Convenient cosmetics: GS25 expands skin care range for Gen Zalpha, set to launch men's product in September

GS25 is one of the leading convenience store brands in the country and is operated by GS Retail, a subsidiary of the GS Group.

It offers a wide range of products, including snacks, beverages, ready-to-eat meals, and household items.

In recent years, it expanded its offerings to include beauty and personal care products.

This move catered to the growing demand from younger consumers in the Generation Z and Alpha demographics, collectively known in Korea as Gen Zalpha.

According to GS25, the Gen Zalpha cohort made up more than half of the buyers over the past three years.

“We expect convenience stores to grow as a new cosmetics purchasing channel for the Zalpha generation because of accessibility. GS Retail will continue to work with specialised brands and expand our product lineup to provide customers with reasonable prices and good quality cosmetics,” said Eom Yu-hyeon, managing director, GS Retail, Life Living Team.

Furthermore, the retailer has observed a change sales composition within the beauty and personal care category,

Since January, skin care products accounted for 69.5% of sales while colour cosmetics accounted for 30.5%. Compared to 2019, the sales ratio of skin care products increased by 15%.

In terms sales, skin care products increased by 35.5% in 2022 and 54.1% in 2023. From January to July 2024, sales has increased by 65% year on year.

GS25 attributed the surge in sales to Gen Zalpha and their heightened focus on skin health, which has become a priority in the post-pandemic era.

Trends such as slow ageing have gained traction among this demographic, spurring preference for products that support long-term skin wellness and demand for essentials such as toner, lotions, masks, and lip balms.

Previously, the retailer has collaborated with K-beauty brands Dewytree and Mediheal to develop more affordable products.

Most recently, it introduced four Dewytree products nationwide, including a toner, mask, cream, and serum at a significantly lower price. According to the firm, the items are available at up to 50% off their regular market price.

GS25 believes that being able to improve the accessibility of the price points gives it a strong and competitive advantage in the beauty space.

Moving forward, the retailer plans to expand its offerings with the introduction of an “all-in-one skin care solution” for male consumers in their 20s and 30s.

The firm said the product will be developed with a well-known skin care brand. Set to launch in September, this product will feature the brand's best-selling formula in new, more affordable packaging.

Furthermore, it is also working to develop travel-sized skin care products in partnership with body care brands, reinforcing its commitment to offering value-driven beauty solutions.