Emart’s $3.50 Skincare Revolution: Korean Retail Giant’s Bold Move to Disrupt Beauty Market

Emart's $3.50 Skincare Revolution: Korean Retail Giant's Bold Move to Disrupt Beauty Market

The Korean retail landscape is witnessing a dramatic shift as Emart, one of the country’s largest retailers, has partnered with LG Household & Health Care to launch an ultra-affordable skincare line called ‘Glow:up by Beyond.’ With each product priced at just 4,950 won (approximately $3.50), this strategic move challenges conventional beauty market pricing while capitalizing on the growing “slow aging” trend. Could this collaboration between retail and beauty powerhouses establish a new paradigm in accessible skincare?

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Price Disruption Strategy

The extreme affordability of this new line represents a deliberate attempt to capture price-sensitive consumers while maintaining quality formulations.

Each of the eight skincare products launched on April 18, 2025, is priced at exactly 4,950 won ($3.50), positioning them as among the most affordable premium-ingredient skincare options in Korea
The pricing undercuts even drugstore brands while leveraging LG H&H’s established ‘Beyond’ brand credibility
This aggressive pricing strategy comes amid growing consumer price sensitivity and pushback against premium skincare inflation

Science-Backed Formulations

Despite the low price point, the products feature clinically-tested active ingredients more commonly found in premium skincare lines.

The Collagen Bakuchiol Elasticity & Radiance Cream (50ml) contains collagen, bakuchiol, and glutathione—ingredients typically found in products 5-10 times the price
Clinical testing demonstrates measurable results: 27.3% improvement in nasolabial folds and 7% improved elasticity in the same area
Other products in the line include a 360-degree rotating eye applicator for the Eye Ampoule (15ml) and dual-function Pack-to-Foam (70ml) that works as both a mask and cleanser

Innovative Cost-Cutting Measures

The ultra-low price point is achieved through strategic reductions in traditionally expensive aspects of beauty retail.

Package simplification dramatically reduces production costs while aligning with eco-conscious consumer preferences
Marketing expenses are minimized through the use of AI models rather than celebrity endorsements
The retail partnership provides direct-to-consumer distribution, eliminating middleman markup and leveraging Emart’s massive foot traffic

Market Positioning and Future Plans

The line strategically targets the growing “slow aging” trend while planning expansion into diverse skincare concerns.

The product lineup aligns with the “slow aging” beauty trend that emphasizes natural maintenance rather than aggressive anti-aging
Future product development will focus on hydration, soothing, and moisturizing formulations to address various skin concerns
Skincare Buyer Soo-min Jung confirmed plans to “continuously showcase a variety of reasonably priced skincare products” in the coming months

This bold pricing experiment arrives at a pivotal moment for Korean beauty retail, when consumers are increasingly scrutinizing value and efficacy. Whether Emart and LG H&H’s ultra-affordable approach will reshape consumer expectations or trigger similar responses from competitors remains to be seen—but it certainly challenges the notion that effective skincare must come with a premium price tag.