Cosmetics Brands Target Gen Z With Mini-Size Products as Korean Youth Embrace ‘Try Before You Buy’

SEOUL, Nov. 19 (Korea Bizwire) – South Korean cosmetics companies are rolling out smaller-sized products to capture the growing market of Generation Z and Alpha consumers, who are increasingly seeking affordable ways to experiment with beauty products. 

Daiso, a popular discount retailer, reported a dramatic surge in cosmetics sales for January through October this year, with basic skincare products up 240% and color cosmetics up 130% compared to the same period last year.

The retailer’s cosmetics offerings are characterized by smaller sizes and prices capped at 5,000 won. 

The trend is gaining momentum across various retail channels. Aekyung Industrial’s mini-sized A-Solution Houttuynia Cordata Calamine Spot Treatment (10ml), which launched at Daiso in August, sold out quickly.

VT’s popular Cica serum, which was once in short supply due to strong demand, is now available at Daiso in sets of six to eight pouches of 2ml each. 

The shift in consumer behavior is particularly evident in online platforms. Musinsa, a leading fashion e-commerce platform, reported that searches for “mini tint” increased 10.3 times and “mini cushion” searches rose 7 times compared to the same month last year.

“These smaller products are popular because they’re portable and allow consumers to experiment with various colors and formulations without commitment,” a Musinsa representative said.

The trend has even spawned a new term – “mini bobusang” – referring to young consumers carrying multiple mini-sized makeup products in their small bags. 

Convenience store chains are also expanding their mini cosmetics lineups. GS25 has introduced travel-sized versions of popular products, including Mediheal’s moisturizing and tea tree trouble pads in two-piece packages.

The chain’s specially formatted Acnes For Men all-in-one lotion, downsized from 200ml to 150ml, has become the top-selling skincare product since its launch.

The strategy appears to be paying off. Sales of Mediheal’s two-piece pad products at GS25 increased 124% in the second month after launch compared to their initial month. 

Industry experts attribute this trend to the unique consumption patterns of younger generations. “Unlike older consumers who stick to products they trust through years of use, younger consumers are eager to try various products,” said Hong Heejung, senior beauty and fashion researcher at Euromonitor. 

“They prefer to test small sizes, such as perfumes under 10ml, before committing to full-sized products,” Hong added.

“This represents a departure from traditional consumption patterns where consumers either make one-time purchases of luxury items for instant gratification or opt for the lowest-priced products.”

Ashley Song (ashley@koreabizwire.com)