The Korean skincare trend of 2023 can be identified through four distinct themes: ‘Cherrysumer‘ caters to practical and strategic consumers, ‘No Mask‘ reflects the lifting of the indoor mask mandate in Korea, ‘Aware Beauty‘ promotes conscious and sustainable consumption, while ‘Highly Functional Ingredients‘ emphasizes the use of advanced components in regularly released skincare products.
1. CHERRYSUMER
2. NO MASK
3. AWARE BEAUTY
4. HIGHLY FUNCTIONAL INGREDIENTS
1. CHERRYSUMER
In Korea, consumers’ consumption patterns are transforming in response to increasing inflation and rising interest rates. Breaking away from previous trends like Flex and YOLO, the current shift is towards a new trend called ‘Cherrysumer,’ which encourages mindful consumption, focusing on purchasing products and services based on genuine needs rather than excessive indulgence.
The term ‘cherrysumer’ was coined by ‘Trend Korea,’ an annual publication by the Seoul National University Trend Analysis Center, to describe practical consumers who frugally and selectively.
The term ‘cherrysumer’ is a compound word that combines ‘consumer’ with ‘cherry picker,’ referring to individuals who carefully select and prioritize benefits when making purchases, akin to picking only the sweet cherries from a cake. The rise of cherrysumers can be attributed not only to the challenging economic conditions but also to the increasing number of single-person households.
In 2023, the beauty industry is expanding its marketing efforts towards cherrysumers through sample and trial kit promotions, while the distribution sector is offering various product configurations and promotions, including half-price sales and 1+1 subscription services.
2. NO MASK
With the lifting of the indoor mask mandate on January 30, 2023, there is indeed an increase in demand for cosmetics and a growing interest in cleansing products designed to effectively remove dark makeup residue, manage skin impurities, and promote a smoother skin texture.
3. AWARE BEAUTY
As a keyword for developing 2023 cosmetics products, clean beauty was the highest at 63.2%, and vegan beauty also had 50.0%. It was confirmed that they were interested in Aware Beauty, such as sustainability/carbon neutrality, naturalism /organic, etc.
4. HIGHLY FUNCTIONAL INGREDIENTS
Upon analyzing the skin care product launch trend at Olive Young, South Korea’s prominent health and beauty store, it becomes evident that there is a strong emphasis on incorporating active ingredients known for their beneficial effects. Noteworthy active ingredients commonly found in these products include ceramide, niacinamide, peptide, retinol, hyaluronic acid, pantothenic acid, and panthenol. It is anticipated that this prevailing trend will persist throughout 2023 and beyond.
A moisturiser ideal for people with
dehydrated skin and those who want to moisturize inner skin layers.
Firming cream with a mild, 8-free formula featuring a golden blend of ‘bakuchiol’, a retinol alternative, and ‘pure retinol’ to 3D hydrate, firm and smooth the face contour.
A refreshing cream packed with multiple
weights of hyaluronic acid and ceramide to provide deep hydration, strengthen
the skin barrier, and enhance signs of premature ageing.
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