K-beauty or the Korean beauty industry has received universal praise, not for promoting certain beauty standards but for its focus on skincare. Korean pop music and television series have become increasingly popular worldwide, so it’s no surprise that the popularity of K-pop and K-dramas has extended to the Korean beauty industry.
Over the years, we’ve seen a shift in cosmetics trends from the heavy make-up application of the 2010s to a more “natural” look with a focus on skincare. If you’ve been on TikTok, you’ve probably heard of the new “clean girl” aesthetic. The clean girl is often seen with her hair slicked back, wearing gold jewellery, and drinking a matcha or chai latte. She is particularly known for her intensive skincare regime and “no makeup” look, which feels reminiscent of K-beauty.
With her glass-like skin, she mirrors society’s newfound passion for skincare and wellness. The clean girl trend appeals to younger generations due to its relatable quality and attainability. Gen Z desires to see more realistic depictions of people in cosmetics commercials and the general media.
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The popularity of Korean skincare products has grown exponentially, particularly among millennials and Gen Z. This is reflected in the popularity of renowned Korean cosmetic brand AXIS-Y, which has gone viral twice on TikTok for products in their skincare line.
Unlike other skincare products on the shelves, Korean skincare products tend to be less harsh on the skin. For example, the AXIS-Y Dark Spot Correcting Glow Serum contains 5% niacinamide, a trendy little ingredient known for its skin benefits. It’s been proven to be helpful for those with scarring, dark spots, and acne scars. Aside from its cosmetic benefits, the ingredient is also popular because it does not cause skin flushing.
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Gen Z and millennials don’t want to be seen by companies as just customers. They want to be treated as living, breathing human beings. They want their demands to be heard. They want to be seen as part of a community. This desire has largely shaped the current cosmetics industry. Brands like AXIS-Y have proven to be extremely community-oriented.
The viral Spot the Difference Blemish Treatment was inspired by the need for a spot treatment product that wasn’t harsh and drying but gentle and hydrating. The brand recently revamped its sunscreen to better suit its community’s needs. As one customer, Leslie K, reports, “I’ve never worn sunscreen because I always hated how it felt so thick on my skin, feeling icky. I bought this because people said it was very lightweight, and it’s true. It leaves a little sunscreen smell, but it’s mostly unnoticeable. After applying the sunscreen, minutes later, I don’t feel icky, as if I never put it on.”
From celebrities to influencers to everyday customers, the growing popularity of Korean skincare products cannot be denied. Their popularity has extended beyond their borders and into countries across the globe. Unmatched, the Korean skincare industry will continue to dominate international markets and be felt in the pores of many.
