Popular New Cosmetic Concepts in South Korea

D.I.Y. cosmetics, probiotic cosmetics and ice beauty skin care products are popular in South Korea recently.

1. D.I.Y. Cosmetics: Tailored and Original

In an era when personalization and customization are increasingly sought after by consumers, DIY cosmetics has attracted the attention of many consumers and are performing extremely well in South Korea. These products are usually made using freeze-drying techniques and separate packaging in which the active ingredients are packaged separately from the essence. Compared with traditional cosmetics, DIY cosmetics enables consumers to participate in the process of integrating products and offers a unique and immersive experience. 

Some of the special packagings of DIY cosmetics are for technical needs.

• According to BeautyNury ^[1], FOASU launched "Peptide Blue Clould Serum" at the end of 2018. The active ingredients were packaged separately from the essence. Applying the frozen and dried peptide ingredients to the skin and then blending them with the essence maximizes the stability of the product and is also conducive to the preservation of active ingredients.

Peptide Blue Clould Serum
Source: Internet

• “Huderma Hyalinum Lifting Mask”, launched by Youcel, is facial mask sheet which is separated from the essence, thus reducing any contamination of the mask sheet prior to usage. This product uses a dry bio-fiber sheet to avoid the use of preservatives, which can reduce skin irritation and increase user experience.

Huderma Hyalinum Lifting Mask
Source: Internet

DIY cosmetics enhances consumer experience

• Brands understand that an immersive consumer experience lends to the appeal of a product. New product designs such as the rise in popularity of ampoules are often not due to a major technical advancement but rather designed to enhance user experience and improve the “ritual” element of daily cosmetic usage. Although brands are promoting the concept of DIY cosmetics, in practice the interaction between the consumers and the product development is superficial at best. Consumers cannot control the ingredients ratio or deeply participate in the manufacturing process. Real individualized cosmetics confer an excessive risk of microbial contamination and allergic reaction after use due to improper ingredient ratio selection.

2. Probiotic Cosmetics: Consumers looking to strengthen skin barrier

Probiotic cosmetics can fundamentally help to effectively balance the skin, strengthen the skin barrier and protect against environmental pollutants. Firstlab, which was developed by ILDONG Pharmaceutical Co. Ltd, uses lactobacillus in its “Probiotic Mask” and has sold more than 12 million pieces in South Korea ^[2].

Probiotic Mask
Source: Internet
 

Kim Seongsu, director of the cosmetics division of BABA Group, said, “Consumers are tired of the “overly complex” raw material concept. Probiotic cosmeceuticals can enhance the vitality of the skin and improve natural skin flora. The cosmeceutical market is trending towards lactic acid bacteria.

3. Ice Beauty Skin Care Products: Instantly cools the skin and relieves skin problems caused by skin overheating and inflammation

In June 2019, Amore Pacific Group launched its new marketing concept for the hot summer namely its Ice Beauty Skin Care Products range, which includes sleep mask, cream, toner, cooling mask and so on ^[3]. This kind of product can be cooled in the refrigerator, does not freeze between minus 15℃ and 20℃ and still maintains a useable/moldable texture. The main function is to instantly reduce skin temperature, help shrink pores, and relieve skin problems caused by skin overheating and inflammation.

Ice Beauty Skin Care Products
Source: Apmall
 

High temperature and humidity in summer are associated with multiple skin issues including excessive sweating and sebum production and the associated issues of blocked skin pores, and other conditions conducive to overgrowth of commensal propioni acnes bacteria. LANEIGE Water Bank Sherbet Cream makes a cream with a sherbet texture that causes an endothermic reaction when it melts on the skin immediately cooling the skin by an average of 6.5℃.