The protection of the Arabic language has been proposed as a means to prevent the encroachment of foreign languages, including English, in Arab countries.

Suggestions have been made that Arab countries should restrict the prioritization of foreign languages over Arabic in public domains such as shop signs, restaurant menus, and school curricula.

France serves as a prominent example of a country actively protecting its language through state mechanisms, including ministerial committees, translation efforts, and approval processes involving multiple governmental bodies.

The French government considers the protection of its language an existential matter, engaging all state institutions in this endeavor.

In Russia, a special law was recently enacted to prohibit the use of borrowed foreign words in public contexts, such as 'trabl,' 'workshop,' and 'fake,' if Russian equivalents are available.

The implementation of this Russian law is mandatory for various sectors, including authorities, courts, media, advertising, cultural events, and public signage.

The Russian government has also submitted a bill to the State Duma aimed at protecting the Russian language from excessive foreign borrowings.

This bill emphasizes the importance of adhering to the norms of the Russian literary language and prohibits the use of foreign words unless no Russian equivalents exist.

Valentina Matvienko, Speaker of the Federation Council of Russia, has proposed legislating a ban on the excessive use of foreign borrowings in the Russian language.

Matvienko has stressed the need to preserve the Russian language by avoiding foreign words when suitable Russian alternatives are available.

A draft law in Russia proposes amendments to the Federal Law 'On the State Language of the Russian Federation' to safeguard the language from excessive borrowing.

The proposed amendments include the development of normative dictionaries that exclude foreign words unless they lack Russian analogues.

The bill aims to regulate the official use of language in government and media while refraining from imposing restrictions on informal speech.

For instance, the bill suggests replacing foreign terms like 'hub' with Russian equivalents such as 'node' in official contexts.

In 2005, the Russian parliament adopted, and President Putin signed, the law 'On the State Language of the Russian Federation' to ensure the use of the state language and promote language culture.

This law was specifically designed to address the growing presence of Anglicisms in the Russian language.

Russia has demonstrated a strong commitment to protecting its language from excessive borrowings, particularly from English.

President Vladimir Putin recently signed a law mandating adherence to modern Russian language norms in official use.

A special government commission in Russia is currently compiling rules to ensure the mandatory observance of Russian language norms.

Under the new law, foreign words are expected to be largely eliminated from official documents in Russia.

Russian officials are encouraged to avoid using Anglicisms and other borrowings in public speeches and general communication.

In Krasnodar, entrepreneurs are required to translate business names and signs into Russian, with a compliance deadline set by local authorities.

The chief architect of Krasnodar has emphasized that Russian-language signs are more accessible to the local population, as some residents may not understand foreign words.

The Russian government is also working on a normative dictionary to standardize interpretive and spelling rules for the Russian language.

The Deputy Chairman of the Federation Council Committee on Science, Education, and Culture has advocated for replacing borrowed words with native Russian terms.

Crimean officials have compiled a dictionary offering Russian-language substitutes for foreign borrowings, which has been distributed to senators.

Historically, Lenin advocated for a campaign against the unnecessary use of foreign words, a sentiment echoed during the 1940s in the fight against cosmopolitanism.

Under Peter I, numerous Dutch and German words related to technology and mechanisms entered the Russian language, illustrating the long-standing role of borrowing in linguistic evolution.

Critics of language regulation argue that language is a self-regulating system, and harmful or unnecessary borrowings will naturally fade over time.

Some researchers contend that artificial regulation of language is ineffective and potentially harmful, as borrowing is an inherent aspect of linguistic development.

A sociologist has emphasized that language restrictions should not extend to informal speech, particularly among young people.

Despite the adoption of laws to regulate language, enforcement in Russia has been inconsistent, as evidenced by the continued prevalence of English words on signs and clothing.

In 1929, during Benito Mussolini's fascist regime in Italy, the use of foreign words, individual letters, and even dialects was prohibited in public contexts.

The protection of the Arabic language has been proposed as a means to prevent the encroachment of foreign languages, including English, in Arab countries.

Title:

Content: How can we restore the Arab world to its leading position?
There is no doubt that the achievement of Arabic leadership among the languages of the world, as it was in the past, requires concerted efforts at all levels, politically, socially and economically.
These are four steps that can be adopted by any Arab country, and I believe that they will bring the Arab world a tremendous leadership, in the medium and long term.
Giving the Arab heritage and the sciences of the Arabic language, the highest priority in literary university studies.
There are university professors today who specialize in Arabic literature, yet they have never studied a house from Ibn Malik ’ s millennium, nor heard of Ibn Hisham ’ s testimonies.
Step one.
Fill the courses with the ancient Arab heritage of stories, proverbs, books, and poetry, especially poetry.
The frequent exposure of the student to poetry, grows his sobriety and strengthens his linguistic faculty..
Because the ancient Arabic poet is necessarily a linguist, his poetry is a precise linguistic selection.
This is why the Mahathir people in Mauritania are keen to memorize the old poetry of children, and the result is clear for the graduates of the old Mahathir.
The more the child memorizes old Arabic poetry, the easier it is for him to learn Arabic, and it is not important to understand what he memorized at the time of memorization, but it is important to drink his subconscious mind of tens of thousands of linguistic examples scattered in his archives, so he has a straight language quality, without realizing it.
Step two.
Giving the Arab heritage and the sciences of the Arabic language, the highest priority in literary university studies.
There are university professors today specialized in Arabic literature, yet they have never studied a house from the millennium of Ibn Malik, nor have they heard the testimonies of Ibn Hisham, and the reason is that the modernist trend prevailed in the university halls, and the predominance of interest in Western literary models such as Dadaism, Surrealism and others. The Arabic language and its sciences must be a priority in the university environment.
If the opposite happens as it is today, you will find many specialists in language and graduates of the Department of Arabic Language, have nothing to do with language or literature, just as we saw an Arab university professor, specializing in rhetoric, can not read a paper she wrote, this is because the faculties of Arabic literature - except God 's mercy - neglect the science of language, and interested in modern curricula intrusive, resulting in "language specialists" They don ’ t know the language!
We have also seen from the results of this, that many graduates of the literary departments, know the leaders of literature in the West and boast about it, and are ignorant of the leaders of Arabic literature and are not ashamed of it.
These professors, except from the mercy of God, were raised in their universities to marginalize the science of the Arabic language and its heritage, and to provide modern literature translated from English, French and others, they are not specialists in the Arabic language, but specialists in the Arabic version of English literature.
Step three.
Protect the Arabic language by laws, and protect it from the invasion of foreign languages.
It is not right to see a shop in an Arab country that places a sign in a foreign language, a restaurant in an Arab country, a menu in a foreign language, a school in an Arab country that makes sure that its students are proficient in a foreign language at the expense of Arabic, or goods entering an Arab market with posters and information in a foreign language, or a doctor in an Arab country who writes a prescription in a foreign language.
This leniency leads to distorted Arab societies, alien to this world, in which every country protects its language with iron and fire.
We have seen some Arabic language synagogues, which are supposed to be the protector of Arabic, tolerate the introduction of all incoming and outgoing into Arabic, and people have taken note of them and warned them of their error.
The Arab state must also use all its institutions to serve and protect Arabic, just as the proud nations do in their own language.
You have, for example, the French model, where the state uses all its organs to protect the French.
In translation alone, the whole state stands against every foreign word, where ministerial committees work to monitor the new words and propose translations for them, then those translations are presented to another party, the French Language Enrichment Committee, for approval, then they are presented to another party, the French Academy, for approval, and then they are submitted to another party, the Prime Minister for approval. Sovereign, in which all France cooperates, because the state sees the protection of French as an existential matter, and does not leave it to a linguistic college, university or institution, as we have the Arabs.
STEP FOUR
Linguistic censorship of art and media, especially art.
The Arabic series and films today are full of ridicule and neglect of Arabic, as well as many linguistic errors, and also full of many foreign words that these bullies have succumbed to: the writer, actor, director and producer, and they want to pass it to the poor Arab listener, to get used to listening to the intruder and his writing.
This is for works of art that are issued in Arabic dialects, and historical works that are issued in classical Arabic, you find a great chaos: you find an Abbasid or Umayyad series that speaks the language of the Mexican dubbed series: "I'm sorry, dear," "I'm a little upset," "Let me disagree with your point of view."
Although the proofreader of these works may be a university professor specialized in Arabic literature, but as I told you in a previous paragraph, these professors - except God 's mercy - were raised in their universities to marginalize the science of the Arabic language and its heritage, and provide modern literatures translated from English, French and others, they are not specialists in the Arabic language, but specialists in the Arabic version of English literature, it is not surprising that they write and authenticate Old historical baskets, you feel like you hear Google Translate!
These are the four steps: the first is related to elementary and intermediate education (filling courses with Arab heritage), the second is related to university education (giving the sciences of Arabic language and heritage, the highest priority, and not to modern translated literature), the third is at the legislative and executive level (protecting and fortifying the Arabic language by laws and the work of state agencies to implement those laws), and the art industry. from Arabic or ridicule them or work to spread foreign words at the expense of Arabic).
There may be other important steps, but these four steps, I believe, are one of the most important that can restore the Arabic language to its place in the world, as it was in previous centuries.

