Current Trends for Korean Cosmetics

Korean Beauty is becomingly increasingly hot as the popularity of K-Pop and K-Dramas grows. Singers and actresses are known for their glows skin and beautiful makeup looks and become spokes models for many cosmetic brands. The following are some current K-Beauty trends that are sweeping the nation and the world.


Cushion MakeUp

   

The first K-Beauty trend that went worldwide was BB and CC creams. While those products are still popular and widely used, something called cushion makeup has become a mass hit. This trend started last year, but is continuing to grow rapidly.

Basically a liquid foundation is contained in a sponge which is encased in a compact. The product is popular because it is easy to use, has buildable coverage, and quite foolproof. It boasts multiple skin benefits including protection from sun damage, wrinkle prevention, evening out skin tone, and more. The product includes a separate sponge/pad which is used to apply the product onto your face. You press the applicator sponge onto the foundation sponge and press or bounce the applicator sponge on your face. Also, you won’t need to worry about germs as the foundation includes antimicrobial agents.

This is the original cushion foundation that started the cushion craze:

  

IOPE Air Cushion XP (the product has been reformulated since its initial release).

 

They even have one for males! Here are some helpful directions!

IOPE Air Cushion Blusher

There’s even cushion blusher and cushion eyeliner:




HERA Cushion Liner

VDL Tint Bar Triple Shot Gradient lips have been popular in Korea for years. However, there have been some recent innovative products that help you achieve the gradient lip look in one step. This product has two colors on one lipstick for an easy gradient lip. If you’re feeling daring, you can even use a different color for your top and bottom lips.

    

 

Colorful Eyes

Aritaum Mono Eyes Eyeshadow

This trend isn’t groundbreaking, but K-Beauty has focused on neutral makeup looks for quite some time. While glittery and natural colored eye shadows are still popular, the tide is turning a bit. More daring colors beyond typical golds and browns have become increasingly popular among Korean women. While celebrities wear heavy eye makeup looks on a regular basis, it’s not so common for the average Korean lady. Recently, more vibrant colors especially variations of reds are being more frequently purchased and used.

Espoir Pro Eye Color Palette

Food trends in Korea are sometimes reflected in K-Beauty products. While cosmetic products utilizing honey has existed for a lengthy period, the popularity of a snack called Honey Butter Chips has resulted in an increase of honey related beauty products. Check out some examples below:



Innisfree Canola Honey Jelly Mist



Skinfood Honey Butter Sheet Mask


 

Laniege Sparkling Water Whipping Cleanser

Similarly, sparkling water is quite trendy in Korea and has resulted in products that are sparkling. These products might not feel as fizzy or sparkling as you might expect though.

Holika Holika Soda BB Deep Cleansing Oil



The Face Shop Sparkling Apple Face Mask

Mineral Water - Another trend that is a bit similar to the sparkling water trend is the mineral water trend. Mineral water, especially from hot springs, is being touted as extremely beneficial for one’s skin.



Innisfree Jeju Sparkling Mineral Essence



TonyMoly Mineral Skin-Fit Makeup Fixer

Korean Cosmetics is now in demand

The South Korean trade balance for beauty products was in surplus for the first time last year. According to South Korea’s customs office, cosmetics exports reached 1.92 billion dollars in 2014, that is, an increase of 50.4% over the previous year.

This is a spectacular reversal, considering that from 2001 to 2012, the annual deficit exceeded 400 million US dollars and only started to decrease in 2013.

With imports totaling 600 million US dollars, mainland China is the top destination of “Made in Korea” cosmetic products. Other key importers are Hongkong (USD 410 million), the United States (USD 160 million), Japan (USD 150 million), and Taiwan (USD 120 million), followed by Singapore and Thailand.

Actually, the popularity of K-Beauty remains primarily an Asian phenomenon. However, the number of destination countries of Korean cosmetics is increasing regularly.

It’s no secret that South Korean cosmetics brands are a hot item riding a wave of buzz around Korean Products that extends to music, dramas and fried chicken.

