The highest-ranking new product on the Q2 Top 25 list was word-of-mouth smash hit Color Wow Dream Coat Supernatural Anti-Frizz Spray, which has seen steady growth with over 80,000 reviews on Amazon this year. The other top-ranking new product was Biodance Bio-Collagen Real Deep Mask, which has seen a 1,900% increase in searches on Amazon and millions in monthly sales.
“The main keywords that propelled Biodance into the top 10 selling products were a combination of non-branded searches for ‘collagen face mask’ and ‘Korean face mask’ and branded search terms for ‘Biodance’ and K-beauty competitors ‘Medicube’ and ‘Coco Beauty,'” said Vanessa Kuykendall, chief engagement officer at Market Defense. “Identifying these popular search terms and advertising appropriately helped Biodance leapfrog other legacy brands selling similar products but who were less data savvy. Brands may know how consumers search DTC, but to capture share they need to know what search behavior is driving purchases on Amazon, which isn’t exactly the same.”
Meanwhile, interest in K-beauty on Amazon has not waned; searches for “Korean skincare” on the platform are up 180% year-over-year. Another K-beauty brand to join Biodance in the top 25 is Anua’s Heartleaf Pore Cleansing Oil, which made it into the top 25 for the first time in 2023. Topping the list is COSRX, the number one selling Korean brand on Amazon, which has seen sales grow more than 1,000% year-over-year thanks to the success of its flagship product, Snail Mucin Power Essence, which has become the number one selling facial serum on Amazon.
Social media was the biggest driver of awareness and traffic for K-beauty brands on Amazon. Platforms like Instagram, YouTube, and TikTok are filled with beauty influencers and skincare enthusiasts showcasing Korean beauty products, driving awareness and interest. Related K-beauty searches on TikTok continue to grow, with searches for the hashtag #kbeautymakeup up 85% year-over-year.
The global rise of Korean pop culture, including K-pop and K-drama, has also contributed to the popularity of Korean beauty brands. Fans of these cultural phenomenons often aspire to have flawless skin like their favorite celebrities, driving demand for the same beauty products.
So how have Korean beauty brands translated their massive popularity into growing demand on Amazon and, ultimately, booming revenue? “Korean beauty products are known for their innovative formulations and unique ingredients, like snail mucus, bee venom, and various botanical extracts. Consumers looking for advanced skin care solutions know to shop Amazon by ingredients, and as long as these brands optimize their keyword strategies, K-beauty consumers will find them,” says Kuykendall.
K-Beauty is also known for its cute, aesthetically pleasing packaging and relatively affordable prices compared to Western luxury brands. This not only makes the products more appealing on Amazon’s virtual shelves, but also makes them appealing to a wider range of consumers. Amazon’s wide audience pays off in the form of positive reviews, boosting consumer trust and encouraging more people to try the products. Word of mouth and peer recommendations play a key role in its popularity. COSRX Snail Mucin’s reviews have tripled in one year to over 90,000.
Beauty brands selling on Amazon can learn some valuable lessons from the success of Korean beauty brands. Here are some key takeaways from Kuykendall:
1. Innovation in product development
Korean beauty brands are known for their innovative ingredients and formulations, introducing unique products that capture consumers’ interest with novel benefits, including snail mucus, bee venom and fermented ingredients.
Lessons Learned: Invest in research and development to create innovative products that stand out in a competitive market. Regularly introduce new and unique ingredients that provide tangible benefits to consumers. Make sure you show up in search results for these keywords – savvy skincare customers know to search by ingredients.
2. Emphasize a multi-step skin care routine
Korean beauty brands have popularized multi-step skincare routines that appeal to consumers looking for a holistic skincare solution. This approach not only helps sell multiple products but also positions the brand as skincare experts.
Lesson learned: Educate consumers on the benefits of a complete skincare regimen and offer product lines that address the different steps of the routine. Make it easy for consumers to adopt these routines by providing detailed guides and sets. Utilize Amazon templates in your storefront to make it easy for consumers to shop the regimen and layer products.
3. Affordable luxury
Korean beauty products often offer high quality at an affordable price – a balance that makes them accessible to a wide range of consumers while still maintaining a premium feel.
Lesson learned: Strive to offer a quality product at a competitive price. Make sure the perceived value justifies the price. If your product has a premium price, use an infographic in an image carousel to clearly explain the value your product offers.
4. Packaging that combines beauty and functionality
Korean beauty brands pay close attention to their packaging, making it both aesthetically appealing and functional. Attractive packaging improves the overall user experience and can encourage social shares.
Lesson learned: Invest in packaging that is aesthetically pleasing, innovative, and practical. Eye-catching designs attract consumers and encourage them to share their purchases on social media, building brand awareness. Make sure your images on Amazon are evocative as well. Your product packaging should immediately communicate its ingredients, features, and benefits. If not, consider renderings.
5. Strong online presence and influencer marketing
Korean beauty brands are effectively using social media and influencer partnerships to build their brand and reach new customers. Influencers are able to create authentic content that resonates with their followers and increases their interest.
Lessons learned: Develop a strong social media strategy and work with influencers who align with your brand’s values. Genuine endorsements can significantly increase your credibility and reach among your target audience. Work with influencers who have an Amazon storefront and can share your products with their followers. Amazon will pay the influencer a commission if their post leads to a sale.
6. Positive Customer Reviews and Engagement
Korean beauty brands often receive positive reviews due to their effective products, which in turn attracts more buyers. Engaging with customers through reviews and feedback helps build trust and loyalty.
Lesson learned: Encourage satisfied customers to leave positive reviews on Amazon. Proactively respond to customer feedback to show that you value their opinions and are committed to improving their experience. Showcase your favorite Amazon reviews on social media. Your biggest fans love being recognized for their loyalty, which leads to more reviews.
7. Cultural relevance and storytelling
Korean beauty brands often incorporate elements of their country’s culture and traditions into their brand story, creating a unique and relatable identity.
Lessons Learned: Use storytelling to connect with consumers on a deeper level. Share your brand journey, values, and what makes your brand stand out. Highlight a cultural or unique aspect that differentiates your brand from competitors. We encourage our clients to share their charitable efforts on their Amazon storefronts. An authentic brand story helps build trust and loyalty.
8. Consumer Education
Korean beauty brands excel at educating consumers about their products and skincare routines through detailed descriptions, tutorials, and content marketing.
Lesson learned: Provide comprehensive product information, tutorials, and educational content to help consumers understand how to use your product effectively. Informed consumers are more likely to purchase and become repeat customers. Conversely, if your product is very niche, state that clearly. If your product is too harsh for sensitive skin, it’s better to make that clear in your product copy than to risk a consumer reacting and leaving a negative review. Transparency builds trust.
By integrating these strategies, beauty brands selling on Amazon can increase their appeal, build stronger connections with consumers, and drive sales growth, just as Korean beauty brands have done successfully.
Previous reports:
Amazon Top 25 Beauty & Personal Care Q1 2024
Amazon Top 25 Beauty & Personal Care Q4 2023
Amazon Top 25 Beauty & Personal Care Q3 2023
Amazon Top 25 Beauty & Personal Care Q2 2023
