The 6 New Trends in Korea Beauty Industry 2024 MAY 15, 20245 MIN READ
The 6 New Trends in Korea Beauty Industry 2024


You've likely caught wind of the Korean beauty craze, or "K-beauty." Maybe you're already rocking a multi-step Korean skincare regimen and stocking up on Korean skincare goodies online. If you're all about sheet masks, glass skin, or double cleansing, you're probably curious about what's next for K-beauty in 2024.

Let's dive in and see!

Alibaba for Korea: A Global Beauty Industry

Renowned for its elaborate 10-step skincare rituals and groundbreaking products, Korean beauty has asserted itself as a powerhouse in Alibaba as the global beauty arena. The industry's remarkable surge in exports firmly entrenched South Korea as the world's third-largest cosmetics exporter, trailing only behind France and the United States.

Even in the face of the global pandemic, the K-Beauty sector remains resilient, defying expectations of stagnation.

6 Trends In Beauty to Look Out in Korea

1. Urban Women's Skincare

Korean beauty products are tailored to meet the unique needs of urban women, who grapple with the daily onslaught of pollution, smog, UV radiation, and environmental pollutants. These women seek out skincare solutions that bolster the skin's resilience against such aggressors, often preferring formulations infused with gentle, natural components celebrated for their soothing and anti-inflammatory benefits.

For instance, products containing ingredients like green tea extract and licorice root are coveted for their ability to calm irritated skin and restore balance amidst urban chaos in the field of b2b online wholesale market.

2. Embrace UV Protection

While sunscreen is readily available, K-beauty goes above and beyond in sun protection, offering an array of user-friendly options such as sticks, sprays, powders, and cushions, simplifying the reapplication process. Moreover, Koreans have embraced groundbreaking UV-protective patches, crafted to be worn under the eyes and on the cheeks, while some cater to other body regions. These patches establish a physical shield, heightening UV defense for the skin.

3. Prioritizing Body Care

Korean women recognize that skincare extends beyond facial care. They understand the importance of caring for the skin on their bodies as well, integrating it seamlessly into their daily beauty regimen. For example, they diligently apply moisturizers, serums, and exfoliants to keep their skin smooth and hydrated from head to toe.

4. Microbiome Beauty

Microbiome beauty has been gaining popularity in Korea since the late 2010s. However, until recently, there haven't been any standout brands or products in this area. Now, with support from the government, academic institutions, and the entire industry, Korea is starting to integrate technology, genetic information, and personalized prescriptions to create customized cosmetics.

This initiative isn't just for Korean consumers. Eventually, it will establish a global database of skin genetic information. Korean companies will use this data to set a high standard for customization, not only for Korean consumers but for people worldwide.

Let's say a Korean consumer has oily skin with specific genetic markers. With this database, companies can create personalized skincare products tailored to their needs, improving overall skin health and satisfaction.

5. Rescuing Private K-beauty

Despite the long-standing geographic and cultural proximity between Korea and Japan, lingering political tensions stemming from 20th-century colonial history have persisted. In the cosmetics industry, Japan stands as one of Asia's major competitors, boasting world-leading technologies, innovations, and products.

For instance, amidst the pandemic, Korea strategically tapped into the Japanese market by offering Korean wave content to teenage and young adult female consumer groups. These groups, known for their avid consumption of food, culture, and cosmetics, presented a valuable opportunity for Korean brands to expand their reach in other countries.

6. Focusing on Sustainability

The global trend toward sustainability in markets and consumer preferences is mirrored in Korea, including within the K-beauty industry. Efforts are underway to incorporate more eco-friendly practices, such as utilizing recycled paper packaging materials and soy ink.

However, there's still progress to be made in certain areas, such as the development of recycling packaging and ensuring the safety and efficacy of disposal technologies. For instance, while some brands have started using biodegradable packaging, further advancements are needed to ensure widespread adoption and effectiveness in waste management systems.

Read more: Future of Food and Beverage Industry | Business Strategies for 2024

Other Factors that Influencing the K-Beauty Industry

K-Pop and Korean dramas

K-Pop and Korean dramas have greatly boosted the fame of K-Beauty worldwide. Celebrities such as BTS and BLACKPINK, admired for their clear skin, often talk about their skincare routines, stirring up global curiosity in Korean skincare items. This star endorsement has caused a sharp rise in the fame of certain products through Alibaba apps, like the impact of Jungkook's endorsement on tea tree oil-based items.

Korean Culture

Like skincare, Korea's culture has a special charm that people all over the world love. Koreans are known for being disciplined and carrying their beliefs wherever they go. This fascination with Korea applies to both famous people and regular folks, showing how unique Koreans are.

Also, Korean fashion is really unique with its special designs and trends. Korean guys are especially fashionable, even more than guys in other places. They're stylish in everything they do, from taking care of their skin to choosing clothes. For instance, recent reports say that Korean guys buy more cosmetics than guys from anywhere else, which helps make the skincare market really big. Using famous people to promote brands is a smart move too. Because of Korea's popular skincare culture and the fact that Koreans have such nice skin, Korean brands are super popular all around the world.


As the K-Beauty market progresses, it's anticipated that simpler yet effective skincare routines will be a priority. Additionally, the demand for natural products and healthy skin will likely lead to advancements in face cleansers, a key strength of Korean brands.

In summary, the realm of K-Beauty is expansive and ever-changing, propelled by innovation, cultural beauty ideals, and a profound grasp of skincare requirements. As we ride this wave, we can anticipate further innovative products and trends that will influence the global beauty landscape.

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