South Korea Wearing Masks... Changed Cosmetics Consumption "Color Makeup Takes a Backseat, Nail Care Goes DIY" (Comprehensive)

Sales of Color Cosmetics Decline While Skincare Cosmetics Sales Increase
Popularity of Long-Lasting Makeup and Matte Type Products Continues
Avoidance of In-Person Services... Self Nail Care at Home Gains Popularity

Bioderma Crealine Cleansing Water, popular on Gmarket.

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

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 among body care products increased by 143.7%, and sunscreen and cleansing products among 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."

Among color cosmetics, matte products 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 stated, "Sales of matte-type products that express the skin dry and without shine to prevent makeup from smudging on masks continue to rise."

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Nail product sales are also surging. As more people avoid face-to-face services, they are doing 'self-nail' care at home. Olive Young's nail product sales recorded single-digit growth in February compared to the same period last year. In particular, gel nails increased by 30%, and nail appliances such as LED lamps saw about a 44% increase in sales. LED lamps are responsible for curing gel nails by hardening them with light.

At the specialty retail store Daiso, nail supplies sales for January and February combined increased by 53% compared to the same period last year. Compared to the previous month, December 2019, nail supplies sales in January alone increased by 24%.

A Daiso official said, "The growth of self-nail supplies this year can be attributed to efforts to develop new products that were not previously offered in line with the expanding self-nail market trend, combined with the impact of COVID-19," adding, "More people are doing self-nail care instead of visiting nail salons, which are face-to-face services."

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