Korean Beauty Brands Win Over Australian Shoppers
Interest in Korean beauty products has grown sharply in Australia, with the market projected to be worth about AUD 158 million this year. The pace of demand has surprised observers and reflects how far the Korean cultural wave now extends.
Shops in Sydney and Melbourne say items such as cleansers, serums, and face masks from Korea are selling faster than many other categories. Department stores have begun giving these brands more room on their shelves, and online retailers are highlighting limited-time K-beauty campaigns to draw in new customers.
Commentators note that much of the momentum comes from what people see online and on screen. Korean television shows and pop culture have gradually exposed Australian audiences to new beauty habits, from multi-step skincare to lightweight makeup looks. Younger shoppers in particular seem enthusiastic, often reaching for Korean products instead of the well-known Western brands they grew up with.
Some in the industry say the surge will level out unless Korean brands keep pace with changing consumer tastes. Competitors in Japan and the West have already started to echo Korea's style, from the look of the packaging to the speed of product launches, making the field increasingly crowded.
