Popular cosmetic brands among Millennials and Gen Z South Korea 2019
According to a survey in South Korea in 2019, Innisfree was the most popular cosmetic brand among Millennials and Generation Zs (aged 19 to 34) in South Korea with around 48 brand power index (BPI) points in 2019. After Innisfree came Chanel and Saint Laurent, both around 30 points. While these two had lower brand familiarity compared to other brands such as Missha, they had higher brand loyalty.