Suggestions have been made that Arab countries should restrict the prioritization of foreign languages over Arabic in public domains such as shop signs, restaurant menus, and school curricula.

France serves as a prominent example of a country actively protecting its language through state mechanisms, including ministerial committees, translation efforts, and approval processes involving multiple governmental bodies.

The French government considers the protection of its language an existential matter, engaging all state institutions in this endeavor.

In Russia, a special law was recently enacted to prohibit the use of borrowed foreign words in public contexts, such as 'trabl,' 'workshop,' and 'fake,' if Russian equivalents are available.

Title:

Content: Spitting in the face of the Netherlands and the intimidation of the nuclear: what the propaganda of the Russian Federation said on February 21
3 minutes
552
The speech of Russian President Vladimir Putin before the Federal Assembly has already passed, nuclear threats to the world have traditionally been proclaimed, nothing unusual has happened.
Well, except for the next "Orvelovsky" aggravation among the Russian politicum, which once again indicates the near-death convulsions of the empire.
What the Russian propaganda has given out over the past 24 hours, the Center for Strategic Communications and Information Security analyzed
Video of the day
Putin seeks to negotiate, but humiliates the West with his decisions
The basis of Putin ’ s much-publicized message to the Federal Assembly of the Russian Federation was, of course, accusations of “solving the war in Ukraine ” against the West and traditional threats to use weapons.
The only difference is that Putin has officially suspended Russia ’ s participation in the Treaty on Strategic Offensive Arms.
"The Russian Defense Ministry and Rosatom must ensure readiness to test nuclear weapons.
Of course, we will not do this first.
But if the United States conducts a test, and we will, ” — said the head of the Kremlin.
Such a step is actually another attempt to achieve negotiations on a peaceful end to the war with Ukraine.
This time there was a lot of blackmail.
However, Moscow for some reason does not take into account the fact that the West usually has a habit not to negotiate with terrorists, which, by the way, Russian politicians have actually recognized many leading countries in the world.
At the same time, with hints of a desire for dialogue, Putin continues to put sticks in the wheels of Russian diplomacy with his decisions.
For example, the assignment of the title of "Guards" 53rd anti-aircraft missile brigade - for "mass heroism and courage, steadfastness and courage shown by the personnel of the brigade in combat operations to protect the Fatherland."
At the same time, the "mass heroism and courage" of this brigade was to take the lives of innocent people on board a passenger liner of Malaysian Airlines on July 17, 2014.
There were 298 people on board, all of whom died.
By the way, a court in the Netherlands ruled that the Buk, from which the Boeing was shot down, belonged to the 53rd brigade of the Russian Federation.
But Putin somehow decided that the Netherlands would get away with such a diplomatic slap.
The FSB debunks fakes from...
Medvedeva
However, the ability to lie is one of the key skills to get into the Russian government.
Otherwise, it is impossible to explain the dominance of top propagandists in high positions.
A striking example is former Russian President Dmitry Medvedev, who recently said that Joe Biden ’ s visit to Kiev was originally agreed by Moscow.
“Biden, after receiving security guarantees, finally went to Kiev, ” he said.
But the director of the FSB Alexander Bortnikov later said something different, in fact refuted Medvedev ’ s claim.
According to the official, Washington did inform the Russians about Biden ’ s upcoming trip.
However, the United States did not receive any guarantees from Moscow.
Whether this is true is unknown, but the Kremlin ’ s general desire to increase its significance is too great.
He demonstrates this in relation to the Russian language, in defense of which a special law was recently adopted in the third reading.
According to the document, the use of borrowed foreign words is prohibited in public use - such as "trabl", "workshop", "fake", etc.
This applies to those definitions that have analogues in Russian.
The implementation of the law will be mandatory for authorities at all levels, courts, media, advertising producers, film screenings in cinemas, theatrical and cultural events, inscriptions on signs.
And this is a vivid repetition of history, because as early as 1929, a similar policy was pursued by the Italian dictator Benito Mussolini.
Then, under the fascist regime, the use of not only foreign words, but also individual letters was prohibited in the country.
Also, even dialects and local dialects were recognized as “strangers ”, and it was impossible to use them publicly.
It is likely that a similar fate will soon await the Russian Federation, which will not surprise anyone at all.
The only nice thing is that everyone knows how the fascist government of Italy ended.
Therefore, Putin ’ s government will expect the same...

The implementation of this Russian law is mandatory for various sectors, including authorities, courts, media, advertising, cultural events, and public signage.

The Russian government has also submitted a bill to the State Duma aimed at protecting the Russian language from excessive foreign borrowings.

