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Report
Beauty and Personal Care in South Korea
Market Direction I 2023-05-22 I 128 Pages I Euromonitor
Despite already having returned to the pre-pandemic level of current value sales in 2021, beauty and personal care saw continued value growth in 2022. Although seeing a minimal increase, volume sales also returned to the pre-pandemic level in 2022. These positive performances were driven by the release of pent-up consumer demand and the increase in activities outside of the home as the COVID-19 pandemic eased.
Euromonitor International's Beauty and Personal Care in South Korea report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2018-2022, allowing you to identify the sectors driving growth. Forecasts to 2027 illustrate how the market is set to change.
Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
* Get a detailed picture of the Beauty and Personal Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market's major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.
Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.
Beauty and Personal Care in South Korea
Euromonitor International
May 2023
List Of Contents And Tables
BEAUTY AND PERSONAL CARE IN SOUTH KOREA
EXECUTIVE SUMMARY
Beauty and personal care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for beauty and personal care?
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2019-2022
Table 6 Distribution of Beauty and Personal Care by Format: % Value 2017-2022
Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2022
Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2022-2027
Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN SOUTH KOREA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Although all mass categories increase, mass colour cosmetics drives growth
Vegan products are a priority for companies and consumers
Olive Young is the dominant offline retailer of mass beauty and personal care brands
PROSPECTS AND OPPORTUNITIES
Vegan and dermocosmetics skin care products likely to win in the market
Mass colour cosmetics set to see full recovery and perform better than premium
Players await the results of Ministry investigations into hair dye shampoo ingredients
CATEGORY DATA
Table 10 Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 11 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 12 NBO Company Shares of Mass Beauty and Personal Care: % Value 2018-2022
Table 13 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2019-2022
Table 14 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2022-2027
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2022-2027
PREMIUM BEAUTY AND PERSONAL CARE IN SOUTH KOREA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Changes in preference for gifting hit sales of premium skin care sets/kits
Lifting of outdoor mask mandate drives a rebound for premium colour cosmetics
Premium fragrances maintains its dynamic growth
PROSPECTS AND OPPORTUNITIES
Stability set to return, with growth even for mature categories such as premium skin care
Slowing but still positive growth momentum as consumers value small luxuries
Wider availability of premium hair care products will contribute to growth
CATEGORY DATA
Table 16 Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 17 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 18 NBO Company Shares of Premium Beauty and Personal Care: % Value 2018-2022
Table 19 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2019-2022
Table 20 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2022-2027
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2022-2027
BABY AND CHILD-SPECIFIC PRODUCTS IN SOUTH KOREA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Nature Republic expands into baby toiletries and skin care
Vegan, clean and derma products gain traction for their safety and efficacy
Social media plays a key role for busy working mothers
PROSPECTS AND OPPORTUNITIES
Low birth rate remains the biggest threat to baby and child-specific products
Child-specific colour cosmetics to increase, but parents' discretion will be required
Hospitals to remain a significant channel for derma skin care
CATEGORY DATA
