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Category: K-BEAUTY

  • A Global Stage for Korean Culture: ‘Unboxing Korea’ Takes Over Belgium

    The Korean Cultural Center in Belgium and the EU will host a large-scale cultural festival, “Unboxing Korea: Scoop the Trend,” in the heart of Brussels from October 18 to 19 (local time).

    Now in its second year, the festival offers visitors a chance to experience the full spectrum of Korean culture — from K-culture, K-beauty, and K-food to K-tourism — all in one place. The event aims to showcase both the emotional depth and industrial power of modern Korean culture.

    The festival will take place across two main venues.
    At the Korean Cultural Center, guests can explore the K-Beauty Zone and K-Tourism Zone, while Place de la Chapelle, one of Brussels’ most popular spots, will transform into the K-Culture Zone and K-Food Zone.

    A highlight of the K-Culture Zone will be the “K-pop Demon Hunters Zone”, created in collaboration with Netflix EU, where visitors can try on hanbok and traditional accessories for photo experiences. There will also be K-pop cover dance performances and traditional craft workshops, offering European audiences a hands-on taste of Korean creativity.

    At the K-Food Zone, Korean rice-based food companies will present tteokbokki, traditional liquor cocktails, and Korean-style desserts. The K-Beauty Zone will feature small and medium enterprises showcasing their products through personal color analysis sessions and live makeup demonstrations. The K-Tourism Zone will include Korean travel tarot readings, Jeju keyring crafts, and photo booth experiences.

    “Unboxing Korea” serves as more than just a festival — it’s a global cultural exchange platform that blends Korea’s artistic spirit with its contemporary lifestyle and industry trends.

  • Korea’s Health Ministry Warns Against Misleading Ads for Whitening & Anti-Wrinkle Cosmetics

    South Korea’s Ministry of Food and Drug Safety (MFDS) has issued a warning about the growing number of false and exaggerated advertisements for whitening and anti-wrinkle functional cosmetics.

    As public interest in anti-aging and skincare continues to rise, some companies have begun using misleading claims such as “cell regeneration,” “anti-aging treatment,” and “anti-inflammatory effects” — phrases that suggest medical-level efficacy — to attract consumers.

    Whitening functional cosmetics are designed to brighten the skin by suppressing melanin production or reducing existing pigmentation, typically using ingredients such as niacinamide and arbutin.
    Meanwhile, anti-wrinkle functional cosmetics contain adenosine and retinol, which help boost collagen production and improve skin elasticity.

    The MFDS advised consumers to immediately stop using any product if they experience redness, swelling, or itching, and to consult a dermatologist. Consumers are also urged to choose a suitable product type (cream, lotion, mask, etc.) for their skin and to strictly follow the usage instructions on the label to prevent side effects.

    Officials also cautioned that injecting cosmetics into the skin using microneedles or similar devices is unsafe, urging users to check for the official “functional cosmetics” mark or statement on the product packaging before purchase.

  • HEBA Lounge: Olive Young’s New Pop-up Blends Wellness and Beauty

    CJ Olive Young opened a personal-care pop-up store “HEBA Lounge” at Trendpot by Olive Young in Hongdae on the 10th, running through October 26.

    The pop-up embraces Gen Z’s self-care trend by redefining showering — not merely as hygiene, but as part of one’s daily beauty ritual, introducing the concepts of “Daily Shower” and “Special Shower.”

    Inspired by trending social media keywords like Skinification and GlassHair, the event highlights the growing interest in hair and body care routines.

    Participating brands include Labo H, Pino, Illiyoon, and Nutserin, offering around 40 products from Olive Young’s leading personal-care lines. Visitors can experience customized care programs targeting concerns such as hairline coverage, damaged hair, body firmness, and skin balance.

    Divided into four experiential zones, the pop-up begins with a brief checklist at reception, after which attendees receive tailored beauty recommendations.

    Interactive programs such as the “Hairline Filling Experience” and “Damaged Hair Ribbon Tunnel” allow visitors to test flagship products firsthand.

  • From Giving to Others to Gifting Myself: The Rise of Meconomy

    As Korea’s 2025 Chuseok overlaps with the golden holiday week, the concept of “Meconomy” (me-centered consumption) has emerged as a defining trend for the festive season.

    Traditionally, holiday gift-giving centered around family and relatives. Now, it’s shifting toward self-gifting, as consumers increasingly prioritize emotional satisfaction (“gasimbi”) over price, even amid high inflation.

    “Meconomy,” a combination of Me and Economy, refers to a consumption trend that values personal happiness and fulfillment. The rise of one-person households (36.1% as of 2024), self-care-oriented lifestyles, and preference-based shopping on social media have accelerated this shift.

    According to beauty platform Zigzag, searches for beauty devices surged 514%, and transactions increased 262% around the holiday period. Sales of self-care items such as RF massagers and portable hair irons have skyrocketed. Similarly, Shinsegae International reported that sales of high-end niche perfumes rose by more than 120% year-on-year.

    Experts interpret this phenomenon as a form of psychological reward spending during economic stagnation, saying, “Even in tough times, people are willing to spend a little more for their own satisfaction.”


    This year’s Chuseok marks a symbolic turning point — from giving gifts to others, to giving gifts to oneself.

  • The ₩3,900 Beauty Boom: Low-Cost Cosmetics Rise Again

    As the economy slows, “ultra-low-cost cosmetics” are making a comeback, creating a sensation across Korea. Major retailers and fashion platforms are launching affordable beauty lines, capturing the attention and wallets of consumers.

