How South Korea is leveraging K-beauty trends to boost its soft power

Beauty as strategy: Why Korean beauty is a political success

First it was cars and electronics, then pop music and movies, and now the beauty industry. “Made in Korea” skin care and cosmetics are in demand all over the world. More and more Westerners are becoming enthusiastic about Korean beauty products. This success is no accident, nor is it a purely aesthetic phenomenon. East Asian … Read more

How South Korea is leveraging K-beauty trends to boost its soft power

Beauty as strategy: Why Korean beauty is a political success

First it was cars and electronics, then pop music and movies, and now the beauty industry. “Made in Korea” skin care and cosmetics are in demand all over the world. More and more Westerners are becoming enthusiastic about Korean beauty products. This success is no accident, nor is it a purely aesthetic phenomenon. East Asian … Read more

Behold, the hottest K-beauty skincare brands you need to know about in 2026

medicube booster pro

K-beauty is more than just sheet masks and cute packaging. It’s a ritual that perfectly combines science and skin, practiced all over the world. From cult-favorite serums to viral gadgets (and salmon sperm), countless brands have made their way stateside, delivering results like the famous glass skin. It’s good to have options, but how do … Read more

Can you look younger with salmon sperm skin care? Experts talk about K-beauty trends.

What effect does salmon sperm have on your skin?

“Hearst Magazines and Yahoo may earn commissions or revenue on some items through these links.” Using unique ingredients from Mother Nature to create trending beauty products is nothing new to the skin care industry. Bee venom is used in lip glosses to add volume to the lips. Seaweed is included in serums and moisturizers to … Read more

K-Beauty targets India as SWANA volatility reshapes expansion strategy

A woman wearing a sheet mask on her face

K-beauty brands are moving into India to diversify their markets in the wake of record overseas sales and rising geopolitical uncertainty in the Southwest Asia and North Africa (SWANA) region. Some brands are entering these markets through partnerships with major retail platforms or regional distribution strategies. In India, K-beauty tech company APR has launched the … Read more

These 9 K-beauty products reveal why Korean skin care has everyone talking

Korean Beauty Red Bean Water Gel

If you buy something using links on our site, The Week may earn a commission. All reviews are written independently by our editorial team. Many of the most popular beauty products are made in South Korea, where innovative skin care using cutting-edge and sometimes unconventional ingredients is the norm. These nine great items will do … Read more