GS25's K-Beauty and Health Supplement Revolution: How Korea's Convenience Store is Transforming Beauty and Wellness Retail

Introduction

Korean convenience stores are undergoing a remarkable transformation.

GS25, one of Korea’s leading convenience store chains with approximately 18,000 locations nationwide, has launched two bold campaigns that challenge traditional retail boundaries: “GS25 × K BEAUTY – 화장품 파는 편의점” (The Convenience Store Selling Cosmetics) and “GS25 × K SUPPLEMENT – 영양제 파는 편의점” (The Convenience Store Selling Supplements).

These initiatives represent more than product line extensions—they signal a fundamental shift in how Korean consumers access beauty and wellness products.

The K-Beauty Campaign: Making Cosmetics Accessible

Strategic Partnerships with Established Brands

GS25 has partnered with respected Korean beauty brands to offer genuine quality at convenience store prices:

Dewytree Collaboration (August 2024)

GS25 launched four Dewytree products with competitive pricing:

Face masks: ₩700
Toner and multi-cream: ₩5,000
Serum: ₩7,000

These prices represent up to 50% savings compared to regular retail prices for the same products.

Mediheal Products

Small-quantity packs designed for convenience stores:

Moisture pads (2-count): ₩1,000
Trouble pads (2-count): ₩1,000

These repackaged versions allow customers to try products without committing to full-size purchases.

Son&Park “Hatty” Brand (May 2025)

GS25 collaborated with color cosmetics brand Son&Park to create an exclusive line called “Hatty” (a combination of “handy” and “beauty”):

Glowy Lip & Cheek: ₩3,000 (5 colors)
Natural Shade Eyebrow: ₩3,000 (2 shades)

Additional Brand Collaborations

GS25 has also partnered with Madeca21, Derma B, Ma:nyo Factory, and Real Barrier to expand its professional skincare range.

Target Market: Gen Zalpha

According to GS25’s data, over 50% of cosmetics buyers over the past three years have been Gen Zalpha consumers (Generation Z and Alpha, roughly those in their teens and twenties). This demographic values:

Affordability and experimentation
Accessibility over prestige shopping
Small quantities for trial purposes

The K-Supplement Campaign: Wellness Made Convenient

Pharmaceutical Company Partnerships

GS25 has collaborated with major Korean pharmaceutical companies to bring credibility to its supplement offerings:

A Korean Woman Smiling in GS25 holding K-inner beauty and health product

Jong Kun Dang (종근당)

“Lactobacillus Lactofit Drink” (마시는 락토핏 유산균)
Exclusively developed for GS25
Became the #1 selling functional fermented dairy product among GS25’s 20+ varieties

Samjin Pharmaceutical (삼진제약)

“Haruenjin Mag Booster Shot” (하루엔진 마그 부스터샷)
First dual-formulation product in this category to enter convenience stores
Sales increased 80.1% from initial launch period

Product Range and Pricing

GS25 offers approximately 30 varieties of health supplements across categories including:

Vitamins and minerals
Probiotics (유산균)
Omega-3
Liver health products
Beauty supplements

Pricing Strategy: Most products are priced around ₩5,000-6,000, with some as low as ₩3,000. Products come in 1-week to 1-month supply packages rather than bulk quantities.

Consumer Behavior Data

GS25’s internal survey revealed compelling insights:

92% of respondents regularly consume health supplements
91% expressed willingness to purchase supplements at convenience stores

Purchase Motivations:

39%: Sudden fatigue or declining physical condition
33%: Noticing products while shopping
19%: Outside pharmacy/mart operating hours
10%: During business trips or travel

The Competitive Landscape

Other Convenience Store Chains

CU (BGF Retail)

Launched ₩3,000 makeup range in January 2025
Partnered with Etude House for “Mini Care Series”
Collaborating with pharmaceutical companies for 11 supplement varieties

7-Eleven

Introduced “0720” cosmetics line
Partnered with K-beauty brand bewants for exclusive products
Focusing on small-capacity, cost-effective basics

Competition from Other Retail Formats

Daiso The ¥1,000 shop proved the market viability of ultra-affordable cosmetics:

All cosmetics priced below ₩5,000
Beauty sales surged 233% in H1 2024
Expanded lineup to 310+ items

Olive Young (CJ) The dominant beauty retailer posted ₩4.79 trillion in 2024 sales but now faces accessibility challenges versus ubiquitous convenience stores.

Key Success Factors

Accessibility Strategy

With approximately 18,000 stores nationwide (one for every 950 people), GS25 offers:

24/7 availability
Locations within walking distance for most urban residents
Casual shopping environment without sales pressure

Small-Quantity Innovation

Rather than selling full-size products, GS25 offers:

Single-use sachets for testing
1-week to 1-month supply packages
Travel-sized versions
Reduced financial risk for consumers

Strategic Pricing

₩3,000-7,000 price points compete directly with budget retailers while maintaining quality through brand partnerships.

Consumer Impact

Changing Shopping Behaviors

GS25’s offerings enable new purchase patterns:

Forgotten item replacement during commutes
Low-risk product experimentation (₩700-3,000 trials)
Emergency supplies accessible 24/7

Democratizing Access

Geographic Equity: Smaller towns lacking specialty stores now have access to quality products through local GS25.

Economic Accessibility: Lower price points make premium products accessible to students and budget-conscious consumers.

Conclusion

GS25’s K-Beauty and K-Supplement campaigns demonstrate how convenience stores can successfully compete in categories traditionally dominated by specialty retailers. Through strategic brand partnerships, intelligent small-quantity packaging, competitive pricing, and leveraging their unmatched accessibility, GS25 has achieved:

Double-digit annual growth rates in both categories
Successfully targeted younger demographics
Shifted consumer perceptions of convenience stores as lifestyle platforms

With over 55,200 convenience stores nationwide (as of 2023), Korea leads the world in convenience store density. GS25’s innovation shows how this infrastructure can be leveraged not just for snacks and drinks, but for comprehensive beauty and wellness needs—available 24 hours a day, seven days a week.

GS25’s K-Beauty and Health Supplement Revolution: How Korea’s Convenience Store is Transforming Beauty and Wellness Retail

Introduction

The K-Beauty Campaign: Making Cosmetics Accessible