K-Beauty Establishing in Southeast Asia Market
The strength of the Korean cosmetics market is becoming more apparent in Southeast Asia. The noticeable growth in K-Beauty exports in emerging markets such as Vietnam and India is thanks to strategies based on establishing local distribution networks and analyzing consumer preferences.
K-Beauty maintains the top position with a 30% share in the Vietnamese cosmetics import market. However, merely having the 'Made in Korea' title is not sufficient to gain consumer trust. Examples include 'purpose-driven consumption' and 'discovery consumption' through online platforms like Shopee and TikTok Shop. As 'genuine product certification' through official distribution channels becomes essential, offline stores like Hasaki are becoming crucial hubs for K-Beauty's expansion.
Accelerated Growth in India
In the first half of 2025, the export amount of Korean cosmetics to India reached approximately 50 million dollars, marking a 44.7% increase from the previous year. The strong sales of mask packs and basic care products have driven this export growth, while collaborations with influencers in Indonesia have significantly contributed to a surge in sales. The spread of online shopping and the improvement of mobile payment infrastructure are also supporting this growth.
Combining Digital and Offline
Particularly in Indonesia and Malaysia, digital platforms and offline stores are creating synergistic effects. Influencer marketing strengthens the relationship with local consumers, and the activation of channels combined with K-drama and K-pop content spreads product awareness and enhances brand engagement.
Localized Product Strategy
The K-Beauty industry is transitioning from 'Made in Korea' to a new strategy of 'Made for Southeast Asia.' This means developing products that reflect the local climate, skin types, and spending power, going beyond simple product manufacturing.
Differentiation Using Technological Power
QR codes and blockchain-based genuine product certification solutions are being introduced, contributing to counterfeit prevention and supply chain transparency. Along with this, differentiation strategies combining eco-friendly packaging and vegan certification are also expanding. These changes act as an important competitive edge in ensuring continuous reputation management of K-Beauty brands and securing trust from local consumers.
In Closing
Interest in the market expansion and tailored strategies of K-Beauty is increasing. If you need a deeper understanding and support for these strategies, please contact YURICO5. Website: https://yuricos.co.kr/
