Everyone is talking about K-Beauty, but what’s behind it? In order to get to the bottom of this new trend, two of our internal specialists went on a mission to check out the local market first hand. They came back from Korea feeling amazed and full of insights.
As early as 2011 American experts realised that the modern and innovative technology used in cosmetics and dermatology in Korea is the most advanced in the world. Korea has taken the lead as the new skincare superpower and K-Beauty is THE innovation driver within the cosmetics industry.
10-step beauty ritual Korean women have a holistic approach to beauty, focusing primarily on care products and less on decorative cosmetics. It is therefore no surprise that instead of the classic cleanse-tone-moisturise care routine used in Europe, Korean women follow no less than 10 steps in a highly celebrated regimen that is deeply engrained in their everyday life. Our specialists tested the 10 steps themselves and were impressed by the array of beauty measures:
Here are a few more exciting, surprising and useful insights from Korea:
Always equipped – the cushion foundation compact
The moment a Korean woman sits down in the underground, she immediately whips out her cushion foundation compact complete with integrated mirror. In Korea cushion foundation is not only used for makeup, it also serves as a skincare product and sunscreen. There is a huge range of products to choose from – not only in terms of properties (which UV protection, which skin tone, etc.), but also with regard to design. As compacts are frequently on public display, they say a lot about who you are. Nothing is left to chance. And Koreans love playful designs!
One store after the next – the beauty street
Beauty as far as the eye can see – in the streets of Myeongdong there is one beauty store after the next, inviting shoppers to embark on an extensive shopping tour. If this doesn’t appeal, then you can enjoy a cup of tea in one of the many cat cafés. Here cats wander around all over the place, and their purring makes for a truly relaxing experience.
Mirror, mirror on the wall
Which product is right for which look and how should it be used? In Korean department stores you will find monitors with tutorials to answer these questions. They explain what you need to look for and which products work together. You don’t even have to test them out yourself; you can have the products applied to your face virtually via the beauty mirror.
Sun protection at zebra crossings
A rather unusual phenomenon for Europeans are the large sunshades located at pedestrian crossings. Health-conscious southern Koreans shelter under the sunshades to protect their sensitive and delicate skin from the sun and air pollution.
Experience nature with all the senses
A connection with nature is important in Korea – and this is also reflected in the area of beauty. One particular company, for example, has created a unique experience for customers at its beauty café: fresh salads featuring a variety of exotic ingredients are served against a backdrop of living green walls – natural beauty on the inside and outside!
Our specialists were able to experience K-Beauty first hand during their trendscouting trip. As an innovative cosmetics company, the Mibelle Group strives to keep its finger on the pulse of the latest trends and to impress its customers with new product developments in the beauty care segment. We will continue to keep a close eye on K-Beauty in the future and will be using it as a source of inspiration.