From Snail Serum to 10-Step Routines: How K-Beauty Conquered the World
Creatrip Team
2 months ago
BBC highlights how South Korea’s beauty industry became a global phenomenon by constantly launching novel products that spread through social media. Unique ingredients and application styles—such as snail mucin (달팽이 점액질), 10-step skincare routines, and overnight sleeping masks—have driven viral trends on TikTok, Instagram, and YouTube. Influencers testing and reviewing products help new releases gain instant international attention, and K-beauty brands are now stocked in major retailers like Sephora, Boots, and Walmart. An ecosystem of about 30,000 brands and widespread use of ODM (original design manufacturing) lets Korean companies cut product development cycles from years to months. Challenges remain: intense competition has forced over 8,800 brands to close, and tariffs in key markets like the US could increase costs.
