Recently in the US market, K-beauty brands have been experiencing a plateau in sales due to reduced consumer discretionary spending. This stems from shifts in consumer sentiment rather than issues with the products themselves.
Specifically, while interest remains sustained during the 'discovery' phase, consumers tend to cluster around familiar retail networks or channels offering reliable return policies during the 'purchase' phase. This indicates that consumers are prioritizing trust and value-driven decisions over impulse buying.
Rather than relying solely on virality, K-beauty brands must now focus on a channel-mix strategy tailored across the entire buying journey, including enhancing reviews, retargeting, and expanding trust-based distribution networks.
From the consumer perspective, consistently purchasing verified products through favorite stores or platforms will lead to a more satisfying experience.