Report

South Korea Cosmetic Products Market Analysis

South Korea cosmetic products market size in 2026 is estimated at USD 3.41 billion, growing from 2025 value of USD 3.22 billion with 2031 projections showing USD 4.47 billion, growing at 5.63% CAGR over 2026-2031. Core growth stems from surging demand for clean-label ingredients, the proliferation of live-commerce, and technology-enabled personalization tools that improve product matching and lessen return rates. Domestic majors leverage vertically integrated R&D to refresh legacy hero SKUs while hundreds of indie labels, supported by ODM giants, feed consumers' appetite for novelty and niche positioning. Luxury houses are migrating to local e-commerce marketplaces, where mobile-first millennials and Gen Z shoppers seek convenience and exclusive drops, offsetting sluggish department-store traffic. Meanwhile, the government's stricter ingredient-safety protocols and counterfeit crackdowns heighten compliance costs yet lift overall consumer confidence, creating a regulatory moat that favors well-capitalized players. Exports top USD 10.2 billion, ranking third globally, underscoring the sector's dual domestic and outbound opportunity mix.

South Korea Cosmetic Products Market Trends and Insights



Inclusive Product Assortments for Diverse Consumers

Brands are expanding shade ranges and formulation options to address South Korea's increasingly heterogeneous consumer base, which includes expatriates, multicultural families, and domestic consumers seeking personalized solutions. Amorepacific introduced an in-store robot foundation matching across more than 100 shades, enabling precise color selection that previously required multiple testers. This inclusivity extends beyond complexion products. Hera's expansion into Thailand in August 2024 showcased liquid foundations and lip tints tailored for Southeast Asian skin tones, signaling that domestic learnings are informing export strategies. The shift reflects recognition that one-size-fits-all formulations no longer satisfy consumers who expect brands to acknowledge individual skin types, undertones, and lifestyle preferences.

Increasing Preference for Natural and Clean Formulations

Consumer demand for natural and organic ingredients is accelerating, driven by heightened awareness of synthetic chemical risks and a broader wellness movement. Isoi's whitening serum, which contains Bulgarian rose oil and arbutin, held the number-one position in Olive Young's essence category for 11 consecutive years and launched a limited 1+1 promotional set in March 2024, underscoring sustained interest in plant-derived actives. PNStory, a vegan K-beauty SME founded in 2017, reported a significant year-on-year sales growth after securing listings at Incheon Airport duty-free and Olive Young, leveraging patented phytoncide and bamboo-water formulations that underwent clinical trials and hypoallergenic testing. The Ministry of Food and Drug Safety's 2025 amendments to ingredient-safety protocols further incentivize brands to adopt clean formulations, as compliance with stricter standards becomes a competitive differentiator .

Increase in Counterfeit and Fake Products

Counterfeit cosmetics undermine brand equity and pose safety risks, prompting intensified enforcement by the Ministry of Food and Drug Safety. MFDS launched crackdowns in 2024, imposing penalties on distributors selling fake products and tightening traceability requirements for online marketplaces. The proliferation of counterfeit goods is particularly acute in cross-border e-commerce, where lower-priced imitations exploit consumer price sensitivity and erode trust in authentic products. Brands are responding by integrating blockchain-based authentication and QR-code verification, but the cat-and-mouse dynamic with counterfeiters persists. The reputational damage from safety incidents linked to fake products can spill over to legitimate brands, making industry-wide collaboration on anti-counterfeiting measures a strategic priority.

Other drivers and restraints analyzed in the detailed report include:

Enhanced Brand Visibility Through Promotions and SamplingInfluence of Social Media and Online PersonalitiesElevated Import Duties on International Cosmetic Brands

For complete list of drivers and restraints, kindly check the Table Of Contents.

