Recently, derma cosmetic brands prominently featuring 'RX' have been making their mark in the K-beauty market. This is analyzed as a new strategy that goes beyond a simple trend, emphasizing skin science-based R&D, expertise, and clinical data to gain the trust of global consumers.
Amorepacific's COSRX, true to its brand name—a portmanteau of 'Cosmetics' and 'Rx' (prescription)—focuses on solving various skin problems. In particular, 'The RX' line, developed by analyzing over 4 million consumer reviews from 34 countries, offers a range of 13 active ingredient-focused products tailored to diverse skin concerns such as irritation, dryness, blemishes, and breakouts.
This line recently saw increased sales of peptide-focused RX products in the US market and recorded a high growth rate of over 50% in the Europe, Middle East, and Africa (EMEA) markets, driving overall performance improvement. Easydew RX, based on Daewoong Pharmaceutical, and LG H&H's CNP Rx are also expanding their market presence by emphasizing their expertise.
This 'RX' trend demonstrates consumers' heightened expectations for product efficacy and safety. K-beauty is expected to further strengthen its competitive edge in the global market by providing scientific evidence and personalized solutions.