The K-Beauty market is buzzing with activity as the 'Pharmacy Beauty' trend gains widespread traction. We're seeing a wave of change, from Missha's (미샤) strategic move into the European market to the launch of the new naturalistic brand 'FROM9' (프롬나인).
The 'Pharmacy Beauty' Trend Takes Hold
Recently, cosmetic brands have been actively embracing the 'Pharmacy Beauty' trend, utilizing pharmacies as a key sales channel. There's a growing number of consumers who trust and purchase products based on professional consultations with pharmacists, valuing the ingredients and functions. This shift indicates that K-Beauty is moving beyond fleeting trends to emphasize scientific efficacy. (m.yakup.com)
Amidst this evolving landscape, Able (에이블) C&C's brand Missha (미샤) made a significant move into the European market by participating in 'Milan Beauty Week 2026' on September 22, 2026. There, they showcased their flagship BB cream and PDRN skincare products. This initiative is seen as a crucial step in strengthening K-Beauty's global competitiveness. (news1.kr)
Concurrently, Jayeonmuljil Yeonguso (자연물질연구소), also known as the Natural Material Research Institute, officially launched its new cosmetic brand 'FROM9' (프롬나인) on September 22, 2026. Drawing on extensive skincare research experience, FROM9 highlights indigenous natural ingredients, aligning perfectly with the naturalism trend. (donga.com)
The Rise of Personalized Beauty Experiences
In response to these market shifts, CJ Olive Young (CJ올리브영), Korea's largest beauty chain, has launched a mobile skin diagnosis service. This effort aims to provide personalized beauty experiences, helping consumers accurately find products tailored to their specific skin conditions, and emerging as a vital competitive factor for K-Beauty. Furthermore, the expansion of Torriden's (토리든) 'DIVE IN Intensive' (다이브인 인텐시브) lineup is a direct result of consistent customer loyalty, indicating that enhancing the functionality of existing popular products is another significant trend.
Key Ingredients: PDRN and Indigenous Natural Ingredients
At the heart of functional beauty lies its ingredients. Missha's PDRN (Polydeoxyribonucleotide, 폴리데옥시리보뉴클레오타이드) skincare, introduced in the European market, is one such ingredient emphasizing potent efficacy. Products spearheaded by 'FROM9' and based on Indigenous Natural Ingredients (자생 원료) focus on strengthening the skin's inherent power using nature-derived components. These elements are crucial for encompassing both 'Clean Beauty' and 'Longevity Beauty' trends.
Since the pandemic, K-Beauty has evolved towards greater specialization and personalization, thereby strengthening its competitiveness in the global market. The synergy of 'Pharmacy Beauty,' innovative ingredients, and customized services is expected to be the driving force behind K-Beauty's continued growth.
