NATURAL KOREAN BEAUTY PRODUCTS

Natural beauty products are having a moment all over the world, so it’s little surprise that K-Beauty is also turning towards nature.

But what’s prompted the change from cutesy?

STYLE STORY investigates natural Korean Beauty products.

FROM KITSCH TO CRUELTY-FREE

If you were familiar with Korean Beauty products in the early 2010s, you’ll recall the endless stream of kitsch, cutesy products: Think macaron lip balms, tomato-shaped face masks, tangerine hand creams and endless Disney collaborations.

While they still exist, these days you’re more likely to find K-Beauty products au naturale. That is, with minimalist packaging, minimal ingredients, cruelty-free certifications etc.

So what prompted the change?

There’s no doubt that K-Beauty’s kitsch, unique packaging was one of the things that sky-rocketed it to fame. These days however the emphasis has undoubtedly shifted towards a more natural focus.

Korean Beauty brands are promising everything from ECOCERT approval to vegan certification.

Although the changes are linked to the maturation of the K-Beauty industry, one of the biggest drivers of this change is consumers.

While everyone loves the odd cute hand cream (or five), it’s what’s on the inside that counts.

The next big thing in beauty

Korean Beauty companies have been on the cutting edge of beauty for a long time, with experts estimating K-Beauty is 12 years ahead of the game compared to western beauty.

A big part of this has to do with the responsiveness of Korean companies to customer’s demands.

Most K-Beauty companies are extremely active online and on social media, taking time to directly engage with consumers, seek feedback and find out what they really want.

Putting the Customer First

Korean Beauty label COSRX made a name for itself based on sleek, simple products. Their products contain high percentages of active ingredients that are tailored for those with sensitive, acne-prone skin. COSRX’s direct marketing approach includes communicating with its customers through Instagram, Facebook and email.

STYLE STORY – Your Go To for K-Beauty Since 2014