Shopee "K-Beauty Demand Doubled... Capturing the Hearts of Southeast Asian Customers"

[Asia Economy Reporter Kim Bo-kyung] Global open market Shopee announced on the 21st that the demand for K-beauty doubled compared to the same period last year during the shopping event '10.10 Brand Festival,' maintaining continuous popularity.

In this event, Amorepacific's beauty brands Laneige and Sulwhasoo ranked 1st and 3rd respectively in Shopee's overall premium beauty category, and among the top 5 best-selling brands in the skincare category of 'Shopee Singapore,' four were domestic brands.

The performance of domestic small and medium-sized beauty brands also stood out. Some By Mi ranked 3rd in the skincare category of 'Shopee Malaysia,' and 3CE, Sister & Co., and Club Clio ranked 2nd, 3rd, and 4th respectively in the makeup category of 'Shopee Singapore.' Grafen recorded 3rd place in the personal care category of 'Shopee Singapore.'

In particular, the popularity of mask pack products is rapidly spreading. Among the top 5 best-selling K-beauty products across all regions where Shopee operates are △Some By Mi's 'Real Mask Line' △3W's 'Clinic Intensive UV Sunblock Cream' △Laneige's 'Water Sleeping Mask' △The Saem's 'Cover Perfection Tip Concealer' △Etude House's '0.2 Therapy Air Mask,' with mask pack products making up the majority.

Kwon Yoon-ah, head of Shopee Korea, said, "Domestic beauty brands are capturing the hearts of Southeast Asian customers through continuous new product launches, sophisticated design and packaging, and reasonable prices," adding, "We will connect domestic brands and local customers through various methods such as opening exclusive Korean brand pavilions and live streaming with famous influencers."

Meanwhile, in this event, sales of domestic products increased compared to last year across categories including groceries, health, and living, continuing the growth trend.