Introduction

Many people around the world admire the glowing skin of Korean actors and K-pop stars. With the rising popularity of K-beauty worldwide, we were curious—what influences younger generations as they choose cosmetics these days? And how do they feel about the K-beauty trend?

To explore this, we conducted an online survey and interviews with Millennials and Gen Z consumers.

However, we asked them the following questions:

SURVEY CONTENTS

Q1. What is your age group? 1. Under 18 / 2. 18-24 / 3. 25-34 / 4. Others

Q2. How often do you purchase cosmetics 1. Once a week / 2. Once a month / 3. A few times a year / 4. Never

Q3. How many skincare products do you use at night after washing your face? 1 Product / 2-3 Products / 4-5 Products / Over 6 products / I don’t use any

Q4. What is the most important factor when purchasing cosmetics? 1. Price / 2. Ingredients / 3. Brand Image / 4. User Reviews / 5 Recommendations (from influencers or friends)

Q5. Which function do you consider the most when choosing a skincare product? 1. Skin texture, 2. Moisturizing / 3. Brightening / 4. Soothing

Q6. Where do you usually purchase cosmetics? (Multiple selections allowed) 1. Drugstore / 2. Road shop / 3. Online / 4. Duty-free

Q7. Have you ever felt the popularity of K-beauty in global markets? 1. Very strongly / 2. Some degree / 3. Slightly / 4. I don’t feel at all

Q8. Which do you prefer between K-beauty and other overseas cosmetic brands? 1. Prefer K-beauty / 2. Overseas Brands 3. Depends on the product / 4. I don’t use either

Q9. What do you think is the main difference between K-beauty and overseas brands? 1. Quality / 2. Cost-effectiveness / 3. Safe-ingredients / 4. Trendy-packaging / 5. Kpop-marketing

Q10. What do you think is most important for increasing K-beauty’s global competitiveness? 1. Global skin concerns / 2. Product development / 3. Global marketing / 4. Certifications & Trust-building

Main Content

Why Younger Generations Choose Skincare as Essential

We ask: have you ever thought, “I’m too tired—should I just go to bed without applying anything?”
It might be a common thought. But according to our survey, most people rarely skip their skincare routine.

When we asked how many skincare products they use after cleansing at night, 99.7% of respondents said they apply at least one product. In other words, skincare is not considered optional—it’s part of the daily routine.

More specifically:

• 62.4% said they use 2–3 products
• 27.6% reported using 4–5 products
• 7.4% use only one product
• 2.3% use six or more products
• Only 0.3% said they don’t use any products

What factors influence younger generations When Choosing Cosmetics?

According to our survey results, the top priority was product effectiveness (30.2%). This was closely followed by value for money (29.4%).

Product safety also stood out, with 22.2% of respondents selecting it as an important factor.

On the other hand, influencer recommendations had a much smaller impact—only 1.4% said it influenced their purchase decisions.

Likewise, brand image ranked low, with just 3.4% choosing it as a key consideration.

Which Skincare Benefits Matter Most?

According to the survey, the most important feature was moisturizing, selected by 52.7% of respondents.
This was followed by skin care or skin maintenance at 23.7%.

Concerns about skin-damaging factors may explain why more people are focusing on skin health overall. These factors include air pollution or a diet high in oily food.

A report from the Korea Cosmetic Association noted that about a decade ago. During that time, brightening was among the biggest trends in the local beauty market. However, preferences appear to have shifted in recent years, with more people now favoring a natural skin tone.

Where Younger Generations Usually Choose to Buy Cosmetics

There were also some interesting insights into shopping behavior.
When asked where they usually buy cosmetics, most people chose road shops (offline beauty stores) and online shopping platforms.

Quite a few also mentioned using low-cost stores, such as Daiso.
This may reflect a growing trend of value-focused shopping, as well as improvements in the overall quality of affordable products.

By contrast, large supermarkets and pharmacies were chosen less often as main purchase channels.

Why Younger Generations Want More Inclusive Cosmetic Choices

In our survey, 78.9% of respondents said they could feel the global popularity of K-beauty.

Many shared their observations when visiting beauty stores. In budget shops like Daiso, they often saw more international tourists than locals in the cosmetics sections.
They also mentioned that foreign users on platforms like YouTube and TikTok often talk about Korean beauty products. This discussion made the trend feel even more global.

Interestingly, 46.1% said that cosmetic products should be developed with a wider range of skin tones and ethnicities in mind. This reflects a growing expectation for more inclusive product options as the global reach of K-beauty expands.

Why Younger Generations Around the World Choose K-Beauty

When We asked why K-beauty is loved around the world, 42.7% of participants pointed to high-quality skincare products as the main reason.
Many believe that Korea’s skincare routines contribute to the healthy-looking skin admired by international fans.

Other responses included:

• Affordable prices – 29.1%
• Connection to K-pop and K-dramas – 11.1%
• Innovative ingredients and technology – 4.3%

How Younger Consumers Choose Between K-Beauty and Global Brands

A strong 79.7% of respondents viewed K-beauty products more favorably than overseas brands.
Many of them said they prefer mid- to high-end Korean cosmetics that are released domestically.

Only 0.6% believed that foreign brands are more competitive than K-beauty products.

The main points from our interviews

One interviewee shared their experience visiting a cosmetics store:
“There was a lot of interest in skincare products. But with so many choices available, it seemed hard for people to decide which one would suit them best”.
This reflects how the wide variety of products, while a strength, can also make decision-making more difficult for some shoppers.

Another interviewee, a foreign consumer, said they first tried Korean cosmetics after a recommendation from a Korean friend.
They were impressed by the quality and found the prices more affordable compared to international brands.
Now, not only do they use Korean products themselves, but their mother also uses them regularly.

One more person shared a more cautious perspective.
She discovered a product through a short-form video that showed noticeable changes in appearance.
Although the results didn’t fully match her expectations, she said, “the experience was mixed, but still positive enough for her”.
When we asked if she would repurchase the product, she said she would—as long as the price doesn’t go up. And even mentioned she’d recommend it to friends.

Conclusion

We’ve put great effort into this survey and are happy to share the findings through this post.

We hope these findings are helpful. Whether you’re someone looking for the right skincare product or working in the cosmetics industry.

You might be planning to launch a K-beauty brand. Or, if you could simply be curious about beauty trends. These insights might help you understand how today’s younger generations choose cosmetics.

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Curious about how to avoid common mistakes in your beauty routine? You might find Tips for Using Cosmetics Safely helpful.