By Katelyn Phan
Korean beauty, or K-beauty, is a $12.5 billion industry in high demand globally. You’ve probably seen snail mucin and its viral popularity on TikTok. Sheet masks have also become an essential part of any slumber party. Laneige’s Lip Sleeping Mask has made its way into millions of “get unready with me” videos by Western influencers. These products and trends originated from Korean-based beauty companies. But what is K-beauty, and why is Korean beauty considered the gold standard of skin care?
Opposition in Philosophies
TikTok has democratized the trend of Korean beauty products in the West. Over the past decade, Western beauty companies have generally used more coverage-oriented language to advertise their makeup products. K-beauty offers a counter-philosophy, focusing on preventative and protective measures for the skin rather than just coverage.
Simple and Effective
K-beauty brands derive the ingredients of their products from innovative formulations, incorporating ingredients like the viral snail mucin and fermented extracts.
Not Just A Trend
The globalization of K-beauty has given the industry a widespread audience that has driven a resurgence in the desire for a dewy, youthful look. Through various Korean American influencers and digital marketing strategies, K-beauty products have become more accessible and appealing to a Western audience.
K-beauty has captured the attention of the global beauty market, and its results have proven that it is here to stay.
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