Korean beauty (or K-beauty as it is often dubbed) has taken the globe by storm. Its secret to ‘looking as luminous as is humanly possible’ is now sought across the world, and the rise in K-beauty trends in the West over recent years has been rapid.
In fact, 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.
The fun packaging that K-Beauty is renowned for has strong social media appeal, which undoubtedly helps draw this demographic in. However, it is not restricted to the younger or teenage consumer. Indeed, in Europe it has truly come of age, with the likes of Cult Beauty, Net-A-Porter and Selfridges now offering a selection of sophisticated Korean lines that will appeal to consumers serious about their skin care, as well as the K-Beauty obsessive.
European companies have also taken notice, inspired by K-trends and incorporating its innovative solutions into their own lines. For example, UK retailer Primark launched a K-Pop range of cosmetics which quickly sold out, while Yves Saint Laurent has introduced cushion compact foundations and blushers.
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