The issue of language borrowings, particularly from English, has become a pressing concern for many governments around the world, as they strive to preserve the integrity and uniqueness of their state languages.

In Russia, for instance, the government has taken concrete steps to protect the Russian language from excessive borrowings, with President Vladimir Putin signing a law that mandates the use of Russian language in all official contexts, including government institutions, media, and education.

This law aims to prevent the overuse of foreign words, especially English, in official settings, and to promote the use of Russian equivalents instead.

Similarly, in Nigeria, there are concerns about the impact of Chinese loans on the country's sovereignty, with experts warning that the country risks losing key national assets to China if it defaults on its loans.

However, the issue of language borrowings is not unique to these countries, and many governments are grappling with the challenge of balancing the need to adopt foreign words and concepts with the need to preserve their native languages.

In Russia, the law on language protection has been welcomed by many as a necessary measure to safeguard the Russian language, which is considered an integral part of the country's cultural heritage.

The law requires government officials, media outlets, and educational institutions to use Russian language in all official contexts, and to avoid using foreign words and expressions unless there are no Russian equivalents.

This move is seen as a way to promote the use of Russian language and to reduce the influence of English and other foreign languages on the country's linguistic landscape.

However, some experts have cautioned that the law may be difficult to enforce, and that it may lead to unintended consequences, such as the suppression of linguistic diversity and creativity.

In other countries, such as Kazakhstan, there are also efforts to promote the use of native languages and to reduce the influence of foreign languages, particularly English.

The Kazakh government has launched initiatives to promote the use of Kazakh language in official contexts, and to encourage the development of Kazakh language media and education.

Similarly, in Ukraine, there are concerns about the impact of Russian language on the country's linguistic identity, and efforts are being made to promote the use of Ukrainian language in official contexts.

The use of foreign words and expressions, particularly from English, has become a ubiquitous feature of many languages around the world, and it is not uncommon to hear English words and phrases being used in everyday conversation, even in countries where English is not an official language.

However, this phenomenon has also raised concerns about the erosion of native languages and the loss of cultural identity.

In response, many governments are taking steps to promote the use of native languages and to reduce the influence of foreign languages, particularly English.

In Nigeria, for example, there are concerns about the impact of Chinese loans on the country's sovereignty, and experts have warned that the country risks losing key national assets to China if it defaults on its loans.

The Nigerian government has borrowed over $3.48 billion from China, and there are fears that the country may struggle to repay these loans, particularly given the current economic climate.

However, the Nigerian government has also taken steps to promote the use of native languages, particularly in education, and to reduce the influence of foreign languages, particularly English.

In conclusion, the issue of language borrowings, particularly from English, is a complex and multifaceted one, and many governments around the world are grappling with the challenge of balancing the need to adopt foreign words and concepts with the need to preserve their native languages.

While some countries, such as Russia, have taken concrete steps to protect their languages, others, such as Nigeria, are still struggling to come to terms with the impact of foreign languages on their linguistic identity.

Ultimately, the key to promoting the use of native languages and reducing the influence of foreign languages will depend on a range of factors, including government policy, education, and cultural attitudes.

As the world becomes increasingly globalized, it is likely that the issue of language borrowings will continue to be a pressing concern for many governments, and it will be important to find ways to balance the need to adopt foreign words and concepts with the need to preserve native languages.

The issue of language borrowings, particularly from English, has become a pressing concern for many governments around the world, as they strive to preserve the integrity and uniqueness of their state languages.

In Russia, for instance, the government has taken concrete steps to protect the Russian language from excessive borrowings, with President Vladimir Putin signing a law that mandates the use of Russian language in all official contexts, including government institutions, media, and education.

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

This law aims to prevent the overuse of foreign words, especially English, in official settings, and to promote the use of Russian equivalents instead.

Similarly, in Nigeria, there are concerns about the impact of Chinese loans on the country's sovereignty, with experts warning that the country risks losing key national assets to China if it defaults on its loans.

