K-beauty craze spreads to K-wellness...Sales of Inner Beauty and Dry Food Surge
Jun 19, 2025
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As a result of analyzing offline foreign purchase data in Korea from January to May this year by CJ Olive Young (hereinafter referred to as Olive Young), sales of the Wellness brand increased by more than 30% year-on-year.
Representatively, sales in the inner beauty category of foreign customers visiting Korea increased by 55% this year. Some products, such as the Colerology Cutting Jelly of Foodology, the Pomegranate Collagen of BB Lab, and the slim lactobacillus of Lactofit, are so popular that the sales of foreign customers visiting Korea surged by about 200% from the same period last year.
During the same period, foreign sales in the health functional food category also increased 29% from last year. Limited planned products that can be purchased at Olive Young, such as new formulations of vitamins, small-dose products at a price point that are not burdensome to purchase, and character collaborators, are considered popular factors. As brand awareness and reliability are important categories, foreign customers are also choosing ▲'Ossomol' Immun multivitamin ▲'Koryeundan' Vitamin C, which was popular among Korean customers first.
Olive Young is also diversifying its composition of authentic health functional food products as the tastes of its main customers, those in their 20s and 30s, are reflected in the choices of domestic as well as global customers. 'Jeonggwanjang' launched a hit product, Everytime, in fruit flavors such as pear, hallabong, and berries, and 'Margab' planned the main product as a product that collaborated with the character of Cheonha Jangsa and introduced it at Olive Young.
WCare category sales also increased 66% year-on-year. Foreign customers who are interested in K-beauty are also purchasing domestic W-care brands with product power. For this reason, Olive Young is expanding its W-care lineup with health functional foods such as vaginal lactobacillus and inositol to strengthen its women's wellness expertise.
Among dental care products, oral sprays and teeth whitening products that manage bad breath are popular. ▲'Gargreen'Freshbreath mint (oral spray) ▲'Bucene' Tooth whitening agent ▲'Ushimol' Whitening Booster & Patch, etc. were frequently included in foreign customers' shopping baskets. In consideration of this demand, Olive Young will also operate an English stand in July, which collects representative products of 'Beusen' at major stores in the global tourism sector.
In the case of the Olive Young N Seongsu store, which accounts for nearly 80% of foreign sales since its opening in November last year, one floor consists of wellness. In particular, one of the specialists, 'Wellness Eddit', is presenting products curated under four themes: ▲Eat well, move well ▲ Rest well, ▲ Sleep well.
An Olive Young official said "We intend to continue working with competitive domestic small and medium-sized wellness brands to help the global K-beauty craze spread to K-wellness."
This article was translated by Naver AI translator.
