Despite economic challenges, British consumers are prioritizing their skincare routines, with a notable increase in spending on high-end products. Data from Circana reveals a 13% year-on-year growth in demand for premium lotions and serums. Emma Fishwick, Circana UK’s account director, highlights the buzz surrounding the “glass skin” phenomenon, noting that products promising “hydration” and “moisture” are particularly sought after, with sales climbing by 15%.
TikTok Drives K-Beauty Popularity
Social media platform TikTok has played a crucial role in propelling Korean brands such as Cosrx, Beauty of Joseon, and Laneige to viral status. In response to this growing demand, major retailers like Boots are expanding their K-beauty offerings. Alice Rafferty, Boots’s director of luxury beauty and cosmetics, emphasizes the rapidly evolving nature of the industry, where new brands can achieve cult-like status within weeks.
A Booming Global Market
The K-beauty sector is poised for remarkable growth, with projections indicating it will become an $18.3 billion (£13.7 billion) industry by 2030. This trajectory mirrors the success of South Korea’s music, film, and TV exports, with demand increasing at nearly 10% annually.
The Essence of Korean Beauty Standards
Maria Mukaranda, beauty editor at Cosmetify, explains that South Korean beauty ideals emphasize “blemish-free, glass-like skin, a youthful complexion, and minimal makeup or the appearance of minimal makeup.” This approach has sparked a revolution in skincare routines, with some regimens expanding from the traditional three steps to ten or more.
Innovative Ingredients and Techniques
K-beauty has introduced UK consumers to novel products and ingredients, such as sheet masks infused with mugwort and ginseng, and “essences” containing unique components like snail mucin. The Cosrx Advanced Snail Mucin Power Essence, in particular, has garnered significant attention for its innovative approach to skincare.
A New Era of Skincare
The rise of K-beauty in the UK market signifies a shift towards more elaborate and refined skincare routines. As consumers become increasingly educated about these products and techniques, the popularity of Korean beauty brands is expected to continue its upward trajectory, reshaping the British beauty landscape.