Competitive Landscape
Beiersdorf Korea and Aesop Korea Strengthen Positions Amid High Concentration
Deodorants in South Korea in 2025 remained highly concentrated, with Beiersdorf Korea Ltd (Nivea) holding a commanding share of 59%. This dominant position illustrates a landscape where a single manufacturer significantly outweighs competitors, indicating limited fragmentation.
Nivea’S Diversified Portfolio and Channel Presence Secure Leadership and Growth Opportunities
Nivea’s sustained leadership stems from its comprehensive product range and strong multi-channel distribution strategy. By offering a variety of formats, including roll-ons, sprays, and sticks tailored for sensitive skin, the brand meets diverse consumer needs, enhancing accessibility and appeal.
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Overview:
Understand the latest market trends and future growth opportunities for the Deodorants industry in South Korea with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Deodorants industry in South Korea, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Deodorants in South Korea report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Deodorants in South Korea?
- Which are the leading brands in South Korea?
- How are products distributed in South Korea?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Deodorants in South Korea - Category analysis
Key Data Insights
Growth Driven by Younger Consumers Embracing Multi-Functional Grooming
Growth Driven by Younger Consumers Embracing Multi-Functional Grooming
Deodorant Roll-Ons Lead Expansion While Sticks Retain Dominance
Nivea Exemplifies Clean Beauty Shaping Consumer Choices
Younger Consumers Set to Drive Demand for Clean and Multi-Functional Deodorants
Deodorant Sticks Maintain Largest Sales Value with Steady Growth to 2030
Deodorant Roll-Ons to Lead Growth Driven by Innovative Skincare Integration
Beiersdorf Korea and Aesop Korea Strengthen Positions Amid High Concentration
Nivea’S Diversified Portfolio and Channel Presence Secure Leadership and Growth Opportunities
E-Commerce Leads Retail Sales Driven by Convenience and Repeat Purchases
Offline Channels Face Erosion Amid Rising E-Commerce Penetration
Beauty and Personal Care in South Korea - Industry Overview
Steady Expansion Driven by Skinification and Clean Reimagined
Key Data Insights
Steady Expansion Driven by Skinification and Clean Reimagined
Lifestyle-Driven Beauty Fuels Demand for Sensorial Everyday Products
Longevity Drives Demand for Clinic-Grade Home Treatments
Skin Care and Fragrances Set to Fuel Expansion through 2030
Mass Efficacy Expected to Shape Dynamic Consumer Micro-Segments
Brands Leverage Clinical Efficacy and Retail Innovation to Engage Discerning Consumers
Leading Korean Companies Leverage Strategic Channels to Sustain Dominance
Innovative Experiential Retail and Private Label Strategies Fuel Growth Opportunities
E-Commerce Leads Distribution as Offline Channels Evolve in Response
Country Reports Disclaimer
The following categories and subcategories are included:
Deodorants
- Deodorant Creams
- Deodorant Pumps
- Deodorant Roll-Ons
- Deodorant Sprays
- Deodorant Sticks
- Deodorant Wipes
Deodorants
Includes deodorants and antiperspirants in cream, pump, roll-on, spray, stick and wipe format. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a gift set these products are excluded.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Deodorants research and analysis database.
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