But there’s still lots of room to grow, says market researcher Nielsen. In a report published Wednesday, Nielsen found that six of ten consumers in China, Hongkong, Taiwan and Singapore have only just “discovered” Korean beauty brands in the past two years. Of the respondents who bought Korean beauty brands, 40% were planning to spend more in the next months, the survey found.

“Our study showed a direct correlation between interest in Korean entertainment and interest in Korean cosmetic brands, particularly among consumers in China,” one Nielsen China executive said.

AmorePacific stock has shot up so much that, with its stock now trading at more than US$3,000 per share, the company decided to split its shares ten-for-one earlier this month — a move that in turn sent AmorePacific shares up by the daily limit of 15% on the day of the split announcement.

On Wednesday, AmorePacific shares tacked on another 3.2%, to 3,383,000 Korean won ($3,069) — more than eight times its initial listing price in 2006.

The Korean brands may not want to rest on their laurels, though. Nielsen notes that, while Chinese consumers have quickly grown in sophistication, the gold standard still remains French beauty products, which outrank Korean brands in Chinese consumers’ minds in reputation and quality, according to the survey.

Have your Korean cosmetics checklist..

With the world’s biggest obsession with plastic surgery and some of the fastest-evolving beauty technology, spas and cosmetic lines in the world, South Korea is a bona fide beauty destination.

With good reason. Korean cosmetic brands introduce products made from exotic ingredients seemingly every month --Jeju Island volcanic clay, soybeans, traditional Korean medicine and, of course, snail guts.

Skincare/cleansing


Innisfree it’s real mask

Here's an interesting fact: When North Korea conducted its nuclear test in February and the world reeled in shock, the top keyword searched on South Korea’s main portal site was innisfree, due to the fact that the plant-based cosmetics brand was having a sale that day.
The innisfree masks come in a variety of options, work well and are cheap (during sales the company promotes buy-10-get-10-free deals). Recommended varieties: royal jelly and Jejubija.
innisfree also carries sleeping masks, which come in tiny capsule-like containers that make cute, fun gifts.

Innisfree olive real cleansing foam/cleansing tissue

Made with organic olive extract, innisfree's organic olive real cleansing foam cleanses thoroughly without leaving oily residue, and has a lovely natural scent.
The same goes for its cleansing sheets, which are great for travel: Ziploc-bag a sheet for each day you're away, and use just before the cleansing foam.

Tip: the sheets don't work all that well with waterproof eye makeup.


VDL NAKED Cleansing Oil Cream (Strong)

Launched in 2012, VDL's flagship store is located on the trendy tree-lined Garosugil in Gangnam.
Judging from the matte colors and font it's using, the brand seems to be channeling M.A.C., but has dreamed up some innovative products of its own.
Top recommendation: the Cleansing Oil Cream (Strong) is a clear jelly that spreads smoothly over skin and wipes off easily. All traces of even the most stubborn of waterproof mascaras are obliterated, and you don't have to deal with the dripping of oil cleansing products.
It's a good gift for women in their twenties -- the brand explicitly states it markets at the 25-year-old.


su:m37 White award detox mask

One of the best-selling products at duty-free stores, this wash-off face mask uses naturally fermented ingredients including the acai berry for deep cleansing, brightening and soothing. Think Bliss Triple Oxygen mask, but with a more calming effect.
Convenient to use in the shower, after cleansing. Cover your entire face with a thick layer, leave on for five to seven minutes, then rinse off.


Hera Homme Cell brightening dual essential mask

Korea has the largest mens cosmetics market in the world, and most Korean cosmetic brands have an accompanying mens line.
Beauty editor Cho recommends the Hera Homme Cell brightening dual essential mask for men looking to lighten dull, damaged skin. Contains caffeine, horse chestnut seed extract and Nicotinamide -- a water-soluble vitamin.


