K-Beauty Just Doubled in Australia, And ABC News Called STYLE STORY's Founder to Explain Why
As Seen on ABC News
K-Beauty Just Doubled in Australia, And ABC News Called STYLE STORY's Founder to Explain Why
September 22, 2025
ABC News spotlighted K-Beauty’s surge in Australia and invited Lauren Lee, founder of STYLE STORY and K-Beauty brand Jelly Ko to explain what is driving it. The report highlights just how quickly Korean skincare has moved from niche obsession to mainstream beauty category, with Australians now among the biggest K-Beauty spenders per capita outside Korea.
“It has been a meteoric rise.”
Lauren Lee, speaking to ABC’s The Business
K-Beauty has moved from niche to mainstream quickly in Australia. As ABC notes, specialty retailers and national chains have expanded shelf space to meet demand, while shoppers increasingly expect formulas that feel gentle but effective, textures that are more enjoyable to use, and faster innovation cycles than traditional annual beauty launches.
A major reason is simple: price to performance. Korea’s beauty ecosystem is built around highly competitive formulation, fast product development, and a mature manufacturing base. That combination allows brands to create products that deliver visible results without the luxury markup, making K-Beauty especially compelling for younger shoppers and seasoned skincare users alike.
Culture has also helped pull the market forward. From the glow of so called "glass skin" to sensorial textures and education-first social content, Korean skincare has made skincare goals feel both aspirational and achievable. Prevention focused routines based on hydration, barrier care, and consistency are no longer the afterthought. They have become the foundation.
Why This Matters for Beauty & Wellness Brands and Founders
When outlets like ABC News cover K-Beauty, they’re not just reporting on trends. They’re trying to understand what is actually driving the market behind the scenes.
That’s where we come in. At STYLE STORY, we work at the intersection of Korean manufacturing, global consumer demand, and what actually translates commercially outside Korea.
The same insights shared in media coverage are the ones we use to help beauty and wellness founders:
- Develop products that align with real market demand, not trends that won’t translate
- Navigate Korean manufacturers, labs, and ingredient sourcing
- Avoid costly mistakes in formulation, positioning, and compliance
- In-market retail and trend immersion across Seoul’s key beauty districts and retailers
- Competitor analysis and category mapping tailored to your specific product or market
- Custom reports translating Korean trends into what will actually work in your home market
- Sourcing support, including introductions to manufacturers and suppliers
- On-the-ground support for Korea trips, expos and meetings
- Build a go-to-market strategy that actually works outside Korea
In other words: the reason media comes to us is the same reason brands work with us.
Watch the ABC Segment
Catch the full story on ABC News: Australians among biggest K-Beauty buyers as snail mucin, salmon sperm and glass skin lure skincare shoppers
Watch the ABC News StoryShop Jelly Ko Bestsellers
Build Your Routine
Discover the products featured in the conversation around Korean skincare in Australia and build a routine designed for dry, dull, dehydrated skin.
Shop Jelly Ko BestsellersDOING BUSINESS WITH Korea
Looking for a K-Beauty Partner on the Ground in Seoul?
If you are a global business exploring Korea, talk to the experts at STYLE STORY. Our consultancy supports brand strategy, supplier selection, compliance and go to market with a trusted network on the ground in Seoul.
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Korean Beauty’s Blurring Technique
“K-Beauty has moved from niche to mainstream incredibly quickly, driven by strong price to performance and a highly competitive manufacturing ecosystem.”
Lauren Lee, K-Beauty Expert and Industry Consultant
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