K-beauty focus: Latest updates on Korea cosmetic innovation and developments

By Amanda Lim

- Last updated on GMT


Related tags Korea K-Beauty

We round up our top stories on the K-beauty market, featuring South Korean brands such as Dr. G, Missha and Aromatica.

Dr. G aims to solidify brand’s global presence with the help of K-Pop idols

K-beauty brand Dr. G is leveraging the international recognition of South Korea boy band SHINee to reinforce the brand’s presence overseas, starting with Japan and Vietnam.

The company said it hopes that the popularity of the band can accelerate its aim of solidifying its position as a global skin care brand.

It is set to roll out marketing content and activities in first in Japan and then Vietnam.

Aromatica aims to expand offline in promising US market – CEO

South Korean brand Aromatica is focusing its efforts on strengthening its brand presence in the US market, where it is aiming to expand into the physical retail market.

The brand is currently available in the US through its own website and Amazon. According to Kim, the brand is doing well on Amazon. Its scalp treatments have featured on Amazon’s top 10 hair care rankings.

While things are going well on the marketplace, the firm’s goal is find distribution in the brick-and-mortar retail space in the US.

South Korea to allow use of MCE as sunscreen ingredient

South Korea’s Ministry of Food and Drug Safety (MFDS) has announced a draft amendment to its cosmetic regulations to include Methoxypropylamino Cyclohexenylidene Ethoxyethylcyanoacetate (MCE) as an approved raw material for sunscreen products.

It is the first time since 2018, when the MFDS-stipulated list of materials and standards of use was formally established, that a new sunscreen ingredient has been approved.

Presently, only raw materials stated in the list can be formulated in sunscreens. Cosmetic manufacturers who want to use a new ingredient must apply to the MFDS for assessment.

Missha aims to replicate South Korea and Japan successes in SEA and US markets

K-beauty brand Missha is looking to extend its global footprint through affordable product pricing, market-specific launches, and the appointment of Hollywood star Elizabeth Olsen as its latest ambassador.

The brand will be pushing out five of its best-selling ampoules with a brand-new look on May 15, specifically for the US market.

The products are targeted at various skin needs, including brightening, calming and lifting.

Italy’s Toiletpaper Beauty captivates young consumers in South Korea with ‘disruptive’ retail aesthetics

Italian brand Toiletpaper Beauty’s booming first foray into Asia has given its expansion plans a confidence boost, as it makes headway in broadening its product line-up to include fragrances and potentially colour cosmetics.

Toiletpaper Beauty recently debuted in South Korea to much fanfare, which it believes is largely attributed to its strong brand image and 'Insta-worthy' elements incorporated into its retail spaces.

The brand is available at 23 Chicor retail stores across the country. 

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