How Much Do Korean Indie Beauty Brands Really Ask For? 2026 MOQ Report
Key numbers
- The median listed MOQ was 75 pieces across 417 products from 64 Korean beauty brands.
- 71% of these products listed an MOQ of 100 pieces or fewer.
- 14% listed 500 pieces or more, so high minimums exist, but they were not the norm in this data.
- Cleansers had the lowest median MOQ (40 pieces). Sun care and hair & body had the highest (100 pieces).
New buyers often assume Korean brands require thousands of units. We looked at the MOQs brands list on Hannaru to see what the numbers show.
MOQ by category
| Category | Products | Brands | Median MOQ (pcs) | Middle 50% (pcs) |
|---|---|---|---|---|
| Cleanser | 53 | 23 | 40 | 20–70 |
| Toner & essence | 72 | 32 | 52.5 | 30–176 |
| Mask & pad | 39 | 20 | 60 | 48–600 |
| Lip & makeup | 58 | 11 | 77.5 | 57.5–225 |
| Serum & ampoule | 71 | 29 | 80 | 50–100 |
| Cream | 76 | 30 | 80 | 50–100 |
| Sun care | 25 | 22 | 100 | 50–150 |
| Hair & body | 23 | 8 | 100 | 20–500 |
| All | 417 | 64 | 75 | 40–140 |
Small groups such as hair & body and sun care can move a lot with a few products, so treat them as a rough guide.
What this means for a first order
- Budget by category. The same first order can look very different across categories, so check the range as well as the median.
- Ask about the actual terms. A listed MOQ is a starting point. Confirm the current MOQ, unit price, lead time and shelf life with the brand.
- Try before you commit. On Hannaru, 99 of the products in this category set could be requested as samples at the time of this report. Add samples from several brands to one Naru Box. Samples are free, and approved buyers get shipping covered on their first box. Otherwise you pay one flat shipping fee per box.
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Ingredients these brands use most
We also searched the ingredient lists of 443 products in the same categories.
| Ingredient | Share of products |
|---|---|
| Glycerin | 74% |
| Hyaluronic acid (including related forms) | 45% |
| Niacinamide | 45% |
| Panthenol | 40% |
| Centella | 34% |
| Ceramide | 23% |
| Peptide | 20% |
| PDRN | 10% |
| Heartleaf (Houttuynia) | 9% |
| Snail | 5% |
| Retinol | 2% |
This counts how often an ingredient appears, not how much a formula contains or how well it works.
How we built this report
- Source: MOQs and ingredient lists entered on Hannaru product listings, collected on October 31, 2026.
- Included: products with an MOQ in pieces, grouped into eight categories by product name.
- Excluded: an MOQ of 1, which may not reflect a real wholesale minimum; MOQs in boxes, sets or other units; accessories, supplements, devices and products that did not fit a category.
- Limits: this covers products listed on Hannaru, not the whole Korean beauty market. The largest five brands make up 137 of the 417 products. MOQs are listed by brands and can change. The data does not show sales or popularity.
You may cite these figures with a link to this page.
Written by
Hannaru Team
Expert contributor at Hannaru, sharing insights about K-Beauty trends, wholesale opportunities, and the latest in Korean skincare innovations.
