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Decoding the global phenomenon that is K-Beauty

Decoding the global phenomenon that is K-Beauty

Published by Stephen Beath, Founder on 27th Mar 2024

Korean beauty (or K-Beauty as it's legions of fans will call it), has undeniably become a global phenomenon, captivating beauty enthusiasts with its innovative products and transformative results.

But what lies behind the widespread acclaim of K-beauty? Let's delve deeper into the world of Korean skincare and makeup, uncovering fascinating facts alongside key brands like COSRX, Anua, Innisfree, Beauty of Joseon, and Peripera.

Did you know that Korean beauty products command a significant share of the global beauty market? According to industry reports, South Korea's beauty industry ranks among the top 10 in the world, with exports valued at billions of dollars annually. This impressive market share is a testament to the widespread appeal and effectiveness of K-beauty products on a global scale.

A wee look at some of the big Korean Beauty brands

COSRX has emerged as a powerhouse in the world of skincare, revered for its minimalist approach and scientifically-backed formulations. Their products, which often feature star ingredients like snail mucin and propolis, have garnered a devoted following worldwide. Fun fact: COSRX was founded with the mission of providing effective yet affordable skincare solutions, making it accessible to a broad audience.


One of the best sellers in the CosRX range...COSRX Advanced Snail 96 Mucin Power Essence 100ml is a powerful moisturiser infused with a high concentration of 96% snail mucin, carefully formulated to deliver intense moisture and restore your skin's natural radiance.


Anua stands out for its commitment to sustainability and natural ingredients, reflecting a growing consumer demand for eco-friendly beauty options. Beyond their product offerings, Anua actively participates in environmental initiatives and advocates for responsible skincare practices. Interestingly, Anua's packaging is designed with recyclability in mind, further emphasizing their dedication to reducing environmental impact.



A standout favourite with K-beauty enthusiasts across New Zealand and the world...Anua Heartleaf Pore Control Cleansing Oil 200ml enables you to remove heavy makeup, while working to eliminate blackheads, and sebum without causing pore congestion.


Innisfree's success can be attributed in part to its strong brand identity and focus on harnessing the power of nature. With eco-friendly initiatives like the "Green Forest" campaign, which aims to preserve and protect the environment, Innisfree has cultivated a loyal customer base who value both quality products and corporate responsibility. Notably, Innisfree sources many of its key ingredients from Jeju Island, renowned for its pristine natural resources.


One of Kiss and Makeup's favourite moisturisers (as judged by Stephen and Sabrina Beath, Founders) is the innisfree Green Tea Seed Hyaluronic Cream 50ml is a top selling vegan moisturiser cream that provides exceptional hydration and soothing benefits while fortifying the skin's moisture barrier, resulting in a smooth and radiant complexion


Beauty of Joseon pays homage to Korea's rich cultural heritage, drawing inspiration from traditional beauty rituals and ingredients. Their products blend modern skincare technology with time-honored traditions, resulting in luxurious formulations that deliver visible results. Interestingly, the brand takes its name from the Joseon Dynasty, a period in Korean history known for its emphasis on elegance and beauty.


We just love this K-Beauty brand, with outstanding innovations such as the Beauty of Joseon - Red Bean Refreshing Pore Mask offering a dual-action approach to skincare, providing deep pore cleansing and gentle exfoliation with a delightful cooling effect.


Peripera injects fun and playfulness into the world of K-beauty with its colorful packaging and trend-setting products. As a pioneer in the lip tint category, Peripera has solidified its status as a go-to brand for vibrant, long-lasting color. Fun fact: Peripera's Ink Velvet Lip Tint became a sensation on social media platforms like Instagram and TikTok, catapulting the brand to international fame.


Every now and then a K-Beauty banger comes along and takes over socials...this is one of them. peripera - Ink The Velvet is a long-lasting lip tint with a delightful whipped cream-like texture that effortlessly glides onto your lips, creating a smooth finish by filling in fine lines.


We reckon Korean beauty's global dominance is not only a testament to its effectiveness but also its ability to resonate with consumers both here in New Zealand and worldwide. From COSRX's science-driven formulations to Anua's eco-conscious practices, each brand offers a unique perspective on skincare and makeup. As the K-beauty craze continues to captivate audiences around the globe, one thing is clear: the allure of Korean beauty shows no signs of slowing down. Interested? Find out more about these K-Beauty brands right here in our Korean Beauty category at Kiss and Makeup.

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