The Influence of Korean Skincare on the Western Beauty Industry by: Angelina Thai

 The Influence of Korean Skincare on the Western Beauty Industry

by: Angelina Thai

Beauty standards around the world constantly evolve. In the past, Western beauty

emphasized heavy makeup and tan skin, while historical Eastern standards favored fair

complexions and a youthful appearance. Now, the trends highlight the goal of achieving healthy

and radiant skin all around the world. Currently, the most popular beauty movements originate

from Asia, specifically South Korea. The use of social media and strategic marketing tactics led

to the surge of Korean cosmetics and skincare globally. America, one of the main markets for

this movement, experienced significant shifts due to these trends. With its innovative products

captivating consumers, K-beauty reshaped the Western beauty industry and drove advancements

in product development while challenging traditional beauty standards, creating a new landscape

for both brands and consumers in the U.S.

Korean beauty grew tremendously over the past few years, mostly attributed to the use of

social media as a form of marketing. Now, in countries abroad, K-beauty products fill

households and store shelves. The rising demand for Korean cosmetics encouraged new

K-beauty brands to emerge in America in hopes of generating revenue. The article

“Korean-American Brands Lean Back Into K-Beauty” discusses this growth as Korean skincare

brand Glow Recipe gained popularity in the U.S. market. Glow Recipe, making up 10.5 % of

skincare sales at Sephora, ranks among the largest Korean-American brands in the US (Lobad,

2024). To celebrate their 10th anniversary, Glow Recipe hosted a Korean night market themed

pop-up in Los Angeles where “over 4,000 attendees queued for hours outside... [to] grab Korean

snacks” and sample the Watermelon Glow Jelly Sheet Mask (Flora, 2024). The willingness of

over 4,000 people to wait in line for hours to attend this pop-up emphasizes the growing demand

for K-beauty products. Beyond the large outcome of attendees, the Korean night market theme

reflects the increasing integration and acceptance of Korean culture within American society.

With new Korean products gaining popularity in the U.S., American beauty companies

started producing similar items to replicate these trends. Western brands introduced new products

that use traditional Korean ingredients to appeal to American consumers that want to jump onto

the trend of Korean skincare. Hydrocolloid patches, also known as pimple patches, exemplify

one of the many products that American companies cloned. Originated in South Korea, pimple

patches help prevent, treat, and repair blemishes on the skin, acting similarly to a bandage.

Korean brands like COSRX and Some By Mi developed the first pimple patches, but soon

became viral on social media and reached the American market. Eventually, U.S. brands like

Hero Cosmetics and Starface developed their own version of pimple patches. Founder of Hero

Cosmetics, Ju Rhyu, became inspired by Korean hydrocolloid patches and wanted to spread

them to the American industry after “Learning that the acne patch market in South Korea was

worth $50 million” which shows its promise in other markets (Flora, 2020). Rhyu wanted “to

basically move it away from the Band-Aid aisle” and rebrand it as a beauty product that

prioritizes skin health (Flora, 2020). This directly shows the influence of K-beauty on Ju Rhyu

who then founded the million dollar company Hero Cosmetics that produced the Mighty Patch,

an award-winning hydrocolloid patch. Korean skincare not only pushes products towards the

American market, but also affects innovation. The influx of American-branded pimple patches

significantly increased after the Korean version of them popularized in the United States, proving

that K-beauty reshaped the way American consumers and brands approach skincare. By

introducing innovative solutions and prioritizing skin health, K-beauty continues to influence not

only product trends but also how the industry defines effective treatment.

Korean beauty products are not the only thing shared with the Western world—culture

diffuses along with it. This phenomenon exemplifies Korea’s “soft power—a country’s ability to

shape the preferences of others using attraction rather than coercion” (“How Pop Culture Went

Multipolar,” 2022). Just as Korean films and music draw people to engage in its culture,

K-beauty trends influence how people perceive beauty. Trends like overnight masks, PDRN

treatments and glass skin gained extremely popularity over the past few years in the U.S. “The

glass skin trend originated in the K-beauty scene” which promotes clear and glowy skin, similar

to glass (“What Is the Glass Skin Trend and How Achievable Is It?”, 2023). The rise of glass

skin underscores a shift towards valuing a natural, radiant, and clear complexion, contrasting

with the previous Western beauty trends that favor heavy, matte makeup. Consumers use

multiple skincare products to achieve this radiant look, and influences and estheticians constantly

try to help others achieve this look on social media. This emphasis on glass skin reflects America

broadening its horizons and accepting Korea’s beauty culture.

Korean beauty’s influence on the Western beauty industry highlights the ever-changing

nature of global beauty trends. As K-beauty reshapes consumer preferences, inspires new

product formulations, and challenges traditional Western beauty ideals, it underscores the power

of cultural exchange in shaping the industry. With the rise of Korean beauty on a global scale, a

path opens for a more inclusive future that blends cultures and products from multiple different

countries to advance the industry. While K-beauty currently holds the spotlight, its success sets a

precedent for other countries to share their unique innovations and philosophies. The future of

K-beauty rests not on one nation’s ideals but in a collective, global vision of beauty.

References

Flora, L. (2020, August). The zit sticker war. Glossy.

https://www.glossy.co/beauty/the-zit-sticker-war/

Flora, L. (2024, October). Korean-American Brands Lean Back Into K-Beauty. The Business of

Fashion.

https://www.businessoffashion.com/articles/beauty/korean-american-brands-lean-back-int

o-k-beauty/

How pop culture went multipolar. (2022, October). The Economist.

https://www.economist.com/international/2022/10/06/how-pop-culture-went-multipolar

Lobad, N. (2024, December). Summer Fridays, Glow Recipe Among Top 10 Skin Care Brands at

Sephora. WWD.

https://wwd.com/beauty-industry-news/beauty-features/summer-fridays-glow-recipe-top-

skin-care-brands-sephora-1236738721/

What is the Glass Skin Trend and How Achievable Is It? (2023, November). Vaseline;

Vaseline®.

https://www.vaseline.com/us/en/articles/skin-care-basics/glass-skin-trend-how-to-achieve

-it.html