After taking over Asia, Korean cosmetics are beginning to assert their presence in Europe.
Even, France, the hub for cutting-edge beauty products, is witnessing many Korean brands set up shop in Paris.
Last year, Too Cool for School opened an outlet in Galeries Lafayette Department Store in Paris. Amore Pacific too forged a strategic partnership with Christian Dior. These brands are making good business in France.
K-drama and K-pop are the primary reasons for the demand of Korean cosmetics in Europe.
“The popularity of K-pop in Europe is apparently boosting the sales of Korean cosmetics products here,” said a spokesman for Tony Moly, which opened outlets in 825 Sephora stores in 14 European countries this month.”
As per EU data, French imports of Korean cosmetics rose from 4 million euros in 2010 to 16.41 million euros last year.
This is good news for Korean beauty brands, as France is clearly a market leader in the global space. Success in France would mean success across other countries in Europe, say industry insiders.