Title:

Content: Nigeria risks losing assets to China over $3.48bn loan, experts warn FG

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Economic and financial experts have warned the Federal Government that Nigeria risks losing key national assets to China in the event that it defaults in paying back loans obtained from China which is currently put at $3.48bn.

They spoke against the backdrop of the possible takeover of Uganda’s only international airport and other key assets over the East African country’s inability to repay a $207m loan obtained on November 17, 2015 from the Export-Import Bank of China.

The loan has a maturity period of 20 years including a seven-year grace period. According to the deal signed with the Chinese lenders, Uganda will have to surrender its only international airport.

The Uganda Civil Aviation Authority said some provisions of the financing agreement with China exposed the Entebbe International Airport and other Ugandan assets which might be taken over by Chinese lenders upon arbitration in Beijing.

China has reportedly rejected recent pleas by Uganda to renegotiate the toxic clauses of the 2015 loan.

This came as Nigeria’s Minister of Transportation, Rotimi Amaechi, in August 2020 hinted about the possibility of Nigeria forfeiting its assets to China in the event of loan default.

Amaechi reportedly said Nigeria had waived immunity on a loan, which means China could take the country to arbitration in the event of a default.

The minister, however, added that there would be no need for China to claim any infrastructure once Nigeria repaid its loans to the Asian country.

 “We must learn to pay our debts and we are paying, and once you are paying, nobody will come and take any of your assets,” Amaechi said.

However, financial analysts hinted about the possibility of Nigeria forfeiting key national assets to China if the country defaulted on its $3.48bn loans.

They also advised the Federal Government to properly review the loan agreements with China to save the country from facing a situation similar to that of Uganda.

The Chief Executive Officer of SD&D Capital Management, Idakolo Gbolade, said Nigeria might forfeit certain assets in the event of a loan default.

Asked if Nigeria faced any risks on its China loans, Gbolade said, “Yes, it is very possible. If you remember about a year ago, there was serious concern in the National Assembly on the loans given by the Chinese Exim Bank to us, and I am sure the loan clause also includes forfeiture of national assets.”

The expert, however, expressed confidence that Nigeria was capable of paying back its debt.

An economist and professor of Economics and Public Policy at the University of Uyo, Akpan Ekpo, said the development in Uganda was worrisome and exemplified some of the dangers of borrowing from external sources.

He, therefore, advised the government to ensure that loan agreements with China were properly appraised.

Ekpo said, “It is an issue of concern; that is why in any loan agreement with China, we have to read in between the lines. We have to make sure we really understand their agreements.

“We should make sure that Nigerians are involved in the loan negotiation process. Experts should be carried along so that they can properly understand both the agreement in English and in Chinese.

“If the loans have clauses that may cost us our assets or even our sovereignty – as the debate was earlier in the year – that would be disastrous.

“So they should take experts with them when they go to negotiate the loans they collect from China, not just people from foreign affairs.”

A professor of Economics at the Olabisi Onabanjo University, Ogun State, Sheriffdeen Tella, equally expressed a similar view, stressing that all loan agreements between Nigeria and external sources should be properly studied by experts.

He said, “It could happen to any African country because they are all thinking of borrowing. But I think that since people have kept the conversation alive now, the government will be very careful with loans collected from China.

“There is, however, the need for an assessment of government external debt from different sources now. We have to start looking at it and there is a need to study the documents that contain the agreements of some of these loans to prevent a similar occurrence.

“We need to start asking ‘what are the contents or the conditions of the loans?’ There is also a need for the government to create a means for offsetting such debts.”

The Managing Director of Cowry Asset Management Limited, Johnson Chukwu, said the country should not have a problem paying back the loan if the economy thrived sufficiently.

He said, “An interest of 2.5 per cent is not high. The key challenge is that did we invest the money in productive assets, and are we getting the value for the money? Was the project cost-optimal?

“It is important to note that investment in infrastructure should lead to an expansion in the country’s ability to generate revenue. If the economy thrives, paying back the loan should not be a problem.

