Beauty & Wellness / Scaling and Growth Hacks / Success Stories

How South Korea Became The Skincare and Beauty Capital of The World

How South Korea Became The Skincare and Beauty Capital of The World
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The South Korean beauty scene has taken the global skincare and beauty industry by storm.

Known as K-beauty, South Korea has developed a sort of cult-like following. Youtubers and Social Media Influencers are also raving about the benefits of these K-beauty products.

The Korean beauty market is among the top 10 around the world, with an estimated worth of over $13.1 billion in sales in 2018, according to Mintel, a global market intelligence agency. 

Their driving factor for their rapid growth is due to ‘innovation’ being at the forefront of their branding strategy. Beyond just another marketing strategy, South Koreans are constantly striving to reinvent their products.

Katie Thomas, editor of Marie Claire says,  “South Korea’s beauty industry is ahead of the rest of the world by 10 to 12 years.

What makes South Korea on top of their game in the beauty industry? Here are three key factors to learn from!

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Prioritise Skincare

More important than makeup, proper skin care remains a top priority for South Koreans. Looking after the skin starting from a very young age has been ingrained in the Korean culture.

South Korean consumers prefer a clear and healthy skin over covering up unsightly blemishes with foundation and other products.

Facial skin care products alone make up half of the total market share and are projected to reach $7.2 billion by 2020.

You might be accustomed to the typical three-step routine of using a cleanser, toner, and moisturiser prior to applying makeup. However, in South Korea skincare regimes range from 7 to 12 steps, with a focus on hydrating the skin using gentle, natural ingredients.

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