The present invention provides a peptide exhibiting melanogenesis promoting activity. A peptide according to the present invention increases the activity and expression of tyrosinase and the expression of factors involved in melanogenesis, thereby exhibiting an outstanding effect on melanogenesis. The peptide of the present invention can be used for the prevention, alleviation, and treatment of hypomelanosis. The outstanding activity and stability stated above allow the peptide of the present invention to be very favorably applied to medicines, quasi-medicines, and cosmetics.
