EBay Japan chief vows to advance K-beauty growth in Japan
The future of Korean beauty in Japan looks promising to Koo Ja-hyun, CEO and vice president of eBay Japan, who announced at a beauty conference on Friday the company's initiative to help 20 K-beauty brands exceed one trillion won ($690 million) in value within the next three years.
In an interview on the sidelines of the 2025 Qoo10 Japan K-Beauty Mega Conference, co-hosted by eBay’s e-commerce platform Qoo10 Japan and Korean cosmetics manufacturer Cosmax, Koo expanded on his vision of K-beauty brands gaining ground in Japan. He believes they are poised for an even greater breakthrough in the years ahead.
“While the United States and China remain the largest markets for K-beauty, Japan’s growth cannot be overlooked,” Koo said, adding that Korean brands must fully leverage their potential in this expanding market. “Previously, K-beauty was most popular among consumers in their 10s and 20s, but the trend is now extending to those in their 30s to 50s.”
He observed that the industry’s competitive landscape has evolved from a brand-centric model to one driven by supply chain dominance — an area where K-beauty has an edge. "Qoo10 Japan is dedicated to empowering Korean brands as they expand into the Japanese market, taking advantage of our deep expertise in both regions," Koo added.
Qoo10 Japan has over 25 million members and currently dominates Japan’s online K-beauty market. According to Koo, the platform has grown at three to four times the industry average, largely driven by beauty sales, with an annual growth rate of 64 percent over the past five years.
When asked about K-beauty’s strengths, Koo pointed to a blend of factors, including strong consumer interest in Korean culture, competitive pricing, high-quality products and marketing.
“It’s not that consumers seek out beauty products simply because they’re Korean, but rather, they discover they are K-beauty after being drawn to the products,” he said.
With K-beauty products making up the bulk of transactions on the platform, the company is setting its sights on another growing sector — the so-called "inner beauty" market, Koo explained, referring to health supplements designed to enhance skin health.
During the event, eBay Japan introduced a support program aimed at expediting Korean beauty brands' entry into the Japanese market. It is designed to guide them through a four-stage development process and provide comprehensive support in overcoming language, logistics and marketing challenges.
To drive brand success and platform growth amid Japan’s rising demand for K-beauty, the company said it plans to integrate Korean brands' innovation with its extensive membership base.
Meanwhile, Cosmax has also reinforced its partnerships with K-beauty brands looking to expand into Japan, offering tailored solutions in research, development and production.
"The beauty market is shifting from being brand-driven in the past to becoming more consumer-driven,” said Cosmax Chairman Lee Kyung-soo at the event. “With our world-class R&D capabilities and global supply chain, we will continue to grow alongside our clients, delivering what consumers want — quickly and at competitive prices.”
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