€11 BILLION K-BEAUTY WAVE ARRIVES ON BELGIUM’S SHORES

Korean beauty brands are becoming increasingly popular around the world, and now the most popular brands are aiming to conquer the hearts of Belgian consumers too. The Mission of the Republic of Korea to the EU organized a K-Beauty event in June to introduce the top Korean cosmetics manufacturers to Belgium-based businesses such as Ici Paris XL and showcase the possibilities that K-Beauty trends could offer for Belgian businesses and consumers.

The K-Beauty market is valued at over €11,6 billion, €6,4 billion of which is from facial skin care alone. Part of the success is due to the fact that the brands are catering to the needs of a much younger consumer audience than traditionally in the industry. Also in Belgium, many young consumers want to get their hands on the products – driven by their increased presence on social media – without having to pay steep import taxes and transport fees. That is where the opportunity for local players lies.

Korean brands such as Honeysu have already made the jump as an early mover. Belgian consumers can buy Honeysu’s products via both the web shop as well as a brick and mortar boutique shop in downtown Brussels that opened its doors last year. Its success is a proof that consumers are longing to get a taste of K-Beauty. The fact that three of the biggest beauty product distributors in our country attended the official launch is testament to companies spotting the same opportunities.

In fact, international brands have been exploring this fascination with K-Beauty. Companies such as L’Oréal has launched Korean concepts (BB creams with Garnier and air-cushion foundation with Lancôme) while LVMH formed a partnership with AmorePacific to create products using its air cushion technology for Christian Dior. Other examples of multinationals looking into K-Beauty include Estée Lauder’s investment in Have & Be Co. Ltd (owner of Korean brands DR Jart+ and Do The Right Thing).

KOTRA (Korea Trade-Investment Promotion Agency, the organization behind the event), has become the cornerstone of promoting mutual prosperity between Korea and its international business partners, through facilitating international commerce and investment.
 

KOREAN COMPANIES AIMING AT BELGIAN CONSUMERS

Eleven Korean cosmetics companies were present at the event to showcase and demonstrate their products. The Korean cosmetics sector was represented by both new and renowned businesses, with each their own background and specialization.

AMAROS is a global company dedicated to the research and production of advanced medical beauty equipment, functional cosmetics and medical accessories (skin, scalp, obesity, etc.). They have developed and produced more than 120 types of skin care and beauty products and medical equipment, and export to 45 countries around the world. Amaros has obtained the FDA certification (FDA NDC), and the Japanese Ministry of Health certificated. (Website - www.amaros.co.kr)

AMI COSMETIC CO,. Ltd. is a cosmetics company that owns Derma Technology Cosmetics brand BRTC offering patented technologies added to product stability, Medical Derma Skincare brand CL4, and Pureheal’s, authentic raw materials from nature. From 2010 to 2018, the excellence in the company’s product design has been widely acknowledged with the global design awards such as ‘Good Design Award’ for nine consecutive years, 2014 IF Design Award, 2018 IDEA and RED DOT Design Award. (Website - www.skinami.co.kr)

BRITISH M is a professional hair styling brand for men and women. They develop products through serious consideration and research in order to help people discover their unique individualities and hidden needs. Moreover, British M makes products as functional, durable and beautiful as possible for those who notice and care about the details. (Website - www.britishm.com)

COSMAX is the global top cosmetic original development & design manufacturer certificated with international standard. With an annual production capacity of 1,600 million products and strong R&D organizations of 350 researchers, Cosmax has been providing customers with the best quality products for more than 27 years all around the world. (Website - www.cosmax.com)

CREMORLAB’s innovative skincare products harness the power of Thermal Water, which has undergone natural purification for 260 million years and is the secret ingredient that makes their products so unique and effective. The thermal water featured in Cremorlab’s formula is a rare and mineral-rich water from Geumjin, a special region in Korea. This particular water has risen to fame for being rich in minerals and providing an array of skincare benefits. Thermal Water is the foundation of all of Cremorlab’s products, as they focus on the hydration and the health of your skin, helping to boost radiance, vitality, and hydration. (Website - www.eng.cremorlab.co.kr)

COMMLEAF is a combination of ‘comma’ and ‘leaf’ where comma implies ‘to rest’ and leaf implies ‘Nature’. Comma and leaf together present a new meaning of ‘Rest in Nature’, which describes new naturalistic cosmetics. (Website - www.commleaf.com)

NATURE REPUBLIC is a global cosmetic brand that offers healthy and joyful ways of living to the customers through beauty energy, found in the pristine nature. Nature Republic is currently operating in 20 countries such as USA, Italy, and Saudi Arabia with approximately 200 stores. (Website - www.naturerepublic.com)

STB INTERNATIONAL The business category is Brand Creation, Concept orientation marketing Consulting, Product line up (made in all over the world, possible), manufacture and container sourcing as client’s requirement. Their main business is OEM and ODM for liquid Pen eyeliner and they have their own makeup brand PASSIONCAT. (Website - www.stbinternational.co.kr)

S.THEPHARM was established in 2016 to provide one-stop solutions for antiaging and aesthetic products. It is a subsidiary of S.Biomedics, which holds unrivalled technology in the field of stem cell therapy. (Website - www.sthepharm.com)

UCL started as cosmetics raw material maker in 1980 and completed CGMP factory in Incheon in 1995 as a cosmetic OEM first generation runner. In 2013, we have completed Jeju plant construction to secure growth base for natural cosmetics and created our own brand, ACCOJE. In addition, we are introducing the concept of M-ODM for the first time in the industry to provide customized ‘One Stop Total Solution’ from cosmetic concept to raw material, formulation, clinical test, quality control and production. (Website - www.e-ucl.co.kr)

XIAN COMPANY was established in 2015 and made a brand of HALF MOON EYES (HME), which is a new, enjoyable beauty item. The products are inspired from daily contents and they are niche cosmetics that help you discover your natural beauty. (Website - www.halfmooneyes.com)