K-Beauty (Korean: 케이뷰티; RR: Keibyuti) is an umbrella 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. K-Beauty is associated with the Korean Wave; for example, the South Korean cosmetics company Amorepacific sponsored My Love from the Star, a 2014 K-drama whose constant marketing of Amorepacific products resulted in an increase in skincare and lipstick products of 75 and 400 percent. The combination of increased international tourism in South Korea combined with K-Beauty products' presence in duty-free shops has also worked to increase sales of cosmetics in Korea.
Beauty trends and products from Asia are setting the stage for the evolving beauty industry. Causing an increase in the beauty business market in both Asia and the West. 80% of global skincare revenue has come from Asia. This is due to the influence of K-Beauty. These products have a greater inclination for innovation. Products are not just limited to just hair care, cosmetics, and skincare. They offer products for nail care, well being and spa products, toiletries, personal care, and natural health products all originated in South Korea. The global K-beauty product market size was valued at $9.3 billion in 2018 and is projected to reach $21.8 billion by 2026 .K-Beauty products are presented using sophisticated ingredients and appealing packaging. These products include snail creams, sheet masks, packing with poppy colors, whimsically shaped bottles like pandas, and cracked hard-boiled eggs as well as having nonsensical names such as Tonymoly. Ingredients can include anything from snail mucin, which is used to boost cell regeneration. bee venom that is used as an anti-inflammatory “faux-tox” alleged to relax facial muscles. Pig collagen is used to firm and tightens the skin and Starfish extract which is used for moisturizing.
Although the focus for these beauty products is on skin aesthetics such as health, hydration, and luminous textured skin. Glowing “glass “skin is favored by South Koreans. Rather than having layers of foundation, It is preferred to have a lengthy skincare regime with a focus on toning and clarifying. The ultra-elaborated K-Beauty skincare regimen consisted of an average of 10 steps. It normally starts with a dual cleaning ritual, series of sheet masks, essences lotions, serums, and rich moisturizers and then ends with an SPF sunscreen, except at night when the sunscreen is swapped for a thick sleep cream. The facial skincare products having such success is due to the abundant development of new skin products and that two-thirds (68%) of all launches of skincare products were products from South Korea. Although men are increasingly participating in the market, the focus is still on women. K-Pop artists who have undergone extensive cosmetic surgery are standardized. Youtubers offer tutorials on how to apply cosmetics and skincare products. Beauty ads are posted across buses, subways, and tv all to bombard women into what beauty should be .
The Korean wave has led to unrealistic beauty standards among young people in South Korea. More advertisements on cosmetics and facial beauty products are found in South Korean fashion magazines than those in the United States. This is evidence of South Koreans’ strong interest in physical attractiveness  South Korea has the world’s highest rate of cosmetic surgery per capita. It has become the destination for a nip and tuck tourism. The tough standards in South Korea have created the “Escape the Corset” movement to cast off the country’s rigid beauty standards. This movement was created by a group of women that wanted to put a stop and challenging tone of the most beauty-obsessed capitals in the world, their long-accepted attitude towards plastic surgery and cosmetic. This movement was inspired by the #Me Too Movement . The value that South Korean place on physical attractiveness can influence a young person’s self-esteem and interpersonal and romantic relationships. Social pressure to wear makeup and have a small heart-shaped face is strong. In South Korea, violence against people that leave the mainstream path is very intense as opposed to other countries.
Korean beauty standards in the 21st century prize a youthful look and the appearance of moisture on the skin, which results in a preference for cremes over powders. K-beauty products are also more often designed for export, as a result of South Korea's history of import substitution industrialization. Products use ingredients ranging from more natural sources such as green tea leaves, orchid, soybean  to snail slime, morphing masks, bee venom (an anti-inflammatory “faux-tox” alleged to relax facial muscles), moisturizing starfish extract, and pig collagen. The regimen involves a series of steps including cleansing rituals (with oil and water based products), sheet masks, essences, serums, moisturizers, cushion compacts, fermented products, and SPF 35 sunscreen. At night, the sunscreen is replaced by a “sleep cream”. Each regimen is addressed differently depending on complexion factors including hormonal fluctuations and lifestyle choices.
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