The K-beauty movement, once a dominant force in the global cosmetics market, is experiencing a significant revival. This resurgence is largely attributed to TikTok’s influence, which has sparked renewed interest among consumers, particularly Gen Z. Brands like Glow Recipe, Then I Met You, and Peach & Lily are strategically reconnecting with their Korean roots to capitalize on the growing fascination with Korean beauty products and innovations.
In mid-October, Glow Recipe celebrated its 10th anniversary with a pop-up event styled as a Korean night market in Los Angeles. The event attracted over 4,000 attendees who were eager to experience Korea’s vibrant culture through beauty. Inside, visitors sampled various products, including the relaunched Watermelon Glow Jelly Sheet Mask, while enjoying Korean snacks and merchandise emblazoned with the brand’s name displayed in Korean script for the first time. Co-founder Sarah Lee remarked on the significance of this cultural shift, highlighting how far the brand has come in integrating its heritage into its identity.
The perception of K-beauty has evolved in recent years. Previously, many investors believed the trend had reached its peak, leading retailers to reduce their K-beauty offerings. However, the recent surge in popularity among younger consumers has prompted these brands to tap into their Korean origins more openly. According to Charlotte Cho, the founder of Then I Met You and co-founder of e-tailer Soko Glam, TikTok has played a crucial role in reshaping the narrative around K-beauty. She notes that the topic has been around for over a decade, but it is now being presented in a way that resonates with a new generation.
Strategically, these brands are moving past simply being labeled as K-beauty to affirm their place as key players in the broader skincare market. They are testing the notion that K-beauty should not be regarded as a transient trend but as a legitimate category that continues to grow. Cho’s decision to launch Then I Met You in Sephora exemplifies this. The brand was prominently featured in a “Korean glass skin” promotion, indicating a clear strategy to align itself with current consumer interests.
The founders of these brands, including Lee of Glow Recipe and Alicia Yoon of Peach & Lily, were pioneers in the K-beauty craze of the 2010s. They not only introduced previously unseen products to American consumers but also educated them about multi-step skincare routines and effective ingredients like essences and serums. However, competition intensified, resulting in a surge of international brands attempting to recreate Korean formulas and marketing strategies. By 2023, many retailers had significantly reduced their K-beauty selections.
This backdrop illustrates a pivotal moment for these Korean-American brands, propelling them to reassess their positioning within the market. The gradual return to K-beauty-specific branding coincides with a new societal tendency to appreciate cultural authenticity, powered in part by social media platforms like TikTok, which encourage the sharing and exploring of diverse beauty tips and trends. The site features content that redefines classic K-beauty elements while maintaining a global appeal.
As American beauty retailers like Ulta and Sephora recently reintroduced K-beauty sections in their stores, they have seen a positive response. For example, Ulta has established K-beauty endcaps in numerous locations and integrated multiple new Korean brands into its offerings, aligning with predictions of increased growth in this sector.
Retailers not historically associated with K-beauty are also embracing its influence. Hero Cosmetics’ popular products have found a home in Ulta’s K-beauty section, even though the brand does not explicitly identify as K-beauty. This indicates how pervasive the influence of Korean skincare has become; it transcends brand categories, merging K-beauty trends into broader skincare narratives.
The maturation of K-beauty as a category reflects a substantial shift in consumer tastes. Brands are proving that the innovations and cultural richness that launched the K-beauty movement a decade ago are still relevant today. The industry has recognized that K-beauty extends beyond fads to a stable, evolving market segment that prioritizes quality, inclusivity, and sustainability.
As brands like Glow Recipe and Peach & Lily navigate these changes, they emphasize the importance of authenticity. Yoon comments on how the perseverance of K-beauty is not merely about marketing a trending product but about representing an enduring cultural narrative that resonates with consumers. Brands are no longer afraid to highlight their Korean heritage, showcasing their roots and the innovations that stem from them as fundamental to their identity.
In conclusion, Korean-American brands are riding a renewed wave of interest in K-beauty, leveraging cultural connections to rekindle a powerful movement within the global beauty arena. With a focus on authenticity and cultural representation, these brands are not just riding trends but carving out a sustainable niche within the ever-present beauty landscape.
