K- beauty is aiming at China customers.
A great change took place over the last few years. The Chinese cosmetic market has grown by more than 30 percent. The market share of Korean cosmetics has increased sharply, as it now ranks second after France in the world.
The beauty interest has been increasing with rising income, and the number of Chinese consumers doubled over, 200 to 400 million from 2015 to 2020. The large population is the first foundation for the growth of the Chinese cosmetics market. Chinese cosmetics market had grown 10.6 from the year 2003 to the year 2011, much higher than that of the United States. Moreover, the annual cosmetics consumption per Chinese individual is $38.2, only a sixth of that of Japan and a seventh of that of the United States. It means that the Chinese cosmetics market is an important market with sufficient growth potential.
As such, Korean cosmetic brands are in China, a big market in the cosmetics industry. KOTRA (Trade Corporation) in Beijing announced, “Consumers response to some specific products as the reason for the surge in imports of Korean cosmetics which have become bestsellers for Chinese women. They have gotten very popular and take a huge market share in the China market.”
First, Hera, IOPE Cushion Storm
Korean cosmetic brand Amore Pacific’s cushion products has attracted Chinese women. Sulwhasoo Perfecting Cushion, Hera UV Mist Cushion and IOPE Air Cushion and Cushion are representative in the market. In addition to acceptable quality and beautiful design. And they successfully touched Chinese people’s tendency to get something “original”.
Second, MEDIHEAL Moisturizing Mask Pack
The second K-beauty product that has swept the Chinese market is the Korean mask pack. Among the many different brands, MEDIHEAL Leaders Cosmetics, and SNP are in the spotlight for their high cost-effectiveness.
“Three hundred million mask packs are sold in a year, and 50 to 60 percent were bought by the Chinese,” said Kim Hyun-soo, marketing director at MediHill. “Chinese consumers are looking for skin moisturizing and whitening effects through K-mask packs. In China, the mask pack market has grown among cosmetics items the fastest.
Third, Korean herbal cosmetic, Sulhwasoo
The popularity of Korean herbal cosmetics originated from the influence of Korean dramas. Especially, Sulwhasoo of Amore Pacific has been known as a luxury and herbal cosmetic in China. Sulwhasoo has made the headlines by recording annual sales of 1 trillion won in 2019, has made inroads into more than 10 countries including China, Southeast Asia and the United States since entering Hong Kong in 2004. In 2014, it was named “Chinese’ Most Loved Korean Luxury Goods” by the People’s Network of Chinese Media Companies.
[Reference]
Mi Hyun, P., 2016. Korean cosmetic brands which attracts Chinese women. [online]
Available at: [link]
[access: 12 11 2020].
myasset, 2019. Changes in the consumption structure of Chinese cosmetics and the strength of native brands. [online]
Available at: [link]
[access: 12 11 2020].
Sung Pill, H., 2020. Securing cosmetic permit and trademark rights for K-beauty`s entry into the Chinese market. [online]
Available at: [link]
[access: 12 11 2020].
