Kimchi, K-pop, and K-dramas. Welcome to Hallyu 2.0, in which everyone in the West is losing their minds over all things Korean.
Playing a starring role is a glorious onslaught of Korean beauty products, with the K-Beauty market now valued at over $13 billion, and $7.2 billion of which is from facial skin care alone. Serums, acids, oils, cushion compacts, CC creams, BB creams, masks that bubble on your face, masks to sleep in, volcanic clay, and snail slime are seeing improbably explosive popularity, and they’ve done so with accessible pricing and cute packaging that has grown women reaching for panda face masks.
“What people don’t see is the amount of government support and PR that drives interest.”
Jude Chao, director of marketing for BeautyTap and somewhat of an oracle on K-Beauty (who also happens to have excellent skin) believes in empowering the masses with education on K-Beauty ingredients. (Her blog, Fifty Shades of Snail, is a solid starting point if you’re overwhelmed by the 12,000 active brands on the market, the proliferation of which Chao believes is no coincidence.)