The Viral Korean Beauty Brand That’s Just Hit Australia

By Marie-Antoinette Issa
on 11 March 2024

Following a successful launch in its home country in 2022, cult cosmetics company Muzigae Mansion is now serving beauty loving Aussies a lesson in viral Korean Beauty. In fact, the luxe vegan brand, known for its unique crumpled tube packaging, is showing why it could very well rival 8-10 step regimes and Snail Mucin Power as one of the best buys when it comes to K Beauty.

K Beauty: Key stats

K-beauty has gained immense popularity on social media platforms, particularly Instagram and YouTube. Beauty influencers and enthusiasts often showcase Korean skincare routines, products, and makeup techniques, contributing to the spread of K-beauty trends. And Muzigae Mansion is proving to be no exception.

Among the biggest online achievements of this viral Korean beauty brand are:

  • A 368% growth in the first year
  • Amassing over 40K followers on Instagram in less than 24 months
  • Selling over 4.57 Korean WON (equivalent to to $5M in AUD) in the first year!

Smashing through the social media stratosphere

So what exactly helped Muzigae Mansion go viral?

Featuring uniquely designed casing, made using a designed-for-purpose glass mould designed to look like a crumpled tube of paint the brand claims to be unlike any other beauty products on the market.

Each product is also encased in an eco-friendly recyclable box, inspired from traditional Korean Hanji paper and made from the inner bark of the Korean Mulberry tree native to Korea that grows in the rocky mountainsides and synonymous with quality and decadence.

Why K Beauty influences our beauty buying choices

According to the Korea Customs Service, K-beauty exports reached $7.2 billion in 2019, reflecting a substantial increase from previous years.

There are many reasons that K Beauty continues to influence beauty-lovers around the globe. Owing to both the technical innovations of their formulations and the success of sharing this information on various social media platforms.

For example, many K Beauty creations incorporate various tech-based innovations to enhance skincare and cosmetics. Product concepts synonymous with K-beauty, including sheet masks, cushion foundations, and multi-step skincare routines, continue to captivate consumers worldwide. Other ideas include encapsulation and nanotechnology for targeted delivery of active ingredients, LED light therapy devices for treating skin concerns and smart skincare devices that analyse skin condition for personalised recommendations. Additionally, many K-beauty brands utilise augmented reality (AR) for virtual try-on experiences, biotechnology for harnessing plant stem cells and data-driven approaches for developing personalised skincare solutions.

Similarly, alongside these technological advancements, highlighting the commitment of K-beauty brands to offering innovative products that deliver effective results to consumers, the immense popularity of Korean skincare routines, products, and makeup techniques on platforms like Instagram and YouTube has facilitated the viral spread of K-beauty trends. Cultural influences from Korean pop culture (K-pop) and dramas, along with celebrity endorsements and robust consumer education efforts, further contribute to the widespread appeal and influence of K-beauty globally.

So, will Muzigae Mansion reach the dizzying heights of other viral Korean beauty trends such as cushion compacts and sheet masks? Only time (or TikTok?) well tell! But we suggest you watch this space…

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