Laneige Water Sleeping Pack_EX
This best-selling intensive moisturizing mask took top honors at the Cosmo Asian Beauty Awards in 2011 and also received the Allure Korea Best of Beauty Award the same year. We know weary interns at hospitals who swear by this -- it's the only thing that keeps them looking human, they say.

illi total aging care body oil

Hair and face products made with traditional Korean medicine ingredients have become massively popular in recent years, and now the trend is extending to body lines as well.
illi is the latest cosmetic brand launched by Amorepacific Group. It features 20 body products across five lines that use ingredients like ginseng, fermented beans, camellia and green tea extract.
Cho particularly recommends using the body oil on the thighs and stomach.
“There’s no stickiness whatsoever, and I’ve noticed a definite change in my skin texture after I started using it,” she says. “When I heard it was a traditional Korean medicine product I thought it would smell like ginseng, but was pleasantly surprised at the subtle floral scent.”

Hera Rouge Holic in Seoulista

This creamy lipstick goes on divinely and stays on for hours, reminding you why lipstick should make a return over lip gloss -- there’s none of that goopy residue that spills out awkwardly over lip lines. The summery Camellia Orange color goes particularly well with darker skin. But the Seoulista -- with its slightly tangerine hue -- is the perfect gift from Seoul.


Amorepacific Treatment Color Control Cushion SPF 50+/PA+++

It started with the phenom that is BB cream -- a light mix of sunscreen, moisturizer and foundation that was meant to be a quick facial fix.
Then Hera debuted the “mist cushion” -- a moist compact that was an even quicker fix than BB cream.
Amorepacific’s new color control cushion -- abbreviated to "CC cushion" -- is the latest, most evolved version that's probably the highlight of all Korean cosmetics combined. Counting bamboo sap and green tea treatment complex as its main ingredients, “it keeps your skin moist while giving you full coverage,” raves Cho. 

Etude House heart blusher

The Forever21 of Korean makeup, Etude House is geared toward the girliest of girls -- and Japanese tourists.
Each store is decorated to look like Barbie’s dream closet and everything in it is tiny, pink and heart-shaped.
The lip products here tend to be quite goopy, but the blushes have a great range. They're so affordable you can buy all the colors you’ve always wanted to experiment with -- like bright orange or light purple.
The heart blusher -- think Guerlain Meteorites but instead of “pearls” you get candy-like hearts. Most adult women won’t think much of the baby pink plastic casing, but teens and tweens will love it. Matching cute pink brushes sold separately.


VIDI VICI Small Face Case in All That Face

VIDI VICI is Korea’s most well-known makeup artist Lee Kyung-min’s cosmetic line. She designed this small face case herself after seeing her clients’ makeup needs, and it's pretty much the coolest single makeup kit ever created.
The round metal case has four sliding layers of face powder, highlighter, cheek blush and shading blush with SPF 15 respectively and is another favorite of beauty editors. The blush is light and natural while the highlighter gives skin a subtle glow.


VIDI VICI Illumi Styler in 02 Breeze

Although they’re not as hefty as the small face cases, the VIDI VICI eyeshadows also come in convenient sliding cases with mirrors. The bright white and pink top layer of the 02 Breeze Illumi Styler, new for spring, is great to use as base shadows. The darker colors tend to crumble easily, so use sparingly.


O HUI eyeliner in Triple Brown

Three little pots of creamy colors make up O HUI’s latest eye kit. Rather than three eyeliners, it’s actually two cream shadows (colors: golden pink and light brown) and one deep brown eyeliner. It also comes with a mirror and mini-brush -- perfect for travel.
Here’s to hoping they’ll add a eyeshadow applier to the next version.

Laneige Silk Intense Lipstick in Beige Chiffon

Good luck finding a Laneige store that isn’t sold out of the Beige Chiffon or the Pink Garden (also recommended). After actress Song Hye-kyo applied the lipstick in a scene in the hottest Korean drama of the moment -- “That Winter, the Wind Blows” -- women across the country rushed Laneige stores. Which also makes this a perfect gift for Korean Wave fans.


