Much of the skincare on shelves today, including many brands that do not advertise it, is formulated and made by contract manufacturers in South Korea. For an artist building a brand, that changes what is possible and how fast.
Key takeaways
- Korean contract manufacturers develop formulas as well as produce them, which shortens launch timelines.
- Minimum order quantities can be low enough to launch a focused line without huge inventory risk.
- The artist's lab visit is where the brand becomes theirs: choosing textures, scents and the hero product.
- Korean skincare's reputation for efficacy and innovation is a credible story for the launch itself.
Why are so many skincare brands made in Korea?
South Korea has become one of the world's largest cosmetics exporters. Its leading contract manufacturers work on an ODM model, which means they research and develop formulas as well as manufacture them. A brand can start from a proven base formula and adapt it, rather than building a laboratory from scratch.
Those manufacturers supply many global brands, from prestige houses to fast-growing independents. Speed of innovation, especially in textures, sun care and active ingredients, is the main reason brands go there.
How does the contract-manufacturing model work?
There are broadly three levels. With OEM, the manufacturer produces the brand's own formula. With ODM, the manufacturer develops the formula and produces it. With OBM, the manufacturer can supply a nearly finished product, packaging included. Most artist launches use ODM, which balances speed with a product that is genuinely distinct.
What happens on a lab visit?
The artist and the brand team spend time with the formulation chemists. They test textures, finishes and scents, compare variations side by side, and narrow down the hero product the launch will be built around. They see how products are filled, tested and packed.
This is the most important day in the project. It is where the brand stops being a pitch and becomes a product the artist has chosen with their own hands, and it gives the artist a true story to tell at launch.
How long does it take to launch?
Timelines vary with the product range and regulatory requirements in each market. As a rough guide, a focused first line can move from formula selection to launch in under a year, which is faster than building manufacturing from the ground up.
Frequently asked questions
Why do beauty brands manufacture in South Korea?
Korean contract manufacturers develop and produce formulas, innovate quickly in textures and active ingredients, and supply many global brands, which shortens launch timelines.
What is the difference between OEM and ODM in cosmetics?
OEM manufactures a brand's own formula; ODM develops the formula and manufactures it. Most new celebrity launches use ODM.
What does a celebrity do on a cosmetics lab visit?
Tests textures and scents with the formulation team, compares variations and chooses the hero product the launch is built around.