Title:

Content: city news Yelets, news Yelets, Yelets news, Yelets newspaper, Red banner
Better than any passport.
0 0
The Russian government has submitted to the state Duma a bill to protect the Russian language from excessive use of foreign words.
The document implies control over the observance by officials and citizens of the norms of the Russian literary language and the inadmissibility of the use of foreign words, with the exception of those that do not have common analogues in the Russian language.
"Wet feet"
by "toptalische"
Fighters for the purity of the native language waited, because the discussion about it among linguists, writers, scientists goes on constantly, then quiet, then flaring up with renewed vigor.
The initiative of the Government of Russia, which decided to wedge itself into the disputes of professionals, is quite understandable and understandable.
Today, when the United States and the entire Western world are in a rush to destroy, eradicate, wipe out all Russian, the frequent use of Anglicisms in everyday life is at least unpatriotic.
In fairness, it should be noted that borrowing from other languages is a constant process.
Lenin also proposed "to declare war on the use of foreign words unnecessarily", and the intricacies of relations and mutual accusations of Slavophiles and Westerners entered the textbooks, as well as the textbook proposals to replace other people's "galoshes" with their "wet feet", and "sidewalks" - with "toptalisches".
In the 1940s, a new wave: the struggle against cosmopolitanism suggested “for everything Russian against foreign ”, including in the language.
A printer is a printer?
Meanwhile, all – both supporters and opponents – agree that there are concepts in their native language that came after the phenomena, realities created in other countries, and therefore the words denoting them, well, not ours, but they can not do without them.
A striking example is the computer, IT technologies and everything related to them.
The word “printer ” cannot be replaced by a Russian translation from English, since“ printer ” does not mean a device for printing, but a person engaged in this process.
By the way, this phenomenon is not new: even under Peter I, who “cut through the window to Europe ”, dozens of Dutch and German words for technologies and mechanisms poured into Russia.
And in opera, many terms are borrowed from Italian and have long been part of the Russian language.
And we calmly use such words as “federation ”,“ sphere ”, “national ”,“ commission ” and many others that came from foreign languages, but are firmly entrenched in our own.
How to be
in one bow
Meanwhile, one cannot but agree with the authors of the bill: recently, the speech of deputies of different ranks, officials, political and economic experts, heads of federal and regional, and sometimes local authorities is simply replete with foreign words that have simple and understandable analogues in their native language.
And if we are almost reconciled with merchandisers (commodity scientists in our own way), then what do you think of the expression from the fashion world “in one bow ”?
The well-known vegetable has nothing to do with it: in English look - look, therefore, in Russian it is an image, appearance, look, etc. In texts related to business, "marketplace" (literally from the English place of trade), as well as "startup" (start, start, take the first steps) or "webinar" (training video conference live).
In the field of education, they like to talk about “bullying prevention ”: this word means ridicule, bullying of children at school by peers.
Increasingly, “campus ” sounds, while the translation from Latin is a familiar campus for many of us, or“ coach ” instead of the usual “coach ”,“ mentor ”.
Abilympics
with WorldSkills
I will also swing at my favorite “quest ” recently: again with the English“ game, search ”.
I do not like the sequestered budget, because it is “cut ”, but transparent is more to my liking, because it is“ open ”, “transparent ”.
And who will prove to me that “exchange of practices ” is better than the usual“ exchange of experience ”?
Or for days on TV reported about the participation of Russians in the championship "Abilympics".
You will break the language by pronouncing, although this is only a competition in professional skills among the disabled, in another way they are also called the “Olympics of opportunities ”.
From the same series, the widely distributed “WorldSkills ” (WorldSkills) is also a competition, but students studying a particular profession.
We have such competitions took place in the times of the USSR, then they were safely forgotten, and now they are back again, only in a Western manner.
And here is another illustrative example: the all-Russian social project “Agrofoodsharing ”.
We divide abracadabra into parts: agro - of course, something related to agriculture.
In English, food – food, share – share.
As a result, we get a movement of agricultural producers who want to share with other people the surplus of their crops.
The idea, of course, is good, right, but why break the language?
And finally from the sore: "solving cases." Brilliant!
In English, the word “case ” has two meanings: a briefcase, a suitcase and the second – circumstances.
Therefore, in Russian literally "the decision of circumstances" or, as the know-it-all Internet interprets, "the study of the situation and the choice of a suitable solution."
They will leave themselves
on your own?
Most likely, the desire to cleanse the language by introducing a law at the state level is an attempt to distance oneself from the West, its influence, to isolate oneself from someone else ’ s and alien mentality, lifestyle and dubious values.
However, it is not very clear what it will look like in practice: will there be lists of prohibited words and expressions or just recommendations, and addressed to high-ranking officials and other “persons in the TV ” – after all, it is with their filing that all sorts of newfangled borrowings from foreign languages often go“ to people ”.
However, a few decades ago, our teachers at the Yelets Pedagogical Institute hammered us, students, that the language is a self-cleaning system, and all harmful, fake after a while will simply disappear.
It has always been so, and I want to believe it will be so.
KSTATI:
I assume that all borrowings are from our haste, eternal saving of time even on pronunciation and writing of words.
We usually write in sms a short, indifferent “OK ”.
While in the native language for this almost a dozen words: “good ”,“ okay ”, “agree ”,“ give ”, “let ”,“ good ”, etc. No wonder there is a catch phrase: “Speech is better than any passport ”...
Tatyana SHCHERBATYKH
VRF News

This bill emphasizes the importance of adhering to the norms of the Russian literary language and prohibits the use of foreign words unless no Russian equivalents exist.

Valentina Matvienko, Speaker of the Federation Council of Russia, has proposed legislating a ban on the excessive use of foreign borrowings in the Russian language.

Title:

Content: Matvienko read a poem about anglicisms in the Federation Council - RIA Novosti, 22.06.2022
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Matvienko read a poem about Anglicisms in the Federation Council
Matvienko read a poem about Anglicisms at a meeting of the Federation Council
© Press Service of the Federation Council of the Russian Federation / Go to photobanPresident of the Federation Council of the Russian Federation Valentina Matvienko
Chairman of the Federation Council of the Russian Federation Valentina Matvienko.
Archive photo
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MOSCOW, June 22 - RIA Novosti.
Speaker of the Federation Council Valentina Matvienko, during the discussion on Anglicisms and foreign borrowings in Russian, read poems on this topic and did it so artistically that she earned friendly applause from senators.
On Wednesday, all senators received a dictionary compiled by Crimean officials that transmits Russian-language substitutes for foreign borrowing.
Matvienko praised its authors and read out the poems included in the handbook.
Konstantinov told how in the Crimea are struggling with the dominance of foreign words
"And we have a workshop here, and you?
And we got a babysitter hypanula the wrong word.
A year of PR parent together with the child on a talk show.
And we have a famous guru in the field of architecture made a selfie for PR, the bow he chose extreme.
Realizing all our trables, in nostalgic sadness we remember how boyfriends were called grooms, instead of casting, our mothers held and not men, and men gave flowers to girls.
The party was a party, the upgrade was an improvement.
Maybe after all we have enough Russians to offend people? "- read Matvienko.
The senators greeted her reading with loud applause.
The speaker also suggested discussing the possibility of fixing at the legislative level a ban on clogging the Russian language with spilled borrowings.
“Cashback ” as it was, and it is, and all this is pronounced at the government level.
Well, there are analogues in the Russian language, why do we clog our beautiful wonderful unique language with such different words?
We need to look at it at the legislative level.
Our responsibility is to preserve the language of Pushkin, the language of which we are proud and to stop these new trends that are absolutely inappropriate, ” Matvienko said.
According to her, both France and other countries do not allow to clog their languages, and in Russia should avoid the use of foreign words that have analogues in Russian.
The task to study the issue was given to the profile committee on science, education and culture.
From Proto-Slavic to Modern: Evolution and Features of the Russian Language
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Matvienko has stressed the need to preserve the Russian language by avoiding foreign words when suitable Russian alternatives are available.

