On October 3, 2026, Olive Young (올리브영), Korea's largest beauty chain, unveiled its latest weekly report analyzing the Top 100 products across four major beauty categories: makeup, skincare, sun care, and face masks. This report offers a fresh look at consumer trends in the K-beauty market.
According to this K-Beauty Weekly Report (KBEAUTY_STATS), which analyzed a total of 400 products, there were differences in average prices and ratings across categories. Sun care products achieved the highest rating, scoring 4.7 points.
- The Top 100 Makeup products had an average price of ₩22 and a rating of 4.4 points.
- The Top 100 Skincare products had an average price of ₩30 and a rating of 4 points.
- The Top 100 Sun Care products had an average price of ₩24 and a rating of 4.7 points.
- The Top 100 Face Mask products had an average price of ₩25 and a rating of 4.4 points.
| Category | Avg. Price (₩) | Rating (out of 5) |
|---|---|---|
| Makeup | 22 | 4.4 |
| Skincare | 30 | 4.0 |
| Sun Care | 24 | 4.7 |
| Face Mask | 25 | 4.4 |
This Olive Young data offers a snapshot of the current K-beauty market. It's particularly noteworthy as it coincides with growing anticipation for a rebound in K-beauty's overseas market, especially with cosmetic exports to China nearing a recovery to $200 million (₩270 billion) per month for the first time in approximately two years, according to a Blog Naver (blog.naver.com) report. This trend indicates that consumers both in Korea and abroad are beginning to show renewed interest in K-beauty products.
The data analysis revealed that sun care products achieved the highest consumer satisfaction, earning a strong 4.7-point rating. This suggests that consumers have high expectations for the functionality and user experience of sunscreens, and K-beauty brands are effectively meeting these demands. In contrast, while skincare products had the highest average price, their rating of 4 points was relatively lower than other categories, indicating that consumers are quite strict in their evaluation of efficacy versus price.
This Olive Young analysis suggests that K-beauty brands need to accurately identify consumer needs and apply the success factors from the highly-rated sun care category to other product lines to strengthen their overall competitiveness.
