#Japan #Tokyo #Korean Cosmetics #Preanfa #lip products

Why Korean Cosmetics Are So Popular

Korean cosmetics have taken the beauty world by storm, garnering massive attention on social media platforms. Among the myriad of products, lip items, particularly lip tints and glosses, have emerged as the top choice for many beauty lovers. With the surge of new product releases and reviews flooding timelines, beauty enthusiasts are often left pondering how to choose the right products for their personal collection. Are they merely following recommendations, or are they seeking what truly resonates with them?

Recent Survey Highlights

In September 2025, a survey conducted by Preanfa (株式会社プリアンファ) focused on beauty enthusiasts in their 20s to 40s who actively incorporate Korean cosmetics into their routines. The study revealed fascinating insights into their purchasing behaviors and preferences. With over 1,000 respondents, the survey aimed to understand how these individuals navigate their choices in a rapidly evolving market.

Approximately 83.8% of participants confirmed that they had purchased popular Korean cosmetics highlighted on social media, demonstrating a direct correlation between online buzz and consumer buying behavior. This indicates that trending topics on social platforms play a significant role in shaping purchase decisions, making social media an essential channel for product discovery.

Trusted Sources for Product Information

When asked about reliable sources for Korean cosmetic information, Instagram topped the list at 30.5%, followed closely by beauty review sites like @cosme at 28.5%, and YouTube at 25.4%. The visual allure of Instagram and the authentic testimonials found on beauty platforms appear to be pivotal in guiding choices. Additionally, YouTube paved the way for consumers to visualize product application and effects, enhancing trust in what they choose to buy.

Top Product Preferences: Lip Items Lead the Pack

The survey also explored which types of Korean cosmetics respondents had purchased. An impressive 47.1% reported buying lip products, with lotions and foundations following at 37.4% and 36.9%, respectively. This trend underscores the appeal of lip cosmetics, which allow for easy, noticeable changes to one’s appearance and offer a fun way to play with colors. The lip tint, in particular, has gained significant popularity, reflecting its roots in Korean beauty culture.

Favorite Brands: A Diverse Selection

Korean cosmetics offer a plethora of brands catering to various preferences. When asked about their favorite brands, respondents noted:

• - Anua for its hydrating effects (20s, Female, Tokyo)
• - TIRTIR for its excellent ingredients (20s, Female, Osaka)
• - ETUDE due to its cost-effectiveness (40s, Male, Kanagawa)
• - VT Cosmetics for its affordability and compatibility with skin (40s, Female, Fukushima)

These selections reveal that price, ingredient quality, usability, and personal skin compatibility significantly influence brand loyalty and preference.

Reasons Behind the Support for Korean Cosmetics

Respondents cited various reasons for their attraction to Korean cosmetics, predominantly:

• - Reasonable pricing (50.3%)
• - High quality and effective ingredients (27.7%)
• - Positive user experience (25.2%)

This feedback indicates that consumers appreciate not just low prices but also satisfying efficacy, reinforcing the belief that the balance between cost and quality is crucial to their continued support for these products.

Comparative Pricing Insights

The majority of respondents, about 47.7%, spent between 1,000 and 3,000 yen on average per item, highlighting a sweet spot for affordability that prompts trial and repeat purchases. A smaller yet significant portion is willing to invest slightly more, suggesting that brand reputation and product quality allow for these higher price points.

Distinguishing Features of Korean vs. Japanese Cosmetics

When comparing Korean and Japanese cosmetics, notable differences emerged. Respondents perceive Korean products as trendier, with rapid new releases, accessibility through social media, and eye-catching packaging. Meanwhile, Japanese cosmetics continue to excel in skin compatibility and natural finishes, showcasing enduring values among consumers.

Satisfaction Levels and Future Intentions

A remarkable 92.4% of respondents expressed high satisfaction with their experiences using Korean cosmetics. Many remarked on the wide variety of products, lasting quality, and the overall pleasing blend of aesthetics and functionality. Furthermore, an overwhelming 95% indicated their intention to continue purchasing Korean cosmetics, signifying a strong trend likely to persist in the long term.

Conclusion: Beyond Trends to Daily Necessities

This survey has illuminated that Korean cosmetics have transcended fleeting trends to secure a permanent place in the daily routines of beauty enthusiasts. The interplay of social media influence, personal preferences, high-quality offerings, and aesthetic appeal ensures that these products resonate with consumers, affirming their significant position in the evolving beauty landscape.