SOUTH KOREA’S COSMETICS WEATHERING POLITICAL HEADWINDS WITH MORE PERSONALISATION AND MULTI-STEP ROUTINES

THE SOUTH Korean cosmetics market, currently evaluated by Frost & Sullivan at USD12.4 billion and growing at 7% year-on-year, is leaving behind the negative effects of a de facto boycott by Chinese tourists. The travel freeze, sparked by Seoul’s decision to install a US-made anti-missile system to protect itself from North Korea, has been in place since early 2017. While the most important underlying factor for robust growth remains to be the ever-increasing popularity of K television dramas and K pop (‘K’ standing for Korea), personal care product ...


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