K-beauty is the craze that never goes away.
Log in to view the full article
K-beauty is the craze that never goes away.
In the mid 2010's, Korean beauty brands gathered so much buzz that Nordstrom launched a K-beauty pop-up in-store, Peach & Lily opened a shop-in-shop at Macy's and flagship Korean brands such as Laneige expanded into the U.S. market.
While hype ebbs and flows, K-beauty excitement never seems to fully dissipate.
Spate illustrated this with its latest skin care brand rankings based on the speed of monthly online U.S. search increases, dubbed Rising Stars.
Notably, per the firm, "two of the top growth rising stars are Mediheal and Ma:nyo." Both are Korean brands with significant hype.
Mediheal "boasts an average of 22.1K monthly searches and a 410.3% [year-over-year] growth," per Spate
The brand's standout products include its toner pads, reflecting general excitement for the toner sector in the U.S. market. Its chin masks and face masks are also standouts, per Spate.
Ma:nyo, meanwhile, boasts "an average of 6.7K monthly searches and a 296.2% [year-over-year] growth," driven by interest in its cleansing oils, yet another high-interest category enhanced by interest in double cleansing methods.
Notably, per Google Trends data secured separately from the Spate report, Korean skin care is among fastest-growing skin care search topics on Google, as are the Korean brands CosRx, Laneige and Anua.
As this data shows, faith in the power of K-beauty, boosted by general category trends, will keep Korean brands front-of-mind for U.S. consumers.
This points clearly to claims, ingredients and product formats non-Korean brands can tap into for their own marketing and product innovation.