A draft law in Russia proposes amendments to the Federal Law 'On the State Language of the Russian Federation' to safeguard the language from excessive borrowing.

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Content: There should be no excesses: a sociologist about the law on the protection of language - RIA Novosti Crimea, 29.10.2022
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Radio "Sputnik in Crimea"
There should be no excesses: a sociologist about the law on the protection of language
Political scientist Kiselyova appreciated the bill on the protection of the Russian language
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SIMFEROPOL, 29 oct - RIA Novosti Crimea.
The emergence of a law in the Russian Federation on the protection of the Russian language from excessive borrowing is appropriate, but there should be no excesses in this matter.
This opinion on the air of the radio "Sputnik in Crimea" expressed the head of the Crimean branch of the Foundation for the development of civil society, sociologist Natalia Kiseleva.
Crimean teachers spoke out against the language repression of young people > >
Earlier, a draft law on amendments to the Federal Law "On the State Language of the Russian Federation" appeared in the system of ensuring legislative activity.
The amendments provide for the protection of the Russian language from the excessive influence of borrowed words.
In particular, we propose the emergence of normative dictionaries that fix the norms of the modern Russian literary language, where foreign words cannot be entered, with the exception of those that have no analogues in the Russian language.
Leave the “barn ” and“ dog ” alone: a linguist about the law on the protection of language
“I am a supporter of this bill.
I think it should be adopted a long time ago, because we really see an unjustified dominance of foreign words.
At the same time, I, of course, do not propose to abandon all borrowed words - many of them have long and firmly entered the Russian language and became part of it, "Kiseleva said.
The sociologist emphasizes that it is impossible to introduce language restrictions in colloquial speech, especially among young people, and this is not the case in the new bill.
At the same time, in her opinion, the official use of the language should be regulated:
In the Crimea proposed to introduce fines for foreign words in advertising > >
“It ’ s about officials, the media.
For example, the latest fashionable foreign word "hub" - representatives of government agencies use it everywhere, although there is a great word in the Russian language "node": transport hub, interchange and so on, "- gives an example of a guest ether.
Dictionary for the replacement of anglicisms needs improvement – opinion
In addition, according to Kiseleva, it is appropriate not only to regulate the use of the Russian language in the official sphere, but also to simplify the language of regulatory documents so that the ordinary citizen can understand legal norms, which now often require interpretation by lawyers.
Earlier, Andrei Kibrik, a researcher at the Institute of Linguistics of the Russian Academy of Sciences, commented on the relevant bill, expressed the opinion that the artificial regulation of any language, including the Russian language, is a vain and even harmful idea, since borrowing is part of a natural process that cannot be stopped or reversed.
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The proposed amendments include the development of normative dictionaries that exclude foreign words unless they lack Russian analogues.

The bill aims to regulate the official use of language in government and media while refraining from imposing restrictions on informal speech.

For instance, the bill suggests replacing foreign terms like 'hub' with Russian equivalents such as 'node' in official contexts.

In 2005, the Russian parliament adopted, and President Putin signed, the law 'On the State Language of the Russian Federation' to ensure the use of the state language and promote language culture.

Title:

Content: To the New Frontiers: Spikai in Russian
Being in large cities, we all pay attention to the signs of shops, restaurants, cafes, firms and other institutions, the names of which are often written in English or the Latin alphabet.
What does this so-called street language mean?
.
Here, for example, on the sign of the restaurant at the top you can see the inscription in Russian - restaurant.
And below - the English letters BOLSHOI.
For what?
Yes, English is recognized as an official language, as a consequence of the colonialist policy of Great Britain, in almost 60 countries of the world.
It seems that Russia is falling into his linguistic bondage.
A particularly powerful onslaught of Anglicisms has become in recent decades due to the mass impact of TV, the Internet: the sphere of the Russian language has become rapidly filled with Anglo-American words and terms.
In fact, it is dangerous not to notice this, because language is the foundation of the culture of any nation, on which generation after generation they create a home of their spirituality.
For thousands of years, our language has absorbed Greek and Latin, Turkic and Polish, Dutch and German, French and English words.
Sometimes the process of borrowing went very quickly, as, for example, in the time of Peter the Great.
But even then, the danger of excessive fascination with foreign words was not forgotten.
The same Peter strictly admonished his ambassador: "... henceforth his relays to us to write everything in the Russian language...".
The struggle for the preservation of the Russian language acquired a special scope in the 19th century.
“To use a foreign word when there is a Russian word equivalent to it, ” wrote V.G. Belinsky,“ is to offend both common sense and common taste. ”
He was echoed by I.S. Turgenev: “Never use foreign words.
The Russian language is so rich and flexible that we have nothing to take from those who are poorer than us. ”
Now, the further, the wider the so-called runglish – an ugly mixture of Russian and English.
It is not surprising that a generation is growing up in Russia, for which the texts written by Pushkin, Chekhov, Bunin become incomprehensible.
Under these conditions, in 2005, the parliament adopted and President Putin signed the law “On the State Language of the Russian Federation ”.
It is aimed at ensuring the use of the state language and the protection and development of language culture.
The aggression of Anglicisms has since weakened, but not so much that one can calm down.
The law is not properly enforced.
That ’ s why we read on the signs: FARШ butcher shop, EXTRIMLAND adventure park, and on children ’ s T-shirts: “Speak in Russian ”.
Author: T.
RAISWICH.
Newspaper "To New Frontiers"

This law was specifically designed to address the growing presence of Anglicisms in the Russian language.

Russia has demonstrated a strong commitment to protecting its language from excessive borrowings, particularly from English.