“However, if certain reasonable conditions are not met, it may have a catalytic effect on the economy with the country finding it difficult to pay back the loan.”

Although the Federal Government has been mostly secretive about the terms of the agreement of its China loans, the Debt Management Office has made some statements on them in recent times.

In a statement in June, 2020, the DMO said, “The total borrowings from China of $3.121bn as at March 31, 2020, are concessional loans with interest rates of 2.5 per cent per annum, tenor of 20 years and grace period (moratorium) of seven years.”

According to the DMO, the terms are compliant with the provisions of Section 41 (1a) of the Fiscal Responsibility Act, 2007.

In addition, the low interest rate reduces the interest cost to government while the long tenor enables the repayment of the principal sum of the loans over many years.

Eleven projects, ranging from water supply, power generation, railways, airport terminals, communication to agricultural processing are funded by the loans acquired.

The Director-General, DMO, Patience Oniha, had in February said, “So far, let’s be very clear that there has not been any default, whether of local or international debt.”

The earliest of the funding agreements between Nigeria and China was signed in 2010 with an interest rate of 2.5 per cent yearly, a repayment period of about 20 years and a grace period of seven years.

If Nigeria is unable to pay its first debt by 2038, the country may have to lease out any of the Chinese-funded projects in Nigeria to China.

The first loan project was for the Nigerian national public security communication system project with $399.50m agreed on December 20, 2010 and disbursed.

The second loan was for the Nigerian railway modernisation project (Wu- Kaduna section) with $500m agreed on December 20, 2010 and disbursed.

While the third loan was for the Abuja light rail project with $500m agreed on November 7, 2012 and disbursed, the fourth loan was targeted at Nigerian ICT infrastructure backbone project with $100m agreed on January 5, 2013 and disbursed.

The fifth loan was meant for the Nigerian four airport terminals’ expansion project (Abuja, Kano, Lagos and Port Harcourt) with $500m agreed on July 10, 2013 but $455.28m was disbursed, which is 91.06 per cent of the agreed amount.

The sixth loan was for the Nigerian Zungeru hydroelectric power project with $984.32m agreed on September 28, 2013 but only $518.24m was disbursed, which is 52.65 per cent of the agreed amount.

The seventh loan was for the Nigerian 40 parboiled rice processing plants project (Federal Ministry of Agriculture and Rural Development), with $325.67m agreed on April 26, 2016, but nothing was disbursed.

The eighth loan was for the Nigerian railway modernisation project (Lagos – Ibadan section), with $1.27bn agreed on August 18, 2017 but only $759.84m was disbursed, which is 17.50 per cent of the agreed amount.

The ninth loan was targeted at the rehabilitation and upgrading of Abuja-Keffi-Markurdi road project with $460.82m agreed on August 18, 2017 but only $80.64m was disbursed, which is 59.96 per cent of the amount agreed.

The 10th loan was meant for the Nigeria supply of rolling stocks and depot equipment for the Abuja light rail project with $157m agreed on May 29, 2018, but nothing was disbursed.

Lastly, the 11th loan was for the Nigeria greater Abuja water supply project with $381.09m agreed on May 29, 2018, but nothing was disbursed.

In terms of repayments, Nigeria paid $102.68m to China in the first six month of 2021, while it still owes about $3.48bn

Nigeria also paid a total of $102.68m to the Exim Bank of China in the first half of this year.

Nigeria paid an interest fee of $42.54m, which is 73.76 per cent of the principal fee of $57.67m as debt service to the Exim Bank of China in the first three months of 2021

Alongside commitment charges of $1.98m, Nigeria paid a total of $102.20m.

In the second quarter of 2021, Nigeria paid an interest fee of $306,050, without paying the principal fee, as debt service to the Exim Bank of China in the second three months of 2021

Alongside commitment charges of $170,680, Nigeria paid a total of $476,730 in Q2 2021.