CLIO Gelpresso waterproof pencil liner – Bloody series/ travel kit

This would make a fun gift for the "Twilight" fan in your life.
Vampire obsession aside, Clio’s new Bloody Series red eyeliners aren't the colors you’d ever think to wear, but actually look great, especially for women with lighter shades of brown hair.
No, they don’t make your eyes look bloodshot. The “red” translates into more of a brown on the skin. The Gelpresso mini-series is also great to bring along on your travels, especially if you plan on going out at night.
Our fave: the golden khaki liner.

The Face Shop Face It Concealer Dual Veil

This double-ended concealer took first place in a blind test on the popular television show “Get it Beauty,” and subsequently became a best-seller for The Face Shop.
A creamy cover stick shaped like a lipstick on one end and in liquid form on the other end, the dual concealer covers dark circles and blemishes seamlessly.

Available in three shades of beige.

IPKN Professional Auto Foundation Set

This battery-powered vibrating foundation sponge applier allows you to put your foundation on without getting any on your fingers -- the vibration gives you a smoother, consistent application. Although we’re not huge fans of the actual liquid foundation, which comes in a separate compact with a highlighter, the applier itself is a must-have. Once you start using it, you can never go back to manual application.

Korean's New Year (Seol-Nal)

The Lunar New Year holiday, is already fast approaching it will be happen at the 3rd week of February it is also known elsewhere as Chinese New year, is second in importance only to Chuseok (the Harvest Moon Festival). Every year, family members make a grand pilgrimage to their hometowns. During the 3-day period, Seoul is almost deserted a most people leave the city to return to their ancestral roots.


This annual celebration is all about insuring both a happy afterlife for ancestors and one’s own longevity. On Seollal morning, the family, dressed in their spanking new hanbok (traditional garb), begins the ancestral rites, or jesa (제사). Along with the ancestral tablet, dishes of ritual food like tteokguk, galbijim, japchae, hangwa and savory pancakes adorn the table. Many Koreans believe if the food isn’t both a treat for the mouth and the eyes, the ancestors won’t be satisfied; so all Seollal specialties are made with extreme care.

After the family completes a series of deep bows to greet the ancestor spirits, prayers and scrumptious bites are offered to the dearly departed. Then the family bids the spirits farewell for another year – and promptly tackles the feast.

Second only to food is the exchange of Seollal gifts between family and friends. Back in the day, it was common to give and receive traditional treats like ginseng, honey, dried fish or fruits. These days, however, Spam gift sets (yes, you read that correctly), massage chairs, department store gift cards and cash top most Koreans’ wish lists.

Children in particular love this next bit. After the mountain of food has been cleared, children pay their respects to the older generations with deep bows and small gifts, an act called sebae (세배). If their bows are satisfactory, the kiddos are rewarded with a little pocket money. The rest of the day is all about relaxing, enjoying each other’s company, playing traditional games, and, of course, more food.

Despite the commercialization, Seollal is a great time to spot a number of Korean traditions in action. For one, it’s highly likely you’ll see families out and about in full traditional hanbok. These beautiful bell-shaped gowns and jacketed suits are purchased just for the occasion and can range from simple and classic to sassy and modern. It’s also common for families to visit parks, temples, palaces and other significant historical sites, play traditional outdoor games, and even catch movies and shows.

However, a word to the wise – Seollal is hell on travelers. The roads are congested; the trains are overflowing and the buses, well, good luck.

If you have Korean roots or an adopted Korean family, definitely try to join the traditional festivities. For non-Koreans looking to get in on the Seollal celebration, Seoul’s parks and palaces are a great place to start.

Beautiful Namsangol Hanok Village generally offers calligraphy and kite making classes, as well as sample ancestor-worship ceremonies; while massive Gyeongbukgung Palace and adjoining National Folk Museum of Korea will keep you busy for hours with folk music, arts and crafts workshops and samples of Seollal specialties. If that’s not enough, head over to Jongmyo Shrine or Unhyeongung Palace for traditional plays and a charye exhibit. Have a happy lunar New Year!