Korean beauty, or K-Beauty, has established itself as a major player in the global beauty market, and it seems poised to maintain its dominance over the next three years. Over the past decade, Korean beauty products have surged in popularity, catapulting South Korea to the forefront of the global beauty scene, especially in skincare. This rise is attributed to several factors, including socioeconomic influences and the global spread of Hallyu, also known as the Korean Wave.

Hallyu encompasses the global phenomenon of Korean pop culture, including music, dramas, food, and beauty. The success of K-beauty can largely be credited to the international acclaim of K-pop and K-dramas, which have captivated audiences in Southeast Asia, China, Japan, and even the Western world. This widespread cultural influence has fueled a growing interest in Korean beauty products, leading to an increase in global demand.

However, like all trends, K-beauty faces the risk of decline due to the cyclical nature of the beauty market and the rapid turnover of trends, accelerated by social media and indie brands. The life cycle of beauty trends generally includes five stages: introduction, rise, peak, decline, and obsolescence. Despite the current prominence of K-beauty, new players in the beauty industry, such as Chinese and Thai beauty trends, as well as the oversaturation of the market, could challenge its dominance.

The Impact of Pop Culture

Photo: VT Cosmetics

K-pop and K-drama stars have set a high standard for Asian beauty, characterized by clear skin, minimal makeup, and a natural glow. Icons like BTS and Blackpink embody these ideals, promoting the “glass skin” look that has driven sales of Korean beauty products. The popularity of Korean skincare routines, such as the “10-step skincare routine” and the “7-layer” toner regimen, has introduced international consumers to effective and affordable skincare solutions. The influence of Korean celebrities in music videos and dramas has further boosted the visibility of Korean beauty brands.

Photo: Hypebeast

Photo: VT Cosmetics

From 2017 to 2023, Korean cosmetic exports surged by 219%, surpassing USD 530 billion, as reported by Japan Times. This growth is attributed to celebrity endorsements and product placements in popular media. For instance, BTS’s collaboration with VT Cosmetics brought significant global attention to the brand. The influence of K-pop idols, who often drive sales of products they endorse, highlights the ongoing impact of Korean celebrities on the beauty industry.

Ongoing Influence of Korean Celebrities

Photo: Innisfree

Despite the explosive growth in the late 2010s, Korean celebrities continue to wield significant influence. Their involvement in international fashion and entertainment projects reinforces their global presence. K-pop groups like 2NE1, BIGBANG, BTS, and Blackpink have successfully penetrated Western markets, further solidifying the global appeal of Korean culture.

Reports from Cosmetics Design Asia indicate that millennials and Gen Z, who are major consumers of K-beauty, drive a significant portion of sales. The strong presence of K-beauty brands on social media, coupled with influencer reviews and tutorials, suggests continued growth in the industry.

What Sets K-Beauty Apart?

Photo: The K Shop

K-beauty is distinguished by its roots in traditional beauty practices and its focus on innovative ingredients. Korean beauty routines often emphasize a natural, radiant look rather than the matte finishes common in Western makeup. Ingredients such as snail mucin, ginseng, and propolis, while unconventional, are celebrated for their skincare benefits. Korean brands are known for their trendsetting products and dynamic digital presence, which helps maintain consumer interest.

While Japanese beauty has also been influential, Korean brands have outpaced their Japanese counterparts in terms of vitality and online engagement. However, emerging trends in Chinese and Thai beauty could pose new challenges.

Challenges Ahead

Photo: South China Morning Post

Photo: Philosophy

The rise of Chinese beauty trends, accelerated by influential social media platforms like Xiao Hong Shu, and the growing prominence of Thai celebrities, could impact K-beauty’s market share. Additionally, the influx of Korean beauty elements into other beauty brands increases competition. The cyclical nature of the beauty market and the potential for consumer fatigue due to an oversaturated market could also affect K-beauty’s growth.

Despite these challenges, K-beauty remains highly popular and influential, thanks to its innovative approach, positive reputation, and the ongoing appeal of Korean celebrities. With its commitment to science-backed formulas and natural ingredients, K-beauty is likely to continue flourishing over the next three years.