Cleanical – the next big trend in K-Beauty

Ahead of this month’s in-cosmetic Korea conference and exhibition in Seoul, show organiser RX takes a look at the latest trends in K-Beauty

There are more than six million Instagram posts alone tagged #kbeauty and that’s not counting all the variations on the theme. South Korean brands, ingredients and beauty routines have caught the imaginations of beauty shoppers the world over – particularly those of what’s been coined the MZ Generation - millennials now in their late 20s and 30s, and Gen Z, in their teens and early 20s - helped by the reach social media offers.1

Yet while K-Beauty is nothing new, it is still growing rapidly – a sign that it’s still a long way from being a mature sector. In fact, researchers expect it to grow at a CAGR [compound annual growth rate] of 9.2% until 2030 to reach US$18.32 billion.

When it comes to why K-Beauty products are so popular, it’s not only down to their efficacy; a unique combination of innovative ingredients and formulations, a commitment to natural and cruelty-free ethos, and a willingness to embrace technology, are all underpinned by South Korea’s long tradition of skincare understanding.

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