K-beauty has become a power engine in the next phase of the global beauty market, as brands compete on value, efficacy and digital-first execution.

Validated marketing claims are becoming essential for brands seeking credibility, according to market intelligence company, Euromonitor International. As consumers face an increasingly crowded advertising landscape, evidence-backed claims are emerging as a critical tool to cut through noise, build trust and unlock growth opportunities.  

アジア地域では、世帯規模の縮小により、家族の意思決定におけるα世代の存在感が高まっており、食品、旅行、家電といった分野で企業に新たな機会が生まれています。α世代を含む世帯の消費は2030年までに約1割増加する見込みです。

운동 문화 확산과 뷰티에 대한 기준이 ‘건강한 모습’으로 바뀌면서 컨슈머 헬스 소비 형태가 재편되고 있는 가운데, 스포츠 뉴트리션(단백질 파우더, 단백질 바, RTD 단백질 음료)과 이너뷰티가 ‘일상 속 웰니스 관리’ 트렌드를 주도하며 시장 성장을 견인하고 있다.

The global consumer health market continues to grow, driven by rising interest in “beauty from within” solutions and healthy longevity.

The rise of the A-Beauty trend reveals a dynamic shift towards cultural identity in the Middle East and Africa’s beauty and personal care industry – driving growth to USD44 billion in 2025.