The Beauty of South Korea
Her World Singapore|September 2018

It’s a hotspot for skincare, makeup, aesthetic procedures and even hair products. And women in SG just lap them all up. Here’s why they do, and why they love K-beauty so much.

Kayce Teo
The Beauty of South Korea

 

It started in the mid-2000s. Mass-market South Korean skincare brands like The Face Shop and Laneige were instant hits. Singapore women flocked to their stores, buying up moisturisers, cleansers, masks and more. That was the start of hallyu, the K-wave.

These days, you can’t walk into a shopping mall and not see a Korean beauty store.

There’s no stopping hallyu beauty. The budget-friendly as well as masstige brands soon paved the way for luxe names like Sulwhasoo. And most recently, in May this year, Hera opened its first beauty counter in Singapore at Takashimaya D.S.

Why is K-beauty so hip and hot? It’s because K-pop is hip and hot in Korea and Singapore. The two are inextricably linked, with many K-beauty brands using K-celebs to front their campaigns.

Hip factor aside, the belief exists among consumers that K-beauty brands are one step ahead of their competitors. The brands are seen as high on innovation and at the forefront of skin science and research. Products also seem to be more compatible with Asian skin; women swear by the results they see. That makes them more eager to try more K-beauty brands in Singapore as well as when they travel to South Korea.

Its research is top-notch

Luxury skincare brand Sulwhasoo (owned by Korean beauty giant Amorepacific) opened its first counter at Tangs at Tang Plaza in 2012. In the six years since then, it has opened six beauty counters and three standalone boutiques, offering facial treatments on top of skincare and makeup.

Says Doreen Chia, brand general manager of Sulwhasoo: “Amorepacific has a strong global research and development team that does rigorous and in-depth studies to understand different skin needs to ensure our products work.”

Esta historia es de la edición September 2018 de Her World Singapore.

Comience su prueba gratuita de Magzter GOLD de 7 días para acceder a miles de historias premium seleccionadas y a más de 9,000 revistas y periódicos.

Esta historia es de la edición September 2018 de Her World Singapore.

Comience su prueba gratuita de Magzter GOLD de 7 días para acceder a miles de historias premium seleccionadas y a más de 9,000 revistas y periódicos.

MÁS HISTORIAS DE HER WORLD SINGAPOREVer todo
Heritage in a Bottle
Her World Singapore

Heritage in a Bottle

Crafted by Swiss perfumer Christine Nagel, Barenia is the first chypre fragrance from Hermes, a seductive scent that is a dance between the delicate butterfly lily and the vibrant burst of miracle berry.

time-read
1 min  |
November 2024
Is my adult acne caused by hormonal changes?
Her World Singapore

Is my adult acne caused by hormonal changes?

Quinn Chen answers.

time-read
2 minutos  |
November 2024
BEST IN CLASS
Her World Singapore

BEST IN CLASS

MOVING AWAY FROM INTRODUCING ENTIRELY NEW PRODUCTS, BRANDS SUCH AS SHISEIDO, CLE DE PEAU BEAUTE AND SULWHASOO HAVE CHOSEN TO GO BACK TO THE DRAWING BOARD TO ELEVATE TRIED-AND-TRUE FORMULAS. THESE ICONIC CLASSICS ARE MORE EFFICACIOUS AND LUXURIOUS THAN BEFORE.

time-read
4 minutos  |
November 2024
Sneak Peek
Her World Singapore

Sneak Peek

We've got our sights set on these new must-haves that promise to breathe new life into tired-looking eyes.

time-read
2 minutos  |
November 2024
ACTS OF SERVICE
Her World Singapore

ACTS OF SERVICE

Beauty brands are enticing customers with a range of in-store treatments and services that offer expert tips, demonstrations and pampering.

time-read
4 minutos  |
November 2024
BREAKING DOWN THE BENEFITS OF HYALURONIC ACID
Her World Singapore

BREAKING DOWN THE BENEFITS OF HYALURONIC ACID

Here's why this popular skincare ingredient is a potent fix for dehydrated complexions.

time-read
4 minutos  |
November 2024
November favourites
Her World Singapore

November favourites

Here are some of the must-haves you will not regret adding to your beauty shelf.

time-read
1 min  |
November 2024
Against the rules
Her World Singapore

Against the rules

Step into the dark side with grunge-inspired moody tones and smoky, smudgy eyes.

time-read
1 min  |
November 2024
Is it ever a good idea to engage in online discourse?
Her World Singapore

Is it ever a good idea to engage in online discourse?

Sarah Bagharib answers.

time-read
2 minutos  |
November 2024
GO WITH THE FLOW
Her World Singapore

GO WITH THE FLOW

Half a month in Mongolia living with nomadic families and exploring the country's storied beauty taught senior advertising strategist Uli Chan the beauty of impermanence.

time-read
7 minutos  |
November 2024