Shin Yoo-jung, CEO of Able C&C, emphasized 'personalization' and 'hybrid beauty' as key trends in the upcoming global skincare market during a feature in Forbes.
On the 14th, Forbes published an article titled 'Longevity Beauty: How Personalization Is Redefining Skincare,' which highlights the rise of 'Longevity Beauty' and personalization as new currents in the skincare market. In the article, Shin explained that skin conditions can fundamentally vary based on race, skin type, and age, indicating the need for a departure from treating a single global product as applicable to all consumers.
Consumer interest in personalization is also increasing. According to a 2025 report by Mintel, which Forbes cited, 62% of U.S. beauty and personal care buyers expressed interest in hyper-personalized products, while 28% indicated a willingness to pay extra for products tailored to their needs. This signifies that personalization is evolving from a mere marketing trend into a crucial product selection criterion.
Shin noted that it would be essential to understand the skin characteristics and user experiences within each market and reflect this understanding in product and brand strategies, rather than simply expanding sales territories and distribution networks. Able C&C is also strengthening its strategy to incorporate insights about local consumers into its product development as it engages in global business.
Another change Shin introduced is 'hybrid beauty,' which describes the blurring boundaries between distinct categories such as skincare and makeup. There is a growing demand for products that satisfy multiple consumer needs within a single offering.
Forbes highlighted the BB cream from Missha as a representative example of this trend. Missha's BB cream combines the coverage of traditional base makeup with skincare and sun protection functions. Notably, the 'M Perfect Cover Serum BB Cream' has expanded its color range to ten shades to accommodate the diverse skin tones of global consumers.
Shin's perspective aligns with the K-beauty growth strategies she previously presented in Europe. During her speech to local beauty industry representatives at Milan Beauty Week this month, she emphasized the viewpoint that 'makeup is an extension of skincare,' explaining that consumer demands for products that satisfy both skin care and makeup functions are driving innovation in K-beauty.
Shin Yoo-jung remarked, 'Hyper-personalization, skin longevity, and hybrid beauty may appear as different currents; however, they are ultimately aligned in their aim to respond more precisely to the conditions and needs of individual consumers. In the future, a brand's ability to deeply understand consumer skin characteristics and user experiences, and flexibly incorporate this into products and services, will become a vital competitive edge in the global beauty market.'
