Korean beauty, also known as K-Beauty, has left an indelible mark upon the world.
Responsible for introducing sheet masks, BB creams, and serums to people’s daily skincare routines, K-beauty products are globally lauded for their use of traditional ingredients with science-backed formulas. Research from WGSN found that the global K-beauty market is forecasted to be worth USD 13.9 billion in 2027, with China, Hong Kong, and the USA accounting for the majority of K-beauty imports worldwide.
Listen: Daini Wang, SEA Solution Lead, Ascential Digital Commerce and Sharon Ahn, Beauty Analyst, WGSN. Fill out the form below to get a full recording of the webinar and PDF presentations.
Inside emerging K-beauty trends in Southeast Asia
K-beauty is also widely searched for in Southeast Asian countries like Singapore, Cambodia, and the Philippines. Yimian, an Ascential Company, has done a deep dive into the data surrounding online K-beauty sales in Southeast Asia. While K-beauty brands only account for 12% of Southeast Asia’s overall beauty market, they have steadily been gaining popularity, with Laneige, Innisfree, Sulwhasoo, and Cosrx among the top-performing brands in APAC.
Ecommerce platforms like Shopee and Lazada have been key to popularising K-beauty brands in the region, with Shopee accounting for as much as 73% of overall beauty sales. Both marketplaces have been steadily ramping up their K-beauty offerings over the years, with Lazada hoping to entice consumers with large seasonal and promotional campaigns. In countries with high ecommerce traffic, including Indonesia, Vietnam, and The Philippines, Shopee accounts for the majority of online beauty transactions.