Korean cosmetics add DIY service to K-beauty power

2020.03.02 14:39:14 | 2020.03.02 15:02:55

Laneige showcases 이미지 확대

Laneige showcases "My Delicious Therapy" customized cosmetics service at flagship store in Myeongdong, Seoul. [Photo provided by Amorepacific Corp.]

K-beauty has added on-demand service to make greater inroads into global markets.

A revision in local cosmetics law has allowed producers to provide customized cosmetics – cosmetics products made on the spot a beauty stores by mixing ingredients based on personal preference. The legal change came to help cosmetics companies make a greater jump in the international market. Last year, the country was the world’s fourth largest beauty supplier with exports of $6.5 billion.

Laneige, mid-tier label of Korea’s largest cosmetics company Amorepacific, launched customized cosmetics service, named My Delicious Therapy, at its flagship store in Myeongdong, a shopping hotspot in central Seoul, in October last year. The service allows customers to make their own lip mask with personally-picked scent and even design the package. Iope, another Amorepacific brand, also introduced its own personalized cosmetics service.

[Photo by LG Household & Health Care Ltd.]이미지 확대

[Photo by LG Household & Health Care Ltd.]

LG Household & Health Care Ltd, which runs a number of cosmetics brands including The History of Whoo and the First of OHUI, added customized service to its dermo-cosmetics brand CNP. The company also has been sponsoring training of its employees for the state’s customized cosmetics formulation certification.

CJ Olive Young, the country’s largest health and beauty retailer, provides skin check services for custom-fit skin care.

Chungho Nais Cosmetic Co. has been selling French personalized skincare products of Ioma in Korea after entering a contract in July last year.

The country held its first national exam for customized cosmetics formulation certification on Feb. 22. The Ministry of Food and Drug Safety will release the exam results and updated guideline on customized cosmetics on March 13.

By Shim Sang-dae and Cho Jeehyun

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