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What are some of the beauty trends that have come out of Korea?

A lot of the K-beauty skin­care trends come from Korea’s tra­di­tional saunas, which inevitably make your skin beau­ti­ful. In Korea, skin­care clinic ap­point­ments are very pop­u­lar and form part of ev­ery­day life for many women. Bring­ing that home is what K-beauty prod­ucts are all about, with packs of prod­ucts such as masks that you do ev­ery day pro­vid­ing a much more af­ford­able way to main­tain your skin. This is where the sheet mask trend orig­i­nated, as Korean women have one on ev­ery night, not just oc­ca­sion­ally. The most im­por­tant thing is hy­drated skin; Korean women won’t com­pro­mise on that, so it’s al­ways im­ple­mented in one way or an­other.

Why do you think the K-beauty boom has be­come so huge world­wide?

I think it’s the re­sult of K-pop mu­sic cul­ture be­com­ing big. K-beauty’s sig­na­ture look – the glow­ing com­plex­ion and healthy­look­ing skin – is prob­a­bly the most im­por­tant thing that’s caught peo­ple’s eye, as it makes you look beau­ti­ful with­out the need for a lot of make-up.

What’s the key K-beauty mantra?

Ev­ery­thing starts with good skin­care – with­out it, you will not get good re­sults. Skin­care needs to flow through into your make-up too.

You’re a big ad­vo­cate of multi-pur­pose prod­ucts – why is that?

As much as I re­spect tra­di­tions and clas­sic beauty, we need to adapt and change. Today’s Korean cul­ture is all about ev­ery­thing be­ing re­ally quick, and that’s spread­ing around the world. Cus­tomers are look­ing on­line at Youtu­bers for re­views and rec­om­men­da­tions so they can min­imise their time in the store, so it’s about cater­ing to this gen­er­a­tion too.

What can we ex­pect from Korean beauty in the next year or so?

Korean prod­ucts are chang­ing and de­vel­op­ing so fast that it’s hard to pin­point when a trend be­gins and ends. In the past they were in line with our sea­sons, but nowa­days it’s even faster be­cause that’s the flow of the in­dus­try. I think it’s a pleas­ant sur­prise when you find some­thing new trend­ing today and each day after that.

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