South Korean women have prioritized health and sought proven efficacy and safety in skincare, aligning with the growing wellbeing trends, according to a report.
A Mintel report released by the Department of Trade and Industry-Export Marketing Bureau said the preference for established ingredients is evident, presenting an opportunity to integrate advanced delivery technologies for enhanced effectiveness.
“Look for the growth of well-known actives. There has been a growing global consumer interest in proven ingredients, a trend further solidified amid the pandemic,” said South Korean Skincare 2024 Report.
The report said brands need to leverage South Korean consumers’ appreciation of fermented ingredients and related technologies within the skincare category.
“Improve ingredient quality with fermentation tech. Fermentation, a staple of South Korean cuisine and beverages, has now gained popularity in the skincare category through its positive perceptions,” it said.
Recent social media discussions on fermented skincare cover key topics such as lactobacillus, nutrition, firming, absorption and barrier function, offering insight into the direction of future fermentation technology, it added.
The report also underscored the return of retinol as consumers associate this with an efficacious ingredient for combating wrinkles and firming skin.
“Embrace naturalness and safe derivatives,” it said. “Bakuchiol, a plant-based retinol alternative, and hydroxypinacolone retinoate (HPR), a safe and efficacious derivative, are becoming more popular.”
“This shift highlights a future-proof strategic pivot in the skincare sector, where firms might focus on formulations that harness retinol’s favorable reputation while embracing a natural alternative or innovatively resolving its downsides,” it added.
Further, the report said brands seeking effective skincare may find inspiration in dermatological procedures, highlighting the growing polydeoxyribonucleotide (PDRN) for its rejuvenation benefits.
Used in skin injections, PDRN is claimed to stimulate collagen synthesis and diminish wrinkles.
