For thousands of years, fashion conscious people have been using cosmetics to create just the right look and keep up with the ever-changing trends. Now, the global beauty industry is experiencing a revolution driven by Korea. Say hello to K-beauty.
Young people in Western countries have become obsessed with K-pop (Korean pop music) and Korean soap operas.
Many Korean celebrities and pop stars, including the seven-member boy band BTS, are known for their iconic looks.
But it’s not just Korean entertainment – in the last 18 months, Korean beauty trends have also been taking off and spreading to the West.
According to retail researcher Mintel, the Korean beauty industry is estimated to be worth just over $13 billion (£10 billion) in 2017.
The fascination with Korean cosmetics is due to their innovation, says Katie Thomas, Marie Claire’s digital beauty editor.
The Korean beauty industry is typically 10-12 years ahead of the rest of the world, she says.
“It’s not that there’s been a huge boom, we’ve just caught up with them in essence, [helping] the expansion of Instagram and beauty blogs.”
‘Skincare first’
Even before applying make-up, Koreans put a lot of effort into taking care of their skin.
“From a very young age, it’s ingrained in Korean culture to take care of your skin,” says Ms Thomas, explaining that the ethos is to ensure you have good skin, rather than needing foundation and other products to cover up unsightly blemishes.
You may be used to a typical three-step routine of cleanser, toner and moisturiser before make-up, but in Korea the skincare routine ranges from seven to 12 steps, with a focus on using gentle, natural methods to hydrate the skin with raw materials.
Some people would think this is overkill, but the truth is that you are nourishing your skin with these incredible ingredients. The UK is so different [in comparison],” says Ms Thomas.
She says there is much more research into new products in Korea than in other countries because there are so many competing brands, each striving to be the best.
Karen Hong, founder of K Beauty Bar, says: “The Korean beauty industry doesn’t shy away from introducing new and unique ingredients into its formulations that would never be considered in the West.” The flagship shop in London’s Oxford Street.
Unique ingredients, such as…? “Snail mucin for moisturising, pearls for brightening, green tea for oil control, propolis for soothing and nourishing,” she gushes.
