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January 03, 2021

K-Beauty Essentials

Think "K-Beauty" or "Korean Beauty", picture-perfect, flawless and porcelain-like faces of Korean beauties come to mind. One can probably trace the origins of K-Beauty to as early as 2014 when the South Korean Cosmetic Company, Amorepacific sponsored the wildly popular Korean TV Drama "My Love From the Star". So successful was the product placement and commercials that the skincare products and lipstick sales increased by 75% and 400% respectively.

Since then, along with Korean TV Drama and K-Pop, the K-Beauty industry gained dramatic popularity and established firm footholds across the globe. The size of the industry is estimated to be $9.3 billion and is projected to grow to a whopping $21.8 billion by 2026.

So, What Exactly is K-Beauty?

K-Beauty (Korean: 케이뷰티; RR: Keibyuti) is a general term for skin-care products that are derived from South Korea. The fad gained popularity worldwide, especially in East Asia, Southeast Asia, South Asia and the US and focuses on health, hydration and a preferred lack of pigment (except from Wikipedia).

UNIQUE CHARACTERISTICS

INNOVATIONK-Beauty popularised sheet facial masks. BB Cream (“beauty balm” or “blemish balm”) and CC Cream ("complexion corrector") created a brand new category of products that are hybrids between cosmetics and skincare.

EXOTIC NATURA INGREDIENTS

K-Beauty products typically feature exotic natural ingredients such as ginseng, aloe vera, snail mucin, bee venom and pig collagen.

CREATIVE MARKETING

Major K-Beauty brands spare no effort in marketing and often endorsed by famous K-Pop or Korean TV stars with international appeal. They often differentiate themselves with sophisticated packaging.