Rookie

In the Rookie category, the 30 most popular products launched in the first half of the year across various categories were selected. Familiar drugstore brands like Peripera and Etude House, as well as department store brands like MAC and Hera, had new products that made it onto the Rookie list. As the domestic beauty market continues to grow and more new products are launched, the competition has become fiercer than ever. Particularly noteworthy were emerging brands like Elleuve and Clusive, which will be closely watched to see if they can claim the top spot in their respective categories in the year-end awards.