As K-beauty gains popularity, local founders in Europe are creating K-beauty brands. Going beyond merely importing cosmetics produced in Korea, European founders are benchmarking Korean planning and manufacturing methods to launch their own brands.
According to the industry on the 17th, local K-beauty brands based on Korean ingredient composition, skin care philosophy, and manufacturing know-how are rapidly emerging in various European countries. K-beauty is breaking the formula of 'high price = high quality' seen in Western premium cosmetics, creating an atmosphere of reshaping the global market with a focus on reasonable pricing and functionality.
Korean cosmetics exports are reaching record highs. According to the tariff agency, in 2024, Korean cosmetics exports surpassed $10 billion (approximately 13.6 trillion won) for the first time. The export of skincare and sun care-focused products is leading the charge. Exports to Europe are also increasing every year.
The success formula of K-beauty is condensed into high efficacy and low irritation formulations, a step-by-step skin care routine, rapid new product release cycles, social media content marketing, and advanced original design manufacturer (ODM) infrastructure. This structure is being benchmarked in a localized manner.
A representative example is the German brand 'Yepoda.' Founded in 2020 by Korean-German Sander Junyoung and German Veronica Strotmann, this brand has reconfigured products produced in Korea to align with European consumer preferences, focusing on vegan, clean, and sustainability principles. Through social media-based content marketing and environmentally friendly packaging strategies, it is rapidly gaining recognition in Germany, France, and Italy.
Finland's 'Hwarang' symbolizes the spread of K-beauty. Launched in 2023 by local resident Elisa Ahonpaekim, this brand collaborates with Korean ODM corporations to produce its products and has structured its brand storytelling around the cosmetics culture of the Silla dynasty. Within just one year of its launch, it has entered 1,191 stores across 16 European countries and secured key distribution networks, including Germany's Müller and the Nordic department store Sokos. Recently, it has also started its reverse entry into the domestic market through Naver Store.
'Pure Seoul' in the UK is a retail platform specializing in K-beauty rather than a brand. Founded in 2019 by local entrepreneurs, it curates products from over 60 Korean beauty brands. It operates eight offline stores centered in London. Going beyond simple distribution, it adopts a 'space-centered strategy' that directly explains and allows consumers to experience Korean skin-care routines and ingredient philosophies. It conveys Korean beauty principles to Europe through in-store skin consultations, usage guidance, and product content operations.
The industry is noting that K-beauty is no longer limited to the globalization of 'Korean products,' but the entire industrial structure is being replicated. While K-pop and K-dramas exported cultural content, K-beauty is evolving into an industry that exports the 'methods' of planning, manufacturing, and branding cosmetics.
A related industry official said, 'The real expansion of K-beauty is happening locally in Europe,' and added, 'Local founders are embracing K-beauty’s successful methods as a business model, going beyond merely exporting products. The industrial status has changed.'