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I Spent Months in South Korea Uncovering the Most Innovative New K-Beauty Formulas
2025-04-08 10:45:03| Spiritual Career Counseling
By Sarah Y. Wu published 19 February 2025 in FeaturesIts a Tuesday night in the early 2010s, and youre trying your new snail mucin serum after a thorough double cleanse. You have a sheet mask on deck to nourish your skin and leave you with that telltale glass skin glow. There are other products scattered around your sink, about a dozen of them. That was the overnight effect K-Beauty had when it entered the U.S. market in 2011. Products like gunk-absorbing pimple patches and night repair ampoules felt novel, and K-Beautys ability to deliver on its promises turned what could have been a passing trend into a lasting, lucrative category.Fast forward to 2025 and K-Beauty seems to be bigger and better than ever before. Legacy brands like CosRx and Sulwhasoo have been part of my routine for years. But recently I noticed innovative technology and intriguing ingredients from unfamiliar K-Beauty brands, like Medicube, fwee, and Beauty of Joseon, pop up on my TikTok FYP. So I did the only lo... [ more ]
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