KOREAN BEAUTY – dis­cover the aes­thetic, prod­ucts and rit­u­als that are tak­ing the world by storm

It’s the ap­proach that’s tak­ing the world by storm – are you ready for the rev­o­lu­tion, asks Elise Wil­son.

Simply You Style - - Contents -

Korea has risen to the fore­front of the in­ter­na­tional beauty pack in what seems like the blink of an eye. What started with the BB cream craze has evolved to in­clude sheet masks, rub­ber masks, skin-whiten­ing prod­ucts, clay cleansers and more. These skin­care es­sen­tials and their en­tic­ingly quirky pack­ag­ing have ex­pe­ri­enced a surge in pop­u­lar­ity in the west­ern world, and their on­line avail­abil­ity means we don’t need a pass­port to hop on this beauty band­wagon – ev­ery­one can join in.

As the ex­perts at­test, our make-up has its work cut out for it if we don’t prep and prime our face prop­erly be­fore we ap­ply it, but Korea’s tra­di­tion of ‘bring­ing the pro­fes­sional to the home’ sees many lo­cals tak­ing their skin­care regimes to a whole new level. It has be­come the norm in cer­tain cir­cles to put the ut­most care and at­ten­tion (and per­haps slightly ex­ces­sive rit­u­als!) into the daily rou­tine, which has us won­der­ing, could we be do­ing bet­ter too?

The in­tro­duc­tion of K-beauty brands such as Cho­sun­gah 22 (founded by Korea’s most famous make-up artist, Cho­sun­gah) to in­ter­na­tional mar­kets has led to a shake-up of the en­tire beauty in­dus­try. Cho­sun­gah says the suc­cess of the K-beauty boom can be at­trib­uted to its sig­na­ture healthy, hy­drated look. Korean women have long lusted over the ul­ti­mate glow­ing com­plex­ion, and it’s a trend that sits well with many world­wide.

Even MAC has jumped on board to ex­plore the vi­brant and won­der­ful world of Korea’s unique make-up trends. The brand’s new col­lab­o­ra­tion with in­flu­en­tial South Korean streetwear de­sign­ers Steve J & Yoni P has re­sulted in a col­lec­tion that’s re­flec­tive of the pop­u­lar cloth­ing la­bel’s style: bold, fun and ec­cen­tric.

Keen to find out more, we spoke to Cho­sun­gah to get some first-hand in­sight into the jug­ger­naut that is K-beauty and find out where her own range of prod­ucts fits in.

The K-beauty boom can be at­trib­uted to its sig­na­ture healthy look. It’s one that sits well with many world­wide.

Cho­sun­gah 22 Milky Wet Pow­der Peach Mool­boon primer, $55.

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