The table below shows the Korean brands that opened in recent years.
Looking at the global cosmetic company ranking of individual sales in 2016 in the "Top 20 Global Beauty Companies" by American magazine, Beauty Packaging, Korea’s biggest beauty company, Amore Pacific ranked ninth had an increase of 35% in sales abroad from its previous year. The top in Japan is ranked 6th for Shiseido and Amore Pacific has even exceeded Japan's Kao (10th) and Kosé (20th) showing that its presence has not only been known in Asia but worldwide. L'Oréal which acquired the NANDA company’s original cosmetics brand 3CE (three concept eyes) in May also positions K-Beauty as one big trend.
Beauty Packaging Magazine: Top 20 Global Beauty Companies 2017
In Korea, many companies have a strong awareness of the overseas markets due to the country’s population size and the decrease in domestic consumption in recent years. As a result, the marketing strategies for expanding overseas are high and popularity among K-pop idols including the public and private sectors have been of great success as a national policy for its dissemination abilities in Asia and in the southern hemisphere.
Korean culture has managed to cater almost every age range in Japan, which at this point in time seems like a relatively easy market to access for Korean brands. Takeshita dori which had the main elements to build such a background was probably a savvy choice to set its market targeting the youths within Tokyo’s iconic street.
With that being said, yes, it’s important not to lose our Japonisme ways however, Japanese companies should realize that they need to actively learn and adopt the best marketing practices from other countries in order for the country to expand globally rather than be content with the results in our domestic market.
WEGO now carries Korean cosmetics brand, 「16brand」