WITH CHOSUNGAH, FOUNDER OF CHOSUNGAH 22
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.