TodayKorea — Reporter Kim Chaeyoon | As spring arrives and more people head outdoors, demand for sun-care products is surging. The beauty industry is answering with fast-moving launches that go beyond basic UV protection, combining multiple benefits to capture the market.
According to TodayKorea’s reporting on the 10th, sales of sun-care items have climbed sharply as temperatures have risen.
Enuri, the price-comparison service from e-commerce company ConnectWave, reported that March sales of sunscreen rose 59% from the previous month, while sales of sun sticks jumped 165%.
The company attributes the spike to products that offer improved performance and convenience. Consumers are increasingly choosing sunscreens based on skin type and purpose—whether mineral, chemical, or hybrid—rather than by category alone.
In response, major domestic beauty brands are competing with differentiated, multifunctional sun-care products.
For example, Amorepacific is expanding its sun-care lineup across its brands.
Its men’s brand VReady recently launched the Outrun Sun Stick, formulated for male skin. The stick combines UV protection with centella extract and is water-resistant for up to eight hours, designed to offer reliable protection during outdoor activities.
Through its cosmetics line Etude, the company also introduced the Sunjeong Director Pink Tone-Up Sun Cream, which blends sun protection with tone-correcting benefits.
The cream doubles as a makeup primer to improve adherence and minimizes the “darkening” effect that can make skin look duller over time.
An Amorepacific spokesperson told this outlet, “We’re launching sun-care products with multiple functions because consumers want more complex formulations. The tone-up category, in particular, is growing quickly in Korea and continues to show strong demand.”
As Korean cosmetic companies roll out more multifunctional options, K-sun-care is also gaining traction overseas.
Kolmar Korea’s Chosun Beauty Clear Rice Sun Cream, co-developed with Gudai Global in 2021, reportedly ranked No. 1 in the sunscreen category on U.S. Amazon during Black Friday, receiving positive feedback from international shoppers.
A Kolmar Korea representative said, “Selling over 100 million sun-care units reflects the combination of technical expertise and strong brand power. We will keep expanding K-beauty’s competitiveness in global markets.”
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