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.
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.