South Korea is a land of beauty. Ever since the great BB cream takeover of 2012, all eyes have been on Korea’s beauty scene. BB cream, that multi-tasking skin care wonder offered by pretty much every cosmetic company in the U.S. now, is one of Korea’s most successful exports. (Well, besides Psy.) The hype for the country’s offerings has appeared to eclipse even Japan, which has long been known as the beauty innovator in Asia.
Korean beauty companies are prolific because Korean women are voracious beauty consumers. At Marie Claire’s recent Global Beauty Forum in NYC, which included Marie Claire Korea’s beauty editor, much was made of the legendary Korean 17-step skin care ritual. (This number may be inflated. Regardless, it’s definitely not a wash-and-go culture.)
“We’re seeing so much innovation come out of Korea and with globalization it’s coming a lot faster,” Erin Flaherty, Marie Claire’s health and beauty director, said at the Global Forum event. The bottom line is that Korean women are savvy about skin care and American women want in. So how do we get it?