Understanding Korean Beauty (K-Beauty)

Introduction

• Glass Skin: A skin effect representing flawless and dewy skin.
• K-Beauty Focus: Achieving looks similar to real-life Instagram filters.
• Market Value in 2017: $13 billion.
• Global Influence: Significant impact on global beauty trends.

Innovation and Trends

• Innovation Flow: Trends start in East Asia and spread to the West.
• Viral Products: Examples include products with massive wait lists and the 10-step skincare routine.
• Packaging and Digital Marketing: Bright colors and sleek designs attract a global audience.
• Unique Ingredients: Herbal products and quirky ingredients from Asian traditions.

Cultural Impact

• Influence of K-Pop and Dramas: Fans mimic beauty regimes of Korean celebrities.
• Plastic Surgery Prevalence: Highest rate of plastic surgeries per capita globally.
  • Popular surgeries: Skin whitening, nose jobs, double eyelid surgeries.
  • Advertising: Cosmetic surgery ads are widespread in Seoul.

Negative Aspects

• Botched Surgeries: Cases like Kim Bok-soon and Hang Mioku highlight dangers.
• Shift to Non-Invasive Procedures: Fillers and botox rise in popularity.

Societal Issues

• Sexism and Beauty Standards: Products like slimming face masks reinforce stereotypes.
• Early Beauty Norms: Skincare products marketed for toddlers.
• Combatting Beauty Standards: Movement of women rejecting cosmetics and makeup.
  • Symbolic Acts: Breaking cosmetics as rebellion.
  • Broadcasting: First news presenter to wear glasses on air in 2018.

Government Efforts

• President Moon Jae-in: Initiatives to curb beauty bias in job hiring.
• Advertising Regulations: Plans to remove plastic surgery ads from Seoul metro by 2022.

Conclusion

• Changing Perceptions: Growing movements against stringent beauty standards.
• Future Outlook: Potential shift in the cultural emphasis on perfect appearances.