Beauty and Personal Care in South Korea

Best Price Guarantee	Length	Publisher	Published Date	SKU
from $2,925	129 Pages	Euromonitor International	May, 2025	EP20022067

Best Price Guarantee
Price	from $2,925
Length	129 Pages
Publisher	Euromonitor International
Published Date	May, 2025
SKU	EP20022067

Beauty and personal care maintained solid current value growth in South Korea in 2024, with just a marginally slower rate of increase compared with that seen the previous year. Mass beauty and personal care outpaced the growth rate of premium beauty and personal care in this year, although both saw growth. Essential categories such as oral care and bath and shower saw a slowdown in growth, while the rapid growth of colour cosmetics seen in 2022 and 2023 after the pandemic also saw a slowdown, wh...

Euromonitor International's Beauty and Personal Care in South Korea report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Beauty and Personal Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Beauty and Personal Care in South Korea
Euromonitor International
May 2025
List Of Contents And Tables
BEAUTY AND PERSONAL CARE IN SOUTH KOREA
EXECUTIVE SUMMARY
Beauty and personal care in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for beauty and personal care ?
MARKET DATA: Table 1 Sales of Beauty and Personal Care by Category: Value 2019-2024; Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2019-2024; Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2020-2024; Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2020-2024; Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2021-2024; Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2019-2024; Table 7 Distribution of Beauty and Personal Care by Format: % Value 2019-2024; Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2024; Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2024-2029; Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES: Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN SOUTH KOREA
KEY DATA FINDINGS
2024 DEVELOPMENTS
A shift from the premium to the mass segment in skin care
The leading players continue to rise, but emerging brands also perform well
“Wiser wallet” impacts mass beauty and personal care, with some players exiting
PROSPECTS AND OPPORTUNITIES
Sun care set to drive growth, with brands popular overseas gaining traction
Efforts to strengthen consumer engagement in mass dermocosmetics
Distribution landscape likely to continue to change
CATEGORY DATA: Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2019-2024; Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2019-2024; Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2020-2024; Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2021-2024; Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2024-2029; Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2024-2029
PREMIUM BEAUTY AND PERSONAL CARE IN SOUTH KOREA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Solid growth, but performances vary significantly across categories
Brand image change for the two leaders
Steps made to address counterfeit products, but more will need to be done
PROSPECTS AND OPPORTUNITIES
Scented premium categories set to perform well, but premium nail care will face competition
Opportunities for selling premium products to men, but not necessarily male-specific products
Improving performance expected for premium face masks
CATEGORY DATA: Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2019-2024; Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2019-2024; Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2020-2024; Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2021-2024; Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2024-2029; Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2024-2029
BABY AND CHILD-SPECIFIC PRODUCTS IN SOUTH KOREA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Growth driven by baby and child-specific skin care, as using different products for various parts of the body gains popularity
Players with wide distribution perform well
Offline retailers outperform retail e-commerce, but from a low base
PROSPECTS AND OPPORTUNITIES
Baby wipes will continue to drag down the overall performance
Dermocosmetics set to hamper growth for baby and child-specific products
Local brands likely to continue to dominate, and baby fairs will attract consumers
CATEGORY DATA: Table 23 Sales of Baby and Child-specific Products by Category: Value 2019-2024; Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2019-2024; Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2019-2024; Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2020-2024; Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2021-2024; Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2021-2024; Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2021-2024; Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2021-2024; Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2024-2029; Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2024-2029; Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2024-2029
BATH AND SHOWER IN SOUTH KOREA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Body wash/shower gel continues its rise in popularity as consumers move away from bar soap
LG Household & Health Care continues to innovate to maintain its lead
Health and personal care stores increases its distribution share due to offering new brands, and in-store events
PROSPECTS AND OPPORTUNITIES
Slow value growth despite the declining population, due to premiumisation and increasing per capita usage
