2025
K Cosmetic Inc. July News Letter
◎ Skin Health Starts with Moisturization ◎
According to a keyword analysis of new and renewed brand communications in March 2025 by Beautynury Cosmetic Newspaper, the most frequently used keywords among cosmetic brands were “moisture,” “elasticity,” and “proven.” Other prominent terms included “soothing,” “hydration,” and “barrier.” As interest in skin health continues to grow, managing inner skin hydration has become a key focus in the industry. Frequently mentioned keywords such as “hydrated,” “moisturization,” “barrier,” and “hyaluronic acid” are all closely related to moisture. To moisturize effectively, it is recommended to choose colorless, fragrance-free, and low-irritant moisturizers. This is because certain fragrances and colorants may trigger allergic reactions. Even products without these additives should be used with caution, as allergic responses can still occur depending on the ingredients or the user’s skin condition. Especially for those with sensitive skin, it is best to apply a small amount of the product to the inner arm first and use it only if there are no adverse reactions. Some consumers seek out imported or expensive products, believing they offer better moisturization. However, neither the country of manufacture nor the price guarantees quality. Moisturizers are generally categorized by water content into lotions, creams, and ointments. For optimal results, it is best to apply a colorless, fragrance-free, low-irritant product suited to your skin type at least twice a day(Beautynury, April 23, 2025).
◎ Grapes: A Health Food Rich in Beneficial Nutrients ◎
Rich in Carbohydrates, Aiding in Fatigue Recovery The primary component of grapes is carbohydrates. The glucose and fructose contained in grapes are easily absorbed by the body, which is why eating grapes can quickly relieve fatigue. Additionally, grapes contain malic acid, which gives them their tart flavor, and pectin, a type of dietary fiber. Other important components found in grapes include tannins and inositol. Grapes are also rich in minerals such as calcium, potassium, and iron, making them a representative alkaline food.
Contains Antioxidants such as Anthocyanins It is also important to note the pigment components and trace elements found in grapes. The characteristic purple color of grapes is due to anthocyanins, a type of pigment. Anthocyanins possess powerful antioxidant properties, helping to slow aging and protect vision, among other beneficial effects. Another well-known phytonutrient in grapes is resveratrol, which is widely recognized for its health benefits. In Japan, resveratrol is even regarded as a premium beauty ingredient due to its exceptional antioxidant effects, particularly its potential to slow skin aging.
Increasingly Popular as a Processed and Health Food Ingredient As a fruit with a long history, grapes are utilized in a wide range of areas. They are already widely used as ingredients in various processed foods, making grape-based products easily accessible in everyday life. Recently, there has been a growing trend of extracting and concentrating the special components of grapes for use in health supplements. Anthocyanins and resveratrol are prime examples of such valuable ingredients (BeautyNury, July 6, 2024).
◎ Marketing Strategies of Beauty Brands ◎
The U.S.-based management consulting firm McKinsey & Company recently addressed the changing landscape of the beauty industry in its report titled “State of Beauty 2025: Solving a Shifting Growth Puzzle.”According to the report, beauty brands are undergoing a significant transformation in their marketing strategies. “In the past, influencer partnerships and paid advertising were the dominant strategies for gaining exposure, but their effectiveness is steadily diminishing,” the report noted. In fact, the percentage of consumers in Europe, the U.S., and China who reported discovering beauty brands through influencers dropped sharply from 16% in 2023 to just 7% in 2025. Instead, 51% of consumers cited "actual user reviews" as the most trustworthy source of information. The influence of professionals such as dermatologists also ranked highly. The report advised that instead of imitating the success stories of other brands, beauty companies should invest in developing high-quality storytelling and distinctive creativity from within as a core growth strategy. A notable shift is also occurring in distribution channels. While offline stores remain important touchpoints for building brand experience and consumer trust, the report highlighted that online channels are fundamentally reshaping the structure of the beauty market. In 2022, e-commerce accounted for 20% of total beauty sales, and this figure is expected to rise to 31% by 2030, making it the largest distribution channel in the beauty industry. The report concluded that “as the influence of online channels grows, brands must overhaul their entire channel strategies.” It recommended that brands define clear purposes and roles for each channel—including brand-owned websites, multi-brand platforms, and direct-to-consumer (DTC) models—and respond by diversifying their consumer touchpoints (State of Beauty, 2025).
◎ K-Beauty Must Rapidly Adopt AI to Secure Global Competitiveness ◎
The convergence of advanced technology and AI is emerging as a core competitive edge that goes beyond passing trends to determine the survival of beauty brands. A movement known as the "Digitopia" trend suggests that if K-beauty brands take the lead in adopting this trend, they could significantly enhance their global competitiveness. This outlook was presented in the report “SS 25 Beauty Trend Forecast: Digitopia” by the global trend analysis firm WGSN.
WGSN’s report forecasts that consumer-personalized analytics technology will become a core competitive factor in the 2025 beauty market. Big data and AI-based analysis are shifting from an option to a necessity. Only brands that build precise analytical systems will be able to win over consumers' hearts.
Neuro Beauty: Where Emotion Meets Science The fusion of neuroscience and beauty is leading to the development of products that appeal not just through functionality, but emotionally. As studies show that consumers’ purchasing decisions are more influenced by emotional reactions than by rational judgment, the neuro beauty sector is expected to experience rapid growth.
AI-Led R&D Revolution AI is revolutionizing the paradigm of cosmetic ingredient development. It can identify effective ingredient combinations in just a few weeks—something that would take humans decades to discover—dramatically accelerating product development speed and efficiency. The integration of AI and cosmetic expertise could enable Korean brands to establish unique and proprietary intellectual property (IP). While Korean consumers are already familiar with personalized analysis and recommendations, taking this to the next level through AI and machine learning could substantially boost brand loyalty and consumer trust (CMN, May 23, 2025).
The 2025 K Cosmetic Inc. July Newsletterwas published by K Cosmetic Inc.
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