Table 22 Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 23 Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 24 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022
Table 25 NBO Company Shares of Baby and Child-specific Products: % Value 2018-2022
Table 26 LBN Brand Shares of Baby and Child-specific Products: % Value 2019-2022
Table 27 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2019-2022
Table 28 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2019-2022
Table 29 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2019-2022
Table 30 Forecast Sales of Baby and Child-specific Products by Category: Value 2022-2027
Table 31 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2022-2027
Table 32 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2022-2027
BATH AND SHOWER IN SOUTH KOREA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Sales see healthy growth as consumers return to lives outside of the home
Brands take sustainability into account to follow the "meaning out" trend
Rising availability of vegan products in bath and shower
PROSPECTS AND OPPORTUNITIES
Large capacity products to gain more traction amidst economic constraints
Premiumisation to grow further along with a focus on olfactory experiences
Inclusivity to become a key theme for packaging
CATEGORY DATA
Table 33 Sales of Bath and Shower by Category: Value 2017-2022
Table 34 Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 35 Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022
Table 36 NBO Company Shares of Bath and Shower: % Value 2018-2022
Table 37 LBN Brand Shares of Bath and Shower: % Value 2019-2022
Table 38 LBN Brand Shares of Premium Bath and Shower: % Value 2019-2022
Table 39 Forecast Sales of Bath and Shower by Category: Value 2022-2027
Table 40 Forecast Sales of Bath and Shower by Category: % Value Growth 2022-2027
Table 41 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2022-2027
COLOUR COSMETICS IN SOUTH KOREA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Sales of colour cosmetics spike with the lifting of outdoor mask mandate
Sales of vegan colour cosmetics grow strongly, backed by the "meaning out" trend
Non-beauty players dabble in beauty retailing to capitalise on the surge in demand
PROSPECTS AND OPPORTUNITIES
Sales recovery set to continue as the indoor mask mandate ends in early 2023
Variety store Daiso to become a significant distributor amidst economic constraints
Personalisation is here to stay
CATEGORY DATA
Table 42 Sales of Colour Cosmetics by Category: Value 2017-2022
Table 43 Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 44 NBO Company Shares of Colour Cosmetics: % Value 2018-2022
Table 45 LBN Brand Shares of Colour Cosmetics: % Value 2019-2022
Table 46 LBN Brand Shares of Eye Make-up: % Value 2019-2022
Table 47 LBN Brand Shares of Facial Make-up: % Value 2019-2022
Table 48 LBN Brand Shares of Lip Products: % Value 2019-2022
Table 49 LBN Brand Shares of Nail Products: % Value 2019-2022
Table 50 LBN Brand Shares of Premium Colour Cosmetics: % Value 2019-2022
Table 51 Forecast Sales of Colour Cosmetics by Category: Value 2022-2027
Table 52 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2022-2027
DEODORANTS IN SOUTH KOREA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Lack of product development leaves the category lacking dynamism
Premium deodorants have a presence, but sales remain low
Deodorant wipes sees some potential, but sales are negligible
PROSPECTS AND OPPORTUNITIES
Slowdown in growth expected for deodorants
Fragrance-like deodorant sprays projected to see growth
Low significance of deodorant creams, pumps and wipes
CATEGORY DATA
Table 53 Sales of Deodorants by Category: Value 2017-2022
Table 54 Sales of Deodorants by Category: % Value Growth 2017-2022
Table 55 Sales of Deodorants by Premium vs Mass: % Value 2017-2022
Table 56 NBO Company Shares of Deodorants: % Value 2018-2022
Table 57 LBN Brand Shares of Deodorants: % Value 2019-2022
Table 58 LBN Brand Shares of Premium Deodorants: % Value 2019-2022
Table 59 Forecast Sales of Deodorants by Category: Value 2022-2027
Table 60 Forecast Sales of Deodorants by Category: % Value Growth 2022-2027
