Korean consumers are serious about their skincare, and Gartner L2’s new report finds that K-beauty brands are doing a better job than global labels at catering to their demands.

When it comes to site sophistication, Korean beauty brands have significantly higher adoption of key guided selling features than international labels.

In a market where beauty shoppers do extensive research on what’s in the products they’re buying and focus on natural ingredients, over 90% of Korean brands feature ingredient lists on product pages while 65% of foreign competitors do the same. More than half of Korean brands also offer a library on their sites educating consumers on what each ingredient does, while only 10% of global brands have a version of this.

K-beauty labels are also more likely to include features that build consumer trust in the brand and confidence in the products, like before-and-after photos, product demonstrations, reviews, and external awards. Korean skincare label AHC collaborates with top Korean beauty review app Hwa Hae and Naver-supported influencer platform Beau Star to place award badges on its product pages, while AmorePacific-owned natural beauty line innisfree has before-and-after scrolling images for its products.

One main reason for the difference in site functionality between global and K-beauty brands is the fact that Korean brands are more likely to invest in hosting e-commerce on their own site, while more than half of global brands opt to link out to external Korean e-tailers instead.

While most international beauty brands are lagging, Benefit is one foreign standout for its Korea site features with targeted guided selling experiences like a market-specific version of its interactive Brow Try-On tool, which is promoted across popular sections of its brand site.

Daily Insights in Your Inbox