K-beauty Employment Undergoes 'Generational Shift'... Workforce Shrinks at the Big Two, While Emerging Players See Double-Digit Growth

Amorepacific and LG H&H Reduce Workforce by 482 in One Year
Emerging Brands and ODM Companies Up Headcount by 15%
K-Beauty's Growth Axis Drives Restructuring in Employment

Jang Wonyoung, the advertising model for APR's beauty device Medicube Age-R. Provided by APR.

As the growth axis of K-beauty shifts toward indie brands, noticeable changes are also emerging in the employment market. While the workforce at traditional Korean cosmetics powerhouses such as Amorepacific and LG Household & Health Care decreased by almost 500 employees over the past year, emerging brands like APR and Dalba Global, as well as original development manufacturing (ODM) companies such as Korea Kolmar and Cosmax, have all significantly expanded their headcount.

According to the Financial Supervisory Service's electronic disclosure system as of June 25, the combined number of employees at Amorepacific and LG Household & Health Care was 8,594 at the end of June 2026, a decrease of 482 employees (5.3%) from 9,076 during the same period last year. The workforce at Amorepacific dropped from 4,726 at the end of June 2025 to 4,607 this year, down by 119 employees (2.5%). During the same period, LG Household & Health Care saw a sharper decrease, from 4,350 to 3,987 employees—a reduction of 363 employees (8.3%).

At the end of last year, Amorepacific carried out its first voluntary retirement program in five years since 2020, as part of its organizational streamlining efforts. LG Household & Health Care also implemented voluntary retirement in its Beauty division last year. These measures are interpreted as part of management efficiency initiatives in response to business restructuring, such as the consolidation of department stores and duty-free stores, prompted by the expansion of online business and a corresponding contraction in offline markets.

In contrast, emerging brands leading K-beauty's recent growth have been aggressively hiring. Dalba Global recorded the highest rate of increase: its staff grew from 174 in the first half of last year to 248 in the first half of this year, an increase of 42.5%. During the same period, APR expanded its workforce by 21.1%, going from 620 to 751 employees. As results have surged mainly in overseas markets, the scale of operations in areas such as global sales, marketing, and product development has also grown accordingly.

Headcount growth has also been clear at ODM firms driving K-beauty exports. The number of employees at Cosmax rose by 7.7%, from 1,566 to 1,686, while Korea Kolmar increased its workforce from 1,357 at the end of June 2025 to 1,515 at the end of June 2026, a jump of 11.6%. Cosmecca Korea recorded the highest growth rate among the three major ODM companies, expanding its staff from 447 to 561—a 25.5% increase.

An industry insider explained, "As indie brands become increasingly active in overseas markets, labor demand is expanding not only at brand companies but also at ODM firms involved in product development and manufacturing."

A similar trend can be seen among distribution companies connecting K-beauty to overseas consumers. The number of employees at cosmetics export platform Silicontwo rose by 25.3% during the same period, from 293 to 367. The fact that hiring is expanding not only at brand companies but also at ODM firms and distribution companies facilitating overseas sales highlights how K-beauty's growth is yielding a trickle-down effect throughout the entire industry value chain.

The total workforce at the eight companies surveyed increased by 1.4% year-on-year. In stark contrast to Amorepacific and LG Household & Health Care, which cut 482 jobs combined, the remaining six companies added 671 jobs—a 15.1% rise.

Experts attribute this to the recent restructuring of the K-beauty market. Whereas conglomerates like Amorepacific and LG Household & Health Care previously spearheaded everything from brand development to production and distribution, indie brands are now increasingly taking charge of product planning, ODM firms handle manufacturing, and specialized distributors manage overseas sales—a division-of-labor system that is spreading rapidly. With the ecosystem evolving from a model dominated by a handful of major companies to one diversified across numerous brands, manufacturers, and distributors, employment is dispersing more broadly along the paths of company growth rather than concentrating at a few corporations.

An industry insider commented, "While traditional cosmetics companies are putting more weight on profitability and organizational efficiency, rapidly growing brand companies and ODM firms are proactively recruiting the workforce necessary to expand demand and production. Unlike in the past, when a few companies led all areas from production to planning and distribution, the diversification of key players in the K-beauty industry is now prominently visible in the employment market as well."

This content was produced with the assistance of AI translation services.