Online fashion platform Ably reported that keyword searches for “lip balm keyrings” in April 2025 surged 29 times compared to the same period last year. (Image courtesy of Ably）
SEOUL, May 6 (Korea Bizwire) — Beauty products are undergoing a transformation in South Korea, emerging as fashion-forward accessories among the country’s style-savvy MZ generation — a demographic encompassing those born between the early 1980s and early 2000s.
No longer limited to cosmetic utility, items like lip balms, tints, and compact cushions are increasingly designed to double as accessories — often attached to bags, keys, or worn as rings — blurring the line between skincare and style.
Online fashion platform Ably reported that keyword searches for “lip balm keyrings” in April 2025 surged 29 times compared to the same period last year. Interest in other beauty keyring items also spiked sharply, with searches for “cosmetic keyrings” up 475%, “tint keyrings” up 325%, and “cushion keyrings” rising by 271%.
In February 2025, sales of TonyMoly’s Cheektone Lip & Cheek Duo Balm, which comes with a keyring case, jumped more than ninefold from the previous month on Ably.
“Demand is growing for compact, portable cosmetics,” an Ably spokesperson said. “The trend is accelerating as brands launch products in wearable forms like rings or include attachable keychains to appeal to individual expression.”
Shinsegae International’s beauty brand Amuse is also capitalizing on the trend, offering a wide range of beauty accessories such as custom keyrings, ring-style lip balms, and tint keyring balms. The company highlighted the strong consumer response to its Powder Lip & Cheek product released in March 2025.
Meanwhile, fashion e-commerce platform Musinsa noted that searches for “keyring lip balm” on its beauty vertical grew more than 60-fold between March and late April compared to the same period last year.
LF Corp’s beauty brand Athe incorporated ring hooks into its lip balm packaging, allowing customers to attach ribbons or keyrings. As a result, Athe’s lip balm sales during January and February 2025 rose by more than 50% year-on-year.
“Fashion is no longer confined to clothing,” said an LF representative. “It now encompasses everything from skincare and fragrance to any expression of individuality. Everyday cosmetics have evolved into essential fashion statements, showcasing both personality and style.”
Lina Jang (linajang@koreabizwire.com)
