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Beauty of Joseon set to hit $200 million in sales
On episode 211 of the Korean Beauty Show podcast Lauren runs through the 2025 trend forecast from one of the Korean Beauty industry’s biggest resources. Beauty of Joseon is on track to do $200 million in sales this year despite being practically unheard of in Korea and Jelly Ko’s Gelato Glaze Lip Mask hits the US. Plus, a popular Illiyoon cream has had a makeover and real customers review d’Alba, Tosowoong and more.
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Korean Beauty platform Hwahae released their 2025 trend forecast. They are predicting that microbiome, cellular and clean beauty will be trending in 2025.
I've previously covered the microbiome skincare trend and identified it as a key beauty trend for 2023.
By "cellular" products they are referring to anti-aging products, grouped by ingredients that target individual cells (i.e. responding to aging, oxidisation and environmental damage)
They report that on social media, the response to clean beauty is showing a steady growth (skincare at 37%, makeup at 26% and haircare at 13%). They predict that the sustainability trend will continue but with more of a focus on waterless products, biotech and coral reef protection rather than "Paraben free" and "Eco friendly ingredients", which is the current focus.
Interestingly, searches for the "Vegan" keyword on their app has increased by 2600% in the last 2 years.
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Trend Hunter covered Jelly Ko's new Gelato Glaze Lip Mask. They said it hits on multiple trend themes in the beauty industry, including:
The brand might be unfamiliar for domestic Korean consumers but K-Beauty startup Beauty of Joseon has been drawing attention for its rapid sales growth in the US. The brand only did around 100 million won in sales in 2020 but generated 40 billion won last year and is expecting to reach 200 billion won this year.
The brand, which advocates modern oriental medicine skin care, is gaining popularity with accumulated sales exceeding 5 million overseas, including the United States.
Source: 뉴시스 박미선 기자
I previously reported that Korea's Ministry of Food and Drug Safety (MFDS) announced that they will be amending Korea's cosmetic regulations to approve the use of Methoxypropylamino Cyclohexenylidene Ethoxyethylcyanoacetate (MCE) as a sunscreen ingredient. It has since been bought to my attention that MCE is being sold under the trade name Meroxyl 400. This is actually a patented ingredient developed by L’Oreal and BASF.
Because it is a patented UV filter it will only be available in L’Oreal products for the time being. We're most likely to see it in the La Roche Posay UVMune 400 product.
"My assumption is rosacea. What would you recommend?"
We have a range of products that would be a good fit:
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Iliiyoon has recently updated a range of their products and their Ultra Repair Cream is one of them. The product is now being sold as Illiyoon Ultra Repair Intensive Care Cream(200ml).
Much like the previous version, this is a good option to make irritated skin feel comfortable, with no dry or tight feeling. We love this moisturiser for anyone who's skin feels itchy or tight because of dryness. If you skin has become red, sensitive and with a weak barrier, the formula is ideal for you.
1% of the profits from the sale of this product will go towards our pledge to 1% For the Planet. Share your love of beauty with the planet every time you shop at STYLE STORY.
"I totally get the hype around this product, it just feels so nice on the skin and is super hydrating. I find myself using it more than is probably necessary but I’m kinda addicted!!"
"So smooth
I just love these products, they do a great job of taking the day off and leave my skin silky smooth but not tight or dry feeling."
"Love it!
This is lovely and great value. I put it on straight from the shower while my skin is still damp as first layer in my routine. Absorbs quickly and easily"
If you're a fan of Korean reality TV shows about finding love then don't miss the new season of Heart Signal. The Signal House has opened its doors to eight new love-hungry, single strangers!
The rules are straightforward for the four men and four women contestants who move in: You must find a fellow contestant to pair up with, but you are not allowed to overtly tell a housemate that you like them.
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"The brand might be unfamiliar for domestic Korean consumers but K-Beauty startup Beauty of Joseon has been drawing attention for its rapid sales growth in the US."
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