The Center of Fashion and Beauty 'Mask'... Mask Necklaces Up 169% Compared to Last Month

From Mask Ear Protectors to Necklaces 'Popular'
MLB, NFL Fashion Mask Deals Continue
Bright Eye Makeup Products 'Sold Out' Streak

[Asia Economy Reporter Minyoung Cha] #Han Suyeon (pseudonym), a woman in her 30s, recently purchased a children's mask necklace for her 8-year-old son. This is because her son often drops his mask on the floor while shopping at the mart or on the way to school. Her mother-in-law in her 60s also actively uses it as a fashion item after receiving a colorful beaded necklace as a gift. Some acquaintances from church even take the lead in warm sharing by making handmade mask necklaces themselves.

This summer, the focus of fashion and beauty is shifting to masks. With mask-wearing becoming mandatory in daily life, products that offer convenience in hot weather as well as functionality are gaining popularity.

According to online mall Gmarket on the 9th, sales of mask ear protectors surged by 860% in July (1st to 31st) compared to the same period last month. During the same period, sales of mask necklaces, which allow masks to be hung around the neck and worn again, increased by 169%, and mask cases for separate storage rose by 23%. The popular mask necklace product, 'Anti-loss Mask Necklace·Strap,' is also ranked among the best jewelry and watch products on Gmarket.

Fashion masks emphasizing individuality are also trending. Clothing company Kukdong recently signed a supply contract worth 3.5 billion KRW for 4 million 'fashion masks (face coverings)' with one of its major buyers. The products feature team logos from the U.S. Major League Baseball (MLB), National Basketball Association (NBA), National Football League (NFL), and the English Premier League.

The cosmetics industry has also seen a strengthening trend of so-called 'mask makeup.' In fact, CJ Olive Young's sales analysis shows that over the past six months (January 14 to July 13), when COVID-19 spread intensified, lip makeup sales declined compared to the previous year due to mask-wearing, while eye makeup grew about 6% despite the consumption downturn, continuing its growth trend.

Eye makeup products armed with dazzling glitter are also popular. Shinsegae International announced that all colors of the luxury makeup brand Hourglass's '1.5MM Mechanical Gel Eyeliner' recently sold out online. Some colors of the 'Scattered Light Glitter Eyeshadow,' characterized by brilliant glitter and pearl, also sold out domestically. In line with this trend, Hourglass plans to officially target the eye makeup market this month by launching the 'Unlocked Instant Extension Mascara' as a strategic product. It features a lightweight formula and a densely packed 3D brush that creates long, voluminous lashes.