Table 61 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2022-2027
DEPILATORIES IN SOUTH KOREA
KEY DATA FINDINGS
2022 DEVELOPMENTS
The self-beauty trend drives dynamic growth for depilatories
Men are increasingly turning to home waxing
Lack of irritation remains a primary factor when choosing depilatories
PROSPECTS AND OPPORTUNITIES
Slowing growth due to rising popularity of alternatives
Men to further adopt depilatories, while female demand may be hampered
Consumer education needed for further growth in depilatories
CATEGORY DATA
Table 62 Sales of Depilatories by Category: Value 2017-2022
Table 63 Sales of Depilatories by Category: % Value Growth 2017-2022
Table 64 Sales of Women's Razors and Blades by Type: % Value Breakdown 2018-2022
Table 65 NBO Company Shares of Depilatories: % Value 2018-2022
Table 66 LBN Brand Shares of Depilatories: % Value 2019-2022
Table 67 Forecast Sales of Depilatories by Category: Value 2022-2027
Table 68 Forecast Sales of Depilatories by Category: % Value Growth 2022-2027
FRAGRANCES IN SOUTH KOREA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Strong growth sustained by increased social engagements after lifting of social distancing measures
Premium fragrances pushed by companies and retailers
Lush Korea launches a 20th anniversary fragrance exclusive to the Korean market
PROSPECTS AND OPPORTUNITIES
Premium fragrances to sustain healthy growth as a small luxury amidst economic constraints
Indie brands to see growth, capitalising on young consumers' demand for fragrances
Next-generation premium fragrances set to gain traction
CATEGORY DATA
Table 69 Sales of Fragrances by Category: Value 2017-2022
Table 70 Sales of Fragrances by Category: % Value Growth 2017-2022
Table 71 NBO Company Shares of Fragrances: % Value 2018-2022
Table 72 LBN Brand Shares of Fragrances: % Value 2019-2022
Table 73 LBN Brand Shares of Premium Men's Fragrances: % Value 2019-2022
Table 74 LBN Brand Shares of Premium Women's Fragrances: % Value 2019-2022
Table 75 Forecast Sales of Fragrances by Category: Value 2022-2027
Table 76 Forecast Sales of Fragrances by Category: % Value Growth 2022-2027
HAIR CARE IN SOUTH KOREA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Younger consumers' concerns over hair loss increase
Brands push damage care products, while hair dye shampoos face concerns over ingredients
Hair care meets personalisation
PROSPECTS AND OPPORTUNITIES
Hair dye shampoos to remain significant as brands explore alternative ingredients
More new players to jump into the anti-hair loss space
Premium hair care products to increase, backed by "skinification"
CATEGORY DATA
Table 77 Sales of Hair Care by Category: Value 2017-2022
Table 78 Sales of Hair Care by Category: % Value Growth 2017-2022
Table 79 Sales of Hair Care by Premium vs Mass: % Value 2017-2022
Table 80 NBO Company Shares of Hair Care: % Value 2018-2022
Table 81 NBO Company Shares of Salon Professional Hair Care: % Value 2018-2022
Table 82 LBN Brand Shares of Hair Care: % Value 2019-2022
Table 83 LBN Brand Shares of Colourants: % Value 2019-2022
Table 84 LBN Brand Shares of Salon Professional Hair Care: % Value 2019-2022
Table 85 LBN Brand Shares of Styling Agents: % Value 2019-2022
Table 86 LBN Brand Shares of Premium Hair Care: % Value 2019-2022
Table 87 Forecast Sales of Hair Care by Category: Value 2022-2027
Table 88 Forecast Sales of Hair Care by Category: % Value Growth 2022-2027
Table 89 Forecast Sales of Hair Care by Premium vs Mass: % Value 2022-2027
MEN'S GROOMING IN SOUTH KOREA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Lack of growth for men's skin care due to consumers' awareness of alternatives
Colour cosmetics brands positioned as gender-neutral to capture men's growing interest in make-up
New entrants attract men with "athleisure beauty"
PROSPECTS AND OPPORTUNITIES
Diversified consumer perception of masculine will reflect new men's skin care trends
Gender-neutral trend may help men's grooming brands to also appeal to women
E-commerce to see a further rise in distribution, but offline will still influence trends
CATEGORY DATA
Table 90 Sales of Men's Grooming by Category: Value 2017-2022
Table 91 Sales of Men's Grooming by Category: % Value Growth 2017-2022
