Hwa Jun Lee
Hwa Jun is a Senior Beauty and Personal Care Analyst at Mintel, based in Seoul.

On July 13, Mintel participated in the three-day IN-Cos Korea Trade Show. At the event, visitors checked the impact of K-beauty products across the APAC region, with presentations about trends and concepts.

Rom&nd Juicy Lasting Tint

The product offered something new in a time where long-lasting, transfer-free matte lipsticks were mainstreaming in Japan. Featuring a clear and syrupy finish, the product caters to consumers’ interest in new textures and shiny finishes with mask/transfer-proof effects.

Source: Mintel GNPD


Innisfree No-Sebum Mineral Powder N

Popular for its oil-adsorbing powers, as well as its skin-friendly, additive-free mineral formulation. Re-emerged as a must-have product in 2021, after it has been renewed with a clean formula. Also appeals to consumers for its light and portable packaging, which is great for when you need a quick touch-up.

Source: Nourished


Dermafirm Sun Defense Makeup Base (SPF 34 PA+++)

Popular among young consumers, with the benefits of soothing and oil-control benefits, the light-weight texture (emulsion), glow finish and natural coverage The product is welcomed by those consumers with oil / combination skin type.

Source: Mintel GNPD


3CE Stylenanda x 1M Velvet Lip Tint

3CE launched a large collection of the peachy/oragnge shade color cosmetics and it gained popularity in Thai market as it fits and compliments well with Thai consumers’ yellow-ish skin tone. Its lip tint, in particular, is known to be long lasting and can be worn all day without reapplication.

Source: Mintel GNPD


AHC Hydra B5

The hero products for AHC in China, this one is a basic / affordable range for repairing barrier. With simple hero ingredients of Hyaluronic acid and B5, mainly for basic hydration and soothing, Popular among young consumers who are seeking for basic hydration benefits .

Source: AHC


Etude House Dear Darling Water Gel Lip and Cheek Tint

Unique format – water based tint, generates curiosity . Comes in cute packaging that attracts instantly. Also brings the gradient lip-colour trend popularised in K-dramas to Indian consumers.

Source: Etude House