Korean Skincare Products Gain Popularity Riding the Wave of SNS Short-Form Content
K-Beauty is popular in the UK following the United States, Japan, and Southeast Asia.
The British daily The Guardian recently reported on the 27th (local time) that sales of Korean skincare products are rapidly increasing in the UK. It evaluated that K-Beauty has established itself as the latest trend in the UK, following K-Pop, K-Movie, and K-Food.
The media covered that while UK consumers are reducing spending in other areas, they are not sparing expenses on premium skincare. The demand is increasing as the trend of pursuing "Glass skin," known as "dojagi pibu" (porcelain skin) in Korea, continues. It also introduced that in the UK, skincare is done in three steps: cleansing, toning, and moisturizing, but in Korea, it can be more than ten steps.
The UK's largest drugstore, Boots, is recently expanding its K-Beauty product lineup. Products such as COSRX, Chosun Beauty, and Laneige have gained popularity on online short-form video platforms like TikTok, leading to more people seeking them out.
In May, foreigners are viewing exhibition products at the Seoul International Cosmetics, Beauty, and Health Industry Expo held at COEX. This photo is not directly related to the main content. Photo by Yonhap News
Local consumers are known to mainly encounter Korean beauty brands through social networking services (SNS) and influencers. It is especially analyzed that Korean idol culture contributes to increasing interest in K-Beauty.
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