The PUNCH had reported that Nigeria spent $591.11m in five years on servicing the debts owed to the Exim Bank of China.

Nevertheless, Nigeria still owes China $3.48bn as of the end of June 2021.

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However, the issue of language borrowings is not unique to these countries, and many governments are grappling with the challenge of balancing the need to adopt foreign words and concepts with the need to preserve their native languages.

In Russia, the law on language protection has been welcomed by many as a necessary measure to safeguard the Russian language, which is considered an integral part of the country's cultural heritage.

The law requires government officials, media outlets, and educational institutions to use Russian language in all official contexts, and to avoid using foreign words and expressions unless there are no Russian equivalents.

This move is seen as a way to promote the use of Russian language and to reduce the influence of English and other foreign languages on the country's linguistic landscape.

However, some experts have cautioned that the law may be difficult to enforce, and that it may lead to unintended consequences, such as the suppression of linguistic diversity and creativity.

Title:

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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In other countries, such as Kazakhstan, there are also efforts to promote the use of native languages and to reduce the influence of foreign languages, particularly English.

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 Kazakh government has launched initiatives to promote the use of Kazakh language in official contexts, and to encourage the development of Kazakh language media and education.

Similarly, in Ukraine, there are concerns about the impact of Russian language on the country's linguistic identity, and efforts are being made to promote the use of Ukrainian language in official contexts.

The use of foreign words and expressions, particularly from English, has become a ubiquitous feature of many languages around the world, and it is not uncommon to hear English words and phrases being used in everyday conversation, even in countries where English is not an official language.

Title:

Content: “They can probably be caught. ”
"Kommersant" asked Muscovites what to do with overseas words in Russian speech
Deputies and senators went on New Year's holidays, passing a record number of laws over the year - more than 650.
Among the thousands of initiatives, amendments to the Federal Law “On the State Language of the Russian Federation ” remained under consideration.
The government proposes to consult a dictionary about Russian analogues before using foreign words in the public sphere.
“Kommersant ” asked Russian speakers what to do with borrowings in the speech of the officials themselves and their fellow citizens.
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However, this phenomenon has also raised concerns about the erosion of native languages and the loss of cultural identity.

In response, many governments are taking steps to promote the use of native languages and to reduce the influence of foreign languages, particularly English.

In Nigeria, for example, there are concerns about the impact of Chinese loans on the country's sovereignty, and experts have warned that the country risks losing key national assets to China if it defaults on its loans.

The Nigerian government has borrowed over $3.48 billion from China, and there are fears that the country may struggle to repay these loans, particularly given the current economic climate.

However, the Nigerian government has also taken steps to promote the use of native languages, particularly in education, and to reduce the influence of foreign languages, particularly English.

In conclusion, the issue of language borrowings, particularly from English, is a complex and multifaceted one, and many governments around the world are grappling with the challenge of balancing the need to adopt foreign words and concepts with the need to preserve their native languages.

While some countries, such as Russia, have taken concrete steps to protect their languages, others, such as Nigeria, are still struggling to come to terms with the impact of foreign languages on their linguistic identity.

Ultimately, the key to promoting the use of native languages and reducing the influence of foreign languages will depend on a range of factors, including government policy, education, and cultural attitudes.

As the world becomes increasingly globalized, it is likely that the issue of language borrowings will continue to be a pressing concern for many governments, and it will be important to find ways to balance the need to adopt foreign words and concepts with the need to preserve native languages.


The popularity of Korean skin care has been on the rise globally, with its unique philosophy and features setting it apart from traditional Western skin care.

Korean skin care focuses on achieving "glass skin", which is skin that is so dewy and healthy it's almost reflective, with an emphasis on hydration, soothing ingredients, and skin barrier health.

The use of fermented ingredients, such as snail mucin and fermented rice water, is a key aspect of Korean skin care, providing a gentle and effective approach to skin health.

In contrast to Western skin care, which often focuses on correcting specific skin concerns, Korean skin care takes a more holistic approach, emphasizing maintenance and prevention.

