It's the product that took Korea's actresses by storm and now Aussies can't get enough of KAHI Wrinkle Bounce Multi Balm either.
What Is It?
Kahi's Wrinkle Bounce is a multi balm.
It's a little stick that's designed to work as a moisturising balm to hydrate, smooth the appearance of wrinkles, and restore elasticity.
After using it, your skin will feel immediately more hydrated, look more glowy and your makeup will sit perfectly.
The Rise of Untact Skincare
How did this K-Beauty trend get started in the first place? Good question!
Throughout the pandemic, Koreans began to turn to contactless services - home delivery; shopping; even working from home. This trend spilled over to the beauty industry, where the demand for contactless skincare or “untact” skincare began to rise.
The untact skincare trend was all about using products that were easy to use anywhere, anytime without putting your hands to your face. Enter - Kahi's Multi Balm, which launched throughout the pandemic with some seriously attention grabbing advertisements.
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The K-Beauty Product That Got Famous on Dramas
Kahi's Multi Balm hit the market with a splashy product placement campaign (known as PPL in Korea) on one of the nation's biggest dramas, The King: Eternal Monarch. Starring Lee Min Ho (Boys Over Flowers) and Kim Go Eun (Goblin) as leads, the drama was almost as famous for its product placement as it was for its top stars and time-travelling romance. After Kim Go Eun's character began liberally applying her Multi Balm in seemingly every other scene searches on Korean portals like Naver started to go crazy for the "pink stick" she was using.
Since then, the Multi Balm has featured on multiple other dramas, including Extraordinary Attorney Woo. So much so that Kahi even pokes fun at itself for its gratuitous product placement in dramas in ads across Seoul.
Is it Worth It?
As of now, the product has sold over 15 million units. It has spawned hundreds of dupes and led to the rise of a whole new category of skincare product - the multi balm. In addition to being perfect for dry skin and dry weather, it's also ideal to pop in your bag and use whenever you need a refresh during the day.
Have you tried the K-Beauty product that got famous on dramas? Let us know in the comments below.
