What Maybelline's Withdrawal from Korean Market Reveals [Editor's Note]
Creatrip Team
a year ago
Maybelline New York, a makeup brand by L'Oreal Group, withdrew from the Korean market after failing to compete with local trends favoring cushion foundations—a type of compact, liquid makeup product—and quickly evolving consumer preferences. This reflects broader challenges faced by foreign cosmetic brands, including Sephora and Shu Uemura, in adapting to the fast-paced Korean beauty market, where quick new product launches and innovative items like BB cream and cushion foundations have historically succeeded. Despite these challenges, K-beauty continues to thrive globally with increasing exports and high-performing, reasonably priced products driven by dynamic marketing and product planning.
