K-beauty gains traction in Japan on revived popularity of K-pop culture

K-beauty experience event during KCON 2022 Premier in Tokyo [Source: CJ ENM]

South Korean cosmetics companies are going all-out to expand their presence in Japan where Korean beauty products are rapidly winning the heart of young consumers in their 20s and 30s on the revived popularity of Korean pop music, TV shows, and films in the neighboring country.

Korea’s leading health and beauty chain store CJ Olive Young’s revenue on Japanese e-commerce companies Rakuten and Qoo10 surged by 223 percent on year during the first three months of this year.

The surge in Korean cosmetics sales in Japan was mainly led by the immense popularity of K-pop culture ranging from music to drama and films.

Bioheal and Wakemake, which started selling their products through the Olive Young in Japan, saw their sales volume each jump four times and 2.4 times in the first quarter. Daniel Kang, a K-pop soloist, is the face of Bioheal while K-pop girl group Twice’s Japanese member Sana is the ambassador of Wakemake. Both entertainers are big stars among young Japanese people.

Able C&C brand A’peiu’s sales also increased by fourfold over the same period, keeping up its winning streak since it first entered the Japanese market in May 2020. Flagship A’peiu beauty products Madecassoside’s sales surged 619 percent and Juicy-pang Sparking Tint’s 65 percent on year. A’peiu’s brand ambassadors are also Twice’s Sana and Dahyun, who are adored by the Japanese youth.

According to market analysis, localization also helped boost sales of K-beauty products in Japan.

A’peiu’s Juicy-pang Sparking Tint gives a bright and glistening effect when applied, a look that is preferred by many Japanese women, leading the lip tint to consistently sell out.

Real Barrier, a Korean skincare brand, also sold out its Blue Brightening cream on the first day of its launch in Japan.

Encouraged by the latest wave of popularity, Korean major cosmetics makers are actively seeking to expand their presence in Japan which has emerged as an alternative to China, which was once the biggest Korean beauty product export market. Demand for Korean cosmetics in China has been on the steady fall due to the Covid-19 lockdowns and the ascent of local and other foreign cosmetics brands.

LG Household & Health Care opened a new microbiome cosmetics research and development (R&D) center in Hokkaido last month to target Japanese customers who are keen on innovative high-quality beauty products.

Cosmax, Korea's largest cosmetics original design manufacturer (ODM), established a local operation in Tokyo and secured land to build a factory in Ibaraki Prefecture in March.

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