Zalpha, the fusion of Gen Z and Alpha born between 1997 and 2024, currently constitutes a remarkable 25% of South Korea’s population —a figure expected to surge in the coming years, comprising 15% Gen Z and 10% Gen Alpha. The retailers are already highly favoriting these consumers! Its about hyper segmented, affordable & fun product offer.
While conventional social norms in Korea discourage teenage makeup use, the reality diverges significantly. For years, adolescents have embraced light makeup applications, ranging from tone-up UV to foundation, lip tints, eyeliner, and eyebrow enhancements, both during and after school hours. The emergence of accessible brands like Etude House and Peripera in the early 2000s revolutionized the beauty landscape, enabling a more elaborate makeup routine. Today, propelled by social media influence and an expansive product array, interest in beauty among this demographic is soaring.
Oliveyoung, a multi-brand drugstore chain, along with Ably, online fashion retailer and Daiso, dollar-shop chain, serves as primary purchasing avenues for the Zalpha generation. Daiso, renowned for its affordability, has ascended as a major beauty distributor for younger consumers, offering products priced under 5000KRW (approximately EUR 3).
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