Domestic cosmetics brands have recently been rolling out large-scale rebranding efforts that span logos, slogans, flagship product lines, and packaging. Cases are increasing in which companies go beyond launching new products or bolstering individual lines to reorganize the overall brand identity. As K-beauty brands ramp up their push into overseas markets and competition intensifies, this appears to be an effort to effectively convey their unique image and brand narrative to foreign consumers.
According to the beauty industry on Jan. 8, Manyo Factory, a brand launched in 2012, carried out the largest brand renewal since its founding earlier this month. To enhance clarity, the brand notation changed from the previous 'ma:nyo' to 'manyo' by removing the colon, and the slogan was changed from 'As you wish, skin wizard' to 'Everyday magic for your skin'.
Along with this, Manyo Factory said it would shift its brand focus from a 'clean beauty' image, which emphasized the safety of existing ingredients and formulations, to 'active beauty,' which values restoring skin balance and proactively improving condition.
Mise-en-scène of Amorepacific, launched in 2000, also carried out its first rebranding at the end of last year to mark its 25th anniversary. It changed its logo design, introduced a new slogan, 'SHINE YOUR SCENE,' and established its identity as a 'global hair fashion brand.'
Vidi Vici, Shinsegae International's first-generation beauty brand, also overhauled the brand last year to mark the 20th anniversary of its launch. Except for the brand name, it revamped the logo, concept, flagship products, packaging, and distribution strategy. Vidi Vici redefined its identity as a 'Skin Core Beauty' brand that focuses on the essence of skin, and applied a woven label, a fabric material mainly used for clothing, to its packaging containers.
There is also active movement to strengthen brand image through flagship product renewals. Sulwhasoo of Amorepacific relaunched its signature steady-seller Essential line last year. By enhancing the ingredients and efficacy of key products such as Jaum Water EX, Jaum Emulsion EX, and Firming Cream EX, the brand boosted product competitiveness while once again highlighting the well-aging image that Sulwhasoo has emphasized.
Hera of Amorepacific also relaunched its bestselling 'Sensual Nude Balm' early this year, and introduced new base makeup products last year. This is seen as an attempt to maintain brand competitiveness in color and base while expanding the inflow of new consumers.
The expansion into overseas markets and intensifying competition are cited as reasons behind the surge in brand renewals in the cosmetics industry. As global interest in K-beauty grows and multiple brands rise quickly, it has become difficult to differentiate based solely on being a 'Korean cosmetics' brand.
In particular, among established brands with long histories, there is a clear move to reflect the strengths of indie brands that communicate quickly with consumers through a young and stylish image. While maintaining the brand's unique assets, companies aim to respond to market changes by reorganizing logos, slogans, packaging, and flagship product lines in a more intuitive and sophisticated way.
Marketing to raise awareness after rebranding is also being strengthened. Manyo Factory operated the first class of its brand supporters 'manyo Muse' to expand consumer communication, and Vidi Vici named Kazuha of LE SSERAFIM as a global ambassador to spread its renewed brand image. Mise-en-scène likewise broadened its overseas consumer touchpoints through a TikTok challenge featuring aespa and influencers.
Although rebranding is actively underway across the industry, concerns have been raised that, depending on the direction, it could weaken existing brand assets. Innisfree launched a large-scale rebranding in 2023, expanding beyond its existing 'Jeju naturalism' image to present the virtual island 'THE NEW ISLE.'
While this was an attempt to expand the younger customer base and target global markets, some inside and outside the industry said the existing brand identity built on naturalism and Jeju ingredients was instead diluted. In fact, Innisfree's sales declined from 299.7 billion won in 2022 to 273.8 billion won in 2023, 224.6 billion won in 2024, and 209.8 billion won in 2025.
An industry official said, "For a brand to gain a foothold in overseas markets, not only product performance but also the image it imprints on consumers matters," adding, "If you erase even the core assets remembered by existing consumers, differentiation can weaken, so a cautious rebranding strategy is necessary."