Korean cosmetics and skincare are arguably some of the most sophisticated in the world. International fashion magazine, Marie Claire, claims that South Korea is about 12 years ahead of the United States in skin care technology. Yes, they are so advanced! This is why Korean cosmetics companies are very popular among beauty enthusiasts. So it's no surprise that thousands of tourists flock to the country to stock up on Korean beauty and skincare every year.
One of the main reasons why Korean cosmetics are so advanced is the demanding nature of Korean women. For example, did you know that Korean women do a lot more research before buying than European customers? They research which ingredients will benefit their skin and which elements really work to address specific issues.
You can probably describe Korean women as “geeky” when it comes to makeup and skincare, but the demanding nature of Korean women is what makes Korean brands competitive today. They know their target audience and Korean cosmetics offers a wide variety of ranges ranging from comprehensive products that cover basic necessities to cosmetics targeted at a specific skin type. Korean companies are always on their toes and continue to develop their products to meet consumer demands.
Then... What captures the Attention of their Customers?
First impressions count. That's why Korean companies produce such eye-catching packaging and generously employ celebrities.
The formula is simple: Cute packaging + Effective product + Hallyu stars = perfect combination..
Admit it, the packaging or their names (often with puns) are catchy and quirky and fun. Another thing that attracts people is the celebrities representing the brand, whether it's the latest K-pop group or a veteran actor or actress.
It is undeniable that Hallyu has opened the doors for Korean cosmetics to flourish in different countries, including my country, the Philippines. Korean makeup companies started winning the hearts of Filipinos several years ago, alongside the growing popularity of K-Pop stars. That's why you'll see cut-outs and life-size posters of Korean celebrities plastered all over Korean brand stores.
Interestingly, Korean brands have not had to adapt many of their products to their international audience, which highlights the international appeal of Korean cosmetics for women outside of Korea.
What makes Korean makeup different?
Korean cosmetics are subtle in the use of ingredients. Most Korean brands tend to opt for more natural ingredients that will benefit everyone's skin. They've perfected this very natural, “no makeup” style of makeup that makes you look like you're wearing nothing. Barely there makeup gives the illusion that your skin is flawless.
Korean makeup is also very distinct. Current and lasting trends are: the rosy look, the baby face and the almost no makeup look.
The key point of Korean makeup is to show natural, youthful, luminous and dewy glowing skin. Hmmmm, by the way... Did you know that Korean women use the most skincare and makeup products in the world? Yes, they use around 5-10 products a day. Some Koreans even consume more. That's a real dedication!
Let me differentiate between the traditional basic skincare regimen and the Korean women's regimen:
On average, women typically use three steps: cleanse/cleanse face, tone, moisturize.
Now let's see how Korean women take care of their skin: cleanse (some do it twice with cleansing oil and face wash), tone, essence/serum, moisturize, eye cream, face mask, face mist.
Why all these steps? The benefit of doing all of this is to keep your skin healthy and clean, thus making your face a better canvas for makeup application.
As in art, a great painting starts with a clean canvas
Who said makeup and skincare were just for women?
These days, Korean men are jumping on the "wagon bandwagon" and are an important market for Korean cosmetics and skincare. There is a growing percentage of Korean men who use cosmetics.
Although men don't usually indulge in the technical aspects of makeup, many subscribe to the natural look marked by a clean, clear complexion.
Here are the basic must-haves to help you achieve that Korean glow.
BB CREAM: The holy grail of skincare. Blemish Balm, or BB cream as it is known, was originally formulated as a post-operative cream to help victims of fires and burns and patients who had laser skin surgery. It aims to soothe and regenerate the skin. The product acts as a tinted moisturizer superior to foundation because it is lighter on the skin. Not only that, it also serves as a base for makeup, skincare, and provides adequate coverage and protection from the sun. This is very good for those who live in tropical countries like us, because we don't have to apply a lot of chemicals on our face. This makes it easier for our skin to breathe.
FACE MIST: A must have to keep your skin hydrated. A practical product to have in your bag to cool off on hot and humid days.
ILLUMINATORS: For that porcelain skin. It's a must for that rosy, baby-faced look that's currently trending in Korea.
MASKS: Used at the end of your nighttime skincare routine to seal in any products you use. There are a wide variety of face masks with different extracts to suit your skin concern or skin type. Another item that really hydrates your skin and leaves you feeling refreshed and glowing.
So...do you feel Ready for your first (...or next) visit to South Korea, be sure to visit Seoul's wonderland of beauty, Myeongdong (aka Cosme Road).
It's a long street dotted with many Korean cosmetics shops.
If you are a serious fan of Korean makeup and skincare, this is definitely the best place to go!