le Jour. Capturing the spirit of the fashion brands, limited edition color cosmetics collections were created that offered a fresh perspective on beauty. Also interesting to note was the surprising collaboration of Dylan’s Candy Bar from New York with VDL, a cosmetics brand from LG Household & Health Care.

Brands to Watch:

Too Cool for School: This witty color cosmetics and skin care brand has original packaging and visual merchandising based on hand drawn graphics and vintage dolls. Targeting 16 to 25 year olds, items include Too Cool For School Double Longlash Shaper Mascara, Glosser Blaster Lip Tint and Glam Rock Abracadabra Mask.

3 Concept Eyes: In 2009 Stylenanda, a trendy fashion brand, began to develop makeup. Used by young, trendy, fashion-conscious girls, 3CE started online and became so popular that it expanded to brick and mortar shops. Best sellers include a 3CE Shimmer Stick, 3CE Glam Cream Shadow and 3CE Lip Marker.

Clio: Cio, which means praise in Greek, is popular with professional make-up artists in Seoul and trendy urban women. Must-haves include Clio Kill Cover Highest Wear Foundation, Clio Gelpresso Waterproof Pencil Gel Liner and All in One Balm, targeting whitening, wrinkle repair and UV.

Innisfree: One of AmorePacific’s many brands, this one is based on special ingredients from Korea’s Jeju Island, considered to be a natural paradise. Favorites include Super Jeju Volcanic Pore Clay Mask, Eco Eyebrow Kit and Apple Juicy Cleansing Oil.

For more information or to purchase Beautystreams’ complete, 250+ page publication on the Korean beauty market titled “Special Report: Guide to South Korean Beauty Brands” email: [email protected].