Korean beauty—better known as K-Beauty—has evolved from a niche movement to a global powerhouse, and Australia and New Zealand are now firmly on board.
From multi-step skincare routines to snail mucin serums and SPF-packed BB creams, K-Beauty has become synonymous with innovation, performance, and accessible luxury. Demand across ANZ is rising fast.
Why K-Beauty Is Thriving in ANZ
- Social Media & Education
Platforms like TikTok and YouTube have catapulted K-Beauty into the spotlight. Gen Z and Millennials are driving demand, influenced by transparent, educational content and real user results. - Skin-First Philosophy
K-Beauty’s “skin-first, makeup-second” approach aligns with consumer preferences for healthier skin and gentle, science-backed ingredients. - Innovation at Great Value
Korean brands offer cutting-edge formulations without the luxury price tag. With rising living costs, this mix of affordability and efficacy is a major draw. - Retailers Are Leaning In
Mecca, Sephora, Adore Beauty, and Priceline have expanded their K-Beauty ranges. Boutique retailers and department stores are launching curated selections, pop-ups, and skincare education events. - The Korean Cultural Wave
From K-pop to K-dramas, Korean culture is influencing everything—including beauty. Consumers are buying into a holistic lifestyle, not just skincare.
Trending Now
- Essence waters and fermented ingredients
- Sheet masks and sleeping masks
- Serums with gentle actives
- Sunscreens with serum-like textures
- Sleek, minimalist packaging
Retail buyers are racing to meet demand, and new brands are entering the local market monthly.
What It Means for Retail Talent
If you’re in retail—product, brand, digital, or hiring—K-Beauty is more than a category. It’s a growth driver. Roles in merchandising, brand training, social media, and ecommerce linked to K-Beauty are on the rise.
We’re seeing professionals upskilling in ingredient knowledge, social selling, and brand storytelling to stay relevant in this space.
Looking Ahead
With more Korean brands entering ANZ and local consumers hungry for innovation, K-Beauty is moving from trend to mainstream must-have. Expect growth in clean K-Beauty, dermocosmetics, and personalised skincare.
Final Thoughts
K-Beauty is more than just a trend—it’s a movement reshaping what consumers expect from skincare. For ANZ retailers and professionals, it’s time to lean in, innovate, and lead.
Because K-Beauty? It’s not going anywhere.
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