Title:

Content: In Russia, they are determined to protect the language from excessive saturation with borrowings
The Russian language is one of the most popular in Eurasia, and attempts to abolish our culture have failed.
© Video: TRK "Zvezda" © Photo: TRK "Zvezda"
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Store, Department, Home and other foreign words in the names of shops, cafes and restaurants in Krasnodar soon will not be.
The Cuban capital decided to abandon all foreign names.
The Cuban authorities obliged entrepreneurs to translate business into Russian.
“A sign in a foreign language or using transliteration or a sign in Russian has a big difference.
In part of the fact that 100% of our population can read, understand the sign in Russian.
And many, by ignorance and age, do not even understand what is written on these signs, ” said the chief architect of Krasnodar Artem Salamatin.
So far, the business has been given time until September 1.
But many entrepreneurs are ready to change now.
“Everything will be in Russian.
We will translate the site into Russian.
We'll change everything.
With pleasure, ” entrepreneur Hovhannes Hovhannisyan shared.
Words borrowed from foreign languages became an integral part of Russian many centuries ago.
Massive in our speech, they appeared in different iconic historical periods.
For example, the Mongol invasion.
And after the Patriotic War of 1812 - there were a lot of gallicisms, that is, French words.
Now in conversations predominate borrowing from English.
“We began to use foreign words very actively in areas where such activity had not been observed before.
First of all, it is the public sphere.
Social sphere.
Where actually came a lot of foreign words ”, – said the Chairman of the Association of teachers of literature and Russian language Lyudmila Dudova.
Russia is now determined to protect the language from excessive saturation with borrowings.
President Vladimir Putin recently signed a law “on mandatory observance of the norms of the modern Russian language when using it as a state language. ”
What specific rules are we talking about?
It's not clear yet.
They are compiled by a special government commission.
“The normative dictionary of the Russian language will be a single consistent comprehensive publication, which will be formed on the basis of dictionaries of the Russian language.
Interpretive, spelling, ” explained Deputy Minister of Education of the Russian Federation Tatiana Vasilyeva.
Thus, foreign words should disappear as much as possible from all official documents.
In addition, officials should not use anglicisms and other borrowings during public speeches and generally avoid them in their speech.
“There are so many wonderful and beautiful words in the Russian language.
But why then instead of the word mentor we say coach.
Well, it doesn't sound.
It seems to me that we need to get rid of such words that are imposed, ” said Lyudmila Skakovskaya, Deputy Chairman of the Federation Council Committee on Science, Education and Culture.
This law, according to officials, should protect the Russian language from attacks from abroad, where they have long been trying to abolish all Russian.
But now these sentiments have intensified even more.
The Kiev regime has long declared war on our culture and heritage.
Throughout the country, the monument to Alexander Sergeyevich Pushkin is being demolished, because it is he who is considered the creator of the modern literary Russian language.
And it was the language issue that became one of the main reasons for the bloody confrontation in the East of Ukraine in 2014.
Residents of Donbass then did not agree with the nationalists, they did not refuse the Russian language.
“They use the term underdogs.
All these years, when the Maidan happened, they etched Russian in the Donbass, for them it is a symbol of communication.
The Russian world is hysterical.
What connects the Russian world?
The Russian language, ” said political scientist Yuri Svetov.
The fact that our language and culture need protection is also said by the leaders of other neighboring states.
During the autumn meeting of the heads of the CIS countries in Astana, the President of Kazakhstan Kassym-Jomart Tokayev called on his colleagues to create an organization for the protection of the Russian language.
“Our idea is to create an international organization in the image and likeness of the UN.
Using the positive experience of Francophonie.
The headquarters of which is located in Paris, ” said President of the Republic of Kazakhstan Kassym-Jomart Tokayev.
Rossotrudnichestvo recently conducted its own study abroad, which showed that openly Russophobic sentiments are present only among politicians.
But ordinary people continue to willingly learn our language and culture.
According to the United Nations, Russian is spoken by 258 million people worldwide.
It is one of the most popular in Eurasia, and attempts to abolish our culture have failed.
Abroad, Dostoevsky, Pushkin and other Russian classics are also read.
Expert opinion and analytics
Read more
read below the following news

President Vladimir Putin recently signed a law mandating adherence to modern Russian language norms in official use.

A special government commission in Russia is currently compiling rules to ensure the mandatory observance of Russian language norms.

Under the new law, foreign words are expected to be largely eliminated from official documents in Russia.

Russian officials are encouraged to avoid using Anglicisms and other borrowings in public speeches and general communication.

In Krasnodar, entrepreneurs are required to translate business names and signs into Russian, with a compliance deadline set by local authorities.

The chief architect of Krasnodar has emphasized that Russian-language signs are more accessible to the local population, as some residents may not understand foreign words.

The Russian government is also working on a normative dictionary to standardize interpretive and spelling rules for the Russian language.

The Deputy Chairman of the Federation Council Committee on Science, Education, and Culture has advocated for replacing borrowed words with native Russian terms.

Crimean officials have compiled a dictionary offering Russian-language substitutes for foreign borrowings, which has been distributed to senators.

Historically, Lenin advocated for a campaign against the unnecessary use of foreign words, a sentiment echoed during the 1940s in the fight against cosmopolitanism.

Under Peter I, numerous Dutch and German words related to technology and mechanisms entered the Russian language, illustrating the long-standing role of borrowing in linguistic evolution.

Critics of language regulation argue that language is a self-regulating system, and harmful or unnecessary borrowings will naturally fade over time.

Some researchers contend that artificial regulation of language is ineffective and potentially harmful, as borrowing is an inherent aspect of linguistic development.

A sociologist has emphasized that language restrictions should not extend to informal speech, particularly among young people.

Despite the adoption of laws to regulate language, enforcement in Russia has been inconsistent, as evidenced by the continued prevalence of English words on signs and clothing.

In 1929, during Benito Mussolini's fascist regime in Italy, the use of foreign words, individual letters, and even dialects was prohibited in public contexts.


Korean skin care has gained global popularity due to its unique philosophy, which emphasizes hydration, soothing ingredients, and maintaining the skin barrier, often referred to as achieving 'glass skin.'

Unlike Western skin care, which often focuses on corrective treatments with harsher active ingredients, Korean products prioritize gentler formulations and natural components like ceramides, centella asiatica, and niacinamide.

The use of innovative and effective ingredients, such as snail mucin, fermented rice water, and traditional 'hanbang' herbal extracts like ginseng, sets Korean skin care apart from its Western counterparts.

Korean skin care routines, once known for their elaborate 10-step processes, have evolved into simpler, more accessible formats, catering to modern consumer preferences for practicality.

The global rise of Korean skin care has been fueled by the influence of South Korean pop culture, including K-dramas and K-pop, as well as the viral impact of social media platforms like TikTok.

Brands like Laneige, Innisfree, and Cosrx have achieved viral success on TikTok, with hashtags like #kbeauty amassing billions of views and driving consumer interest.

Affordable pricing and high-quality formulations have made Korean skin care particularly appealing to cost-conscious shoppers, further boosting its global reach.

Korean beauty brands are also recognized for their innovation, introducing new textures, formats, and multi-purpose products that combine skin care with makeup benefits.

The ethical sourcing of ingredients and focus on sustainability align with growing consumer demand for environmentally friendly and gentle skin care solutions.

Overall, the combination of effective formulations, cultural influence, affordability, and innovative marketing strategies has solidified Korean skin care's position as a global beauty phenomenon.

Korean skin care has gained global popularity due to its unique philosophy, which emphasizes hydration, soothing ingredients, and maintaining the skin barrier, often referred to as achieving 'glass skin.'

