Part 3: Make-up/ Cosmetics

Riding on the Korean wave, the South Korean make-up industry had made a mark for themselves by defining a new style of make-up, setting themselves apart from their strong Western competitors, who had long established a firm hold on the market. While primarily appealing to Asian consumers, Korean make-up trends are fast making its way into the rest of the world. This can be seen not only in how popular Asian Youtube make-up gurus such as BubzBeauty and Michelle Phan shares their Korean make-up skills and techniques; but also in the channels of popular Caucasian make-up gurus such as Lisa Eldridge and BiiBiiBeauty.   

Above: Sephora is a popular French brand of cosmetics. (Source: www.styledemocracy.com)

Above: One of the most well known Korean cosmetics brand is no doubt Etude House. 

It is interesting to note how the outlook of Korean cosmetic stores differ from that of their Western counterparts. (Source: www.ebay.com)

As noted in an article by XinMSN, Korean makeup designer Ms. Pony commented that Western make-up is “characterized by being sexy and seductive, with highlighting” which makes them look “intense and mature”, while Korean make-up is “natural, innocent, and pure” which makes them look “moist and healthy” (Ngo, 2014). 

Above: Popular Youtube makeup guru BubzBeauty shares her tips on KPop inspired makeup. (Source: Youtube- BubzBeauty)

Above: Differences between Korean and American makeup 

(Source: Youtube- So Young's Beauty Room)