“Korean skincare is living in 2050.” Goes the phrase cropping up across a number of TikToks and Instagram Reels, as more and more people discover the advanced — almost futuristic — qualities of K-beauty.
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Korean skincare’s initial and rapid proliferation in 2015/2016 introduced complex 10-step routines, ingredients like ginseng and the ‘glass skin’ trend, propelling brands such as Laneige, Peach & Lily, Glow Recipe and Innisfree into the spotlight. Yet, this rapid rise eventually led to market and consumer fatigue. Now, the category is experiencing a second coming, fuelled by renewed social media virality and a seemingly insatiable consumer appetite for ingredients-focused skincare.
