Korean Beauty March To The Kindergarten Children's Cosmetic Market Is Expanding

- Mar 21, 2019-

Recently, the Washington Post in the United States, entitled "Kindergarten wearing lipstick?" Korean makeup industry aims at young girl (Lipstick in kindergarten? The South Korea's K-beauty industry now aims for the super young) > report has attracted media attention in South Korea.


K-bevy is known for its cumbersome makeup steps. However, the high attention to the shape also brings great pressure to the Korean women. South Korea has the highest global volume of surgery, and the number of total surgery per person is also the highest in the world. One third of South Korean women aged 19 to 29 have had plastic surgery, according to the survey. According to the Washington Post, the South Korean beauty industry has now set its eyes on low-age girls aged 4 to 10. Shufu Comeics was the first to push the cosmetics to the children. As of 2013, Shufu opened 19 boutiques in South Korea to provide "healthier" cosmetics for children, including water-soluble nail polish, "edible" non-toxic lip, attachable earrings, sun-proof face-cleaning cream, soap, and so on. In their spa and makeup shop,4-10-year-old girls can enjoy a foot bath massage, facial mask, makeup, and enhancements at a price of $25 to $35.

In PriPara Kids Caf é, Seoul, girls between the ages of 4 and 9 can make up here, do Spa, shows and sing their favorite K-pop songs. "Girls are born to play with cosmetics," says manager Moon Young-sook. Instead of rubbing on mom's chemical lipstick, use the cosmetics here. This is the safe way for children to realize their dreams. " In addition to cosmetics and beauty shops, children's makeup bloggers are also popular online. On the video site, a 7-year-old girl with lipstick in a video titled "I want to make up like my mom" attracted 4.3 million netizens to watch. Similar videos include "Primary Makeup steps" and "out-of-the-Box videos of my Hello Kitty Cosmetics suit."

Today the children's cosmetics market is expanding. "Korean cosmetics companies are increasingly using children as potential new customers." Lee Hwa-jun, a cosmetics expert in South Korea, said that while small start-ups are leading the trend, "the cosmetics giant has also shown interest in expanding its customers to younger customers. They are also carefully weighing the pros and cons of the risks and targeting their children can trigger a violent social response. "