K-beauty

K-beauty (Korean: 케이뷰티; RR: Keibyuti) is an umbrella term for skincare products that are derived from South Korea.^[1][2][3][4] The fad gained popularity worldwide, especially in East Asia,^[5][6] Southeast Asia,^[7][8][9] South Asia,^[10][11][12] and the Western world,^{[13][14][15][16]} and focuses on health, hydration, and an emphasis on brightening effects.^{[17][18][19][20]}

Although the focus for these beauty products are on skin aesthetics such as health, hydration, and luminous textured skin, glowing "glass skin" is favored by South Koreans. Rather than having layers of foundation, it is preferred to have a lengthy skincare regimen with a focus on toning and clarifying. Various natural ingredients are utilized in the creation of these products in addition to the numerous steps involved in a skincare routine. The skincare and cosmetics industry continues to lead the way in terms of economic gain, as displayed by the growth and expansion of Korean skincare domestically and internationally.^[21] The history of Korean skincare has influenced the standards for the ideal beauty and skincare routine which have become engrained into Korean norms over time.^[22] The result of which has led to several controversies and movements against harmful and rigid beauty standards set upon the Korean people.^[22]

The Asia-Pacific holds the largest market share in the K-beauty industry as of December 2020, with Asian countries/regions being some of the largest consumers of K-beauty products.^[23] There is also a growing market for K-beauty products in Western countries such as the United Kingdom.^[24]

In recent years, Korean skincare and cosmetic products have become a worldwide phenomenon, revolutionizing the global beauty industry with innovative products and aesthetic trends. Korean beauty first emerged in the West in 2011 with the launch of the BB cream, marketed as a multi-tasking skincare product that serves as a foundation, moisturizer and sunscreen.^[25] Korean skin care products are available and can be found in department stores, pharmacies, and special beauty retailers. United States-based retailers have reported business growth since introducing Korean beauty products.

Beauty products consumers are paying more attention to the ingredients of the skin care products before investing and purchasing the items. Products that say natural and organic have more appeal to consumers. Recently, natural ingredients beauty products have clinical research studies began evaluating their therapeutic potential and biological cutaneous effects.^[26]