Agenda-setting intelligence, analysis and advice for the global fashion community.

Unravelling the K-Beauty Paradox

South Korea is one of the world’s leading exporters of beauty products but the narrow definition of ‘K-beauty’ in international markets means many exciting brands in Seoul have yet to go global.

Jennie Kim for Hera. — Jennie Kim, member of South Korean band Blackpink, for local beauty brand Hera. (Hera)

Zoe Suen

13 March 2023

When Joohyun Lim moved back to Seoul in 2014 after living overseas, veganism had yet to hit its stride in the K-beauty space. South Korean beauty exports were still famous for 10-step skin care routines and single-use sheet masks rather than products that aligned with her plant-based lifestyle and the bourgeoning ‘clean beauty’ movement.

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

K-Beauty: From Fad to Fixture

Korean beauty is transcending its cult of cute, riding a wave of remarkable innovation. Will it last, asks Sarah Brown, and what does it mean for the industry’s established superpowers?

Billionaire Rides K-Beauty Boom That Began in Grandma's Kitchen

Looking at the replica of his grandmother’s kitchen, where skincare products maker Amorepacific began, Suh says that becoming one of the world’s elite beauty brands is his ambition.

The BoF Podcast | Hallyu: How the Korean Wave Is Sweeping Global Culture

Influencer Irene Kim and V&A curator Rosalie Kim join Chanel executive Yana Peel to chart South Korea’s rise to global creative juggernaut.

About the author

Zoe Suen

Zoe Suen is a contributing writer at The Business of Fashion. Suen is a freelance writer, editor, and consultant who writes about luxury fashion and beauty.

In This Article

Topics

Organisations

Amorepacific

Location

South Korea

How Dwayne Johnson Made a Skincare Brand Men Actually Buy

The ‘everyman’ skincare market is moving towards premiumisation, as brands like Johnson’s Papatui ditch traditional one-note marketing for a more considered approach.

Opinion: Harry Styles Is Selling Sex — Even If Wall Street Won’t

The successful restock of a vibrator and lube from Styles' beauty and wellness brand Pleasing shows how celebrities are sustaining the sexual wellness category, writes Bloomberg's Jessica Karl.

The Business of Beauty Global Awards: An Update on 2025’s Winners

Following their Global Award wins, founders from Akt London, Yse Beauty and Ruka share how the recognition changed their business trajectories.

Is Harper Beckham Beauty’s Next It Founder?

This week, Priya Rao examines Gen Alpha’s next big brand, Hiku.

Retailers Push UK to Join US and EU Ending Shein Parcel Loophole

British retailers are pushing the UK government to end a tax loophole that has helped online giants Shein and Temu make significant inroads and gain market share.

Exclusive: Deciem to Relaunch The Chemistry Brand

The Estée Lauder-owned beauty company and The Ordinary parent will relaunch one of its original brands as it moves to rekindle its reputation for incubation.

Executive Memo | Navigating the Unravelling of Multibrand Retail

Wholesale remains essential for the luxury industry, but the rules of engagement have changed. Brands need to know how to minimise the risks and maximise the rewards in their relationships with multibrand players.

Why H&M’s Sustainability Report Is So Unusual

The Swedish fast-fashion retailer is one of a shrinking number of companies that’s still drawing attention to its emissions goals. Plus, a Shanghai Fashion Week preview.

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.

CONNECT WITH US ON

News & Analysis

Topics

More

Careers

Community

Subscribe

About Us