Body care market gains traction in Korea

Puresome’s Vita Filter Shower

South Korean consumers interested in well-aging are paying more attention to home care beauty products that address not only the face but also the body, such as wrinkles on the back and limbs.

According to sources from the cosmetics industry on Monday, the country’s total cosmetics market is estimated to be around 13 trillion won ($9.55 billion). Hair and body products account for 16 percent of the cosmetics market, which is relatively small but their growth potential is significant.

According to government health industry data, the bath and hair care product market has been growing at an annual average of 11 percent over the past three years.

This is more than double the approximately 4 percent annual growth rate of the entire cosmetics market during the same period.

The body care market was dominated by moisturizing products in the past, but it is expanding rapidly as demand for whitening, lifting, and anti-aging functional products increases.

Mintel, a British consumer goods research firm, reported last year that the Korean body care market is evolving with a focus on ingredients, predicting high growth.

Furthermore, a wide range of products, such as massagers and shower filters with functional ingredients, are gaining popularity, further expanding the market.

Puresome, known for its filter showers, launched the 2nd generation Vita Filter Shower in 2019 and has since introduced spa filters and vegan filters with added scents and functional ingredients, maintaining steady popularity.

The company’s filters contain vitamin C, cactus extract, and natural moisturizing agents like milk powder to help with hydration and soothing the skin. Some products also include functional ingredients like vitamin E (tocopherol).

The company introduced the 4th generation Paramax Ato Shower for sensitive skin last year, featuring ceramide and urea to help form a skin barrier and ingredients like vitamin C, sunflower seed oil, avocado oil, and grape seed oil to create a moisture barrier.

The shower also uses a hollow fiber membrane filter to remove pathogens (E. coli and Pseudomonas aeruginosa) and ultra-fine plastics, protecting the skin from irritants.

Some brands are expanding their products from facial skincare to body care.

By Wishtrend’s Bakuchiol Body Lotion

Beauty content company Wishcompany Inc.‘s By Wishtrend launched Vitamin A-mazing Bakuchiol Body Lotion in March, a body version of its popular Bakuchiol Cream.

Bakuchiol, a next-generation plant-based vitamin A, is known for its anti-aging properties and has traditionally been used in face creams. The body lotion combines bakuchiol with exfoliating ingredients and urea to improve rough skin and reduce pigmentation.

The beauty device sector, which primarily produced products for facial use, is also seeing increased interest in body care.

Devices targeting various body areas like arms, calves, abdomen, sides, and thighs are being introduced.

APR Co., a beauty tech company, entered the body care market last year with the launch of AGE-R Body Shot.

The device uses high-frequency heat energy to improve skin elasticity and reduce swelling.

NU SKIN Korea also released the ageLOC WellSpa iO last year, which offers beauty care and body cycle care at once.

There are also brands that focus exclusively on body and hair care specialties, excluding color and skincare cosmetics.

Narca, which introduced hair products such as hair essence, hair mask, and hair mascara this year, is expanding its presence with body and hair products.