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K-Beauty (Korean케이뷰티; RRKeibyuti) is an umbrella term for skin-care products that derive from South Korea.[1][2][3][4] The fad gained popularity worldwide, especially in East Asia,[5][6] Southeast Asia,[7][8][9] South Asia[10][11][12] and the US[13][14][15][16][17][18] and focuses on health, hydration and a preferred lack of pigment.[19][20][21][22] 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.[23]


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.[24] Products used include ingredients such as snail slime, morphing masks, bee venom (an anti-inflammatory “faux-tox” alleged to relax facial muscles), moisturizing starfish extract, and pig collagen.[25][26][27] 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”.[28][1] Each regimen is addressed differently depending on complexion factors including hormonal fluctuations and lifestyle choices.[29][30]

See also[edit]


  1. ^ a b "K-Beauty: The Exhausting Skin-Care Regimen That May Be Worth the Effort". The Wall Street Journal.
  2. ^ "This Year-Old Startup Is Now Southeast Asia's Largest Online Korean Beauty Market". Forbes.
  3. ^ "K-beauty attracts investment from international big shots". Korean Herald.
  4. ^ "Korean Beauty Products". Korean.
  5. ^ "Hallyu and The Rise of Korean Cosmetics in China". www.cityweekend.com.cn.
  6. ^ New, Ultra Super. "The Korean beauty secrets are out - Japan Pulse". blog.japantimes.co.jp.
  7. ^ migration (13 June 2015). "The rise of K-beauty in Singapore and globally".
  8. ^ ppp_webadmin (27 June 2013). "K-pop a boon for cosmetics shops".
  9. ^ "5 Skincare brands found in Malaysia that are worth trying". 7 September 2016.
  10. ^ "A Korean Wave: The Rise Of K-Beauty In Sri Lanka". Cosmopolitan Sri Lanka.
  11. ^ "How South Korean Beauty Brands Are Winning Consumers in India". TranslateMedia.
  12. ^ "K-Pop in K-Town". Nepali Times.
  13. ^ "The rising wave of Korean beauty". 25 June 2015.
  14. ^ "The Korean skincare routine explained". Cosmopolitan.
  15. ^ "Here's why K-Beauty is killing it". Marie Claire.
  16. ^ "How Charlotte Cho and Soko Glam Changed the US Beauty Landscape". Justluxe.
  17. ^ "Korean beauty products and masks are taking over the industry". Yahoo Beauty.
  18. ^ Herald, The Korea (2016-02-16). "Western brands want in on K-beauty action". Retrieved 2016-12-08.
  19. ^ "K-Beauty: What?". Elle UK.
  20. ^ "The draw of fast K-beauty". Straits Times.
  21. ^ "K-Beauty Expo". Business Korea.
  22. ^ "10-step K-beauty routine is the latest fad to hit desi shores - Times of India". The Times of India. Retrieved 2016-12-08.
  23. ^ Hoontrakul, Pongsak. "Asia’s Vanity Capital." Economic Transformation and Business Opportunities in Asia. Palgrave Macmillan, Cham, 2018. 61-92.
  24. ^ Hu, Elisa (2019-01-30). "Pretty Hurts". NPR.
  25. ^ "Hair Essences- What To Know About This Korean Beauty Innovation". Real Style Network.
  26. ^ "K-beauty grows!". Korean Times.
  27. ^ "Radical Self-Care". Slate.
  28. ^ "So-Ko your skin: why South Korean skincare is serious stuff (despite its cutesy packaging)". Evening Standard.
  29. ^ "I Do K-Beauty (And You Can, Too)". Clinique.
  30. ^ "Watch out K-beauty, we're going global: East-meets-west approach is secret to Shiseido success, says CEO". Global Cosmetics News.