Title:

Content: Prestigious position for Korean skincare products in the UAE
Korean skincare products sweep the UAE market
Unique and effective ingredients in the product range drive demand in the UAE and around the world
Retailers in the UAE are seeing a dramatic increase in the sale of Korean beauty products recently.
Along with the wave of popularity of South Korean drama, movies and music, the country ’ s skincare products have also gained prominence.
Shiraz Khan, Chief Operating Officer of Aster GCC Retail, said: “We have observed a significant increase in demand for Korean beauty products, both globally and within the UAE.
At myAster, we saw significant growth of 60 per cent in the first quarter of the year, with skin care and sun protection products being the most sought after, contributing 61 per cent and 38 per cent respectively to our sales. ”
Other retailers have confirmed the growing demand for them.
Jonathan Watts, General Manager of AS Watson, said: “Korean skincare has become a treasure trove in the beauty industry globally and the Middle East is no exception. We have seen a significant rise in Watson this year, with sales doubling so far in 2024, compared to last year. ”
According to e-commerce company Noon, they have taken several steps to meet the growing demand.
Retika Jain, Head of Beauty at Noon, said: “Korean beauty products are seeing huge customer demand from Noon, especially in the skincare and makeup categories, and to meet this growing demand, Noon has partnered with local and Korean vendors to offer original Korean beauty products at very competitive prices, and deliver them quickly. ”
Reasons for fame
There are several reasons for the rise in popularity of Korean beauty products according to experts.
Jonathan Watts said: “Consumers highly value the focus on skin care within Korean cosmetics, as well as the unique and effective ingredients found in the product range.
Ingredients such as Hartlev leaves and snail extract, although unconventional, are effective and gentle on the skin. ”
He said there were other factors that made the skincare package so popular among the younger generation.
He added: “The majority of Korean beauty product brands are not harsh on the skin, and are in line with the growing consumer preference for ethically sourced products.
The influence of TikTok and the boom in Korean pop culture are also major contributors to the phenomenon we see with Korean beauty products. ”
Shiraz Khan
Shiraz said the unique preparation of the products also played an important role in increasing their popularity.
“Innovative formulas, high efficiency and a cultural wave driven by Korean beauty trends through social media and influencers are all factors that have helped their spread. Korean beauty products are known for their advanced skin care techniques and natural ingredients, which attract a wide population looking for effective and gentle skin care solutions, ” he said.
Glassy skin, dewy appearance
Jonathan said that “glass skin ” among Koreans is one of the most desirable things.
“This requires a careful skincare regimen that focuses on hydration, exfoliation and nutrition, areas where Korean beauty brands excel.
Products such as serums, masks, eye masks and extracts with moisturizing ingredients are essential for a vitreous skin appearance. ”
Regardless of the appearance of glassy skin, there are many other common Korean trends.
Retika Jane said: “In double cleansing, an oil cleanser is used, followed by a water cleanser to get clean skin. ”
“The trend of using makeup for both beauty and care has also increased.
Customers want to use clean, multi-purpose products that not only work as a lipstick or dye but also moisturize the skin, contain a sun protection factor (SPF) and provide comprehensive nutrition.
“The ‘ dew ’ look is one of the top trends this year, with a particular focus on glossy lips that look fuller. ”
Demand is expected to continue significantly in the near future.
Shiraz said: “We expect this trend to continue as consumers become increasingly aware of the benefits of Korean beauty products, their popularity is not just a fleeting fad but a testament to their quality and effectiveness in meeting different skin care needs. ”
Jonathan agreed: “Korean beauty is here to stay and is likely to become an integral part of everyone ’ s beauty routine in the future.
Watson currently owns more than 30 Korean beauty brands, and we are expected to launch 10 more this year. ”
Khaleej Times - Arabic Edition
www.khaleejtimes.com

Unlike Western skin care, which often focuses on corrective treatments with harsher active ingredients, Korean products prioritize gentler formulations and natural components like ceramides, centella asiatica, and niacinamide.

Title:

Content: Is Korean Skin Care Really Superior? An Investigation

Photographed by Hayleigh Longman
With its shelfie-worthy packaging and a focus on intriguing ingredients like snail mucin and fermented rice water, Korean skincare has been the subject of Western fascination for years. Brands like CosRx, Innisfree, and Laneige have assumed viral social-media status, while Glow Recipe and Dr. Jart+ are now practically household names, thanks to TikTok.
Besides whipping up curiosity, Korean skin care has established a name for itself as one of the most effective and trustworthy categories in beauty. And ahead of winter, it's seeing a serious revival. In the past few weeks, searches for 'Korean skin-care routine', '10-step Korean skin care', and 'best Korean skin-care products' have made up Google's skin-care trends. While on TikTok, the hashtag #koreanskincare has seen a handful of new videos, each raking in millions of views.
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In October, a tweet and TikTok video posted by skin-care blogger @Mul_OVO went viral for showcasing the benefits of switching to Korean skin care. But is Korean skin care really better? Or have we simply got caught up in the hype?
Cosmetic Chemist and Licensed Aesthetician Esther Olu believes our obsession with K-skincare started with 'glass skin' — skin so dewy, it's almost reflective. Olu says that glass skin was the ideal and promoted "healthy-looking" and "luminous" skin standards. "Everyone wanted to have healthy skin," says Olu, "and Korean [skin care] has played a critical role in this mindset."

The Korean approach to skin care is a lot gentler and there is a distinct difference in ingredients lists compared to Western products, which can be harsh.

You could argue that the main intent of skin care everywhere is to promote healthy, happy skin. But there are some key differences. Many Western skin-care trends (such as skin cycling, peels, and rediscovering skin toners) tend to home in on ingredients such as retinol and exfoliating acids, for example glycolic, lactic, and salicylic acid. These are great when used properly and sensibly under the guidance of an expert but they can be notoriously irritating when overdone, as many of us tend to do.
Ask any dermatologist to pinpoint common skin gripes they regularly spot in clinic and they'll almost always reel off perioral dermatitis (a red rash that circles your mouth), burns, irritation, dryness, and a compromised skin barrier (redness, tightness, breakouts, rashes) — all a result of overdoing it on harsh ingredients.
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Of course, Korean skin care does feature the aforementioned ingredients. They do work, after all. But the Korean approach seems to be a lot gentler and there is a distinct difference in ingredients lists, too, says Olu. PHAs (polyhydroxy acids) are a lot more popular in Korean skin care, for example. Take Dr. Jart+'s recently launched Pore Remedy range, in which PHAs are the star ingredient. Much like glycolic and salicylic acids, PHAs exfoliate the skin effectively, but what sets them apart from other exfoliators is their large molecule size. They exfoliate at surface level without going too deep and aggravating skin as other acids might. Glow Recipe and CosRx are just a few Korean brands championing them and subsequently promoting a kinder approach to the controversial exfoliation trend.
In fact, Korean skin care has been something of a savior for our irritated skin barriers of late. Much of Korean skin care shines a light on reducing inflammation rather than drying out skin. "Promoting hydration as well as soothing ingredients is a primary focus in Korean skin care," confirms Cosmetic Chemist Ramón Pagán. "This is a contrast to the products we tend to see in the west, which can be more astringent or irritating to the skin with higher percentages of active ingredients."
Pagán explains that thanks to skin-care marketing in the early '00s, the Western approach to skin care has been hooked on stripping skin: getting rid of the 'bad' stuff like excess oil and clogged pores. Conversely, Korean skin care is about nourishing the skin. Reddit's skin-care obsessives concur that Western skin care can be disagreeable, particularly for those with dry, sensitive, or acne-prone skin.
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@hkjennylee #greenscreen and not to mention the dupe has bifida as the FIRST ingredient while the original has it as the SECOND… tea 🙈 #koreanskincare #kbeautyblogger #kbeauty #koreanskincareproducts #kbeautyskincare ♬ Monkeys Spinning Monkeys - Kevin MacLeod & Kevin The Monkey
Olu seconds this. "Western skin-care products tend to take a corrective approach," she tells R29. "Specifically, the formulas are dedicated to solving a skin-care concern, whether it is retinol, azelaic acid, or BHAs and AHAs," which are different kinds of exfoliating acids. "[Western skin care] is meant to help with anti-aging and things like redness," explains Olu, "while Korean skin care focuses more on maintenance and skin barrier health."
It's why you'll find excellent ingredients, like ceramides (very moisturizing and hold the skin barrier together), centella asiatica aka cica (a herb that decreases inflammation, redness, puffiness, and swelling) and niacinamide (vitamin B3, which keeps the skin barrier intact and reduces excess oil) in most Korean skin care. The color-correcting cream that recently went viral on TikTok? It includes cica — and of course it's Korean.

