South Korean convenience stores are rapidly becoming a major beauty retail channel, driven by Gen Z and Gen Alpha consumers seeking affordable, accessible color cosmetics. Chains like CU and GS25 report explosive sales growth, with color cosmetics surging over 190% at CU alone. This shift signals new opportunities for overseas suppliers targeting the K-beauty supply chain.
Market signal
Convenience store color cosmetics sales in South Korea are booming. CU saw a 31.1% overall cosmetics sales increase from January to May compared to the same period last year, with color cosmetics soaring 193.3%. GS25 reported cosmetics sales growing 13 times since launch, and its beauty-specialized stores achieved 22 times higher sales than regular outlets. With over 53,266 convenience stores nationwide as of last year, these outlets are strategically located near schools and academies, aligning perfectly with the daily routines of young consumers.
Brand collaborations and product strategy
To enhance quality appeal, convenience store operators are partnering with established beauty brands. CU began selling Tony Moly color cosmetics on May 28, initially offering nine new lip makeup products across 400 beauty-specialized stores, with plans for nationwide expansion. Products include tints, lip oils, and blushers priced under 9,000 won, reflecting current trends for pale, matte makeup. GS25 operates the 'Son & Park Hearty' brand in collaboration with Son & Park, offering 3,000 won uniform-priced items, and recently added 12 new products including slim liners and multi-sticks. They also partnered with makeup tool brand Scone to sell brush sets and puffs.
Channel expansion and competition
CU expanded its beauty-specialized stores to 600 locations last year and plans further growth around middle and high schools, academy districts, and tourist areas. A BGF Retail official stated, "We will continue to expand beauty-specialized convenience stores around middle and high schools, academy districts, and tourist areas, and consistently introduce trendy differentiated products." GS Retail, operator of GS25, aims to become a "life-friendly beauty channel" by expanding its lineup from basic skincare to color cosmetics and makeup tools.
What buyers should watch
For overseas importers and distributors, this trend highlights a growing demand for affordable, trend-driven color cosmetics in compact packaging suitable for convenience store shelves. Suppliers of tints, lip oils, blushers, and makeup tools may find new B2B opportunities with Korean convenience store chains. The emphasis on collaborations with established brands suggests that OEM/ODM partners with fast turnaround and trend-responsive capabilities could be well-positioned. Additionally, the success of beauty-specialized stores indicates potential for similar retail concepts in other Asian markets.
Source: Read the original report | Published: June 02, 2026