Beyond Basics to Color, K-Beauty Lip Products Make Global Strides
Traditionally dominated by American and European brands, the color cosmetics market is now seeing K-Beauty lip products rapidly assert their presence. With formulas and shades perfectly aligned with the natural makeup trend, Korean lip products are capturing the attention of global consumers today. Let’s explore the trends driving this change.
Explosive Growth in Lip Product Exports, Surpassing Basic Cosmetics
Since 2025, the export growth of K-Beauty lip products has been remarkable. According to the Korea International Trade Association, from January to August 2025, lip product exports reached $409.96 million, rising approximately 37% compared to the same period last year. This figure significantly outpaces the growth rate of basic cosmetics exports (11%) during the same period. Although the total amount is still smaller than that of basic products, the increase in demand for color products is clearly faster.
“Having conquered the global basic cosmetics market, K-Beauty is now strategically targeting the color cosmetics sector.”
The background of this growth lies in the global consumer trend shifting away from vivid colors towards prioritizing natural textures and expressions. As preferences begin favoring textures and colors that melt naturally on the lips rather than bold colors, the distinctive textures and hues of Korean lip products are gaining acclaim.
Dazzling Performance in the Japanese Market
One country where Korean lip products are particularly thriving is Japan. As of this year, Japan’s lip product imports have increased by approximately 69%, surpassing the levels of the USA (22%) and France (48%). Cultural similarities and aligned makeup preferences are believed to have played a role. Additionally, the introduction of localized color lineups has been effective.
Notably, the ‘Amuse’ brand, famed for its Jang Wonyoung tint, and ‘Rom&nd,’ created by iFamilySC, are successful examples of targeting the Japanese market. Amuse captured local customers’ hearts with a segmented strategy, launching colors exclusive to Japan.
Word of mouth like “What’s the lip product Jang Wonyoung is using?” leading to brand interest and actual purchases is also a key growth factor.
Change in Consumer Preferences, Naturalness as the Standard
Global consumers’ criteria for selecting color products are changing. A trend has emerged that prioritizes naturalness and shine, along with non-sticky formulations, over strong coloration. In line with this, K-Beauty is meticulously designing products and positioning to enhance competitiveness.
“What matters when choosing a product is natural expression. A formula that applies without stickiness, and color not too intense – these are where K-Beauty excels.”
While American or European brands have traditionally dominated in pigmentation and formulation technology, Korean brands are swiftly closing this gap. The emotional sophistication of the product and the flexibility of colors matching skin tones are increasingly distinguishing advantages of K-Beauty.
Supported by Global Platforms
At the ‘Amazon Beauty in Seoul’ event held earlier this month, Amazon announced its intentions to actively expand domestic color brands, already popular in Japan, onto the global stage.
Currently popular K-lip products on Amazon include ‘Laneige Tinted Lip Serum,’ ‘Nooni Apple Seed Lip Oil,’ ‘Clio Peripera Tint,’ and ‘Nature Republic Honey Melting Lip.’ The variety of K-Beauty color product options on global platforms is steadily increasing.
“Amazon holds high expectations for the potential success of color brands.”
Focus on strategic nurturing at the platform level can decisively contribute not just to distribution expansion, but also to the establishment of brand awareness and loyalty. With the stage broadening, domestic brands are honing their competitiveness with differentiated strategies.
Content Marketing Gives Wings to Color Brands
Interest in color products from domestic and foreign consumers is growing, intertwined with broadcasting content. A key example is the upcoming show set to air on Amazon Prime Video and Coupang Play next month, ‘JustMakeup.’ As a survival program featuring K-Beauty makeup artists competing, it is expected to heighten public curiosity around makeup and color brands.
The Korean cosmetics market is increasingly beloved by global consumers and is expanding. YURICO5 supports this change and is contributing to fostering innovation in the cosmetics industry.
