Gen Z: The New Core of the Global Beauty Market Gen Z (born 1997–2012) has firmly established itself as a pivotal consumer group in the global beauty market. Global consumer reports from BCG and McKinsey estimate their direct purchasing power at approximately $360 billion. Furthermore, they are recognized as an ‘Influential Consumer’ segment, significantly impacting the purchasing decisions of their peers and families. This generation maintains clear criteria for consumption.

People are now applying serums not just to their faces, but also to their scalps. The growing recognition that ‘the scalp is an extension of the face’ is extending skincare routines up to the top of the head. This trend, known as Skinnification , where the principles of skincare expand to hair and body, is ushering in an era of ‘managing hair and scalp like skin.’ At the heart of this change is K-Haircare, an evolution of K-Beauty that has thrived on ingredients and science.

Amidst the heightened scrutiny under the updated MoCRA FDA regulations, many companies are feeling the pressure. Here's the success story of global enterprise S, which partnered with Provision to establish a clear, strategic response and overcome the complex regulatory hurdle. This wasn't just about procedure; it was about a sincere partnership. The Challenge: A Global Company Confronts Unfamiliar Regulations Since the enforcement of the Modernization of Cosmetics Regulation

K-Beauty Sunscreens: Beloved by U.S. Consumers, Challenged by Tariffs and FDA Rules K-Beauty sunscreens are among the most popular Korean...

FDA Warns: “Mousse and Foam Sunscreens Are Not Yet Approved” Sunscreen is a summertime essential, and in recent years it has expanded...

Date: 08/23/25 On April 10, 2025, Provision Consulting Group's co-CEO Sung Kwon was invited by South Korean Government Agency to South...