For thousands of years the fashion conscious have used make-up to get their look just right, and keep up with fast-moving trends. Now, the global beauty industry is experiencing a revolution driven by South Korea. Say hello to K-beauty.
But it's not just Korean entertainment - in the last 18 months, there has also been a rise in Korean beauty trends coming over to the West.
It's not that there's been a big boom, we're just catching up with them essentially, [helped by] the expansion of Instagram and beauty blogging.
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It's sort of ingrained in Korean culture from a very young age to look after your skin, Ms Thomas says, explaining that the Korean ethos is to ensure that you have good skin, rather than needing foundation and other products to cover up unsightly blemishes.
You might be used to the typical daily three-step routine of using cleanser, toner and moisturiser before applying make-up, but in South Korea, skincare regimes range from seven to 12 steps, with a focus on hydrating the skin using gentle, natural ingredients.
Some people would see it as excessive, but the fact is, you're feeding your skin with these incredible ingredients. It's so different in the UK [in comparison], says Ms Thomas.
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Much more research is carried out into new products in South Korea than in other countries, she says, because there are so many competing brands, each trying to be the best.
The Korean beauty industry doesn't shy away from introducing new, unique ingredients to their formulas that would never be considered in the West, says Karen Hong, the founder of K Beauty Bar, a concession stand for Korean beauty products found in Topshop's flagship store in London's Oxford Street.
Unique ingredients such as...? Snail mucin for moisturising, pearl for brightening, green tea for oil control and propolis from bees for soothing and nourishing, she reels off.
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In the US, 13% of 10 to 17-year-old girls are interested in trying K-beauty products, and 18% of 18 to 22-year-old women have used these products.
According to Mintel's global beauty analyst Andrew McDougall, Korean beauty trends have grown in popularity thanks to clever digital marketing strategies on social media that have gained the interest of Western beauty influencers, bloggers and journalists.
It's consumers who are more informed and do their own research, and it's influencers who put them on the K-beauty path in the first place, says Mr McDougall.
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Katie Thomas agrees: That K-pop fun quite cartoony approach is very much part of their industry. But it does do very well. People do buy into fun packaging - things they can take a picture of on their bathroom shelf.
Some products can be found in Topshop and TKMaxx, but other than that, most British consumers can only buy these products online.
The Hong Kong-based e-commerce firm carries more than 150 Korean brands, and it expects sales of K-beauty products to top $25m in 2018.
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Its founder Joshua Lau says the website's success has been down to reviews from verified buyers that give Western consumers the confidence to take a chance on new items.
YesStyle's beauty editor Romy Rose Reyes says that Western consumers have been intrigued by the Chok Chok no make-up make-up look, where the aim is to have dewy and bouncy skin with an extra glow.
According to Ms Reyes and Ms Hong, looking natural and youthful is in, and the matte look favoured by European and US markets is now out.
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We see some Western brands take on a few of these skincare steps into their own regimes, says Marie Claire's Katie Thomas.
For example, Yves Saint Laurent has cushion foundation and cushion blushers. It's a bit less scary for consumers - an easy way into K-beauty with a known brand.
Primark told the that it was inspired by a huge trend it saw based on skincare innovations from South Korea, and it is continuing to stock face masks.
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We found this was a range that really worked for the younger consumer, who was not necessarily after serious skincare, a company spokesperson said.
Ms Thomas thinks it's here to stay, because young people are very concerned about the environment, and how damage to it affects humans as well as plants and animals.
People are becoming more attuned to what is happening to their skin - there's so much pollution that gets into our skin that we don't know about, she says. Anything related to environmental damage is very much coming over to the Western market.
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But while much of this applies to women, in Korea cosmetics is big business for both male and female consumers, so is K-beauty likely to take off with men in the West?
In Korea there is a different attitude amongst men towards skincare and make-up - they're not afraid to express themselves as long as they look and feel good, especially the younger generation. But this isn't a trend that has reached the general male population in the West yet, says Karen Hong.
Men in the West are increasingly becoming more active consumers in the beauty and personal care area, though there is a long way to catch up, he says.
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He points to Chanel's recent launch of a make-up line targeted at men called Boy de Chanel - the company chose to debut the products in South Korea, rather than its native France.Korean cosmetics stand out because of a certain fun factor. Innovative textures and packaging make the Korean makeup purchasing process feel exciting and experimental, as the products are crafted not only to function but also to surprise. In this article, we’ve profiled the very best Korean makeup products that you can get easily anywhere in the world. We also go into detail about the Korean makeup categories, which are a little bit different from the Western ones.
Perfect, glowy skin is easy to achieve when you have this super-popular cushion BB cream on hand. As should always be the case for cushion foundations, it comes with a 50 SPF and lots of skin-nourishing ingredients. It hydrates the skin and gives it a dewy finish that is perfect for those with dry skin. It is sold at Sephora in 6 colors.
One of the best things about Korean makeup products is that their packaging is always innovative. This mascara from Eyeko comes in a fun squeeze tube that makes the application particularly unique. The formula itself is waterproof and tubing, so it gives length and holds a curl well. The curvy brush also helps boost the curling effect, and it is dense enough to help with volume. You can order it from Net-a-Porter.
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“Chok chok” skin has to be hydrated and moist, but it also has to be smooth – invisible pores are a must, while the mattifying effect should be subtle! That’s exactly what this silicone-based makeup primer delivers. It fills in the pores and keeps makeup looking fresh all day long, for blurred skin that is impossibly smooth. It works well for both oily and dry skin types. Find it at Sephora!
Korean makeup products give us a variety of innovative textures to work with, with these milky, sheer lip tints as a perfect example! They give a subtle, glossy wash of color to the lips, and they have a wonderful moisturizing effect. They can be built up to have a stronger color, but that’s not really the point – they are meant to look soft and natural. You can also apply them to your cheeks for a gentle flush. You can choose your favorite color or simply buy all 4 at Ulta.
This might be the cutest blush we’ve ever seen. It’s a cream blush with a semi-matte, velvety finish that goes on light but can be built up easily. It comes in the form of a cushion compact with a heart-shaped stamp application – you just stamp on an adorable heart, and then blend it in for a perfect wash of color. It is available at Sephora in 4 super wearable shades.
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Glass skin has to be flawless and glowy – something that is hard to achieve with Western foundations. This cushion compact foundation gives significant coverage with that highly coveted dewy, glowy finish that is wonderful for those with dry or dull skin. It has a 50 SPF and a ton of antioxidants, and the package also includes a refill. Our only critique is that the color range skews light. It is available in 6 shades at Nordstrom.
This little concealer offers some serious coverage. It is perfect for brightening the area under the eyes or for concealing blemishes and redness. It has a velvety matte finish, and it stays put without creasing or cracking, even without a setting powder. It comes in 9 colors on YesStyle, including a highlighter and contour shade.
These liquid lip tints are surprisingly pigmented and long-lasting. This particular shade gives a pinky wash of color to the lips that brightens them up without being overly dramatic. It has a nourishing, velvety finish that feels beautiful on the lips but doesn’t look too glossy. It is available via Amazon.
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Whether you’re
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