From K-beauty to G-beauty and beyond: Has beauty's country inspired obsession gone too far?

Categorising brands and products may create media hype, but in the process is the complexity of a brand's history and product development being reduced to a stereotype?

Consumers still seem happy to explore the beauty seas

First came ‘K-beauty’, which got consumers talking with its colourful packaging and sheet masks, then the sleeping cosmetics giant of Japanese beauty woke up, and reminded Western consumers of its long history of products.

And beauty fans have been well and truly bitten by the travel bug, with brands across the globe – from Germany to Australia – jumping on board the ‘made in’ movement.

The idea of categorising . . .

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