Korean cosmetics brush past French ones in Japan

Korean cosmetics are on display at a specialty store in Japan [KOTRA]

Korean cosmetics overtook France in the Japanese import market, where the latter had maintained a leading position for nearly three decades.

Data from the Cosmetic Importers Association of Japan showed that the import value of cosmetics, including perfumes and shampoos, from Korea hit 77.5 billion yen ($545.1 million) in 2022, according to a Yomiuri Shimbun report. It surpassed the import value of French cosmetics, which stood at 76.4 billion yen.

Despite the long-standing dominance of well-known French brands like Lancôme and Chanel in Japan's cosmetics import market, the import value from Korea has seen a six-fold growth over the past 10 years.

"Reasonable pricing" and "high-quality products" were cited by as key factors propelling the popularity of Korean cosmetics.

The perception of Korean cosmetics in Japan has undergone a significant transformation over the past two decades.

The introduction of Korean BB cream, or tinted moisturizer that also provides sun protection, around 2007 triggered a surge in popularity, and the influence of Hallyu, also known as the Korean wave, further impacted the perception of Korean cosmetics among young consumers. The allure of K-pop idol-endorsed products has also contributed to the growing adoption of Korean cosmetics in Japan.

Recently, Korean cosmetics have become easily accessible in drugstores and specialty stores across Japan.

Japanese retail chain Loft saw sales of Korean cosmetics from March to June 2023 surge 1.6 times compared to the same period last year. Loft offers a range of approximately 2,000 products from around 210 Korean cosmetic brands, with lipsticks and sheet masks particularly sought after by consumers.

Successful collaborative endeavors between Japanese convenience store brand Lawson and Korean cosmetic brand rom&nd resulted in the rapid sell-out of their jointly launched lipsticks just three days after their release in late March. The products' smaller size, two-thirds of its previous size, and lower price point of around 1,000 yen received a favorable response from consumers.

Kurihara Satoshi, a senior official from the Cosmetic Importers Association of Japan, characterized the popularity of Korean cosmetics as a "pivotal turning point in the import cosmetics industry," emphasizing that it is "more than just a fleeting trend and has attained a stage of steady acceptance," according to the Yomiuri Shimbun report.

However, the Japanese newspaper raised concerns that some Korean cosmetics imported into Japan could contain prohibited ingredients.

This has prompted discussions about potential issues when such products are sold through personal import channels online, leading the newspaper to advocate for the implementation of appropriate measures to address these concerns.

BY SEO JI-EUN [seo.jieun1@joongang.co.kr]