How K-Beauty conquered the world


Geoff kim


South Korea has quietly grown into Hollywood’s biggest contender, producing wildly popular music, TV series, and beauty and fashion trends with global appeal. This week SHE celebrates the K-World we all live in.

Beauty trends and products originating in South Korea, known as K-Beauty, are now global. Over the past 10+ years, no country has had a greater impact, not just on the products and brands we spread on the face, but also on how we view beauty as a practice that prioritizes skin care. While overseas activity was once limited to cult products stowed in checked baggage or discovered in small Koreatown stores, it is now a global business valued at $ 10.2 billion in 2019, according to Allied Market Research.

K-Beauty is at the center of a new four-part documentary series at SHE titled How K-Beauty Conquered the World. The new series will delve into all aspects of K-Beauty: the skin care, the ingredients, how we got there, what the real origins of the practice are – usually rituals passed down like kimchi recipes from the experts. in beauty originals, grandmothers – and how K-pop stars and TV series are forever changing the facial structures of our face.

The rise of K-Beauty reflects a complete change in skin care. Due to trends originating in Korea, many skin enthusiasts around the world now double cleanse, wear sheet masks, and sprinkle snail mucin on their faces, all in the name of healthier pores. But K-Beauty isn’t limited to the skin – its prevalence has created deeply felt cultural shifts on the part of its advocates. “My way of making friends and getting people to accept my culture more was honestly through skin care,” says Ave Lee, a New York-based skin care content creator and expert, in the series. They were captivated by the skincare she brought from home to her dorm, and she started bringing home travel gifts to give all of her friends a taste of Korea. This same process is now taking place on the shelves of Sephora and Urban Outfitters across the world.

The next trend to globalize from Korea could have an even bigger effect on the way we think about beauty. Beyond skin care, South Korea is also the plastic surgery capital of the world, and Dr Donald Yoo, a famous Beverly Hills-based plastic surgeon specializing in facial reconstruction procedures, is already starting to do so. much of the same work here in the United States. Is it possible that the global K beauty phenomenon is not only redefining skin care, but also the appearance of our faces?


Sit back, put on a cloth mask, and listen to How K Beauty Took Over The World when the first episode launches on YouTube in late August.

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