January 28, 2020 Published by

From sheet masks and snail creams to clever packaging, K-Beauty has taken the beauty industry by storm.  Hugely popular with beauty editors, influencers, and social media darlings, we wanted to know what the average beauty consumer thinks of this category, and consumers were only too happy to tell us. Find out what 5,000+ US consumers think of everything K-Beauty including brands, products, innovations, and offerings.

K-Beauty awareness is growing

  • 50% are familiar with K-beauty
  • 46% are aware of J-Beauty (Japanese beauty)
  • 45% understand differences between the two

Social media is her gateway to finding out about K-Beauty

  • 20% YouTube (#1 answer)
  • 10% friends/family
  • 10% other blogger (not on Facebook/YouTube)
  • 10% Facebook
  • 9% beauty retailer/Instagram

Words that describe K-Beauty

  • 47% anti-aging
  • 45% multi-benefit
  • 44% trendy
  • 34% affordable
  • 33% multi-step
  • 32% beautiful

K-Beauty is innovative because…

  • 62% unique new skincare products
  • 61% use of unusual ingredients
  • 55% fun blend of science & nature
  • 41% unique application process
  • 36% multi-step process

K-Beauty usage

  • 30% currently use K-Beauty products
  • 47% have never tried K-Beauty
  • 22% don’t use K-Beauty but have in the past

 Click here to download the K-Beauty .pdf