Segment Analysis

Facial Cosmetics held a 40.78% share in 2025, reflecting entrenched consumer investment in skincare-makeup hybrids such as cushion compacts, BB creams, and tinted moisturizers that deliver coverage while addressing hydration and UV protection. Lip and Nail Make-up Products will grow fastest at 6.98% CAGR through 2031, propelled by the demure makeup trend's emphasis on subtle, muted lip colors and the rise of gel-polish formulations that extend wear time without salon visits. Eye Cosmetics occupies a middle position, benefiting from innovations in long-wearing eyeliners and multi-use shadow sticks that simplify application for time-pressed consumers. Hera's Sensual Powder Matte lip tint, introduced during the brand's Thailand expansion in August 2024, exemplifies the shift toward MLBB (my lips but better) shades that align with natural aesthetics.

The product-type segmentation reveals a strategic tension between established categories and emerging opportunities. Facial Cosmetics remains the largest segment due to the Korean beauty ritual's emphasis on pre-makeup skincare, and the global popularity of cushion compacts. Laneige's Neo Cushion, which won a Red Dot Award in May 2025 for its refillable design, illustrates how sustainability concerns are being integrated into core product formats. Lip and Nail products are gaining share as consumers seek affordable self-expression tools that deliver visible transformation without the complexity of full-face makeup. Eye Cosmetics face competition from minimalist trends that prioritize skin over color, yet innovations such as CLIO's Kill Cover line, offering multiple cushion variants and high-coverage concealers, demonstrate that brands can sustain relevance by addressing specific pain points like dark circles and blemishes.

Conventional products commanded a 72.68% share in 2025, underscoring the reality that most consumers prioritize efficacy, texture, and price over organic certification. The Organic segment will expand at 7.89% CAGR through 2031, driven by younger cohorts who view clean-label formulations as aligned with broader wellness values and environmental responsibility. Brands such as PNStory, which secured vegan certification and underwent hypoallergenic testing, reported year-on-year sales growth after entering Olive Young and Incheon Airport duty-free, demonstrating that organic positioning can unlock premium pricing and distribution access. The Ministry of Food and Drug Safety's 2025 amendments to ingredient-safety protocols further incentivize organic formulations, as brands seek to preempt regulatory risk by adopting cleaner ingredient decks.

The category split highlights a bifurcation in consumer priorities. Conventional formulations benefit from decades of R&D investment, established supply chains, and consumer familiarity, making them the default choice for mass-market buyers focused on value. Organic products appeal to a smaller but growing segment willing to pay premiums for transparency, natural sourcing, and sustainability claims. Isoi's Cera MD Repair Lotion, which received functional approval from MFDS for itch relief caused by dryness, combines organic positioning with clinical efficacy, bridging the gap between wellness and performance. Brands that successfully communicate both clean credentials and tangible benefits, such as improved barrier function or reduced irritation, will capture disproportionate share in the Organic segment's high-growth trajectory.

The South Korea Cosmetic Products Market is Segmented by Product Type (Facial Make-Up, Eye Make-Up, and Lip and Nail Makeup), Price Range (Premium and Mass), Category (Organic and Conventional), and Distribution Channel (Specialty Stores, Supermarkets/Hypermarkets, Online Retail Stores, and Other Distribution Channels). The Market Forecasts are Provided in Terms of Value (USD).

List of Companies Covered in this Report:

L'Oreal S.A. The Estee Lauder Companies, Inc. Shiseido Company, Limited The Avon Company Oriflame Cosmetics Global SA Natura &Co Belcorp Christian Dior SE Revlon, Inc. Coty, Inc. Amorepacific Corporation LG Household & Health Care Co., Ltd. Kolmar Korea Co., Ltd. Cosmax Co., Ltd. Aekyung Industrial Co., Ltd. Able C & C Co., Ltd. CJ Olive Networks TONYMOLY Co., Ltd. Nature Republic Co., Ltd. Clio Cosmetics Co., Ltd.

Additional Benefits:

The market estimate (ME) sheet in Excel format
3 months of analyst support