Sabbatical Beauty, a US cosmetics brand, has just launched its ‘Breathe’ spring range, which the company is marketing as “infused with skin-nourishing herbals inspired by Korean beauty”.
The move shows that smaller, more niche western brands are now jumping onto the Korean beauty bandwagon, following in the footsteps of several larger multinationals which have made a push to court consumers with Korean-style products in recent months.
Two global winners
Two of the big beauty innovations from Korea to have garnered international consumer enthusiasm are alphabet creams (BB and CC) and compact cushion packaging technology, Nicole Tyrimou, beauty industry analyst with Euromonitor International, recently confirmed.
“International brands have been exploring consumers fascination with South Korea beauty with L’Oréal launching Korean concepts (BB creams with Garnier and air-cushion foundation with Lancôme),” she explains, “while LVMH has formed a partnership with AmorePacific to create new products using its air cushion technology for Christian Dior.”
Indeed, with L’Oréal, Bobbi Brown, Philosophy, Dior, Estee Lauder and Lancome just some of the major name beauty players in the West already boasting the product type among their offerings, the compact cushion provides a key example of Korea-inspired beauty sweeping the globe.
Branching out
But as enthusiasm for Korean beauty continues to rise globally, it’s no longer just alphabet creams and compact cushions causing a stir - with Sabbatical Beauty’s Breathe range a clear example of this.
“La Prairie’s and Chanel’s launches of products such as essences and emulsions are other ways that multinationals are looking to tap into consumers increasing desire for Korean-inspired beauty offerings,” Tyrimou says.
Bloggers have been instrumental in the international rise of Korean beauty, and, as the research analyst points out, they continue to hold sway.
“Two American bloggers that specialise in Korean beauty have even launched a book called Korean Beauty Secrets showcasing how k-beauty is suitable for everyone - not just for consumers of Asian origin,” she says.