South Korea Wearing Masks...The Landscape of Cosmetics Consumption Has Changed

Focus on Basic Skincare... Makeup Fixing Product Sales Increase
Color Cosmetics Take a Backseat

Bioderma Crealine Cleansing Water, a best-seller on Gmarket.

[Asia Economy Reporter Lee Seon-ae] The spread of the novel coronavirus infection (COVID-19) has changed the landscape of cosmetics consumption. While wearing masks has led to a decrease in sales of color cosmetics products, sales of products for basic skincare have increased. In particular, among color cosmetics, matte-type products that keep the skin dry to prevent makeup from smudging on masks are popular.

According to Gmarket, operated by eBay Korea, sales of color cosmetics such as powder, air cushion, blusher, concealer, and lipstick decreased by 15%, 22%, 6%, 9%, and 17% respectively in February compared to the same period last year. On the other hand, sales of skin toner and lotion increased by 49%, essence by 53%, and face packs by 3%. Especially, cleansing products increased by 50% as people paid more attention to hygiene due to the spread of COVID-19.

This trend was also seen on Auction. Sales of skin toner and lotion surged by 190% in February compared to the same period last year, essence by 158%, and cleansing products by 58%. Meanwhile, blushers and cheek tints decreased by 12%. On G9, sales of cleansing products increased by 166%, with cleansing soaps showing an explosive growth rate of 677%.

At SSG.com, cosmetics-related sales from January 27 to February 4 increased by more than 50% compared to the same period last year, with body care products showing the largest sales increase at 98.5%. This was followed by skincare at 80% and luxury cosmetics at 63.6%. With growing interest in personal hygiene, body wash in body care increased by 143.7%, and sunscreen and cleansing products in skincare showed growth rates in the 80% range.

A Gmarket official said, "Since masks are worn constantly, makeup has become meaningless," adding, "It seems that people are investing in skin care with cleansing, skin toner, lotion, and essence instead of makeup."

Cetaphil Cleansing Bar Skin Lotion, a best-seller on Gmarket.

Among color cosmetics, matte cosmetics are relatively popular. At health and beauty (H&B) store Lalavla, products that prevent makeup from smudging on masks are gaining popularity. In the past month, sales of lip tints, powders, and makeup fixers in the skincare and makeup categories increased by 91%, 89%, and 74% respectively compared to the same period last year. At CJ Olive Young, makeup fixer products that enhance makeup durability also sold well, with sales increasing by 82% compared to the same period last year. A Lalavla official said, "Sales of matte-type products that express a non-glossy, dry finish to prevent makeup from smudging on masks continue to increase."

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