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Uzone.id – If you’ve scrolled through TikTok or Instagram, you’ve probably seen the buzz around K-beauty and it has happened since Kpop started invading–in a good way–the world.
For example, young people in Western countries have an obsession with K-pop culture, not only Korean pop music but also Korean soap operas.
BBC reported that in 2017, South Korea’s beauty industry was estimated to be worth just over $13 billion.
Many Korean celebrities and pop stars are driving fan behavior around the globe. Not only for their works, but the boy bands BTS, Seventeen, Twice, and Blackpink are also known for their signature looks, iconic style, and unique makeup style.
From glass skin to dewy, natural looks, double eyelid trends, gradient lips, and flawless appearance, Korean beauty has taken the world by storm, reshaping the global beauty industry.
But why has it gained so much popularity across the globe? Well, we’ll dive into this trend and why lots of people are loving it.
What is a K-Beauty?
K-beauty, short for Korean beauty, refers to the skincare and makeup products that originate from South Korea. It’s not just about looking good—it’s about taking care of your skin. One of the most popular ideas behind K-beauty is the focus on healthy, hydrated skin rather than covering up flaws.
“The fascination with Korean cosmetics is due to how innovative they are. South Korea’s beauty industry is typically about 10-12 years ahead of the rest of the world,” said Marie Claire’s digital beauty editor Katie Thomas, quoted from BBC.
K-beauty is about self-care, enhancing your natural beauty, and focusing on long-term skincare benefits.
Thomas added, “Korean ethos is to ensure that you have good skin, rather than needing foundation and other products to cover up unsightly blemishes.”
While the concept of skincare routines may not be new, the Korean approach to beauty emphasizes natural and fresh looks. The goal? Glowing, dewy skin that makes it look like you’ve had eight hours of sleep and drink a ton of water daily.
While we have a simple skincare routine, in South Korea, skincare regimes range from seven to 12 steps, with a focus on hydrating the skin using gentle, natural ingredients.
“Snail mucin for moisturizing, pearl for brightening, green tea for oil control, and propolis from bees for soothing and nourishing,” said Thomas.
The rise of K-Beauty around the world
K-beauty’s rise to fame can be traced back to the early 2010s, thanks to the Korean Wave, or “Hallyu,” which saw the global spread of Korean pop culture, including K-pop, dramas, and beauty products.
In 2011, K-beauty’s BB cream trend crossed over into Western markets, offering an all-in-one product that combined skincare and makeup benefits, making it a hit among people who wanted an effortless yet effective routine. Since then, the K-beauty industry has grown exponentially, with reports estimating that the global K-beauty market will reach $13.9 billion by 2027.
But then, this momentum experienced a decline at the beginning of the 2020s, the market shrinking to $6.8 billion in 2020 as a result of the COVID-19 pandemic, the industry, with its resilience and innovation, found a new catalyst for growth in the digital realm, particularly through social media.
TikTok and Instagram have played a massive role in spreading Korean beauty trends. As content creators showcase their skincare routines and try out Korean products, the demand for these innovative, affordable, and cute products has skyrocketed.
Based on Standard Insights, products promising the “Korean glass skin” look have gone viral on the platform, leading to a 134% increase in demand over six months ending in April 2023.
Why does Gen Z love K-Beauty so much?
One of the reasons K-beauty has resonated so well with Gen Z is its emphasis on self-expression and individuality. BBC reported, that in the US, 13% of 10 to 17-year-old girls are interested in trying K-beauty products, and 18% of 18 to 22-year-old women have used these products.
Instead of one-size-fits-all beauty standards, K-beauty focuses on enhancing your unique features while promoting natural beauty. The playful packaging and fun product names also make it more appealing to younger audiences.
“K-beauty makes skincare fun. It encourages people to take time for themselves and find joy in the process of taking care of their skin,” said beauty influencer Hyram Yarbro.
Another reason for K-beauty’s popularity among Gen Z is its inclusivity. K-beauty brands offer a wide range of products to address different skin concerns, from acne to sensitive skin. The multi-step skincare routines allow for personalization, letting individuals choose the products that work best for their skin type.
The most popular K-Beauty makeup
Glass Skin: One of the most iconic trends is glass skin, this type of beauty is all about achieving a clear, luminous complexion that looks almost reflective.
It requires dedication to hydrating and brightening products, giving the skin a healthy, radiant glow. And yes, we need a dedicated skincare routine to achieve this. Though it seems hard to do, many young generations love it.
Cushion Compacts: This one is the most innovative. A cushion is a foundation that’s packaged in a compact with a sponge soaked in a liquid formula, allowing for light, buildable coverage.
Not only does the result have a fresh, dewy, or matte finish that gives the skin a natural look but also gives you the simplest way to apply foundation daily.
Sheet Masks: Sheet masks are a K-beauty staple, known for their hydrating and soothing effects. Made from thin fabric drenched in serum, these masks are quick and easy to use, giving the skin an instant boost of moisture.
Lip Tints: Unlike traditional lipsticks, Korean lip tints offer a natural, gradient look that mimics just-bitten lips. Its goal is to achieve the ‘My Lips But Better’ type of beauty. They provide a pop of color without feeling heavy or cakey, perfect for that effortless beauty vibe that’s popular in South Korea.
“The innovation in K-beauty is unmatched. Korean brands are often the first to introduce new ingredients and formulas, which pushes the global beauty industry to evolve,” said dermatology expert Dr. Joshua Zeichner.
K-beauty’s influence on the global beauty industry has been massive. Western brands are now adopting Korean skincare principles, launching multi-step skincare lines, and focusing more on natural, healthy-looking skin.
K-beauty has also raised the bar for innovation—it’s not only beauty outside but inside. With products like snail mucin serums, jelly-like moisturizers, and even products infused with unusual ingredients like green tea and ginseng, K-Beauty puts makeup and skincare as the most important role to having a healthy look.
Whether you’re looking to try a 12-step skincare routine or just want to dabble in some cushion foundations, K-beauty offers something for everyone. It’s not just about makeup; it’s about feeling good in your skin—literally.
