In the seven years since BB creams first entered the lexicon of beauty lovers, Korean beauty has come to dominate the beauty scene with BB creams, CC concealers, cushion foundations, and sheet masks becoming essentials in every beauty lover's skincare routine.
Influenced by the Japanese Kawaii culture and its absolute dedication to beauty combined with a cutesy edge – remember Hello Kitty? - K-Beauty is the result of a combination of said prettiness combined with cutting edge technology. The focus is on serious results, taking its cue from the Korean women who are happy to spend up to five minutes treating their lips to get a soft, smooth finish.
‘For Korean women, an extensive routine is part of their mind-set,’ explains BeautyMART co-founder Millie Kendall. ‘But the trend has gone beyond the industry insider and everyday consumers are now double cleansing and applying three step facemasks.’
Two other things have secured the success of K-Beauty. First, the food element. Both ingredients and packaging have been inspired by everything from mangos and bananas to eggs. And, in part because of this, instagrammers have jumped on the bandwagon, sharing #sheetmask #selfies as well as #shelfies covered in Korean beauty buys. Here's what to snap up if you want to join them...