2022 K-Beauty Trend Keywords
Since the spread of COVID19, social distancing has become a part of our everyday. It led to the prioritization of beauty in its essence rather than beauty for the sake of appearances. Let’s take a closer look at the hottest trending keywords in K-Beauty that enraptures beauty for personal satisfaction.
1) Self Satisfaction, Invisible Beauty
Personal contentment and self-satisfaction have led to the rise of sales in perfumes, diffusers, and other scent-related goods. Consumers tend to prefer products that satisfy the consumers themselves rather than how it appeals to others. This resulted in the rise of “healing products”, such as incense, room spray, body lotion, and other products that reflect personal taste. With this rise in products expressing the self, brands like Huxley and Tamburins have become very popular
2) Unique Hair Color
Korea is rather conservative when it comes to hairstyling. However, recently, more and more people are experimenting with self-expression through hair color. With the MZ generation beginning to join the workforce, freedom of attire is on the rise, allowing more and more people to express themselves through their hair color. And with more people dying their hair, hair products for damaged hair have seen a dramatic increase in sales.
3) Metaverse in Beauty
Korean beauty brands are getting on board with metaverse. From pop-up stores in collaboration with Zepeto to developing make-up filters for camera apps, beauty brands are doing everything they can to appeal to the MZ generation through digital platforms.
4) Veganism, Veganista
The increased interest in the environment has led to the rise of veganism – so much so that a new word, “vegan-sexual” has become the next hot trend. Already, it’s next to impossible to find beauty and fashion products without the word “vegan” next to them. Even Cosmax, a leading Korean cosmetics company, is producing vegan products, followed by a range of lifestyle brands with an environmentally friendly philosophy providing consumers with solid soaps, solid shampoos, and more.
5) Communication
Korean beauty brands are transforming the way they produce their products. If they had been marketing and promoting finished products to consumers in the past, now, things are different. Through influencers who actively communicate with consumers, beauty brands expose the process of making their products and encourage consumers to engage. The companies are in constant communication with consumers to ensure their minimally produced products meet consumer needs and when it doesn’t, are unafraid to scrap the whole thing. The brand is being built through communication.
Are you interested in Korea?
Please email us (hi.aour.story@gmail.com) what you are interested in.
After the review, we will introduce it in the content.