Table 92 Sales of Men's Razors and Blades by Type: % Value Breakdown 2019-2022
Table 93 Sales of Men's Skin Care by Type: % Value Breakdown 2019-2022
Table 94 NBO Company Shares of Men's Grooming: % Value 2018-2022
Table 95 LBN Brand Shares of Men's Grooming: % Value 2019-2022
Table 96 LBN Brand Shares of Men's Razors and Blades: % Value 2019-2022
Table 97 Forecast Sales of Men's Grooming by Category: Value 2022-2027
Table 98 Forecast Sales of Men's Grooming by Category: % Value Growth 2022-2027
ORAL CARE IN SOUTH KOREA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Lifting of outdoor mask mandate and social distancing measures boost oral care sales
Premium toothpastes more popular due to consumers' value-driven consumption
Marvis launches a subscription service in South Korea
PROSPECTS AND OPPORTUNITIES
Brands to leverage gen Z-targeted marketing to boost oral care sales
Personalisation and subscription to be leveraged for a premium positioning
E-commerce expected to grow further due to various benefits
CATEGORY DATA
Table 99 Sales of Oral Care by Category: Value 2017-2022
Table 100 Sales of Oral Care by Category: % Value Growth 2017-2022
Table 101 Sales of Toothbrushes by Category: Value 2017-2022
Table 102 Sales of Toothbrushes by Category: % Value Growth 2017-2022
Table 103 Sales of Toothpaste by Type: % Value Breakdown 2018-2022
Table 104 NBO Company Shares of Oral Care: % Value 2018-2022
Table 105 LBN Brand Shares of Oral Care: % Value 2019-2022
Table 106 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2019-2022
Table 107 LBN Brand Shares of Toothpaste: % Value 2019-2022
Table 108 Forecast Sales of Oral Care by Category: Value 2022-2027
Table 109 Forecast Sales of Oral Care by Category: % Value Growth 2022-2027
Table 110 Forecast Sales of Toothbrushes by Category: Value 2022-2027
Table 111 Forecast Sales of Toothbrushes by Category: % Value Growth 2022-2027
SKIN CARE IN SOUTH KOREA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Move from premium to mass products prompts value decline
Vegan skin care products welcomed by gen Z consumers
The emergence of multifunctional products and "small molecule" formulae
PROSPECTS AND OPPORTUNITIES
Personalisation could be a new opportunity
Skin care set to see a trend of rebranding towards the younger generation
A change to functional cosmetics regulation could reactivate product innovation
CATEGORY DATA
Table 112 Sales of Skin Care by Category: Value 2017-2022
Table 113 Sales of Skin Care by Category: % Value Growth 2017-2022
Table 114 NBO Company Shares of Skin Care: % Value 2018-2022
Table 115 LBN Brand Shares of Skin Care: % Value 2019-2022
Table 116 LBN Brand Shares of Basic Moisturisers: % Value 2019-2022
Table 117 LBN Brand Shares of Anti-agers: % Value 2019-2022
Table 118 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2019-2022
Table 119 LBN Brand Shares of General Purpose Body Care: % Value 2019-2022
Table 120 LBN Brand Shares of Premium Skin Care: % Value 2019-2022
Table 121 Forecast Sales of Skin Care by Category: Value 2022-2027
Table 122 Forecast Sales of Skin Care by Category: % Value Growth 2022-2027
SUN CARE IN SOUTH KOREA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Sales boosted by consumers' increasing return to outdoor events without masks
Sun care marketing taps into the "reef-safe" feature
Non-nano mineral sun care products grow significantly due to safety issues
PROSPECTS AND OPPORTUNITIES
Sales growth expected to be moderate in the forecast period
Sun care product range to be further segmented by occasion and care need
Large-capacity pack sizes set to be popular amidst economic constraints
CATEGORY DATA
Table 123 Sales of Sun Care by Category: Value 2017-2022
Table 124 Sales of Sun Care by Category: % Value Growth 2017-2022
Table 125 NBO Company Shares of Sun Care: % Value 2018-2022
Table 126 LBN Brand Shares of Sun Care: % Value 2019-2022
Table 127 LBN Brand Shares of Premium Adult Sun Care: % Value 2019-2022
Table 128 Forecast Sales of Sun Care by Category: Value 2022-2027
Table 129 Forecast Sales of Sun Care by Category: % Value Growth 2022-2027
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