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cosmetics are popular is their reasonable price. “The
patents. Cosmax also reinforces its patent application
skin care of Koreans is divided into more steps than
and registration by its research center that focuses on
that of the European people. In addition to basic
bothskincareandmakeup.
products such as masks, cleansing foams, peeling
When an individual comes up with a brand and
products, toners, and creams, Koreans also use
concept, the ODM companies consult the brand,
essences and serums. Due to the demand for various
recommend the package design and label, request a
products,theKoreanmarketismuchmorecompetitive
contractresearchorganizationforclinicaltesting,and
than Germany’s. In Germany, of course, it makes
support all the other factors needed for distribution.
more money in the import process. Nevertheless, the
In other words, with only a good idea, anyone could
priceisreasonablecomparedtotheGermancosmetics
getintothecosmeticbusiness.Thisisthereasonwhy
marketsofar.”
manyyounggenerationschallengethemselvesintothe
Infact,YvesSaintLaurent’slipproductsarepricedat
cosmeticbusinessandleadsuccessfuldomesticbeauty
around40,000won(US$35.81)andNars’foundations
brands.
are priced at 70,000 won (US$62.67). On the other
hand, most of Innisfree’s lip products are priced at
TheboomofcontentfeaturingKoreanmakeup
10,000 won (US$8.95), and the foundations of The
ThesurgeofTVprogramsordiversevideocontents
Face Shop are as low as 20,000 won (US$17.91).
that feature Korean makeup supplemented the
Despite of its relatively affordable price range, the
popularity of K-beauty. K-pop or K-dramas turned
quality also never disappoints the customers. Instead
global attention to Korean celebrities’ makeup
ofexpensiveluxurybrandproducts,recently,domestic
routines and the products that they use. This helped
beauty brand products have been attracting attention.
the K-beauty brands draw global customers. “At first,
Domestic brands are not inferior to luxury goods,
tourists look for K-beauty items that are featured
either,intermsofqualityordesign.Assuch,domestic
in the media, but many of them get satisfied by the
brandshavesatisfiedcustomersallaroundtheworldby
quality of our products and come back,” said one
launching products with cost-effectiveness. “I bought
employeefromBanilaco’sMyeongdongstore.
alipstickfromaKoreanbrandandlikeditverymuch.
As many of the Korean celebrities use Korean base
Alongwithitsgoodquality,ithasaverycheapprice,”
makeup products that cover skin blemishes, lots of
saidMaimounaLemnouar,afemalefromFrance.
foreigners also have started using these products. “I
got interested in K-beauty products while watching
K-dramas,sincetheactorshadveryclearskin.Ithink
Developmentofbeautymanufacturing
business
that K beauty products help me a bit with my skin
“Kolmar Korea” and “Cosmax,” the world-renowned
too,”saidNadyaRazak,afemalefromSingapore.
OriginalDesignManufacturing(ODM)Company,along
OnYouTube,itiseasytofindvideosthatshowhow
with the small and medium-sized ODM enterprises
toimitateKoreanidolmembersoranactor’smakeup,
fromKoreaareanotherreasonforK-beauty’spopularity.
garnering millions of views. These videos have
Contrary to the Original Equipment Manufacturing
commentsindifferentlanguages,whicharewrittenby
(OEM) companies that follow the ordering company’s
viewers that are from various countries. This shows
design, ODM companies proactively manufacture and
thefeverofK-popanddramasspreadingtoK-beauty.
supply the product to the ordering company based
On the other hand, there are videos that deal with
on their self-owned technology. Kolma Korea and
the trend of Korean makeup routines or reviews for
Cosmaxdeveloptheirownpatenttechnologyaswellas
K-beauty products done by both Korean and foreign
following the manufacturing request. The technology
YouTubers. This increase in related content became
thattheyownisassessedasoutstandinginbothquality
anotherwaytointroduceK-beauty.“Ifirstheardabout
and speed. The platform that goes across through
Korean beauty products through my friends but got
production, sales, and marketing is well established
to know more from YouTube since there are so many
so that the whole process is completed in two to six
videosrelatedtoKbeauty.Therewasonevideoabout
months.KolmarKoreainvestsmorethanfivepercentof
the10bestKoreanbeautyproducts,andIamplanning
its sales in R&D and recruits more than 40 percent of
to buy them in Korea,” said Bree Jalalpour, a female
itsnewemployeesasresearcherstofocusondeveloping
fromAustralia.
20
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