The international boom of Korean skin care can be attributed to its popularity on social media platforms, such as TikTok, where hashtags like #kbeauty have garnered over 9.5 billion views.

Korean skin care brands have successfully utilized influencer marketing and viral product crazes to remain popular and relevant, with brands like Laneige and Innisfree seeing significant sales growth.

The affordability and innovation of Korean skin care products have also contributed to their global appeal, with many brands offering high-quality products at affordable price points.

According to Dr. Jenelle Kim, Korean skin care uses the latest science to understand exactly what the skin needs, and utilizes ingredients in new ways while remaining committed to formulating with centuries-proven ingredients.

The Korean government's investment in its beauty brands has also played a significant role in the industry's success, with South Korea's cosmetics exports reaching $11.4 billion in value by 2026.

Overall, the unique philosophy, features, and marketing strategies of Korean skin care have solidified its position as a leader in the global beauty industry.

The popularity of Korean skin care has been on the rise globally, with its unique philosophy and features setting it apart from traditional Western skin care.

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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Korean skin care focuses on achieving "glass skin", which is skin that is so dewy and healthy it's almost reflective, with an emphasis on hydration, soothing ingredients, and skin barrier health.

The use of fermented ingredients, such as snail mucin and fermented rice water, is a key aspect of Korean skin care, providing a gentle and effective approach to skin health.

Title:

Content: Skincare Sunday

5 K-Beauty Trends To Amp Up Your Spring Skincare Routine

Rosdiana Ciaravolo

There’s a reason that so many of our favourite skincare trends (on TikTok and otherwise) hail from Korea, where they know a thing or two about how to create the juiciest skin. But what’s trending now? Vogue spoke to aesthetic doctor and K-beauty expert, Dr Christine Hall, to learn about the latest ingredients, routines and rituals coming from the place where it all begins – and how to work them into your skincare regimen with products currently available in the UK.

Fermented ingredients

We know how good fermented foods are for our guts, but our Korean counterparts know how good they are for their skin. “They ferment most of their ingredients – for example, red rice, lactic and glycolic acid, are all fermented byproducts,” she says. “Fermenting an ingredient makes it something like four times more potent than it would be in its normal state.”

Drunk Elephant Bouncy Brightfacial Mask

La Mer The Resurfacing Treatment

Purito Fermented Complex 94 Boosting Essence

HaruHaru Wonder Black Rice Bakuchiol Eye Cream

Skip-care

Even the Koreans are now shunning the 12-step skincare routine they made so popular. “There’s been a shift away from the very old school multi-step routine,” says Hall. “Skip-care is basically a fancy way of saying that you skip some of the steps. They do that by using products that house a combination of ingredients.” Step hybrid formulas, like Tatcha’s Vitamin C formula, combine different active ingredients (like vitamin C and fruit acids) in one formula. They work harder for the skin and save money and time – what’s not to love?

Tatcha Violet-C Brightening Serum

Byoma Hydrating Recovery Oil

Waterless beauty

“In Korea, there’s a real focus on products that don’t have much water in them – which is where the term ‘waterless beauty’ comes from. The idea is that you get way more than what you pay for because they last longer, due to the minimal water in the product,” says Hall. Look at many ingredients lists and you’ll notice “aqua” is often at the top, but the idea with waterless formulas is that, instead of being filled by water, they are packed with more efficacious ingredients and less filler. You’ll often find them in powder format or oils. For the latter reason alone, they’re not for every skin type, but Hall says this move has come from a more earth-friendly approach to beauty in South Korea.

Ethique The Perfector Nourishing Solid Face Cream

Chanel N°1 Red Camellia Powder-To-Foam Cleanser

CeraVe Hydrating Cleanser Bar

Keys Soulcare Be Luminous Exfoliator

Skin flooding

You may have heard about “skin flooding” on TikTok – the term has a cool 2.1 billion views on the platform. The idea really originated with that aforementioned multi-step Korean skincare regime, where layer upon layer of hydration (using different formulas in different textures) were applied to the skin to quench its thirst. To “skin flood” is a similar affair; it involves applying a number of different hydrating products, from serums to lightweight lotions to thicker moisturisers, to deeply moisturise and lock it all in. “Double moisturising is also a big trend for those who are time poor,” adds Hall.

