What else is behind the K-beauty popularity phenomenon: 6 insights
Posted: Thu Feb 20, 2025 4:37 am
1. Selling the idea of a “Korean routine in 10 steps”
European and American consumers are used to quick skin care. A typical scheme is a 3-in-1 cleanser and moisturizer. However, Koreans did not copy them and started producing cheap analogues. Instead, they offered the market a 10-step skin care routine .
The idea was first introduced by Charlotte Cho, co-founder of Soko Glam. finland phone number data The idea was picked up by media and influencers and became synonymous with K-beauty.
Ten-step Korean skincare includes:
1. Oil-based cleanser: removes makeup and SPF.
2. Water-based cleaner: removes residual dirt.
3. Exfoliant: Remove dead skin cells: 1-3 times a week.
4. Toner: balances pH and hydrates before further treatment.
5. Essence: a lightweight product that penetrates deep into the skin, providing it with moisturizing and protective ingredients.
6. Serum: a concentrated form of essence for pigmentation, acne, rashes.
7. Tissue mask: intensely hydrating, regenerating and enriching with nutrients.
8. Eye cream: lightens dark circles or prevents wrinkles.
9. Moisturizing cream: prevents dehydration.
10. SPF: minimizes the effects of UV radiation.
Courses by topic:
Marketing and PR
«Marketing in healthcare»
Jiří Pernický
Marketing Director of Gemini Eye Clinics and Opticians
learn more
pernicky-674961aebfcf5617773371.webp
Business and management
«Public speaking: Speak so they listen»
Ivana Šedivá
Mentor and trainer for Google for Startups
learn more
ivana-sediva-high-res-1-2-64b94415ac9f3950803314-min-64c0e01de4d0f721140007.png
2. Courage in patterns and technologies
Who else but Koreans does such unusual things as using snail slime or swallow's nest extract ?
Local manufacturers are constantly looking for innovative ingredients and formulas. Thanks to them, cushions appeared in 2008 - compact cases similar to powder compacts, inside of which there is a sponge soaked in cream, an applicator for easy application and a mirror. The impetus was an AmorePacific survey of Korean women who said that they liked BB and CC creams, but they did not find the application method very comfortable.
Cushions are so technologically advanced that AmorePacific had to apply for 114 patents. In 2016, the brand celebrated selling 100 million cushions worldwide. Later, other companies, including Dior, picked up the trend.
And Dr. Jart+ makes popular masks that turn into rubber when applied to the face . Another sensation is the Milky Piggy Bubble Clay Mask from Elizavecca, which will make your face look like a cloud .
How Elizavecca's Milky Piggy Bubble Clay Mask turns into a cloud
3. Effective influencer marketing
Influencers are the main reason why K-beauty products are sold worldwide. There are over 20 million Instagram users in South Korea (out of a population of 51 million), making it the best platform for brands to actively advertise with bloggers.
Cosmetics ad by Korean instablogger Cheryl (133k followers)
There are even virtual influencers in South Korea. For example, Rozy (170k followers) has a series of sponsored posts on Instagram promoting skincare and makeup products.
1
2
Rozy is the first South Korean virtual influencer to be 21 forever.
Influencer marketing is also one of the catalysts for K-beauty’s popularity in the West. Consumers in the US and Europe, tired of the heavily made-up and somewhat artificial faces on Instagram, have turned to Korean beauty standards: clear “glass” skin, natural beauty, an emphasis on health and long-lasting results. Influencers and celebrities have also caught on to this trend. James Welch (over 1.5 million subscribers), Hyram Yarbro (4.57 million) and Alyssa Milano (2 million) have repeatedly promoted K-beauty products.
European and American consumers are used to quick skin care. A typical scheme is a 3-in-1 cleanser and moisturizer. However, Koreans did not copy them and started producing cheap analogues. Instead, they offered the market a 10-step skin care routine .
The idea was first introduced by Charlotte Cho, co-founder of Soko Glam. finland phone number data The idea was picked up by media and influencers and became synonymous with K-beauty.
Ten-step Korean skincare includes:
1. Oil-based cleanser: removes makeup and SPF.
2. Water-based cleaner: removes residual dirt.
3. Exfoliant: Remove dead skin cells: 1-3 times a week.
4. Toner: balances pH and hydrates before further treatment.
5. Essence: a lightweight product that penetrates deep into the skin, providing it with moisturizing and protective ingredients.
6. Serum: a concentrated form of essence for pigmentation, acne, rashes.
7. Tissue mask: intensely hydrating, regenerating and enriching with nutrients.
8. Eye cream: lightens dark circles or prevents wrinkles.
9. Moisturizing cream: prevents dehydration.
10. SPF: minimizes the effects of UV radiation.
Courses by topic:
Marketing and PR
«Marketing in healthcare»
Jiří Pernický
Marketing Director of Gemini Eye Clinics and Opticians
learn more
pernicky-674961aebfcf5617773371.webp
Business and management
«Public speaking: Speak so they listen»
Ivana Šedivá
Mentor and trainer for Google for Startups
learn more
ivana-sediva-high-res-1-2-64b94415ac9f3950803314-min-64c0e01de4d0f721140007.png
2. Courage in patterns and technologies
Who else but Koreans does such unusual things as using snail slime or swallow's nest extract ?
Local manufacturers are constantly looking for innovative ingredients and formulas. Thanks to them, cushions appeared in 2008 - compact cases similar to powder compacts, inside of which there is a sponge soaked in cream, an applicator for easy application and a mirror. The impetus was an AmorePacific survey of Korean women who said that they liked BB and CC creams, but they did not find the application method very comfortable.
Cushions are so technologically advanced that AmorePacific had to apply for 114 patents. In 2016, the brand celebrated selling 100 million cushions worldwide. Later, other companies, including Dior, picked up the trend.
And Dr. Jart+ makes popular masks that turn into rubber when applied to the face . Another sensation is the Milky Piggy Bubble Clay Mask from Elizavecca, which will make your face look like a cloud .
How Elizavecca's Milky Piggy Bubble Clay Mask turns into a cloud
3. Effective influencer marketing
Influencers are the main reason why K-beauty products are sold worldwide. There are over 20 million Instagram users in South Korea (out of a population of 51 million), making it the best platform for brands to actively advertise with bloggers.
Cosmetics ad by Korean instablogger Cheryl (133k followers)
There are even virtual influencers in South Korea. For example, Rozy (170k followers) has a series of sponsored posts on Instagram promoting skincare and makeup products.
1
2
Rozy is the first South Korean virtual influencer to be 21 forever.
Influencer marketing is also one of the catalysts for K-beauty’s popularity in the West. Consumers in the US and Europe, tired of the heavily made-up and somewhat artificial faces on Instagram, have turned to Korean beauty standards: clear “glass” skin, natural beauty, an emphasis on health and long-lasting results. Influencers and celebrities have also caught on to this trend. James Welch (over 1.5 million subscribers), Hyram Yarbro (4.57 million) and Alyssa Milano (2 million) have repeatedly promoted K-beauty products.