From music to film and beauty, the world has fallen in love with everything South Korean, but as the country sets the global standard for professional treatments, Jens Kastner explores the trends to know now
K-pop superstars, such as BlackPink Lisa, as now fronting global campaigns (Image: MAC Cosmetics)
The South Korean aesthetics market is the fastest growing in the Asia-Pacific region, reports market researcher GlobalData, and is expected to grow 7% annually until 2030, displaying remarkable resilience during the pandemic.
But the market did move toward at-home spa products when South Koreans were restricted from moving freely outside because of Covid-19.
This encouraged the emergence of products that can produce similar effects at home without visiting bricks-and-mortar shops and spas.
Packs, peeling and scrub products that can replace laser toning have attracted attention as ‘home spa’ items popular with local consumers who put a significant premium on beauty.
“Likewise, many skin care devices within the concept of home spa have been released. From at home-hair removal management to weak laser peeling functions and electric cleanser, devices that were popular a few years ago have received renewed attention,” said Seongmin (Mike) Sohn, General Manager of REACH24H Korea, a market access service company.
"Above all, the hottest Covid-19 product segment was hair removal, as Brazilian waxing became so popular among the younger generation,” he continued.
Korea stood in the spotlight as the centre of global pop culture
As Covid-19 restrictions eased, "the number of related shops increased, and along with it, hair removal creams that can be used at home were sold like hot cakes.”
While Korean consumers are keen to tap into hair removal trends, when it comes to non-surgical cosmetic procedures, they prefer to play it safe by using well-known products for their tweakments – known as ...
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