Huxley Grab Water Essence

Beauty of Joseon Red Bean Water Gel

L'Oréal Paris Revitalift Filler Line Plumping Water Cream

Kiehl’s Ultra Pure High-Potency 1.5% Hyaluronic Acid Serum

Sisley Ecological Compound Advanced Formula

Ren Clean Skincare Perfect Canvas Smooth, Prep and Plump Essence

Double SPF

And if doubling up on your moisturiser isn’t enough, have you also tried applying your SPF twice? “There’s a real interest in blue light, so the Koreans are finding SPFs that concentrate on blue light, then using another SPF – one that has light-reflecting filters and so on – on top,” says Hall. “This second SPF often comes in the form of make-up, and they’ll wear that as their base instead of applying foundation.” All in the name of excellent sun protection.

Dr.Jart+ BB Premium Beauty Balm SPF50

Supergoop! Mineral Mattescreen 100% Mineral Sunscreen

In contrast to Western skin care, which often focuses on correcting specific skin concerns, Korean skin care takes a more holistic approach, emphasizing maintenance and prevention.

The international boom of Korean skin care can be attributed to its popularity on social media platforms, such as TikTok, where hashtags like #kbeauty have garnered over 9.5 billion views.

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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Korean skin care brands have successfully utilized influencer marketing and viral product crazes to remain popular and relevant, with brands like Laneige and Innisfree seeing significant sales growth.

The affordability and innovation of Korean skin care products have also contributed to their global appeal, with many brands offering high-quality products at affordable price points.

According to Dr. Jenelle Kim, Korean skin care uses the latest science to understand exactly what the skin needs, and utilizes ingredients in new ways while remaining committed to formulating with centuries-proven ingredients.

The Korean government's investment in its beauty brands has also played a significant role in the industry's success, with South Korea's cosmetics exports reaching $11.4 billion in value by 2026.

Overall, the unique philosophy, features, and marketing strategies of Korean skin care have solidified its position as a leader in the global beauty industry.


The popularity of Korean skin care has been on the rise globally over the recent decades, with its unique philosophy and features setting it apart from traditional Western skin care.

Korean skin care is known for its emphasis on achieving "glass skin," which refers to skin that is smooth, luminous, and flawless.

This approach to skin care is centered around a gentle and nourishing routine, rather than a corrective one, which is often the focus of Western skin care.

The Korean skin care philosophy is also characterized by its use of natural ingredients, such as snail mucin, fermented rice water, and ginseng, which are believed to have anti-aging and moisturizing properties.

In addition to its unique ingredients, Korean skin care is also distinct from Western skin care in its approach to exfoliation, with a focus on using polyhydroxy acids (PHAs) instead of alpha-hydroxy acids (AHAs) or beta-hydroxy acids (BHAs).

PHAs are considered to be a gentler and more effective way to exfoliate the skin, as they have a larger molecule size and do not penetrate as deeply into the skin.

The international boom of Korean skin care can be attributed to several factors, including the rise of social media platforms such as TikTok, where Korean skin care trends and products have gained immense popularity.

The hashtag #kbeauty has gained over 9.5 billion views on TikTok, with many users sharing their favorite Korean skin care products and routines.

The popularity of Korean skin care has also been driven by the growing demand for natural and effective skin care products, as well as the increasing interest in Korean culture and beauty standards.

According to a report by the Business of Fashion, the Korean skin care market is expected to reach $11.4 billion in value by 2026, with the country's cosmetics exports outperforming home appliances, pharmaceuticals, and smartphones in 2020.

Korean skin care brands have also been successful in marketing their products to a global audience, with many brands using social media influencers and celebrities to promote their products.