A reason why Korean skin care is so popular — and so good — is because the Korean government is said to have actively invested in its beauty brands to better develop cosmetics.

Redditors also point out that Korean skin care includes 'special ingredients' and technologies that Western products don't. Snail mucin (excreted from snails) is a popular moisturizing ingredient among Korean brands, with influencers and experts extolling the virtues of products like CosRx Advanced Snail 96 Mucin Power Essence Gel. "This is a great barrier-protecting ingredient," Dr. Kemi Fabusiwa told R29 recently, "but it also gives your skin a great shine."
Then there's allantoin, popular in Korean skin care for locking moisture into the skin, as well as rice extract (said to increase hydration, making skin plump), and bee propolis, a natural substance produced by honey bees that has been proven to smooth skin and protect it from environmental factors, such as pollution.
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Beyond the more skin-friendly and interesting approach to ingredients, it has been reported that Korean beauty and skin care is one of the country's biggest businesses and exports. As the world's third largest cosmetics exporter, South Korea's cosmetics exports outperformed home appliances, pharmaceuticals, and smartphones in 2020. Data also suggests that South Korea's skin-care market will reach $11.4 billion in value by 2026. Interestingly, one of the reasons why Korean skin care is so popular — and so good — is because the Korean government is said to have actively invested in its beauty brands in order to better develop cosmetics.
"When K-beauty was introduced to the Western market through popular channels and social media, a phenomenon was awakened, creating demand and opportunity for business," says Nina Vargas, a global business strategist for beauty, fashion, and wellness brands. "This allowed Korean cosmetics companies to obtain help from the Korea International Trade Association (KITA)." KITA is a nonprofit organization that helps small and medium enterprises enter markets abroad.
What's more, Dr. Jenelle Kim, Founder and Formulator of JBK Wellness Labs, says that Korean skin care uses the latest science to understand exactly what our skin needs. "It utilizes ingredients in new ways, while remaining committed to formulating with centuries-proven ingredients and, for some brands [like Erborian, Sulwhasoo, and Beauty of Joseon], the powers of herbal medicine." Ginseng and green tea are super popular, for example.
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Dr. Kim adds that our skin's needs change with the climate or environmental factors, like air quality, makeup trends, and hormones. Korean skin care has consistently switched things up in an effort to help us stay in balance. Pagán agrees that heritage surrounds Korean skin care. "Lots of brands use 'hanbang' ingredients, which are based around traditional Korean medicine," he says. "These are often herbal and naturally derived." Post-pandemic, when we're more interested than ever in keeping healthy, highlighting medicinal skin care makes Korean products appear trustworthy and effective, elevating them above others.
In short, skin care is an inherent part of Korean culture. Head to TikTok and you'll see that Koreans view beauty not as a luxury but as a necessity. Countless videos suggest that from a young age, people are taught to take care of their skin and to look at skin care as a preventative measure. Year-round sun protection is also a big trend among Korean skin-care lovers, with a high factor, broad spectrum sunscreen said to be one of the most important products in a routine.
Another reason Korean skin care is regarded so highly is because the majority of it is affordable. Head to Reddit and you'll spot skin-care lovers swapping reviews of Innisfree, Tonymoly, and Etude House. The promise of soothed, hydrated skin is their main pull, but so are the relatively low prices, with most cleansers, serums, and creams coming in under $25.
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Amid a cost of living crisis, it makes sense that we want to spend as little as possible on beauty products. When it comes to Korean skin care, though, tightening your purse strings doesn't mean compromising on quality. All the proven skin-care ingredients are there, from retinol to acids, just in gentler concentrations and sophisticated formulas. Some TikTokers even point out that Korean skincare often dupes brands and products that charge hundreds for very similar ingredients and results. "It doesn't matter if you spend $1 or $100. If it's K-Beauty, chances are it's great," thinks Vargas.
Over time, the 10-product routine has given way to routines with fewer steps. Excessive layering doesn't work for everyone, particularly if you have a strict budget or your skin is sensitive, reactive, or acne-prone. But Korean skin care is ever evolving and always adapting to consumer needs. Because of this, three- or four-step routines are now trending among Korean influencers. TikTokers are sharing their easy skin-care rituals, which always start with a gentle, hydrating cleanser followed by a serum, moisturizer, and sunscreen. This is a quick and effective routine that dermatologists and skin-care experts often recommend for skin types across the board.
Pagán believes that Korean skin care stays fun and inventive. "It's simple but impactful and you get luxury experiences at affordable prices. You don't see Western brands readily introducing staple Korean concepts, like fermented ingredients or snail secretion." Add to that the serious investment and spotlight on nourishing the skin (rather than getting rid of the 'nasty' stuff) and it's clear to see why Korean skin care is regarded so highly. But is it better? Essentially, the very best skin care is the skin care that works for you. If it happens to be Korean, that's great. But if it's something else entirely, why switch it up?
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This story was originally published on Refinery29UK.
At Refinery29, we’re here to help you navigate this overwhelming world of stuff. All of our market picks are independently selected and curated by the editorial team. If you buy something we link to on our site, Refinery29 may earn commission.

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The use of innovative and effective ingredients, such as snail mucin, fermented rice water, and traditional 'hanbang' herbal extracts like ginseng, sets Korean skin care apart from its Western counterparts.

Korean skin care routines, once known for their elaborate 10-step processes, have evolved into simpler, more accessible formats, catering to modern consumer preferences for practicality.

The global rise of Korean skin care has been fueled by the influence of South Korean pop culture, including K-dramas and K-pop, as well as the viral impact of social media platforms like TikTok.

