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Tag: Cosmax

  • Male Grooming Becomes a Power Trend in Korea’s Beauty Market

    Male consumers are emerging as a powerful growth driver in the K-beauty industry, prompting rapid investment and innovation among cosmetics companies.

    Once limited to basic skincare such as toners and lotions, the men’s beauty market is now expanding into color cosmetics, fragrances, and scalp care, establishing “men’s grooming” as a mainstream lifestyle trend.

    Recent data highlights this shift. According to Mintel, nearly half of Korean men aged 18 to 24 wear makeup, and 17% report doing so daily. In response, leading Korean cosmetics manufacturers and ODM companies are accelerating development of male-focused lines. Cosmax is developing microbiome-based products using ingredients that control sebum and improve pores, while Korea Kolmar is strengthening its lines focused on hair loss, scalp care, and whitening functionality.

    Major corporations are also joining the movement. Amorepacific has expanded the “Homme” lines within its flagship brands like Laneige and Hera, and has strengthened collaborations with male beauty influencers. Meanwhile, Prep by B.Ready surpassed 100,000 units sold within three months of its launch, demonstrating the vast growth potential of the men’s beauty sector.

  • The ₩3,900 Beauty Boom: Low-Cost Cosmetics Rise Again

    As the economy slows, “ultra-low-cost cosmetics” are making a comeback, creating a sensation across Korea. Major retailers and fashion platforms are launching affordable beauty lines, capturing the attention and wallets of consumers.

    Musinsa’s new skincare line under its “Musinsa Standard Beauty” brand has sold out shortly after release. According to the retail industry, the line — launched on August 30 — includes eight basic items such as cleansing foam, toner, and serum. Each product is priced between ₩3,900 and ₩5,900, meaning that even purchasing the entire line costs less than ₩20,000. Developed in collaboration with ODM specialist Cosmax, the products have earned credibility for quality, as Cosmax has produced for numerous global beauty brands.

    In April, E-Mart also teamed up with LG Household & Health Care to launch a “₩4,950 flat-price” beauty line — even cheaper than Daiso, long known for its budget cosmetics.

    An industry insider commented, “From fashion platforms to convenience stores and major distributors, more companies are joining the ultra-low-price competition, reshaping the entire beauty market’s pricing structure. As practical spending trends continue, the popularity of low-cost cosmetics will likely remain strong.”

  • Hybrid Beauty Trend Blends Skincare and Makeup

    The beauty industry is increasingly embracing “hybrid beauty,” a trend that blurs the line between skincare and makeup.

    Korean brand The Saem has drawn attention with its launch of the “Skin Perfection Glutathione Toning Cushion,” which contains 64% skincare ingredients. The product provides both blemish coverage and skin tone improvement while reducing skin burden with ingredients such as glutathione, vitamin C, and Madecawhite.

    Global ODM company Cosmax has developed a powder formulation infused with brightening ingredients, applying skincare benefits to color cosmetics like blushers and highlighters. Further expansion is expected, including products with moisturizing and wrinkle-improving functions.

    Meanwhile, global brands are also joining the hybrid beauty race: Benefit introduced a foundation enriched with niacinamide and rosehip extract, while Laura Mercier unveiled a hydrating fixer that combines moisturizing and fixing functions.