For example, the brand Laneige has partnered with the actress Sydney Sweeney to promote its products on TikTok, resulting in a significant increase in sales and brand awareness.

Other Korean skin care brands, such as Innisfree and CosRx, have also gained popularity on TikTok, with their products being featured in many videos and tutorials.

The marketing strategies used by Korean skin care brands have been effective in appealing to a younger generation of consumers who are interested in natural and effective skin care products.

According to a report by Refinery29, the Korean government has also played a role in promoting the country's beauty industry, with investments in research and development and support for small and medium-sized enterprises.

This has enabled Korean skin care brands to develop innovative and effective products that are competitive in the global market.

In conclusion, the popularity of Korean skin care can be attributed to its unique philosophy and features, which set it apart from traditional Western skin care.

The use of natural ingredients, gentle exfoliation methods, and a focus on achieving "glass skin" have all contributed to the global appeal of Korean skin care.

The marketing strategies used by Korean skin care brands, including social media influencer partnerships and investments in research and development, have also been effective in promoting their products to a global audience.

As the demand for natural and effective skin care products continues to grow, it is likely that Korean skin care will remain a popular and influential trend in the beauty industry.

The popularity of Korean skin care has been on the rise globally over the recent decades, with its unique philosophy and features setting it apart from traditional Western skin care.

Title:

Content: Skincare Sunday

5 K-Beauty Trends To Amp Up Your Spring Skincare Routine

Rosdiana Ciaravolo

There’s a reason that so many of our favourite skincare trends (on TikTok and otherwise) hail from Korea, where they know a thing or two about how to create the juiciest skin. But what’s trending now? Vogue spoke to aesthetic doctor and K-beauty expert, Dr Christine Hall, to learn about the latest ingredients, routines and rituals coming from the place where it all begins – and how to work them into your skincare regimen with products currently available in the UK.

Fermented ingredients

We know how good fermented foods are for our guts, but our Korean counterparts know how good they are for their skin. “They ferment most of their ingredients – for example, red rice, lactic and glycolic acid, are all fermented byproducts,” she says. “Fermenting an ingredient makes it something like four times more potent than it would be in its normal state.”

Drunk Elephant Bouncy Brightfacial Mask

La Mer The Resurfacing Treatment

Purito Fermented Complex 94 Boosting Essence

HaruHaru Wonder Black Rice Bakuchiol Eye Cream

Skip-care

Even the Koreans are now shunning the 12-step skincare routine they made so popular. “There’s been a shift away from the very old school multi-step routine,” says Hall. “Skip-care is basically a fancy way of saying that you skip some of the steps. They do that by using products that house a combination of ingredients.” Step hybrid formulas, like Tatcha’s Vitamin C formula, combine different active ingredients (like vitamin C and fruit acids) in one formula. They work harder for the skin and save money and time – what’s not to love?

Tatcha Violet-C Brightening Serum

Byoma Hydrating Recovery Oil

Waterless beauty

“In Korea, there’s a real focus on products that don’t have much water in them – which is where the term ‘waterless beauty’ comes from. The idea is that you get way more than what you pay for because they last longer, due to the minimal water in the product,” says Hall. Look at many ingredients lists and you’ll notice “aqua” is often at the top, but the idea with waterless formulas is that, instead of being filled by water, they are packed with more efficacious ingredients and less filler. You’ll often find them in powder format or oils. For the latter reason alone, they’re not for every skin type, but Hall says this move has come from a more earth-friendly approach to beauty in South Korea.

Ethique The Perfector Nourishing Solid Face Cream

Chanel N°1 Red Camellia Powder-To-Foam Cleanser

CeraVe Hydrating Cleanser Bar

Keys Soulcare Be Luminous Exfoliator

Skin flooding

You may have heard about “skin flooding” on TikTok – the term has a cool 2.1 billion views on the platform. The idea really originated with that aforementioned multi-step Korean skincare regime, where layer upon layer of hydration (using different formulas in different textures) were applied to the skin to quench its thirst. To “skin flood” is a similar affair; it involves applying a number of different hydrating products, from serums to lightweight lotions to thicker moisturisers, to deeply moisturise and lock it all in. “Double moisturising is also a big trend for those who are time poor,” adds Hall.

