The ZAlpha Generation in Korea and Their Evolving Beauty Preferences
The ZAlpha generation, a blend of Gen Z and Gen Alpha born between 1997 and 2024, now makes up 25% of South Korea’s population. This demographic, consisting of 15% Gen Z and 10% Gen Alpha, is rapidly gaining prominence, and retailers are keenly targeting them with hyper-segmented, affordable, and playful product offerings.
Although traditional Korean norms discourage teenage makeup use, the reality is quite different. For years, young people have been experimenting with light makeup, from tone-up UV creams to foundation, lip tints, eyeliner, and eyebrow products, both during and outside of school. The introduction of accessible beauty brands like Etude House and Peripera in the early 2000s transformed the beauty scene, allowing for more elaborate routines. Today, driven by social media and a wider range of products, interest in beauty among this age group is reaching new heights.
Popular shopping destinations for the ZAlpha generation include Oliveyoung, a leading multi-brand drugstore chain, Ably, an online fashion retailer, and Daiso, a budget-friendly store. Daiso, in particular, has emerged as a key beauty hub for younger consumers, offering a wide range of products priced under 5000 KRW (around EUR 3).
Daiso leverages its relationships with major Korean OEM/ODM companies to bring in renowned beauty brands like Clio, Aekyung, Too Cool For School, Able C&C, IPKN, The Saem, and VT Cosmetics. These brands create products specifically for Daiso, offering either new launches or affordable versions of existing items, produced by trusted manufacturers such as KOLMAR KOREA, COSMAX, and COSMECCA KOREA.
With prices ranging from 500 KRW to 5000 KRW (EUR 0.35-3) and quality ensured by well-known brands, young Koreans flock to Daiso for their skincare and makeup essentials. This demand has even led to frequent sell-outs of popular items like VT COSMETICS’ “Reedle Shot Facial Boosting First Ampoule” and A’PIEU’s “The Pure Tea Tree” skincare line.
According to the 2024 Beauty Trend Report by Opensurvey, 21.6% of Korean teenagers aged 10 to 19 prefer Daiso for their beauty needs. The brand has expanded its offerings from just four new beauty brands in 2021 to 30 brands and around 280 products by April 2024. Daiso reported an 85% increase in skincare and makeup sales in 2023.
Retailers like Oliveyoung have quickly recognized the potential of the ZAlpha market. In January 2024, Oliveyoung introduced the “OLIVE HI-TEEN MEMBERSHIP,” offering exclusive benefits and promotions to 14 to 19-year-olds. Similarly, Ably, a leading fashion e-commerce platform, has captured 70% of its total beauty sales from the ZAlpha demographic by March 2023. Ably’s focus on authenticity and customization, through filtered reviews and detailed product criteria, resonates with ZAlpha’s preferences. This personalized approach extends to platforms like NAVER Shopping, where A.I. algorithms tailor reviews based on individual factors such as skin tone, personal color, and skin type.
While similar trends are emerging in Western markets, such as the “Sephora Kid” movement, the Korean approach places less emphasis on ingredients and more on personal needs and enjoyment.
To effectively engage with the ZAlpha generation, industry experts suggest that brands go beyond trendy product launches and influencer endorsements. Innovative packaging, limited editions, pre-launch events, and immersive retail experiences are crucial for capturing the attention and loyalty of this influential demographic, ensuring that brands stay relevant in Korea’s fast-paced beauty market.