They take reviewing to the next level by testing products on the collective’s members so that they can learn and share more extensively. The independent group does not sell, market or produce any beauty products but seeks to provide the best information for people of any age, and with any skin type, shade or sensitivity.

Both Moore and Jackson are long-time beauty product reviewers who, while attending and taking part in numerous beauty events, realised that many brands were solely focused on the quantity of followers and not the quality of reviews. The K-Beauty Collective aims to turn this around, and is proving to companies that it’s the quality of an audience and not the quantity that counts when it comes to information exchange.

The group hosts both online and in-person events to bring their members and followers together. “We want the basis of any of our events to be an environment of growing, sharing and educating. We try to make each event as hands-on and inclusive an experience as possible,” Moore explains.

“We love the chance to introduce new brands and products and helping to navigate what can be a very confusing beauty scene.”

The collective selects brands and products based on a number of factors, including whether it offers good quality at a fair price, promotes waste reduction in packaging and contains ingredients with skincare benefits – rather than “miracle potions with wild claims”.

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They look for simple, minimal formulas and products that can also be used by vegans and vegetarians. Above all, they want to see if the products can actually do what they claim to do.

The collective and its events are open to anyone who wants to join. “Some people already know a lot about skincare but are looking for new ideas or some genuine interactions with fellow skincare junkies,” Jackson says.

Moore adds: “Anyone who wants to learn and participate in our community is welcome to join! Gender, religion, ethnicity, lifestyle … all irrelevant. The spirit of sharing and growing is at the core of our movement. Whether someone is new to skincare, an avid enthusiast or a seasoned veteran in the skincare scene, all are welcome.”

Claudia Christin, a dermatology postgraduate student who goes by @funskincare on Instagram, says she loves that the K-Beauty Collective does more than just introduce skincare products, and instead breaks down a brand's philosophy as well as ingredients.

“It can be hard for beginners to pick options out from this saturated market. Their gatherings always feel like an expats K-beauty family reunion where we can share, talk and learn from each other's experience,” Christin says.

One thing the collective has found is that consumers are highly interested in sustainable and eco-conscious brands. “It’s not even an argument at this point for every global region,” Moore says. “The more we as consumers show our support of brands willing to make these changes, the more other brands will follow suit. It’s that simple.”

The K-Beauty Collective is highly interested in finding the companies and brands that are making the changes that need to be made and in helping to drive the demand.

The best way to get in touch and join them is to follow @kbeautycollective on Instagram.

Hallie Bradley is a writer based in Seoul and runs the website thesoulofseoul.net

Read the original story in the Korea Times here