The Global Surge of K-Beauty

Korean beauty, or K-beauty, is experiencing a powerful resurgence, nearly a decade after its global emergence. It's redefining the beauty landscape with an array of both legacy and new indie brands that are capturing the attention of diverse global consumers. Powered by digital platforms like TikTok, these brands showcase innovative products with unique textures and ingredients, effectively broadening their market reach. Moreover, the influence of the broader Korean culture, including K-pop and cuisine, has bolstered K-beauty's appeal, making it a significant force in the evolving global beauty industry.

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