Korea to legalise customised cosmetics formulation

Increasingly, retailers have begun to offer the on-the-spot bespoke mixing of cosmetics from base ingredients (including colours and scents) as a service for consumers eager for personalised beauty.

In the past few years, Korea has established itself as a global market leader when it comes to cosmetics, particularly within the field of innovation. Until now, however, retailers in Korea have been unable to embrace the growing trend of personalised product formulation, due to the ban imposed as a result of safety concerns.

The relaxation of the ban will allow Korean beauty players to start pushing the trend within the country, a move that, we reported, “is projected to further diversify and expand the country’s vibrant cosmetics industry.”

The young demand personalisation

Younger consumers increasingly expect a level of bespoke personalisation and interactivity in their beauty products and services, with on-the-spot formulation one of the key elements of this.

In a recent new report, ‘The Impact of Millennials’ Consumer Behaviour on Global Markets ’, market research firm Euromonitor International states that a personalised, immersive shopping experience is key for the demographic, which is swayed by innovations like try-on technology, skin analysis and mirror apps.

“Personalisation and interactivity is important in beauty care for millennials, with a rash of digital solutions emerging to appeal to their need for individual solutions,” the report explained.

The legal selection

Korea is currently trialing the bespoke production of cosmetics at select stores, including duty free, across several specific product categories. These are reportedly: four types of fragrance, 10 types of skin care products, and eight types of colour cosmetics, including lipsticks.

Following the trial, the government will assess the safety of the service, with a view to potentially implementing general legalisation across the country.