K-Beauty Needs Long-Term Investment and M&A to Build Strong Brands
Creatrip Team
2 months ago
Leaders of eight major Korean cosmetics companies say K-beauty’s rapid growth—driven by K-culture (K컬처) popularity, affordable pricing, fast product development, and ODM (original design manufacturing) partners—faces sustainability risks because many brands lack long-term identity and loyal fans. To become lasting premium players like L’Oréal or Estée Lauder, they recommend strengthening partnerships with K-content (K콘텐츠), increasing long-term investment and marketing, developing evergreen products, and pursuing M&A to acquire promising brands. Executives also call for government support for export programs and reduction of trade barriers to help K-beauty evolve from a trend into a national strategic industry.
