Growth Strategies of K-Beauty in Digital Transformation: A Case Study of COSRX

초록

This study analyzes how K-Beauty brands secure a global competitive edge in the rapidly advancing digital technology landscape, focusing on the case of COSRX. User-Generated Content (UGC), trust-building through social media, and the proliferation of global e-commerce platforms have fundamentally transformed consumer structures in the beauty industry, significantly impacting brand growth strategies. COSRX has maintained its brand identity based on an ingredient-focused philosophy and solutions for sensitive skin, while creating strategic synergies by combining research, development, manufacturing, distribution infrastructure, and digital expansion capabilities following its integration into the Amorepacific Group. By leveraging major global platforms such as Amazon, Shopee, and Sephora Online, COSRX has achieved rapid international expansion through market strategies optimized for regional digital ecosystems. This study provides strategic insights for K-Beauty brands to secure sustainable competitiveness in the era of digital globalization by analyzing the interaction between these structural changes and platform-based internationalization strategies.

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