Brands like Laneige, Innisfree, and Cosrx have achieved viral success on TikTok, with hashtags like #kbeauty amassing billions of views and driving consumer interest.

Title:

Content: default-output-block.skip-main

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.

How TikTok Brought Back K-Beauty

While the K-beauty craze of the 2010s has waned in recent years, brands and retailers are seeing renewed interest in the category thanks to TikTok.
BoF PROFESSIONAL

Key insights

  • After K-beauty’s international spike in popularity more than a decade ago, it entered a period of decline at the start of the 2020s.
  • TikTok is leading a K-beauty resurgence. Laneige, Innisfree, Beauty of Joseon and Cosrx are among brands going viral on the platform.
  • K-beauty-inspired trends are also taking off. “Korean glass skin” saw 134 percent year-over-year growth on TikTok over a six-month period ending April 30.

When Laneige launched at Sephora US in 2017, its K-beauty identity was front and centre.

The Amorepacific-owned brand was featured in the retailer’s K-beauty endcap, a K-beauty menu bar section and multiple K-beauty campaigns. But half a decade later, hype around the category had faded, according to Julien Bouzitat, US brand general manager for Laneige and sister brand Innisfree.

“The first time, it was very successful,” he said. “The second time, not as great … [Sephora’s] takeaway was that the first wave of K-beauty had gone away.”

The K-beauty craze emerged in the US around 2012 with the rise of BB cream, and spurred countless subsequent beauty trends such as sheet masks, 10-step skin care routines and blemish patches. In the mid- to late 2010s, K-beauty fervour was so high that imported labels like Laneige and Tony Moly quickly faced competition from major US brands launching copycat products as well as from new K-beauty-inspired startups like Glow Recipe, Then I Met You and Peach & Lily.

But as K-beauty went mainstream, brands’ use of the term as a selling point died down — until now. Korean brands have TikTok to thank. The hashtag #kbeauty has 9.5 billion views on TikTok. The term “Korean glass skin,” a K-beauty trend that was popular in 2017, saw 134 percent year-over-year growth on TikTok over a six-month period ending April 30, according to data science company Spate and market research firm Circana. Sales of products that help users achieve the Korean “glass skin” look have risen, too. The viral Cosrx Advanced Snail 96 Mucin Power Essence is now the number one best-selling beauty product on Amazon after taking off on TikTok. The brand said it has now sold 15 million bottles as of September.

While K-Beauty’s original heyday was driven in part by gimmick marketing and attention-grabbing packaging, its resurgence is due to a new “skintellectual” age group being drawn to product efficacy. Moreover, affordable price points are encouraging cost-conscious and dupe-obsessed shoppers to buy.

“There’s been a second generation which became more [focused on the] brand-building aspect of K-beauty and this Korean skincare expertise,” said Bouzitat.

The Wave Recedes

Since the 1990s, Hallyu — the “Korean wave” — has been growing outside South Korea’s borders, as the South Korean government encouraged international exports globally. The 2010s saw an influx of Korean culture and products, especially entertainment and beauty. US-based Sephora and Ulta Beauty stocked up on Korean beauty brands, while beauty conglomerates acquired them. In 2018, L’Oréal purchased K-beauty brand 3CE parent company Nanda, while the Estée Lauder Companies bought Dr. Jart+ in 2019.

“It took skin care to a whole other level. I don’t think it will ever be the same, thanks to the influence of K-beauty,” said Lindsay Ullman, co-founder of beauty consulting firm The View from 32 and a former merchandising executive at Sephora.

But its popularity kicked off an influx of K-beauty inspired brands stateside. Soko Glam and Peach & Lily both started as e-tailers selling imported K-beauty products before their founders, Charlotte Cho and Alicia Yoon, respectively, expanded with their own skin care brands. Quickly, legacy brands like Lancôme and Clinique began introducing their own versions of BB creams, sheet masks or cleansing oils.

Momentum slowed in the 2020s. Estée Lauder Companies reported in August that Dr. Jart+’s net sales declined during the 2023 fiscal year. In the US, Sephora stopped stocking at least 10 K-beauty brands that it sold in the late 2010s, including Too Cool for School, Neogen, Amorepacific and Son & Park, and no longer highlights its K-beauty section on its homepage. Amorepacific’s profits plunged by 28.5 percent in 2022. Even upstarts like Glow Recipe and Hero Cosmetics, that once traded on being K-beauty-inspired brands, stopped using the term in their marketing and communications.

An Influencer-Led Renaissance

It’s not the multi-step routine tutorials — which were the hallmark of 2010s K-beauty — driving the category’s comeback. Instead, it’s individual viral product crazes sparked by influencers and celebrities.

K-beauty sunscreens with formulas that don’t have a white cast, for example, have been a hit with influencers. Innisfree’s Daily UV Defense sunscreen, which went viral on TikTok, was explicitly cited as one of the top-selling products driving Amorepacific Group’s North America growth this year. Beauty of Joseon’s Relief Sun sunscreen has received 587 million views on TikTok, driven by influencers like Ava Lee, who is working on a collaboration with the brand planned for release in 2024. While the product is not yet approved by the FDA for sale in the US, customers have tried to find workarounds, ordering from cross-border websites or unverified Amazon sellers.

Meanwhile, Laneige is seeing double-digit sales growth in the US, said Bouzitat. The brand has been a hit on TikTok for the past two years thanks in part to its ASMR product videos and high-profile brand ambassador, “Euphoria” actress Sydney Sweeney. The efforts the brand has made on TikTok are part of a broader North America marketing push on the part of Amorepacific Group, which also launched a rebrand campaign for luxury brand Sulwhasoo this year. The company also returned to profitability in the second quarter of 2023, reporting that overseas revenue grew 27 percent, boosted by 105 percent growth in North America.

Unlike prestige predecessors, affordable K-beauty brands have become a draw for TikTok’s dupe-obsessed young shoppers. Beauty influencer Stephanie Valentine, known on TikTok as Glamzilla, prompted a sell out of Innisfree’s Dewy Glow Moisturizer when she offered it as a dupe for Tatcha’s Dewy Skin Cream Plumping & Hydrating Moisturizer. Within 48 hours, the item sold out at Sephora US and Canada as well as on the brand’s website.

“Innovation, no matter what category you’re talking about, clients are going to always be excited about that,” said Ullman. “Korean skin care is such an innovative player, so as long as they keep coming out with new formats, new textures, new ways to talk about skin care, there’s opportunity.”

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Affordable pricing and high-quality formulations have made Korean skin care particularly appealing to cost-conscious shoppers, further boosting its global reach.

Korean beauty brands are also recognized for their innovation, introducing new textures, formats, and multi-purpose products that combine skin care with makeup benefits.

The ethical sourcing of ingredients and focus on sustainability align with growing consumer demand for environmentally friendly and gentle skin care solutions.

Overall, the combination of effective formulations, cultural influence, affordability, and innovative marketing strategies has solidified Korean skin care's position as a global beauty phenomenon.