Small and Affordable 'Mini Size' Cosmetics Winning Gen Z Over: Analysis of Recent Beauty Trends in Japan and Korea
As Gen Z consumers display a purchasing pattern sensitive to cost-effectiveness and trends, mini-size cosmetics have gained significant popularity in the Japanese and Korean markets. This trend, emphasizing product variety and small volumes, stands out particularly among young consumers eager to express their individuality through more usage.
Gen Z's Preference for Mini Cosmetics
Currently, mini-size cosmetics enjoy great popularity among Gen Z. Consumers typically swatch products on their hands to compare colors and purchase several items at once, aligning with their cost-conscious consumer habits. This change has led beauty brands to expand their mini product releases, positively impacting sales.
!['Great for short-lived trends...' [Trend+]](https://img.hankyung.com/photo/202508/01.41465721.1.jpg)
Trend of Selling Mini Cosmetics in Japan
In Japan, the display and sale of mini-size cosmetics are expanding. Atcosme Tokyo, Japan's largest beauty platform, saw a roughly 10% increase in sales in April 2025 compared to the previous month by expanding its range of mini-size products. K-beauty brands in Japan are actively releasing small-volume products to leverage this trend.
Particularly, makeup brand TIRTIR launched a mini version of its 'Mask Fit Red Cushion,' reducing its volume from the original product (18g, 2970 yen) to 4.5g and price to about half (1430 yen), receiving favorable responses from consumers. This product has become a bestseller on the Atcosme online mall.
Mini Products Marketing Strategy in Korea
In Korea, there is also a vigorous release of mini products targeting the younger 10s and 20s demographic. Beauty brand Laka simultaneously launched standard lip products along with mini versions, while Olive Young continues to offer promotional packages that include both regular and mini products. Recently, mini products designed to be attached to bags in keyring form have emerged, emphasizing both practicality and style.
For Amuse, products like ‘Gel Fit Tint’ and ‘Dew Tint’ reduced their volume from 3.8g to 1.5g and from 4g to 1.5g respectively, selling each at 990 yen. These products have become bestsellers in Japan, leading to about a 55% increase in Amuse's Japanese sales in the second quarter of 2025 compared to the same period the previous year. This growth can be attributed to the diffusion effect via SNS and the consumer's desire to try various products.
Gen Z Consumption Trends and Future Outlook
Gen Z exhibits significantly higher trend sensitivity and experimental consumption tendencies compared to Generation X or Millennials. With the establishment of SNS, verified and comparative consumption has become normalized, raising expectations for the speed and variety of new product releases. Due to their tendency to quickly lose interest, rather than using one expensive regular product for a long time, consumption takes the form of using multiple, relatively inexpensive mini products. Consequently, brands are increasing their market adaptability with products that have reduced volumes and prices.
Professor Kim Ju-deok of Sungshin Women's University's Department of Beauty commented,
"Gen Z leads product trends through SNS and contributes to the growth of the cosmetics market. Developing products that understand Gen Z's psychology is becoming increasingly important."
This assessment suggests both the growth potential of mini cosmetics and the direction of brand strategies.
In Conclusion
The popularity of mini-size cosmetics is due to Gen Z's trend sensitivity and pursuit of cost-effectiveness. Beauty brands that understand and respond to these characteristics are receiving positive responses in the market. In the future cosmetics market, developing a wider variety of products based on the psychology of Gen Z will be crucial. This can foster ongoing connections with consumers.
Understanding Gen Z's preference trends for mini cosmetics, and aligning product development and marketing strategies accordingly, is essential. YURICO5 is adapting to these changes in the cosmetics market and is continuously evolving. For further assistance on more efficient product planning, please contact us. Website: https://yuricos.co.kr/
