The Greatest Appeal of Korean Cosmetics, No. 1 is "Cost-Effectiveness"! Approximately 30% of Users Started to "Consciously Choose Based on Cost-Effectiveness" After Starting Use

■ Korean Cosmetics: What Do People Find Appealing?

Korean cosmetics, with their vibrant packaging, are a common sight in drugstores and variety shops. While Japanese cosmetics are also highly regarded for their quality, why do Korean cosmetics garner so much support? What aspects do actual users find most appealing?

To answer this, we collaborated with THE SAEM to conduct a survey on the "Appeal of Korean Cosmetics" targeting 58 women nationwide who had previously reported using Korean cosmetics.

*When quoting the contents of this press release, please ensure the following:

・State that the source is "A survey by NEXER Co., Ltd. and THE SAEM"

・Provide a link to THE SAEM (https://thesaemcosmetic.jp/)

"Survey on the Appeal of Korean Cosmetics" Overview

Survey method: Online questionnaire

Survey period: April 7 to April 15, 2026

Target respondents: Women nationwide who answered in a preliminary survey that they had used Korean cosmetics

Valid responses: 58 samples

Questions:

Question 1: What do you think is the greatest appeal of Korean cosmetics?

Question 2: Please tell us the reason.

Question 3: Compared to Japanese cosmetics, what aspects of Korean cosmetics do you find superior? (Multiple answers allowed)

Question 4: Please tell us specifically what aspects of Korean cosmetics you find superior and why.

Question 5: How has your makeup or skincare changed since you started using Korean cosmetics? (Multiple answers allowed)

Question 6: Please tell us specifically what has changed since you started using Korean cosmetics.

*As a general rule, percentages are rounded to one decimal place, so totals may not always reach 100%.

■ 41.4% Responded That the Greatest Appeal of Korean Cosmetics is "Cost-Effectiveness"

First, we asked what respondents thought was the greatest appeal of Korean cosmetics.

The most common response was "cost-effectiveness" at 41.4%.

This was followed by "high quality" at 17.2% and "trendiness" at 15.5%.

It is clear that many people find cost-effectiveness appealing, indicating strong support for products that balance price and quality.

We asked for reasons for each response, and some are presented below.

Respondents who answered "Cost-effectiveness"

・Because the price is affordable, the quality is high, and there are many products with attractive packaging. (30s, Female)

・I don't use things that are too expensive or expensive but of poor quality. (30s, Female)

・A set costs around 5,000 yen, which is low, but it's effective. (40s, Female)

Respondents who answered "High quality"

・The cosmetics are substantial. (30s, Female)

・Good color development. (30s, Female)

・Good quality. (30s, Female)

Respondents who answered "Trendiness"

・Because Korea, a beauty powerhouse, has many new and desirable ingredients different from domestic ones, and at lower prices than Japanese companies, which makes it a factor in trends among younger generations. (20s, Female)

・It looks cute and stylish. (30s, Female)

・Korean cosmetics have good speed. (40s, Female)

Looking at the opinions of those who responded "Cost-effectiveness," it's clear that it's not just about "cheapness" but about the attractive balance between price and quality, with many saying, "affordable yet high quality" and "low price yet effective."

From those who cited "High quality," it is evident that good color development, quality ingredients, and the overall richness of the cosmetic lineup are highly regarded. Respondents who chose "Trendiness" seem to be attracted to the latest ingredients and the speed of trend adaptation, especially among younger generations.

■ 67.2% Responded That "Affordable Price" is a Superior Aspect of Korean Cosmetics Compared to Japanese Cosmetics

Next, we asked what aspects of Korean cosmetics respondents found superior compared to Japanese cosmetics.

The result was an overwhelming top response of "affordable price" at 67.2%.

This was followed by "feel like ingredients are good" at 43.1% and "quick to adopt trends" at 32.8%.

This indicates a strong impression that there are many high-quality products at affordable prices.

We asked specifically about the superior aspects and their reasons, and some are presented below.

Superior aspects of Korean cosmetics and their reasons:

・Regarding beauty, I think their technology is superior to Japan's. (20s, Female)

・Ingredient formulation, low cost, and sense of value for money with 1+1 offers. (20s, Female)

・High quality and affordable price, plus stylish and attractive packaging designs. (30s, Female)