Recent skincare trends in Korea

Recent skincare trends in Korea

21 Jun 2017, 16:00 - 16:45

Marketing Trends & Regulations Theatre


This presentation addresses K-beauty skincare trends, which have recently become a hot topic in the global cosmetics market.

Regarding the Korean cosmetics market, the skincare to make-up ratio is 7:3 (7 to 3). Although make-up is growing at a fast rate, skincare is by far the biggest market.(’16)

Traditional cosmetics sales channels such as department stores are waning, resulting in the decline of luxury skincare, whereas drugstores, online, travel retail (duty-free) and home shopping are emerging as new growth channels.

The following are the 11 main skincare trends in Korea from 2016 to 2017.  

01) Skin Sensitivity – As more and more customers are suffering from sensitive skin due to fine dust, UV, etc., skin barrier protecting ceramide solutions in cream texture are gaining popularity.

02) Customization –Personalized solution products that can be self-mixed according to the customer’s personal needs and concerns are expanding.

03) Digital – With the importance of EWG and applications such as ‘Hwa-Hae’ that allow customers to examine harmful ingredients, brands and products with ‘good ingredients’ are gaining popularity.

04) Mask – Unique and distinctive sheet masks with trendy ingredients and diverse materials are expanding. 

05) Suncare – mild suncare products for sensitive skins are gaining popularity and product types are diversifying into cushions, sticks, etc.

06) Men – All-in-one facial care products emphasizing convenience and high cost-performance are gaining popularity.

07) Whitening (Brightening) – Skin care + make-up integrated products with immediate whitening effect (tone-up cream) are popular and the trend is spreading to China (bare-face cream). 

08) Oils – The oil category is growing rapidly in luxury channels and products with diversified benefits and texture are gaining popularity. 

09) Peeling – mild leave-on peeling products which not only exfoliate but also help customers enjoy glowing skin by taking care of skin texture and boosting the absorption of skincare products that come after are popular.

10) Ampoule – At-home skincare ampoules with dermatology treatment concept are popular among home shopping channels. 

11) K-Beauty – Take a look at the history of products leading K-beauty and prospect the changes to come in the future.



  • Jihyun Bae


    Product Strategy Division, Vice President


    2000.~ AMOREPACIFIC R&D Center 2016~ Product Strategy Div. VP  

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