K-Gen Zers are more than just a young extension of K-Millennials. This new generation is now entering the market with its own codes and habits, setting new trends and reshaping the Beauty world.
THE BEAUTY FACTORY OF NEW TEEN IDOLS
If we’ve learnt something in 20 years of K-pop, it’s that Korea is a pro when it comes to creating teen idols. A generation born (more or less) after 1995, inventing whole new codes.
Shining example: back in 2016, the survival musical Survival Produce 101 had launched two major bands, a girls band, I.O.I (which no longer exists) and the still trending boys band Wanna One. Two world famous bands where Beauty brands freely picked up their K-muses.
Singer Kim Do Yeon, 20 years old, thus became the new face of Maybelline Korea and one of the biggest teen influencers on social media.
Same for Park Jihoon who, at only 19, became the male face of Etude House and Innisfree.
The famous girl band Twice (1.2 billions for their first EP), is taking Asia by storm and is featured in fashion brands and magazines like Cosmo Korea. They have collaborated with numerous cosmetics and fashion brands, and called their latest album Twicetagram.
New phenomenon: inclusivity had made an appearance in the Land of Morning Calm. Mixed race teen influencers are joining the game, led by Nigerian-Korean model Han Hyun Min, 17 years old, very first afro model who ever walked Korean runways. He was nominated as one of the Time’s 30 most influential teens. He has appeared in many TV programs talking about empowerment for multiracial kids growing up in Korea. A tiny revolution in a country where fair skin was still the norm until today.
THE GEN ZERS BRANDS
Influenced by K-pop idols and beauty vloggers, Gen Z tends to go for more affordable beauty products. They will choose easy and fast beauty brands such as Peripera, AprilSkin or A’pieu. Drugstore retailers seem to understand these new aspects.
New kid on the block PRPL Pretty Please is all pop and pink, definitely targeting the youth with their liquid glosses, powders, customizable packs with heart-shaped stickers, and bento-shaped cushions.
In 2017, Daiso and 7eleven started to sell the beauty collection named 0720. This brand was created in collaboration with the beauty guru, Jiwan Go, and 1,000 teenagers. The brand minimized harmful ingredients and lowered the average price. With student friendly retailers and affordable prices, 0720 wants to make itself accessible to teen students.
Passionate by the world of Beauty, the Cosmetics Inspiration & Creation agency publishes a What’s Up Seoul Report twice a year, deciphering Korean trends. Want to know more? Contact the agency.