What is K-Beauty? Short for Korean Beauty- the products are categorized by Korean influence on the basis of their ingredients and/or regiment style, and there are several products that are derived from Korea. K-Beauty is one of the most influential and leading categories of skincare in the beauty world. Here is a deeper dive as to why…
Western society particularly Californians tend to focus more of their time in the sun. While sunscreen and other preventative measures have become more common simply due to awareness, we still tend to be outdoors a lot for the beach, hiking, walking, etc. [And why not? It’s why we pay a premium to live in California- for the weather, right?] In contrast, K- beauty strives for uniform looking complexions with less pigmentation. Their products are formulated to hydrate, brighten, fade pigment, and help with anti-aging. In addition, the Korean beauty culture appears committed to going the extra mile. On average, South Korean skincare routine scan consist of up to 10 steps.
K-Beauty’s latest trends consist of the use of sensory and transformative textures. Consumers often want instant gratification; therefore, South Korea has tapped into this by creating a series of gels, jellies, mousses, and watery oils that enhance consumers’ sensorial experiences. Many liquid textures such as cream and oil provide high moisture and spreadability and also transform into a water or serum. The largest market share for K-Beauty is their masks and they have one for everything and every part of the body. Regardless of product, K-Beauty seems to consistently incorporating the use of natural, safe, and quality ingredients that work. Don’t be fooled by the cute packaging you might see- in other words if your latest K-Beauty purchase has a cute panda shaped bottle- this is a signature for their culture and often is not an indication of a “junior league” formula- their products tend to pack a punch.
Korea is consistently trying new ingredients based on the fluid demands and according to Mintel, a global marketing intelligence agency, “South Korea is among the top 10 global beauty markets, estimated at just over US $13 billion in 2017. Facial skincare accounts for more than half (51%) of the total market share with $6.5 billion in retail sales and a projected 5.8% CAGR over the next five years to reach$7.2 billion by 2020. Much of the success of the facial skincare category is in part due to the abundance of new product development and the fact that more than two thirds (68%) of total skincare product launches in South Korea 2015-2016* were facial skincare products.” Due to South Korea’s increasing popularity, Western society is constantly turning to them for the next best thing. Here are a few suggested K-Beauty brands: