The South Korean market has always showed its ability to meet global needs, seizing the opportunity to innovate in Retail and Beauty. New priorities have emerged from 2021, as the market - and consumers - adapt to the new normal.

One of the key trend we address in our latest WhatsUp Report, is the next-gen circularity, a new focus of K-Beauty as rising consumer consciousness around sustainability fuels brand innovation. South Korea’s shift towards value-driven consumerism is rising with - two-thirds (59.5%) of women aged between 25 and 39 interested in eco-friendly and natural cosmetics*.

Brands and retailers are meeting the moment for responsible purchasing with waste-free or refill store concepts and inspiring consumers with new eco-rituals.

#1 CIRCULAR RETAIL

Leading brands are applying the principles of circularity to the retail environment, creating a joined-up, upcycled experience. Innisfree’s ground-breaking Recycle Store first opened in 2017, and became a green landmark thanks to the use of 230,00 upcycled bottles in its construction. The store underwent a refresh in May 2021, enhancing its commitment to waste-free retailing with an interactive bottle recycling point, and a space for workshops where customers can create their own upcycled beauty accessories or create artwork from expired makeup. There is also a corner of the store dedicated to spotlighting other eco-friendly brands.

#2 ECO ACADEMY

Putting education at the centre of the consumer experience, the Aromatica Zero Station at Starfield Hanam in Gyeonggi-do (opened Oct 2021) is dedicated to helping consumers understand the brand’s rigorous approach to sustainability. Shoppers can learn about the carefully selected raw materials and five extraction techniques that go into making Aromatica products, whilst also learning how to properly separate, recycle and dispose of their empty containers.

#3 ECO-CONSCIOUS RITUALS

Aromatica Wooden Dolphin Face & Body Massage Tool

Brands are also developing new eco-rituals around materiality and self-care. Aromatica’s Wooden Dolphin Face & Body Massage Tool is made from sustainably-sourced Belgian Beachwood and is designed to stimulate the nerves and blood vessels passing between the muscles. By stimulating the lymph nodes the tool helps to discharge toxins from the body. The tool's outer packaging is made from 100% upcycled paper derived from sugar cane by-products.

This is an extract of the agency’s latest report - What’s Up in Seoul, made in partnership with Latitude 37.

Font Picture: Hince

Source : * Cosmorning / Opensurvey

Since the renewal of the country in the ’60s, South Korean is known for its fast development and constant technologic innovation. In the context of a hyper-digitalization and a strong pressure for efficiency, consumers seek more authenticity and respect in their daily life.

They are increasing looking to move at a slower pace and are looking to create harmony between culture and the planet. New cultural reappropriation is on the rise, especially amongst younger consumers and in the design and fashion arena.

CULTURAL GATHERING AROUND AUTHENTIC SPACES

In design, art, retail, and architecture, a strong retro trend (Newtro) emerges, an echo to the consumer quest for more authenticity, slowness, and realness. Among the younger generation rises a sense of transmission with the past to anchor a sense of belonging to the Korean culture. We witness the rise of socials salons where people meet to discuss culture and a rise of regenerating spaces rather than the creation of new buildings.

amore Songsu - Photo Cosmetics Inspiration & Creation/@cosmeticseeds

In October, Amore Pacific opened a new space, Amore Seongsu, dedicated to the discovery of their products, products can only be bought online. Presented as a "Healing Space", this new gallery sits in a former car repair shop in the up-and-coming area of Seongsu-dong.

SLOW CONSUMPTION AND ZERO WASTE

Seoul, like all megacities in the world, is housing new zero waste stores to answer consumer’s increasing demand for more sustainable solutions. In the Seongsu area, called the Brooklyn of Seoul, healthy and sustainable stores pop up all around the neighborhood. Artists are opening ateliers, concept stores, and cafes that reflect a need for slow consumption.

Alongside with this more cautious consumption is the rise of zero-waste initiatives. In 2018, a zero-waste global organization created "Wasteupso" in Seoul, a web store promoting a better way to use our daily product. It aims to become a brick and mortar sustainable place. Another, Picker Korea, opened in Seongsu a zero-waste shop and cafe also selling zero water shampoos like Plein de Vie.

SUSTAINABLE LEADING

Today, waste is one of the biggest problems for fashion and beauty. From creation to packaging, all the supply chain is coming up with solutions to change their impact on the world. To change the mentality, new initiatives take place in Korea, particularly in Seoul.

Back in 2017, Seoul Upcycling Plaza was installed in Seongdong-guto to raise awareness on upcycling solutions, with conferences providing tangible ideas for the day-to-day behavior. For its second anniversary, the Seoul Upcycling Festival included various lectures, forums, and visitor-friendly programs.

RE:code, the pioneer of sustainable fashion in Korea, took it a step further. For the SS20 fashion show, the brand welcomes guests to the showroom to discuss its approach to upcycling. As for the past collection, Kolon Industries (owner of Re:code), creates brand new designs with waste from unsold apparel. "Everything is crafted into something new", claims the brand. Additionally, RE:code employs North Korean asylum seekers, adding to their environment benefit a holistic approach to production.

ECO-TRANSMISSION is a trend from Cosmetics Inspiration & Creation’s latest What's Up Korea trend reports, Makeup & Skincare. If you wish to order the upcoming report, contact the agency for more information.