Korean skincare, or K-Beauty, has established itself as a major trend in the world of skincare. But why such enthusiasm? Is it a revolution or just a passing fad? Let’s break down this trend, which, while appealing, deserves a more nuanced perspective.
What Exactly Is K-Beauty?
K-Beauty encompasses a wide range of cosmetic and skincare products from South Korea. Driven by the Korean cultural wave (K-pop, dramas, fashion), it has become a global reference, supported by massive marketing campaigns and endorsements from international celebrities.
Why the Obsession with Flawless Skin?
In Korean culture, appearance is perceived as a reflection of social status and self-respect, an idea deeply rooted in Confucian philosophy. Since the Joseon Dynasty (1392-1897), clear and smooth skin has been associated with nobility and a privileged life. Even today, having perfect skin is seen as an asset in both professional and social circles.
10-Step Routines: Myth or Reality?
The famous 10-step skincare routines are all over social media. However, this approach is primarily a marketing strategy. Healthy skin depends less on layering multiple products and more on using a routine tailored to its actual needs.
The Social Media Haul Phenomenon: Disguised Overconsumption
A growing trend on TikTok is the haul culture of Korean beauty products. Many users share videos where they unbox massive quantities of cosmetics, sometimes purchasing dozens of products in a single order. While visually enticing, this trend fuels excessive consumption, raising financial, environmental, and ethical concerns. Far from the minimalism often associated with Korean beauty, this practice contributes to waste and overproduction.
Less Is More: Too Many Products Can Harm Your Skin
Excessive skincare can weaken the skin rather than improve it. Over-cleansing disrupts the skin barrier, increasing the risk of infections. Layering too many lipid-rich products encourages bacterial overgrowth, leading to breakouts and inflammation. Repeated chemical peels can trigger conditions like perioral dermatitis or rosacea. Even antioxidants, when overused, can interfere with melanin production. Skincare effectiveness relies on balance rather than indiscriminate accumulation.
Great Skin Starts on Your Plate
Reducing K-Beauty to creams and serums would be a mistake. Skin reflects overall lifestyle choices: diet, stress management, and protection against environmental aggressors. The Korean diet is rich in antioxidants, thanks to green tea, seaweed, and colorful vegetables. These nutrients protect the skin from oxidative stress, a major factor in aging.
A study published in Skin Pharmacology and Physiology highlighted higher antioxidant levels in South Koreans compared to Germans, suggesting a direct link between diet and skin quality. Another striking fact: South Korea’s obesity rate is about 6%, compared to 22% in Belgium. This further proves the impact of a balanced diet on skin appearance and overall health, in contrast to the often inflammatory diets in Western countries.
The Hidden Risks of K-Beauty
While K-Beauty is praised for its innovations, it also carries overlooked risks. Many products contain controversial ingredients: parabens, PFAS, UV stabilizers, and synthetic fragrances. These substances have been linked to skin irritation, hormonal disruptions, and even certain cancers. Women, the primary consumers of these products, are disproportionately exposed to this often underestimated chemical load.
The Role of Influencers: Are Their Recommendations Truly Objective?
Influencers play a major role in the success of K-Beauty, but their objectivity can sometimes be questionable. The influencer marketing industry has exploded, growing from $2 billion in 2017 to $15 billion in 2022. Some brands, like the Estée Lauder Group, allocate up to 75% of their marketing budget to influencers. Their recommendations strongly influence purchasing decisions. However, behind these endorsements, there is often a financial incentive.
Platforms like YesStyle, one of the most popular sites for Korean skincare, offer referral programs where influencers earn commissions on sales made through their links. In other words, when an influencer praises a product, it may not be because it’s exceptional, but because it generates revenue. This doesn’t necessarily mean the products are bad or ineffective, but it’s important to keep this in mind when following recommendations. Consumers should always do their own research before making a purchase.
Conclusion: K-Beauty—Between Innovation and Discernment
K-Beauty has revolutionized the cosmetic world with innovative and often affordable formulations. However, this trend also has its downsides: marketing influence, overconsumption, and risks associated with certain ingredients. Radiant skin isn’t just about the products applied but also about maintaining a healthy lifestyle. Before adopting an overloaded routine, it’s essential to listen to your skin and take a mindful, minimalist approach.
And you? Have you tried K-Beauty? Share your experience in the comments!
Sources
Health and Skin
Obesity: CIA World Factbook
Antioxidants and Skin: Jung, J. Y., et al. "Antioxidants in Asian (Korean) and Caucasian Skin: Do They Play a Role in Skin Aging?" Skin Pharmacology and Physiology, vol. 27, no. 6, 2014, pp. 293–299. Karger.
Beauty Industry and Marketing
Beauty Market: Statista
Influencer Marketing: eMarketer, Forbes
YesStyle Influencer Program: YesStyle
Cosmetic Products and Chemical Risks
Chemical Risks: K-Culture and the Overlooked Chemical Burden on Women, IPEN
Minimalism in Skincare: Dermaviduals
