South Korean inner beauty market projected to reach 2 trillion won by 2025

The South Korean beauty market is seeing significant growth in the 'inner beauty' sector, often referred to as 'K-Wellness' in the United States. This category focuses on consuming supplements and functional foods, such as collagen, glutathione, and probiotics, to achieve aesthetic and health benefits from within.

Market data indicates rapid expansion; the South Korean inner beauty market was valued at approximately 700 billion won in 2019 and is projected to approach 2 trillion won by 2025. Major retailers like Olive Young are capitalizing on this trend, reporting an average annual sales increase of 30% in the category over the last two years. Olive Young has also expanded its footprint internationally, opening a wellness-focused store in California.

In the consumer market, brands like Kanebo, Parnell, and GLAM. D are gaining traction through specialized skincare and ingestible beauty products. The industry is shifting from traditional topical applications to a broader lifestyle approach, incorporating diverse ingredients like PDRN and focusing on convenient formats such as jellies and functional beverages.