The Future of K-Beauty: Moving Beyond Trends to Become a Global Mainst…
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K-Beauty’s rise has been closely tied to the growing influence of K-Culture, but while K-Culture is solidifying its place as a mainstream global phenomenon, K-Beauty still struggles to achieve the same level of recognition. Despite its popularity in online marketplaces and through influencer-driven purchases, K-Beauty remains on the fringes of the global cosmetics industry. For K-Beauty to transition from a niche trend to a true player in the global beauty market, it must expand beyond the online sphere into offline retail channels. As discussed in previous columns, sustainable success will require establishing a physical presence in local markets, integrating with existing retail infrastructures, and connecting with consumers at a deeper level.
Learning from K-Culture: The Example of KATSEYE
A glimpse into K-Beauty’s potential future can be seen through the evolution of K-Culture. Take, for example, the new global idol group KATSEYE, created by HIVE. KATSEYE stands out not because it embodies the traditional elements of a K-Pop group, but precisely because it doesn’t. The group sheds much of the typical “Korean” aesthetic, presenting itself more like a Hollywood-style pop idol group that feels familiar and relatable to a Western audience. The composition of the group reflects what could be seen as a deliberate attempt to bridge cultural gaps by presenting the group not as a K-Pop act, but as “just another” idol group from the perspective of the local market. This departure from the stereotypical Korean idol formula points to a new strategy—one that embraces complete cultural integration. K-Beauty can take inspiration from this shift. Rather than relying solely on products that highlight their Korean origins, the next evolution of K-Beauty should focus on developing products that blend seamlessly into the local landscape, both culturally and aesthetically.
Adapting to Local Markets: The Future of K-Beauty
For K-Beauty to become a sustainable global force, it must shift from creating products that appeal briefly through influencer marketing or the endorsement of K-Culture celebrities. Instead, the focus should be on developing beauty products that align with the specific preferences, needs, and aesthetics of local markets. The time has come for K-Beauty brands to move beyond temporary trends and invest in localization. This means conducting thorough market research to understand regional skincare concerns and consumer preferences, followed by the creation of products that are not only effective but feel native to the market. Success in these markets will no longer come from consumers thinking, “I should buy this because it’s a Korean product.” Instead, the goal should be for consumers to try the product, appreciate its quality, and only afterward realize, “Oh, this is a Korean product.” True success will come when K-Beauty brands transcend their national identity and become trusted household names globally.
Embracing Localization: The Key to Longevity
The concept of localization is one that marketing professionals are already well-acquainted with. Up until now, K-Beauty has primarily relied on advertising and promotions to introduce itself to new markets. However, the time has come for K-Beauty brands to focus on creating localized products that resonate with consumers on a personal level. Achieving this will require significant investment in research and development to tailor product lines for specific markets, whether by addressing climate-related skin concerns, offering region-specific packaging, or aligning with local beauty standards. Only by doing so can K-Beauty establish itself as more than just a passing trend, becoming a permanent fixture in the global beauty landscape.
Conclusion: A New Era for K-Beauty
K-Beauty stands on the brink of a transformative moment. The future lies not in clinging to its identity as a Korean export but in evolving into a global player that resonates with consumers on their own terms. It’s not about leveraging the allure of K-Culture alone—it’s about developing products that are relevant, effective, and seamlessly integrated into the daily lives of people worldwide. The next chapter of K-Beauty is about earning trust and loyalty through quality, not nationality. When consumers choose a product because it works, not because it carries the label of "K-Beauty," that is when the movement will truly come into its own. The challenge now is for K-Beauty to shed its current limitations, embrace localization, and build a future that ensures it remains a permanent and influential force in the global beauty industry.
Written by:
Hayden Haesung Lee
CEO, Beautylabs Co., Ltd
Cosmetic Responsible Sales Manager
MBA in Business Administration, Sejong University
Ph.D. Candidate in Marketing, Sejong University