While Korean skincare, also known as K-beauty, has always been lucrative and popular in eastern countries, it has in recent years seen a significant rise in popularity globally. It is quickly becoming a staple in beauty routines around the world, particularly in Australia.
For example, rejuran under eye treatments have been a core treatment in Korea for many years, and are now becoming quite popular in Australia. It is a dermal rejuvenation treatment for the under-eye area, helping with dark circles, wrinkles, eyebags, and more.
The incredible success story of Korean skincare goes beyond just the efficacy of the products. K-beauty has grown from humble beginnings to a multi-billion-dollar industry and has become a titan in the field of global beauty.
Data from Grand View Research reveals that the global K-beauty products market size was valued at USD 91.99 billion in 2022. Statista highlights that in Australia and New Zealand alone, revenue from K-beauty products reached approximately USD 251.5 million in the same year.
So, letâs explore how K-beauty products have exploded in popularity around the world, and what is driving their success. This article will also delve into what defines K-beauty and why skincare professionals love it.
What defines K-Beauty?
Essentially, K-beauty is an umbrella term for the skincare products that are derived from South Korea. These products typically focus on health and hydration with an emphasis on brightening effects that provide glowing âglass skinâ.
The âglass skinâ look is a Korean beauty trend that is catching on globally alongside K-beauty products. It describes when a personâs skin looks crystal-clear, poreless, translucent, and luminousâlike a piece of glass.
How is K-Beauty different?
Korean skincare products have always been focused on skin health, and addressing issues rather than covering them up. Most K-beauty products have a âskin-firstâ perspective and promote a more holistic approach to beauty and taking care of the face.
K-beauty products are also known for their innovative use of ingredients, like snail mucin, that focus on providing hydration. Routines involving K-beauty products typically take more steps than alternative skincare products.
The appeal of K-beauty products
As mentioned earlier, at the core of K-beauty is the concept of âglass skinâ, which has become synonymous with having a flawless and radiant complexion. K-beautyâs focus on natural beauty resonates with consumers globally, and ties into other recent trends, like minimalism and empowerment.
While many of the multi-step Korean skincare routines, which can be as long as 10 steps, might seem scary at firstâthey also appeal to beauty enthusiasts who may enjoy the self-care, ritualistic aspects of skincare.
Each step in K-beauty-related routines is also designed to nourish the skin in different ways. For example, some layering products provide essential serums, while sheet masks promote optimal skin health.
The ritual, combined with visible results and the long-standing history behind Korean beauty products has pushed it to the global stage and made it a must-have for any beauty routine.
The rise of Korean culture in general has also been attributed to the popularity of K-beauty products. K-pop, Korean movies, and TV shows have been growing in popularity rapidly. For example, Squid Game is one of the biggest series in streaming history.
Why do skincare experts love it?
Skincare experts love K-beauty products for various reasons. These factors include the focus on natural ingredients, affordable pricing, their holistic approach to skincare, and most importantlyâbecause they work and provide consistent results.
There is a global growing awareness among consumers about the type of products they are using for their skin and body. So, with Korean skincare consisting of high-quality, natural ingredients, theyâve taken centre stage.
For example, there is a huge focus on Korean skincare products to only employ natural and harsh-free ingredients. This has led to the use of products like pig collagen, snail slime, and bee venom.
How did it become so popular?
Korean beauty products have always been popular in Asian countries, and are well promoted in Korean media, even by K-drama stars and K-pop bands like Blackpink. Now, however, Korean beauty brands have broken into the global market, but how?
The rise of K-beauty products isnât a fluke. Korean culture in general has been on the rise across the globe. For example, the K-pop group BTS (Bangtan Boys) have a massive fanbase in Europe, the United States, and Australia.
So, naturally, as Korean media has become more popular across the globe, so have Korean productsâincluding skincare. While Korean beauty products have always had a cult following in Western beauty communities, theyâve started gaining mainstream promotion as Korean media, like K-dramas, gain international popularity.
Korean skincare companies have also been getting better at marketing towards Western markets. The beauty industry is all about trends and currently the âglass skinâ look is what is popular, as people look towards prioritising natural beauty over heavy make-up coverage.
The holistic approach Korean skincare takes is also gaining traction because consumers are becoming more aware of considerations like the skin barrier, particularly with younger generations, like Gen Z.
Beauty trends often go as fast as they come, but K-Beauty might just be here to stay. With effective ingredients, skin-healthy solutions, and visible results for many, this might be more than just another trend for beauty lovers.
