K-beauty has struggled to break into Japan’s high-end cosmetics market. Although it has ranked No. 1 in Japan’s imported cosmetics market for 12 consecutive quarters, barriers to the premium segment remain high.

FEMMUE’s Dream Glow Mask was the only K-beauty product recognized in the high-priced category (6,000 yen or more) of the “Best Cosme Awards for the First Half of 2025,” recently announced by @cosme, a popular Japanese beauty review platform.

With the exception of FEMMUE in the sheet mask category, the high-priced product segment was dominated by global luxury brands such as Dior, Yves Saint Laurent, Givenchy, and Laura Mercier, along with Japanese brands including Albion, Cosme Decorte, Kanebo, SK-II, and FAS.

The awards, based on products released between November 2024 and April 2025, confirmed the image Japanese consumers have of K-beauty. Rather than seeking “premium” brands, they prioritize practicality and reasonable prices for quality in Korean cosmetic products.

In the low-priced category, K-beauty led across various segments, from skincare to cushions to lip makeup. Its strategy of emphasizing practical satisfaction and price competitiveness continues to perform well in the market.

In the skincare sheet mask category, Anua made a strong impression with two products ranking simultaneously. The Azelaic Acid 15+ Intense Calming Serum Mask took second place, while the Rice 70 Fermented Moisturizing Mask ranked third, highlighting the brand’s competitiveness through its efficacy-driven portfolio focused on soothing and moisturizing.

Anua also took the top spot in the mid-price range (2000-6000 yen) serum category. The Azelaic Acid line's 15+ Intense Calming Serum ranked first, demonstrating that the entire lineup, along with the mask packs, is well-received by consumers.

In the offline store-based @cosme STORE Best Hits Award, Anua also ranked fifth, demonstrating its popularity based on actual consumer use. “This award is especially meaningful as it reflects the real experiences of Japanese consumers,” said an Anua representative on July 9. “We will continue to strengthen our position in the global K-beauty market through authentic products and locally tailored marketing strategies.”

In the base makeup category, TIRTIR’s MaskFit AI Filter Cushion ranked second in the cushion foundation category and first in the low-price foundation category. Wonjungyo, known for its loyal customer base, stood out in the affordable segment with its Pro Perfecting Cushion Cover ranking third and Airy Filter Pact taking first place in the low-priced face powder category. HERA’s Reflection Skin Glow Cushion Foundation ranked third in the mesh cushion foundation category, reflecting its premium emotional positioning.

In the cleansing category, Wonjungyo’s Daily Milk Cleansing Sheet ranked second overall and topped the low-priced segment. Known for its gentle cleansing and moisturizing feel after use, the product reflects Japanese consumers’ preference for effective daily essentials.

While K-beauty is making strides across makeup categories such as lip, cheek, and base, the lip makeup segment stood out particularly. Fwee claimed the top spot in the lip and cheek category with its Lip & Cheek Glossy Jellypot, while Wonjungyo led the liquid lipstick category with its Candy Grow Tint. TIRTIR’s Water Mellow Lip Balm ranked third in the colored lip care category, and Rom&nd’s The Juicy Lasting Tint placed eighth on the @cosme STORE Hits list.

This article is a collaboration between Korea Biomedical Review and Beautynury, a Korean cosmetics industry news media (beautynury.com). -- Ed.