How Korean beauty brands can flourish in Europe

Lorna Radford, Managing Director of Enkos Developments, shares her insight into the Korean personal care market and the challenges involved in adapting key Korean trends for the European industry

South Korea is widely recognised as a powerhouse of beauty innovation and in recent years has been responsible for a continuous stream of new and exciting personal care products. From BB creams to cushion compacts and novel sheet mask formats, K-beauty is in the spotlight and European brands are intrigued by what Korea will launch next to disrupt the global market.

Enkos Developments is a formulation consultancy that offers bespoke formulation development for brands across skin care, hair care and colour cosmetics. Enkos’ clients often mention Korean products as inspiration for new formulation development. However, it’s not usually a simple case of copying the benchmark.

Korea is thousands of miles away from Europe; unsurprisingly there are huge differences in culture . . .

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