Indie cosmetics brands that led the popularity of K-beauty joined the ranks of those with annual sales exceeding 300 billion won last year. With cost-effectiveness and quality, Korean cosmetics have gained global popularity, with one well-established brand generating sales comparable to mid-sized corporations.
According to industry sources on the 31st, the indie beauty brands that surpassed 300 billion won in sales last year include ▲d'Alba Global▲CLIO Cosmetics▲The Founders▲BNOW▲VT. These brands recorded over a 50% increase in sales compared to the previous year, thanks to their popularity abroad.
According to a public disclosure by the Financial Supervisory Service, d'Alba Global recorded sales of 309.1 billion won last year, a 53.9% increase from 200.8 billion won in 2023. d'Alba Global is known for its so-called 'flight attendant mist' product.
Since its establishment, d'Alba Global has seen consecutive increases in sales and operating profit for nine years. Analyzing four years of performance, sales grew from 69 billion won in 2021 to 309.1 billion won in 2024, averaging approximately 65% annual growth, ranking first in average sales growth among listed companies in the cosmetics sector for the past three years. Notably, the proportion of overseas sales rose sharply to 45% in 2024 compared to 20% in 2023, and overseas sales also increased by about 218%.
CLIO Cosmetics, known for its color cosmetics, also recorded sales of 351.4 billion won in 2024, a 6.3% increase from the previous year's 330.6 billion won. However, operating profit decreased to 24.6 billion won from 33.8 billion won, a decline of 27.2%. Net profit was recorded at 27.2 billion won, down 0.6% from the previous year's 27.3 billion won.
Additionally, industry reports indicate that BNOW (Numbering, Phew), The Founders (Anua), VT, famous for its LIDIL SHOT, and L&P Cosmetic, known for Mediheal, achieved sales in the range of 300 to 400 billion won.
BNOW is a cosmetics startup established in 2018, known for its skincare brand Numbering and makeup brand Phew. In just five years since its inception, it achieved an annual sales of approximately 120 billion won. Its sales target for 2025 exceeds 500 billion won. Notably, Phew is famous for its pudding pot product that features a unique formulation, usable for lips and cheek color, due to its soft texture.
L&P Cosmetic, which operates the brand Mediheal known for its sheet masks, also expects to exceed 300 billion won in sales on a consolidated basis last year. VT, which caused a sensation in the market with LIDIL SHOT, is projected to surpass 300 billion won and enter the 400 billion won range. VT's sales last year are estimated to be 430.4 billion won, a 45% increase compared to the previous year, with operating profit expected to rise by 147%.
Last year, the sales of Aekyung Industrial, once a top three cosmetics company, reached 679.1 billion won. The sales scale of these indie brands is now approaching that of major cosmetics corporations, exceeding some listed brands like Able C&C (Missha).
The explosive growth of indie brands is attributed to the global popularity of K-beauty. While companies like Amorepacific Corporation and LG H&H previously focused on exporting mainly to the Chinese market, indie brands leveraging cost-effectiveness have recently gained popularity among the overseas MZ generation (born between 1980 and 2000) through short-form marketing on platforms like TikTok, marking the beginning of 'season 2.'
Last year, cosmetics exports reached $10.2 billion, a 20.6% increase compared to the previous year, surpassing $9.2 billion in 2021. This is a record high. In the United States, it surpassed France to become the top importer last year, while it has been the largest importing country since 2022 in Japan. An industry insider noted, "Brands that introduced mega-hit products to the market are gaining popularity based on their product quality and planning capability, generating sales in the hundreds of billions of won," adding that "this year there is sufficient growth potential."