Recent trends in the cosmetics industry highlight a growing demand for male beauty products, driven by increased interest among young men in personal grooming and skincare. This shift has prompted companies like Amorepacific and Aekyung to expand their male-specific product lines, including skin tone enhancers and colored lip balms. Additionally, consumers are increasingly prioritizing products with natural and gentle ingredients, leading to the popularity of eco-friendly and vegan-certified items. Brands such as Hyundai Pharm's 'Labcle' and Amorepacific's 'Illiyoon' have introduced lines featuring natural extracts and hypoallergenic formulas to meet this demand. Moreover, the convenience of 'no-wash' products, which require no rinsing, has gained traction. Products like 'Anov's No-Wash Water Ampoule Treatment' offer easy application and time-saving benefits, appealing to consumers seeking efficient beauty solutions.

The beauty industry is increasingly integrating artificial intelligence (AI) to enhance personalization and efficiency. Companies like LG Household & Health Care are utilizing AI models such as 'Exaone Discovery' to develop high-efficacy skincare ingredients, significantly reducing research time and costs. Amorepacific has expanded its AI-driven personalized skincare service, 'Custom.Me', transitioning from online platforms to physical stores to provide tailored skin analysis and product recommendations. These advancements underscore the growing trend of AI adoption in the beauty sector, aiming to offer consumers customized solutions and improved experiences.

In the competitive landscape of affordable cosmetics, Daiso has emerged as a significant player by offering a wide range of beauty products priced below 5,000 KRW, collaborating with major brands like Amorepacific and LG Household & Health Care. This strategy has led to substantial growth, with beauty product sales increasing by 85% in 2023 and 144% in 2024. In response, convenience stores such as GS25 and CU have introduced their own budget-friendly cosmetic lines, offering products in the 3,000 KRW range to attract cost-conscious consumers. This trend highlights the intensifying competition in the low-cost beauty market, driven by consumer demand for high-quality, affordable products.

The global expansion of K-Beauty has been significantly bolstered by digital platforms, which facilitate international marketing, distribution, and consumer engagement. Platforms like TikTok have become pivotal in promoting K-Beauty products, with '#K뷰티' content experiencing a 240% surge, enabling brands to reach a broader audience through short-form videos. Additionally, AI-driven solutions are enhancing global marketing automation and customer experience personalization, aiding brands in efficiently entering and adapting to foreign markets. E-commerce giants such as Amazon serve as key channels for K-Beauty brands, offering access to extensive consumer bases and contributing to increased sales. Furthermore, specialized platforms like '화해' are expanding their services to support K-Beauty brands' global growth, providing tailored consulting and localized services to enhance their international presence.