KCon LA 2015 reveals new Korean beauty trends

From modelling masks to fermented skin care. Cosmetics Business reports from KCon LA

Thousands turned up for KCons three-day stop in LA

KCon LA, a four-year-old convention designed to promote all things Korean, had its largest turnout ever by the time doors shut on 2 August, attracting some 55,000 people.

Taking place at the Los Angeles Convention Center, the three-day event highlighted several aspects of Korean culture, with a focus on the burgeoning field of beauty. The event moved to New York for a one-day showcase, which drew in roughly 30,000 people. The majority of attendees at KCon were non-Asian, and looked to be in their late teens to mid-twenties. They were clearly avid followers of Korean beauty trends: a few hundred lined up for a meet-and-greet with Korean model Irene Kim (pictured above right), who has a following of half a million people on social media, and was just recently named Estée Lauder’s global beauty contributor.

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