Korea is one of the top 10 beauty markets in the world. Within the domestic beauty market, skincare products make up more than half of the total production of cosmetics. As South Korean consumers perceive hydrating as the most crucial function of skincare cosmetics, lotion and cream were the most produced products in the country. As beauty bloggers around the world praise the 10-step skin-care and products originating in South Korea, exports of Korean skincare products have steadily increased during the last decade. The main export destinations of Korean skincare products were China, Hong Kong, and the U.S.
Another interesting skincare trend in South Korea is wearing one mask pack every day, which is called "one day, one pack". Accordingly, mask packs are considered a base item of skin care, and using base cosmetics at home was the most popular skin care routine among South Korean women due to its accessibility and ease of use. Among different types of mask packs, the sheet type was the most preferred. It was followed by gel type, non-wash type, and wash-off type. When asked about the acceptable price ranges for a daily-use facial sheet mask, most of the respondents answered that they would pay 1,000 to 2,000 South Korean won.
As wearing a mask became so common amid the COVID-19 pandemic, South Korean consumers have shown more interest in their natural skin health over wearing makeup. During the pandemic, color makeup products saw a big sales decrease, while overall sales of skincare products experienced a growth. Particularly, face moisturizing products such as essences, serums, and oils were purchased 126 percent more than a year ago. When asked about their favorite skincare method, most of the respondents said that they enjoyed skin care at home by themselves.
