ASIA COSME LAB & THE K-Beauty Takeover - Part 1: Makeup Influence in Asia

The Korean beauty market, as one of the most creative and dynamic markets, has influenced global beauty enthusiasts and markets. Especially the K-Beauty makeup is expanding its aura towards all over Asia while skincare (that we will cover in a separate article) is hugely active in western markets.

According to the Japan Imported Cosmetics Association, the country's makeup import market has seen a significant surge, with total imports of color makeup products reaching ¥72.96 billion, marking a 29.8% year-over-year increase, and among them South Korea remains the dominant player before France.

What are the main success drivers for makeup as seen mainly in Asian countries: renewed textures to enhance experience, easy and quick application from cushion format to blurring lip tint and one tone palettes, attractive packaging surfing on roundness, fresh colors and new formats … and of course the echo of dramas, K-pop and more than ever influencers from all over the world

Here is a selection of Korean makeup concepts that bring that should require market attention:

CONCEPT 1 : MELTED COMFORT - A shift towards easy-to-use, comforting textures that nourish the skin while providing a subtle sheen, using cream, balm, jelly, and oil-based formulas that seamlessly blend across lips and cheeks for a natural, dewy finish.

KEY PRODUCT : AMUSE CHEEK TOK TOK - A blush with a handy-sized package and an ink-like fluid formula that allows for precise application, drop by drop. A long-lasting, blurring velvet blush that provides a soft matte finish on the outside while keeping the skin shine-free for 12 hours.

THE KEY TO SUCCESS:drawing inspiration from fluid & melty textures, tapping into the desire for comfort and self-care, and creating irresistibly aesthetic products perfect for social media.

CONCEPT 2: COLOR CAMELEON

Korean beauty trends emphasize color layering and mixing, allowing users to adjust lip colors with colored topcoats or milky primers to achieve personalized and adaptable results based on their daily mood or aesthetic preferences

KEY PRODUCT : TWO SLASH FOUR GLAZE LIP CHANGER - Stick lip gloss in a click-pen packaging, that delivers a modulable color intensity & plumpy lips. Layered with other colors, it allows to create a new look every day.

THE KEY TO SUCCESS: mix-and match, adaptability to mood and daily style, do it yourself and uniqueness, adapting to all skin & lip tones

CONCEPT 3: LIP CONTOUR CORRECTION & CARE - The color and shape of lips start changing from the 30s, with the aging process. The tiny ideal philtrum length (the narrow area of skin between your top lip and the bottom of your nose that curves in slightly) need to be corrected. Brands introduce product to naturally enhance upper lip shape without need of procedure.

KEY PRODUCT : XOUL FREESIZE LIFTER (32%, 68%) - An anti-aging peel-off tattoo tint that enhances the lip shape, available in 2 natural shades (coral or red) to match various lip colors. The tint visually corrects the lip shape and provides plumping effect (Volufiline, Adenosine, Collagen, Vitamin E, Peptide). It delivers a 24h-lasting waterproof result, which intensity can be controlled depending on the applied amount.

THE KEY TO SUCCESS: Tint shades have evolved to very natural tones, easy self/home like procedure effect, 1-day lasting effect

CONCEPT 4: ALL ABOUT PACK - Makeup accessories are a hot trend in Korea and influencing the rest of the world - now extending to mini cube formats, portable cushion, portable clip or phone grip designs....

KEY PRODUCT : AMUSE POWDER LIP & CHEEK KEYRING & CLIP GWP, MAMONDE FLORA GLOW ROSE TINTED SUN SERUM + SILICON KEYRING CASE GWP

To get more insights on Korean beauty and all Asian beauty markets, visit our website and our booth at Make-up In Paris !

ABOUT ASIA COSME LAB

Asia Cosme Lab is a French trend and innovation consulting agency, expert in Asian cosmetic markets: – A unique French perspective on the Asian beauty market – Enriched by a multicultural and enthusiastic team of Asian beauty experts based in Paris. – Offering since 2003 decoding and insights into key trends in the Asian beauty markets – Offering trend analysis and tailor-made innovation consulting to boost and challenge your inspiration to create tomorrow’s best products.