Korean Cosmetics Brands Outperform Western Rivals In China Market

Exports of Korean cosmetics to China jumped 250 percent in 2015, accounting for almost 25 percent of all of the country's imported cosmetics. Driven by Chinese consumers' obsession with K-pop and love for traveling to South Korea, growing demand for Korean cosmetics has caused a drop in Western brands' market shares, by 4.8 percent for skincare and 3.8 percent for color cosmetics, of foreign beauty products. Data from L2 revealed Korean brands also have an advantage over their Western counterparts, with Innissfree the most-searched beauty brand on Baidu.