K-Beauty’s global popularity is proving itself through impressive financial results, propelling cosmetic stocks to become new market leaders in South Korea. APR has seen its market capitalization soar past 16 trillion KRW (about 11.56 billion USD), while companies like Kolmar Korea and Silicon Two are consistently breaking records in the cosmetics sector.
Unlike previous rallies that heavily relied on Chinese consumers, this surge is marked by a diversification of export markets, including North America and Europe. As K-Beauty firms gain value, the upcoming initial public offering (IPO) market is also showing signs of renewed vigor.
On Wednesday, the Korea Exchange reported that Kolmar Korea has experienced a 57.6% increase this month, reaching an all-time high. APR has climbed over 30%, and Silicon Two has surged by 52.9%. These gains are particularly noteworthy when compared to the KOSPI’s modest 2.2% rise during the same period.
K-Beauty Thrives Overseas: North America and Europe Drive Growth
The strength of cosmetic stocks is rooted in rapid overseas sales growth. Within the sector, a company’s international growth rate has become a key factor in determining stock performance.
APR’s overseas sales in Q2 reached 704.2 billion KRW (about 508 million USD), a remarkable 178% year-over-year increase, accounting for about 92% of total sales. North America and Europe now represent 68% of revenue, with North American sales alone skyrocketing 264.6% to 376.3 billion KRW (about 272 million USD).
Kolmar Korea reported an impressive Q2, with consolidated sales of 861.3 billion KRW (about 662 million USD) and operating profit of 110.3 billion KRW (about 79.6 million USD), up 17.9% and 50.2% respectively year-over-year. The company’s performance was boosted by the expansion of indie brands into international markets.
Export growth has been equally striking. The Korea Trade Statistics Information Portal (TRASS) reports that cosmetics exports from August 1-20 reached 714 million USD, a 71.8% year-over-year increase. Notably, exports to the U.S. and Canada surged 182.7% to 238 million USD, while European exports jumped 108.4% to 162 million USD.
While the mid-2010s cosmetics boom was driven by Chinese tourists and local consumption in China, today’s growth is fueled by K-Beauty brands directly expanding in advanced markets like North America and Europe.
Amorepacific, which once ranked fourth on the KOSPI by market cap during the China-driven K-Beauty craze, now has a valuation of about 8 trillion KRW (about 5.8 billion USD), half that of APR Its current stock price remains below half of its previous peak of 455,500 KRW (about 329 USD).
Similarly, LG Household & Health Care, once dubbed an emperor stock with a price of 1.784 million KRW (about 1,288 USD), now trades around 300,000 KRW (about 217 USD).
K-Beauty’s Rising Value Attracts Big Fish to the IPO Market
As K-Beauty firms gain value in the stock market, previously stalled beauty company IPOs are regaining momentum. Companies like Gudai Global, BNB Korea, and Vinau are preparing to go public.
Goodai Global, known as Chosun Beauty, is targeting a KOSPI listing in early 2024. With plans to acquire globally recognized K-Beauty brands like Skin1004 and Tirtir, the company’s estimated market value is around 10 trillion KRW (7.5 billion USD).
Musinsa, one of this year’s most anticipated IPOs, is also joining the fray. Both Musinsa and Gudai Global are expected to apply for preliminary listing reviews in September. If all goes smoothly, they could debut on the market in early 2024, each with estimated valuations of about 10 trillion KRW (about 7.22 billion USD).
Musinsa, which evolved from a fashion platform, is now expanding into beauty as a new growth driver. The company aims to go beyond cosmetics retail to develop and nurture emerging K-Beauty brands as a beauty ecosystem platform.
A securities industry insider noted that the recent surge in K-Beauty stock prices could positively impact IPO valuations. Since it uses metrics like price-to-earnings ratios (PER) from similar listed companies to determine corporate value, higher valuations for comparable firms will benefit new public companies seeking higher valuations.