Insights from local brick-and-mortar stores: Korean cosmetic trends via in-cosmetics connect

In the realm of beauty trends, the ‘2024 Opensurvey report’ in South Korea sheds light on the skincare and makeup routines of Korean consumers.

On average, consumers use approximately 5.99 skincare products, with a significant portion opting for four or more products simultaneously. This underscores the meticulous attention given to skincare routines, with combinations ranging from basic toner and cream usage to more elaborate regimes involving mist, essence/serum/ampoule, and face oil/lotion/emulsion.

Similarly, makeup routines also demonstrate diversity, with an average of 5.96 products being used per person. While basic routines may consist of cushion and lipstick, more comprehensive approaches encompass various base products like makeup base, foundation, along with an array of lip products.

In terms of product selection criteria, effectiveness and texture emerge as paramount considerations for both skincare and makeup products. Additionally, factors such as price-value ratio and positive online reviews hold significance. Interestingly, brand recognition and values appear to hold lesser weight compared to product efficacy, texture, price, and online reviews.

These recent trends of Korean consumer behaviours seem to have an impact on the 2024 K-Beauty market trends as introduced below from ‘THE mighty’ brick-and-mortar dinosaur OliveYoung and up-and-coming e-commerce Beauty platform BeautyKurly.

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