K-Beauty

The term 'K-beauty' which stands for Korean beauty, is a revolutionary and lucrative movement in the beauty industry. K-beauty gained popularity in Asia due to its emphasis on healthy and youthful looking skin. The products contain innovative ingredients such as snail and pork collagen that the world has never seen before. One of the biggest contributions to its popularity is its affordability for high quality ingredients. Consumers are more aware than ever of the harsh and toxic ingredients of skincare and makeup products. Women doing more research about what they use everyday has lead to them discovering how reliable Korean products are compared to famous American brands.

Nature Republic, the SAEM, Banila Co., from left to right

Many flock to the streets capital of South Korea, Seoul, to go shop for skincare and makeup products. Myeongdong is a street that has at least 20 different cosmetic shops lined one after another. In the past it was simply a local market for cosmetics; it has now exploded into a tourist hot spot. While its price tag is cheap within Korea, many do not want to pay the export fees to buy in their own countries. As a result, tourists will come to Korea to stock up on their favourite K-beauty products to bring back to their own countries. Walking through the street you will regularly have exceptionally well trained employees handing out cosmetic samples to for consumers to try and entice to come into their shops. Employees will either be able to speak foreign languages or will learn how to say popular ingredients that consumers will be looking for.

The term soft power means a country that wishes to build its reputation and influence in more attractive and gentle ways. In contrast to hard power which is a method that uses militia to establish power for international relations. The South Korean government invests its money into this industry to bring in and spread the name of K-beauty throughout the globe. The government funds and invests into oversea projects. For example, the brand Dr. Jart has been able to open pop-up shops in major cities in China and USA with the help of the Korean government. South Korea is establishing its name to all countries and enticing potential tourists.

Tourists will look up and plan their potential beauty journey in Korea.