Double Check on Moisture and Longevity... Men Taking Care Increasing by 30% Annually

H&B·Online Malls Strengthen Efforts to Attract New Beauty Consumers
Private Grooming Zones That Block External Views
Exclusive Categories for Men's Cosmetics Emerging One After Another

Olive Young Hongdae Men's Category Zone

[Asia Economy Reporter Minyoung Cha] University student Kim Seungwon (alias) recently purchased a shaving booster balm at a Health & Beauty (H&B) store. He had many concerns due to his unusually sensitive skin, but the options for traditional men's shaving foams were limited. After much deliberation among three types, he chose the one for sensitive skin. The product description stated that it contains tea tree oil to help soothe skin irritation, so he decided to try the new product.

As the men's cosmetics market grows, fierce competition is underway to capture related demand, centered around Health & Beauty (H&B) stores and online malls. Grooming zones are installed to allow customers to try new products, or separate category zones are set up to provide a more familiar shopping experience.

According to the industry on the 17th, Olive Young's men's cosmetics category sales have grown by more than 30% annually over the past three years (2016?2019). Last year, sales of men's color cosmetics increased by about 60% compared to the previous year, driving category sales growth.

Olive Young installed a men's category zone at its 'Olive Young Hongdae' store, which opened at the end of October last year. The diagonal display arrangement allows male consumers to comfortably access products according to their care steps. The products are displayed by function?styling, skincare, trouble care, shaving?making it easy to browse, which is a unique feature of the men's cosmetics category. A private experience space was also added so customers can enjoy shopping without worrying about surrounding attention.

Shinsegae Group's online mall SSG.com also opened a cosmetics specialty section called 'Monday Moon' and separately established a men's cosmetics specialty category. The men's cosmetics brands included number 285, with a total of 2,330 products.

Musinsa, an online select shop popular among the 10s and 20s age group, is also increasing the number of men's cosmetics products it handles. In fact, the top five products in the monthly sales ranking within Musinsa's cosmetics category are all men's products. These include Black Monster's 'Black Face Set,' 'All-in-One Day and Night,' 'Dual Lip Balm,' Scuderia Ferrari perfume, and Dr.G's 'Red Blemish For Men All-in-One Fluid.' Hazzys Men Rule 429 recently entered Musinsa.

This trend is expected to continue this year as well. According to the global research firm Euromonitor, the domestic men's cosmetics market is estimated to grow to 1.4 trillion KRW this year. This represents a 9.4% increase compared to last year (1.28 trillion KRW). Compared to 2010 (730 billion KRW), the market size will have nearly doubled.

An Olive Young official said, "As the men's cosmetics market continues to grow, the product range, which was previously limited to skin and lotion or all-in-one products, is diversifying according to function and purpose, and the demand for 'genderless' products used regardless of gender is also increasing. Among men interested in grooming, demand for color cosmetics is rapidly increasing, with foundations that help correct skin tone and create a neat impression, and naturally tinted lip balms being especially popular."

This content was produced with the assistance of AI translation services.