Ahead of next month's in-cosmetics Korea trade show in Seoul on 24-26 July, event organiser RX Global takes a look at the latest K-Beauty trends
From snail mucin and mugwort to Centella asiatica and rice water, K-Beauty ingredients, despite their perhaps at first unconventional nature, have captured the hearts and minds of consumers the world over.
A quick search of #kbeauty on TikTok yields more than 654,000 posts, where users have shared their beauty product finds, skincare and makeup routines, and personal care practices in ode of Korean beauty.
The success that Korean brands like Glow Recipe, COSRX, Laneige, Dr. Jart, Beauty of Joseon, ISNTREE, plus many others have experienced in the West demonstrates the power of the Korean beauty market.
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