Huxley Grab Water Essence

Beauty of Joseon Red Bean Water Gel

L'Oréal Paris Revitalift Filler Line Plumping Water Cream

Kiehl’s Ultra Pure High-Potency 1.5% Hyaluronic Acid Serum

Sisley Ecological Compound Advanced Formula

Ren Clean Skincare Perfect Canvas Smooth, Prep and Plump Essence

Double SPF

And if doubling up on your moisturiser isn’t enough, have you also tried applying your SPF twice? “There’s a real interest in blue light, so the Koreans are finding SPFs that concentrate on blue light, then using another SPF – one that has light-reflecting filters and so on – on top,” says Hall. “This second SPF often comes in the form of make-up, and they’ll wear that as their base instead of applying foundation.” All in the name of excellent sun protection.

Dr.Jart+ BB Premium Beauty Balm SPF50

Supergoop! Mineral Mattescreen 100% Mineral Sunscreen

Korean skin care is known for its emphasis on achieving "glass skin," which refers to skin that is smooth, luminous, and flawless.

This approach to skin care is centered around a gentle and nourishing routine, rather than a corrective one, which is often the focus of Western skin care.

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.
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The Korean skin care philosophy is also characterized by its use of natural ingredients, such as snail mucin, fermented rice water, and ginseng, which are believed to have anti-aging and moisturizing properties.

In addition to its unique ingredients, Korean skin care is also distinct from Western skin care in its approach to exfoliation, with a focus on using polyhydroxy acids (PHAs) instead of alpha-hydroxy acids (AHAs) or beta-hydroxy acids (BHAs).

PHAs are considered to be a gentler and more effective way to exfoliate the skin, as they have a larger molecule size and do not penetrate as deeply into the skin.

The international boom of Korean skin care can be attributed to several factors, including the rise of social media platforms such as TikTok, where Korean skin care trends and products have gained immense popularity.

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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.
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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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The hashtag #kbeauty has gained over 9.5 billion views on TikTok, with many users sharing their favorite Korean skin care products and routines.

The popularity of Korean skin care has also been driven by the growing demand for natural and effective skin care products, as well as the increasing interest in Korean culture and beauty standards.

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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

According to a report by the Business of Fashion, the Korean skin care market is expected to reach $11.4 billion in value by 2026, with the country's cosmetics exports outperforming home appliances, pharmaceuticals, and smartphones in 2020.

Korean skin care brands have also been successful in marketing their products to a global audience, with many brands using social media influencers and celebrities to promote their products.

For example, the brand Laneige has partnered with the actress Sydney Sweeney to promote its products on TikTok, resulting in a significant increase in sales and brand awareness.

Other Korean skin care brands, such as Innisfree and CosRx, have also gained popularity on TikTok, with their products being featured in many videos and tutorials.

The marketing strategies used by Korean skin care brands have been effective in appealing to a younger generation of consumers who are interested in natural and effective skin care products.

According to a report by Refinery29, the Korean government has also played a role in promoting the country's beauty industry, with investments in research and development and support for small and medium-sized enterprises.

This has enabled Korean skin care brands to develop innovative and effective products that are competitive in the global market.

In conclusion, the popularity of Korean skin care can be attributed to its unique philosophy and features, which set it apart from traditional Western skin care.

The use of natural ingredients, gentle exfoliation methods, and a focus on achieving "glass skin" have all contributed to the global appeal of Korean skin care.

The marketing strategies used by Korean skin care brands, including social media influencer partnerships and investments in research and development, have also been effective in promoting their products to a global audience.

As the demand for natural and effective skin care products continues to grow, it is likely that Korean skin care will remain a popular and influential trend in the beauty industry.