DCS organic cosmetics and wellness 2

K-Beauty (Korean: 케이뷰티; RR: Keibyuti) is an umbrella term for skincare products that are derived from South Korea. The fad gained popularity worldwide, especially in East Asia, Southeast Asia, South Asia, and the Western world, and focuses on health, hydration, and an emphasis for brightening effects.

K-Beauty brand, Tonymoly

Although the focus for these beauty products are 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 regimen with a focus on toning and clarifying. Various natural ingredients are utilized in the creation of these products in addition to the numerous steps involved in a skincare routine. The skincare and cosmetics industry continues to lead the way in terms of economic gain, as displayed by the growth and expansion of Korean skincare domestically and internationally. The history of Korean skincare has influenced the standards for the ideal beauty and skincare routine which have become engrained into Korean norms over time. The result of which has led to several controversies and movements against harmful and rigid beauty standards set upon the Korean people.

The Asia-Pacific holds the largest market share in the K-beauty industry as of December 2020, with Asian countries/regions such as China, Hong Kong, India and South Korea being some of the largest consumers of K-beauty products. There is also a growing market for K-beauty products in Western countries such as the United Kingdom.

Ingredients and routine

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. As a result, K-beauty products are also more often designed for export, as a result of South Korea’s history of import substitution industrialization. K-Beauty products are presented using sophisticated ingredients and appealing packaging. 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 “night cream”. Each regimen is addressed differently depending on complexion factors including hormonal fluctuations and lifestyle choices.

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 are successful, 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. Youtubers offer tutorials on how to apply cosmetics and skincare products.

Economics

South Korea is the leader of the global beauty industry, it continues to advance; analysts expect K-Beauty to generate immense growth and expansion of Korean skincare brands to bring in high revenue. This continues to be the projection for the upcoming years.

South Korea is also known for being the center for many skin care brand’s research and development as well as a manufacturing and production hub. The majority of Koreans are found to be well-educated and informed about skin care and health, so many of the products developed by Korea are thoroughly regulated. An additional factor for its success includes the influence of popular culture, such as the Hallyu Wave, where celebrities promote makeup brands and help to promote them domestically and internationally.

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.

In the past, Koreans were known to create and utilize several skincare and makeup products. Additionally, the superficial appearance was thought to be linked to one’s inner health and care. Many were made from natural ingredients around them such as oils, plants, or natural powders. These natural cosmetics at the time added fragrance to the product which was often thought to reduce stress and fatigue, as stated in the Gyuhap Chongseo or Women’s Encyclopedia. The origins of Korean beauty developed during the time of the Three Kingdoms where beauty culture became more prevalent. A special emphasis was placed upon the Goryeo era as it was known to be the pinnacle for Korean beauty standards. In the Joseon Dynasty, the idea of beauty stems from fair-looking skin and cherry lips to accentuates the elegancy of their status.