In order to meet the increasing consumer demand, cosmetics manufacturers have been using various big data solutions to understand consumers’ needs and create effective marketing strategies. They also use these tools to improve their production process and develop innovative products. As a result, the global market for Korean cosmetics has seen strong growth in recent years.

In addition, domestic online shopping channels have provided’same-day’ and ‘early morning’ delivery services to increase convenience for consumers. In addition, the emergence of one-brand store channels is another factor driving the domestic cosmetics industry. For example, Able C & C opened the ‘Missha’ brand in 2002, pioneering the one-brand store channel and opening a new era for the cosmetic industry. This channel has been attracting consumers with reasonable prices and high quality products.

Moreover, Korean beauty brands have also been promoting their products through celebrity endorsements. The popularity of K-pop idols and Korean actors is an important factor in the growth of the beauty industry. This phenomenon is known as the ‘K-beauty wave’, and global cosmetics companies have been acquiring Korean beauty companies to tap into this trend. Estee Lauder purchased Dr. Jart+ in late 2019 and Goldman Sachs bought a stake in GP Club Co., makers of popular Kbeauty face masks.

According to statistics analyzed by the Korea Health Industry Development Institute, the domestic cosmetics industry has grown rapidly since the 2000s. Existing previous studies on the Korean cosmetic market have mainly focused on the market of the 1940s and 1950s. Hence, this study focuses on the changes in domestic cosmetics sales and distribution structure by period. korean cosmetics manufacturer