Leading Chinese Makeup Brands Enter Korea, C-Beauty Era Fully Arrives
Leading Chinese beauty brands Flower Knows and Judydoll have announced their entry into the Korean market. This trend, which goes beyond a simple fad, is leading to new competition and realignment within the previously K-beauty-dominated market.
Captivating Gen Z: The Challenge from Flower Knows and Judydoll (1)
Quiet yet strong, the movement in the Chinese cosmetics industry has taken hold of the domestic beauty market. Flower Knows and Judydoll, considered the leading names, have officially stepped into the Korean market, marking the start of a full-scale assault.
Captivating Gen Z: The Challenge from Flower Knows and Judydoll (2)
Flower Knows has already secured a loyal fanbase among domestic direct purchase enthusiasts, known as the 'masters of pretty cases'. Their princess-themed packaging and unique illustrations heat up SNS with every collection, and they plan to launch on domestic online malls this October. Meanwhile, Judydoll is targeting entry on familiar platforms like 'Coupang' in Korea, aiming for a solid market foothold through accessibility and sales channels.
"Chinese cosmetics direct purchases increased by about 38.1% in one year."
These figures show that domestic consumer interest in C-Beauty is rapidly growing beyond the popularity of individual brands.
Douyin Makeup: Shifting Aesthetic Standards (1)
The reason Flower Knows and Judydoll are viewed as more than just color cosmetic brands is due to the 'Douyin Makeup' trend. Douyin, the Chinese version of TikTok, showcases a makeup style opposite to K-beauty's natural look.
Douyin Makeup: Shifting Aesthetic Standards (2)
With sharp colors, shiny highlighters, defined eye makeup, and an emphasis on clear contours, Douyin makeup aims for 'zero flaw' skin, adding shine over a matte base. This is fundamentally different from the natural aesthetic once emphasized by K-Beauty.
The domestic response has been heated. Tutorials for Douyin makeup flood YouTube and Instagram, creating a culture among Gen Z users of trying and certifying its use.
"The notion that glam is tacky, is now a thing of the past."
Thus, C-Beauty has been leading the import and spread of new beauty cultures, not just consumption.
SNS Sensibility + Value for Money = C-Beauty's Success Formula (1)
The reason C-Beauty doesn't just lead trends but converts interest into sales is due to strategic pricing structures and sensory marketing. 'Perfect Diary' has become synonymous with high value for money by offering pigmentation similar to luxury lipsticks at cheaper prices. Another brand, 'Colorkey', has built a fanatic base through tint series SNS swatches and reviews, while Harmay succeeded in capturing the MZ generation with warehouse-style offline stores.
SNS Sensibility + Value for Money = C-Beauty's Success Formula (2)
Common among them is the desire to shift away from the prejudices that value-priced cosmetics are of low quality. Indeed, they have concentrated experimental elements in package design, pigmentation, and color schemes that surpass K-Beauty. Especially the attitude of not shying away from vibrancy appeals to the fast-trend-adapting young Korean consumers.
"If it looks pretty on SNS, the young generation buys it without second thought."
From an accessibility standpoint, the rapid globalization of platforms like Taobao, TEMU, and AliExpress has virtually eliminated direct purchase barriers.
Consumer Perspectives - Between Satisfaction and Anxiety
However, reactions to all C-Beauty aren't entirely positive. Among YouTube beauty creators, reviews of C-Beauty often include 'lingering' phrases.
Though pigmentation is excellent and packaging attractive, significant product quality variation is noticeable, and issues like unclear ingredient labeling and delivery delays are frequently reported. Some users even left reviews commenting on sensitivities experienced on the skin or difficulties verifying manufacturer information.
Due to such uncertainty, C-Beauty's consumption remains primarily color-focused, with K-Beauty still holding a dominant trust position in foundational products.
"If you choose the wrong base product once, there's no going back. Familiarity is still more comfortable."
Ultimately, to establish itself, C-Beauty needs to ensure 'trust' alongside its image of vibrancy.
Crisis and New Strategies for K-Beauty Companies
With C-Beauty's strong advance, the core of existing K-Beauty is also being shaken. Particularly, the ongoing boycotts in China, the strengthening of Guochao (patriotic spending), and local brand growth have led to a significant hit on Chinese sales for major K-Beauty companies.
Companies like Amore Pacific and LG Household & Health Care, once centered on growth in China, are starting to show signs of waning. In response, both companies are attempting a so-called 'de-China' strategy to reduce dependence on the Chinese market.
YURICO5 positions itself as a trustworthy partner in the changing cosmetics industry environment, supporting harmonious coexistence between K-Beauty and C-Beauty, promoting sustainable development of the Korean beauty market.
