According to KITA’s report, the strength of Korean beauty products lies in their cost-effectiveness and good quality, while containing natural substances instead of artificial chemicals. In addition, the cute and innovative packaging as well as the opportunity of customizing products are also seducing Europeans.


Korean consumers are very knowledgeable about cosmetic articles and ingredients and they are very demanding with product quality. Moreover, they are used to paying a low price for their cosmetics. Hence, the good value and quality for money of Korean cosmetics. And this is clearly a strength for Korean brands when marketing their products overseas.

As you can see in the graph below, the main criteria for a European consumer when buying a cosmetic product are: product quality, product efficacy and financial considerations.

Thus, Korean beauty products, that are known for their good quality and good value for money, have every chance of entering the European market.


Moreover, European consumers are paying just as much attention as Asian ones are regarding the relevance of sustainability.

“According to GfK, the majority of interviewees (78% of women and 75% of men) in all 23 countries covered by the survey are in favour of businesses and brands acting in an environmentally sensitive manner. “

Hence, the appreciation of natural ingredients (such as green tea, aloe or ginseng) instead of artificial chemicals, but also beauty packs that are recyclable and made out of bio-sourced materials.


According to a big global provider of Market Research (Mintel), there is a playfulness in Korean cosmetics packaging that hasn’t been seen in personal care. It’s about fun and childlike innocence. More vibrant colors are incorporated, there is a great use of animal characters and language on the package is less scientific.

Consumers appreciate the entertaining side of the product, it adds value to it. We are referring, by the way, to “Skin-tertainment”. By this concept, we mean making the daily chore a fun and pampering moment.

Examples of skin-tertainement products: rubber masks, sea kelp mask, capsule cleaning, etc.


Another element that is seducing European consumers is the concept of inclusive beauty.

The big variety of Korean beauty products allows consumers to test and find the perfect product for them. Consumers feel like what they are using is a unique product, customized for them.

 According to the SPC Cosmetics magazine (2018),

A focus on personalization by skin type and need is keeping K-beauty ahead of the game”.


  • Frédéric Lebreux

    Dr. Frédéric Lebreux is Biorius's Chief Executive Officer and has worked in the cosmetic industry for more than 13 years. He is regularly invited as a speaker or Professor to cosmetic events.