Growth opportunities for intimate washes, although from a low base
Added value in the form of skin-friendly products in liquid soap
CATEGORY DATA: Table 34 Sales of Bath and Shower by Category: Value 2019-2024; Table 35 Sales of Bath and Shower by Category: % Value Growth 2019-2024; Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2019-2024; Table 37 NBO Company Shares of Bath and Shower: % Value 2020-2024; Table 38 LBN Brand Shares of Bath and Shower: % Value 2021-2024; Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2021-2024; Table 40 Forecast Sales of Bath and Shower by Category: Value 2024-2029; Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2024-2029; Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2024-2029
COLOUR COSMETICS IN SOUTH KOREA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Lip products sees dynamic growth due to the “lipstick effect”
Smaller mass brands perform particularly well
Retail e-commerce maintains its rising trend, with premium brands the focus
PROSPECTS AND OPPORTUNITIES
Nail products to see the strongest growth, as new products continue to be launched
KakaoTalk Gift likely to drive growth for colour cosmetics via retail e-commerce
Trends likely to continue to impact sales of colour cosmetics
CATEGORY DATA: Table 43 Sales of Colour Cosmetics by Category: Value 2019-2024; Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2019-2024; Table 45 NBO Company Shares of Colour Cosmetics: % Value 2020-2024; Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2021-2024; Table 47 LBN Brand Shares of Eye Make-up: % Value 2021-2024; Table 48 LBN Brand Shares of Facial Make-up: % Value 2021-2024; Table 49 LBN Brand Shares of Lip Products: % Value 2021-2024; Table 50 LBN Brand Shares of Nail Products: % Value 2021-2024; Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2021-2024; Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2024-2029; Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2024-2029
DEODORANTS IN SOUTH KOREA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Declining trend in an already small category
Nivea loses share to Aesop
Repeat purchases drive retail e-commerce to see further growth
PROSPECTS AND OPPORTUNITIES
Aesop expected to continue driving growth for deodorant pumps
Growth potential for deodorant creams
Further penetration of retail e-commerce expected
CATEGORY DATA: Table 54 Sales of Deodorants by Category: Value 2019-2024; Table 55 Sales of Deodorants by Category: % Value Growth 2019-2024; Table 56 Sales of Deodorants by Premium vs Mass: % Value 2019-2024; Table 57 NBO Company Shares of Deodorants: % Value 2020-2024; Table 58 LBN Brand Shares of Deodorants: % Value 2021-2024; Table 59 LBN Brand Shares of Premium Deodorants: % Value 2021-2024; Table 60 Forecast Sales of Deodorants by Category: Value 2024-2029; Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2024-2029; Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2024-2029
DEPILATORIES IN SOUTH KOREA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Women’s razors and blades drives decline in overall depilatories
Schick suffers from the decline of women’s razors and blades, but continues to dominate
All distribution channels see sales decline, but retail e-commerce maintains its dominance
PROSPECTS AND OPPORTUNITIES
Growth momentum set to recover for depilatories in the forecast period
Women’s pre-shave set to see a declining trend
New regulation will make labelling easier for hair removers/bleaches
CATEGORY DATA: Table 63 Sales of Depilatories by Category: Value 2019-2024; Table 64 Sales of Depilatories by Category: % Value Growth 2019-2024; Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2020-2024; Table 66 NBO Company Shares of Depilatories: % Value 2020-2024; Table 67 LBN Brand Shares of Depilatories: % Value 2021-2024; Table 68 Forecast Sales of Depilatories by Category: Value 2024-2029; Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2024-2029
FRAGRANCES IN SOUTH KOREA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Premium fragrances continues to excel despite maturity
Byredo sees exceptional growth, while Elca maintains its lead
Bucking the trend in other beauty and personal care categories, department stores leads fragrances
PROSPECTS AND OPPORTUNITIES
Premium unisex fragrances set to continue to drive growth
Widening product variety and retail channels expected, but challenges will remain
A potential move towards domestic brands thanks to new product launches
CATEGORY DATA: Table 70 Sales of Fragrances by Category: Value 2019-2024; Table 71 Sales of Fragrances by Category: % Value Growth 2019-2024; Table 72 NBO Company Shares of Fragrances: % Value 2020-2024; Table 73 LBN Brand Shares of Fragrances: % Value 2021-2024; Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2021-2024; Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2021-2024; Table 76 Forecast Sales of Fragrances by Category: Value 2024-2029; Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2024-2029
HAIR CARE IN SOUTH KOREA
KEY DATA FINDINGS
2024 DEVELOPMENTS
The range of hair care concerns addressed by products widens
The leader continues to launch new products
Retail e-commerce continues to dominate, but Olive Young stands out amongst offline retailers
PROSPECTS AND OPPORTUNITIES
Slow and stable growth as more specific and segmented products are launched
Rising competition for global brands in salon professional hair care
Dermocosmetics has growth potential in hair care
