The Korea Society

May 23, 2023 - Seoul, South Korea makes Beverly Hills look like a one-stoplight town when it comes to the beauty rat race, and it’s getting more intense every year. Elise Hu spent four years in South Korea as NPR’s bureau chief, and during her tenure there, the K-beauty industry tripled to become a $10 billion industry. South Korea is home to more than 7,500 cosmetic and skincare manufacturers, and K-beauty has staked its claim as the future of skin care. With products that promise pore-less perfection, South Korea’s $10 billion beauty industry is a decade ahead of any other country in innovation and heralded by many industry professionals as the best when it comes to products, regimen, and end-results. Riding the pop culture “Korean wave” and marketed by K-pop superstars and global brands, K-beauty promises flawless skin and a soothing multi-step routine. You’ll find K-beauty products in any city around the world, and in the US, the biggest importer of K-beauty behind China, you can take your pick from hundr