Korean Skincare News Wrap-up: Feb. 16 – 22, 2025
Anua Available in 1,400 Ulta Beauty Locations Across the U.S.
Anua, a is a fast-growing K-beauty brand that entered the U.S. market in 2022 by partnering with Ulta Beauty, the country’s largest beauty supplier.12 This month, Anua celebrated their expansion into 1,400 Ulta locations with a special promotional event where customers who spent over $25 on their products received a free gift.3
Anua aims to become the top K-beauty brand by expanding its reach and building customer experiences. Its vision is to be “… the most admired retailer by our Ulta Beauty associates, communities, partners and investors.”4 The company seems to be well on its way; a success largely attributed to effective localization strategies and customer-focused marketing.
Olive Young Gains Attention of Harvard Business School
A recent case study of CJ Olive Young is set to be published in the Harvard Business Review.5 The study is the work of Rebecca Karp — assistant professor in the school’s Strategy Unit, and senior researcher and case study writer Shu Lin.6 It focuses on Olive Young’s innovative methods and its impact on the K-beauty industry; emphasizing the management philosophy of company Chairman Lee Jae-hyun, which promotes long-term partnerships.
The study also highlights the company’s modern display methods and relaxed customer service approach. Additionally, the authors praise the company’s integration of physical stores and online platforms while also drawing attention to Olive Young’s Merchandising Council, which ensures product quality, trend alignment, and competitive pricing before launch.5
Young Korean Men Show Increased Interest in Beauty Products
Male customer turnout at beauty stores in South Korea increased by 20% last year, and the global male grooming market is expected to grow by 4% annually, reaching $85.5 billion by 2032 — according to a survey referenced by YTN.7 As young men become a significant group in the beauty market, cosmetics companies are creating gender-specific brands and expanding product lines for them.
Torriden, for example, created ‘For Men‘ based on their primary ‘Dive In’ line to more effectively reach this target group. Amorepacific’s B.Ready brand is also male-centric and offers various cosmetics and skincare products. Clearly, industry stakeholders have taken note of this new trend among South Korean men in anticipation that it will extend to the global market in the same manner as the female-targeted K-beauty movement.
Wrap-up
If you found this post interesting, please share the link or pin the photo below. See you next week!
Disclaimer: This post is not sponsored and does not use any affiliate links.