CATEGORY DATA: Table 78 Sales of Hair Care by Category: Value 2019-2024; Table 79 Sales of Hair Care by Category: % Value Growth 2019-2024; Table 80 Sales of Hair Care by Premium vs Mass: % Value 2019-2024; Table 81 NBO Company Shares of Hair Care: % Value 2020-2024; Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2020-2024; Table 83 LBN Brand Shares of Hair Care: % Value 2021-2024; Table 84 LBN Brand Shares of Colourants: % Value 2021-2024; Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2021-2024; Table 86 LBN Brand Shares of Styling Agents: % Value 2021-2024; Table 87 LBN Brand Shares of Premium Hair Care: % Value 2021-2024; Table 88 Forecast Sales of Hair Care by Category: Value 2024-2029; Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2024-2029; Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2024-2029
MEN'S GROOMING IN SOUTH KOREA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Mass men’s skin care continues to take share from the premium segment
The leading players see falling value sales and lose share
Retail e-commerce continues to dominate, although offline share higher than in many other beauty and personal care categories
PROSPECTS AND OPPORTUNITIES
Contrasting trends, as mass men’s skin care and premium men’s fragrances set to outperform
Retailers will continue to drive interest in men’s grooming
More dermocosmetics brands likely to offer variants for male consumers
CATEGORY DATA: Table 91 Sales of Men’s Grooming by Category: Value 2019-2024; Table 92 Sales of Men’s Grooming by Category: % Value Growth 2019-2024; Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2021-2024; Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2021-2024; Table 95 NBO Company Shares of Men’s Grooming: % Value 2020-2024; Table 96 LBN Brand Shares of Men’s Grooming: % Value 2021-2024; Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2021-2024; Table 98 Forecast Sales of Men’s Grooming by Category: Value 2024-2029; Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2024-2029
ORAL CARE IN SOUTH KOREA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Due to constant innovation, toothpaste maintains solid growth despite maturity
Amway’s innovative product helps it gain share
The inexorable rise of retail e-commerce continues
PROSPECTS AND OPPORTUNITIES
Toothpaste set to see the strongest growth, driven by segmented product launches, and marketing
New launches expected to drive premiumisation in oral care
Power toothbrushes set to continue to expand due to changing consumer perceptions
CATEGORY DATA: Table 100 Sales of Oral Care by Category: Value 2019-2024; Table 101 Sales of Oral Care by Category: % Value Growth 2019-2024; Table 102 Sales of Toothbrushes by Category: Value 2019-2024; Table 103 Sales of Toothbrushes by Category: % Value Growth 2019-2024; Table 104 Sales of Toothpaste by Type: % Value Breakdown 2020-2024; Table 105 NBO Company Shares of Oral Care: % Value 2020-2024; Table 106 LBN Brand Shares of Oral Care: % Value 2021-2024; Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2021-2024; Table 108 LBN Brand Shares of Toothpaste: % Value 2021-2024; Table 109 Forecast Sales of Oral Care by Category: Value 2024-2029; Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2024-2029; Table 111 Forecast Sales of Toothbrushes by Category: Value 2024-2029; Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2024-2029
SKIN CARE IN SOUTH KOREA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Anti-ageing and slow ageing trends drive strong growth for anti-agers
The two leaders maintain share growth, but smaller players see stronger growth from a low base
Retail e-commerce continues to grow, but variety stores also makes its mark
PROSPECTS AND OPPORTUNITIES
Players will look for ways to make their products stand out
Opportunities and threats for skin care
Expertise of pharmaceutical companies making its way into skin care
CATEGORY DATA: Table 113 Sales of Skin Care by Category: Value 2019-2024; Table 114 Sales of Skin Care by Category: % Value Growth 2019-2024; Table 115 NBO Company Shares of Skin Care: % Value 2020-2024; Table 116 LBN Brand Shares of Skin Care: % Value 2021-2024; Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2021-2024; Table 118 LBN Brand Shares of Anti-agers: % Value 2021-2024; Table 119 LBN Brand Shares of Firming Body Care: % Value 2021-2024; Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2021-2024; Table 121 LBN Brand Shares of Premium Skin Care: % Value 2021-2024; Table 122 Forecast Sales of Skin Care by Category: Value 2024-2029; Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2024-2029
SUN CARE IN SOUTH KOREA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Both adult and baby and child-specific sun care see dynamic growth
Despite exceptional growth for Aestura, AmorePacific’s share declines
Olive Young has an impact on both online and offline sales
PROSPECTS AND OPPORTUNITIES
New product launches expected to follow the “glass skin” trend and drive value growth
Additions to functions and formulations likely to continue
Brands popular in the US may achieve popularity in South Korea
CATEGORY DATA: Table 124 Sales of Sun Care by Category: Value 2019-2024; Table 125 Sales of Sun Care by Category: % Value Growth 2019-2024; Table 126 NBO Company Shares of Sun Care: % Value 2020-2024; Table 127 LBN Brand Shares of Sun Care: % Value 2021-2024; Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2021-2024; Table 129 Forecast Sales of Sun Care by Category: Value 2024-2029; Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2024-2029