Getting To The Seoul Of K-Beauty

The days of complex 10-step skincare routines may be behind us, but K-beauty's skin-first approach continues to dominate markets worldwide. Here's a closer look at the phenomenon.

- Letty Seah

As with any cultural phenomenon, the Korean beauty landscape continues to evolve over time. In response to savvy shoppers pushing back against excessive consumption, the traditional 10-step routines have given way to simplified, streamlined routines consisting of just three or four steps.

At the same time, quirky and whimsical products like chocolate masks and gummy bear hand creams have made room for more sophisticated, science-backed formulas.

In addition to its eye-catching, innovative packaging and endorsements from glamorous K-pop stars, Korean beauty has gained attention for its use of lesser-known, often surprising ingredients like salmon PDRN (salmon testicle DNA) and snail mucin. But beyond the buzz, K-beauty brands have built a reputation for delivering advanced and dependable formulas.

EMPHASISING THE IMPORTANCE OF SKINCARE ROUTINES

Instead of relying on heavy concealers and foundation to hide their imperfections, Koreans pride themselves on adopting proper skincare routines "to reveal their natural glow and radiance", according to Estee Lauder national makeup pro-artist in Korea, John Kim.

California-born Charlotte Cho, founder of K-beauty brand Then I Met You and marketplace specialising in Korean beauty products Soko Glam, seconds this. She explains that taking care of your skin is an integral part of Korean culture. From a young age, skincare routines and steps like diligent sunscreen application are instilled into locals.

"When I moved to Korea and started working there, I noticed that all the women and men are so savvy with their skincare routine, and they know about their skin type," she says.