"K-Beauty Popularity Declines in China, Overshadowed by Western and Japanese Products"

[Image source=Yonhap News]

[Asia Economy Reporter Cho Hyun-ui] The status of Korean cosmetics, which were once highly popular in China, appears to have declined.

On the 2nd, Hong Kong's South China Morning Post (SCMP) reported that "Korean skincare products are being outpaced by Western and Japanese brands."

The reasons for the decline in popularity of Korean cosmetics are attributed to a lack of innovation and complicated skincare routines. SCMP stated, "Hallyu cosmetics have failed to meet the recent consumers' scientific approach to ingredients and have relied on flashy marketing and elaborate packaging without innovating."

It added, "While globally skincare routines are becoming simpler, Korean cosmetics have been shunned due to their complex and difficult routines that can reach up to 10 steps."

The Terminal High Altitude Area Defense (THAAD) system and COVID-19 were also cited as causes for the decline in K-beauty popularity. Since the deployment of THAAD by the US military in South Korea in 2017, China's anti-Korea sentiment and the COVID-19 pandemic have reduced visits to Korea, leading consumers at duty-free shops to turn to high-end Western and Japanese cosmetics.

SCMP said, "As consumers reduced spending on travel and dining out due to COVID-19, they have spent more on cosmetics, especially skincare products, choosing high-priced Western cosmetics with good ingredients over mid-range Korean cosmetics."

It added, "Accordingly, large brands have aggressively invested in skincare products to find a breakthrough during the COVID-19 situation. Unlike Korean cosmetics, these products appeal to consumers by pursuing minimalism and simplified skincare routines."