    Musinsa’s new skincare line under its “Musinsa Standard Beauty” brand has sold out shortly after release. According to the retail industry, the line — launched on August 30 — includes eight basic items such as cleansing foam, toner, and serum. Each product is priced between ₩3,900 and ₩5,900, meaning that even purchasing the entire line costs less than ₩20,000. Developed in collaboration with ODM specialist Cosmax, the products have earned credibility for quality, as Cosmax has produced for numerous global beauty brands.

    In April, E-Mart also teamed up with LG Household & Health Care to launch a “₩4,950 flat-price” beauty line — even cheaper than Daiso, long known for its budget cosmetics.

    An industry insider commented, “From fashion platforms to convenience stores and major distributors, more companies are joining the ultra-low-price competition, reshaping the entire beauty market’s pricing structure. As practical spending trends continue, the popularity of low-cost cosmetics will likely remain strong.”

  • Real Barrier Unveils Limited Pogon Village Collaboration

    Real Barrier has released three limited-edition products in collaboration with Pogon Village.

    The packaging follows the “Happy Barrier Day!” concept, featuring the characters Ddakjwi and Fairy Mouse celebrating the brand’s 10th anniversary, enhancing its collectible appeal. The lineup includes: △ Extreme Cream Original △ Extreme Cream Light △ Cera Hydrating Barrier Sun Cream. The flagship Extreme Cream Original is a certified functional product for skin barrier recovery and a bestseller with over 2.5 million units sold. The Light version offers lightweight, refreshing hydration, while the sun cream provides 12-hour UV protection and moisture retention.

    It will also be available as an Olive Young exclusive set, with buyers receiving Pogon Village-themed gifts such as a keyring, scrunchie, and sticker.

    This partnership highlights the brand’s expertise while adding a fun touch through characters beloved by the MZ generation.

  • Nagoya Welcomes Korean Hair Salon Brand WENEED

    Korean premium hair salon brand WENEED will open its first store in Nagoya, Japan this October, marking its entry into the overseas market.

    WENEED operates 31 salons across Korea and has gained attention for its designer-centered management philosophy. The Japan launch is made possible through a partnership with COMS Group, a company with 50 years of history, and introduces a “shared salon model” to the Japanese market for the first time. Under this structure, designers freely utilize salon space, while the headquarters provides marketing and training support—a rare format in Japan.

    WENEED is setting itself apart with the strategy of being “the place to experience Korea’s latest hair trends first.” At the Nagoya location, renowned Korean designers will hold monthly seminars to train local stylists in the newest K-beauty styles, while customers will have early access to the trendiest looks.

    Starting with Nagoya, WENEED plans to expand to major Japanese cities including Osaka, Kyoto, and Tokyo. The company emphasized, “This entry into Japan marks the first step in sharing K-beauty with the world,” expressing its ambition for global expansion.

  • Hybrid Beauty Trend Blends Skincare and Makeup

    The beauty industry is increasingly embracing “hybrid beauty,” a trend that blurs the line between skincare and makeup.

    Korean brand The Saem has drawn attention with its launch of the “Skin Perfection Glutathione Toning Cushion,” which contains 64% skincare ingredients. The product provides both blemish coverage and skin tone improvement while reducing skin burden with ingredients such as glutathione, vitamin C, and Madecawhite.

    Global ODM company Cosmax has developed a powder formulation infused with brightening ingredients, applying skincare benefits to color cosmetics like blushers and highlighters. Further expansion is expected, including products with moisturizing and wrinkle-improving functions.

    Meanwhile, global brands are also joining the hybrid beauty race: Benefit introduced a foundation enriched with niacinamide and rosehip extract, while Laura Mercier unveiled a hydrating fixer that combines moisturizing and fixing functions.

  • ONE THING Launches Dual-Action Peptide Retinal Mist for Multi-Skin Concerns

    Aekyung Industrial’s skincare brand ONE THING announced on the 24th the launch of its “Peptide Retinal Mist.”

    This new product is formulated with a five-layer complex peptide and retinal, which minimizes skin irritation. It’s a dual-function cosmetic that addresses multiple aging concerns, such as wrinkles, elasticity, skin density, pores, and skin tone, offering both whitening and wrinkle improvement benefits.

    In particular, the product has shown significant improvement in various categories through human application tests, including crow’s feet wrinkles (105.59%), skin density (104.64%), vertical pore area (111.76%), facial lifting (107.39%), and skin brightness (102.10%). The product has also passed the sensitive skin irritation test, making it suitable for delicate skin.

    A unique feature of this mist is its dual formulation of cream and ampoule, delivered in a fine mist spray. It is gently applied to the skin, quickly absorbed, and forms a seamless moisture barrier that helps maintain a hydrated skin condition for longer.

    *This information is based on the manufacturer’s official description, and the effects may vary depending on individual skin conditions. If any skin irritation occurs, discontinue use and consult a professional if necessary.

  • Global Tourists Flock to Korea’s Pharmacies for K-Beauty Favorites

    Foreign tourists visiting Korea are expanding their K-beauty shopping habits beyond the familiar “Olive Young, Daiso, and Musinsa” trio to include local pharmacies.

    According to travel platform Creatrip, sales in the new “K-Pharmacy” category have been steadily rising among foreign visitors.

    International customers are showing particular interest in cosmeceutical products such as skin regeneration creams and acne care ointments. Among them, Rejure Cream—often referred to as the “Salmon Injection Cream”—has emerged as the top-selling item.

    Compared to the first week of September, pharmacy category bookings jumped by 44% in the second week. Tourists from Singapore (+121%), Hong Kong (+96%), and Taiwan (+9%) showed sharp increases, while demand from the U.S. market was also recorded, highlighting the growing diversification of global demand.