Agenda-setting intelligence, analysis and advice for the global fashion community.
Whenever the Los Angeles-based skincare influencer Young Yuh visits South Korea, there’s one shop he frequents more than anywhere else. It’s easy, because there’s one on nearly every corner.
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Ten years after they failed to catch on outside Asia, Korean cosmetic brands are bringing TikTok virality and expanded shade ranges back to the West in the hopes they can ride K-beauty’s second wave to success.
Amorepacific’s Hanyul is the latest of a flood of K-beauty brands being scooped up by US beauty retailers as consumers clamor for Korean products in the face of price hikes.
A new wave of South Korean conglomerates are ascending the ranks of the world’s largest beauty companies.
Liz Flora is a Beauty Correspondent at Business of Fashion. She is based in Los Angeles and covers beauty and wellness.
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