Survey Overview

In Korea, interest in cosmetics is high among both men and women, and cosmetics are increasingly becoming daily necessities, resulting in high per capita cosmetics expenditure. Government led support measures and advances in OEM/ODM technology have supported market recovery after the COVID 19 pandemic, growth in fabless manufacturers, and industrial development that positions cosmetics as a key national industry.

The Korean domestic cosmetics market increased 3.9% year on year to ¥1,503 billion in 2025. Interest in slow aging and inner beauty is increasing, while the expansion of OLIVE YOUNG stores and the full scale entry of low price shops are diversifying channels and price ranges. In 2026, the market is expected to increase 4.5% from 2025 to ¥1,570 billion, supported by channel expansion and development and growing inbound demand driven by the global K Beauty boom.

Korean cosmetics in the Japanese market have become established primarily through makeup amid Korean Wave trends. As online customer touchpoints expanded during the COVID 19 pandemic and offline development progressed, they are increasingly becoming an ongoing trend that extends beyond a temporary boom.

Korean cosmetics in the Japanese market increased 23.1% year on year to ¥179.8 billion in 2025 and accounted for 6.1% of Japan's total cosmetics market. The market is expanding mainly through skincare, including lines by ingredient and skin concern and products designed for Japan, while initiatives in hair care and distribution through everyday channels such as drugstores are progressing.

This report examines the domestic Korean cosmetics market and the Korean cosmetics market attracting attention in Japan. The Korea Edition analyzes industry background and strengths, market size, key players, current trends, and future market potential, while the Japan Edition provides a multifaceted analysis of market development, market size, and leading Korean cosmetics brands.

Survey Purpose

Domestic Korean Cosmetics Market

In Korea, interest in cosmetics has traditionally been high among both men and women, and the cosmetics industry is active. Although its population is approximately 40% of Japan's, its market size is about 50% of Japan's, indicating that the market is large relative to the population and per capita cosmetics expenditure is high. This suggests high beauty awareness and the increasing status of cosmetics as daily necessities in Korea. The country focused on government led support measures from 2019, enabling an early shift to recovery after the COVID 19 pandemic. Furthermore, advances in OEM/ODM technology have led to a rapid increase in fabless manufacturers, accelerating industrial development that positions cosmetics as a key national industry.

The Korean domestic cosmetics market increased 3.9% year on year to ¥1,503 billion in 2025. In recent years, beauty trends centered on slow aging have become active, and interest is increasing not only in external care but also in care from within. In terms of channels, the country's leading H&B store OLIVE YOUNG is rapidly expanding its store network, while low price shops such as DAISO and emart are entering the cosmetics market in earnest, making the diversification of channels and price ranges particularly apparent. Looking ahead, channel expansion and development and growing inbound demand driven by the global K Beauty boom are expected to result in a 4.5% increase from 2025 to ¥1,570 billion in 2026.

Korean Cosmetics Market in Japan

In the Korean cosmetics market in Japan, Korean cosmetics have traditionally become established primarily through makeup amid trends such as the Korean Wave, attracting attention intermittently. Subsequently, online customer touchpoints expanded during the COVID 19 pandemic and offline development progressed, and in recent years Korean cosmetics have increasingly become established as an ongoing trend beyond a temporary boom.

Korean cosmetics in the Japanese market increased 23.1% year on year to ¥179.8 billion in 2025. This market accounts for 6.1% of Japan's total cosmetics market and has steadily increased its presence as a growth area in the past several years, up 2.7 percentage points from 2023. In terms of products, market expansion centered on skincare is notable, including lines by ingredient and skin concern and products designed for Japan in response to Japanese consumer needs. Furthermore, following market expansion in skincare and makeup in recent years, there are moves to focus on hair care as the next new growth area. In terms of channels, online sales centered on Qoo10 have traditionally been strong, while recent development through everyday channels such as drugstores is also prominent, suggesting that Korean cosmetics are becoming established not as Korean cosmetics but as individual cosmetics brands.

Survey Scope and Analysis

This report provides a thorough survey of the domestic Korean cosmetics market and the Korean cosmetics market attracting attention in Japan. The Korea Edition analyzes industry background and strengths, market size, key player trends, current trends, and future market potential. The Japan Edition provides a multifaceted analysis of market development and market size to date, as well as Korean cosmetics brands leading this market.

Survey Period

January 2026 to April 2026

Format

A4 size, 110 pages

Publication Date

April 24, 2026

• Survey Overview

[Survey Items: Korea Edition]

• 1. Overview of the Korean Cosmetics Market
• 2. Cosmetics in Korea
  • 2-1. What “Cosmetics” Mean in Korea
  • 2-2. History of the Korean Cosmetics Market
  • 2-3. Recent Trends
• 3. Korean Cosmetics Market Size
  • 3-1. Overall
  • 3-2. By Category
  • 3-3. By Product Type
  • 3-4. By Channel
• 4. Major Key Players
  • 4-1. Manufacturers
  • 4-2. Fabless Manufacturers
  • 4-3. OEM/ODM
  • Reference: Global Expansion of Key Players
• 5. Consumer Behavior in Korea
• 6. Beauty Trends
  • 6-1. Slow Aging
  • 6-2. Inner Beauty
• 7. Channel Trends
  • 7-1. OLIVE YOUNG
  • 7-2. Low Price Shops
• 8. Future Development

[Survey Items: Japan Edition]

• 1. Development of Korean Cosmetics in Japan
• 2. Consumer Awareness and Behavior
  • 2-1. Usage Rate and Image of Korean Cosmetics
  • 2-2. Awareness and Usage Rate of Korean Cosmetics Brands
  • 2-3. Usage Rate by Item for Korean Skincare Brands
• 3. Korean Cosmetics Market Size
  • 3-1. Overall
  • 3-2. By Brand
  • 3-3. By Category
  • Reference: Market Position of Korean Cosmetics
  • 3-4. By Product Type
  • 3-5. By Channel
• 4. Product Analysis of Korean Cosmetics
  • 4-1. Skincare
  • 4-2. Makeup
  • 4-3. Hair Care
• 5. Marketing Strategies for Korean Cosmetics
  • 5-1. “Qoo10” Usage and Sales Measures
  • 5-2. Strengthening Direct Development through the Establishment of Japanese Subsidiaries
  • 5-3. Creation of Experiential Value and Channel Expansion into Convenience Stores

[Individual Brand Section]

• VT cosmetics (VT)
• Anua (The Founders)
• medicube (APR)
• TIRTIR (TIRTIR)
• d'Alba (d'Alba Global)
• INNISFREE (Innisfree)
• Torriden (Torriden)
• rom&nd (iFamilySC)
• numbuzin (BENOW)
• MISSHA (ABLE C&C)
• ma:nyo (Manyo Factory)
• UNOVE (Wyatt)
• LANEIGE (AMOREPACIFIC)
• CLIO (CLIO COSMETICS)
• hince (VIVAWAVE)
• AESTURA (AMOREPACIFIC)
• MEDIHEAL (L&P COSMETIC)
• FEMMUE (FEMMUE)
• fwee (BENOW)
• KUNDAL (The Skin Factory)
• Laka (LAKA COSMETICS)
• HERA (AMOREPACIFIC)
• BIOHEAL BOH (CJ OLIVE YOUNG)
• peripera (CLIO COSMETICS)
• LAGOM (Skinmed International)