A young woman wears Korean glitter make-up. There is a trend away from the complicated routines of Korean beauty treatments, and a focus on skincare rather than beauty regimes when many women have been stuck at home during the coronavirus pandemic. Photo: Shutterstock A young woman wears Korean glitter make-up. There is a trend away from the complicated routines of Korean beauty treatments, and a focus on skincare rather than beauty regimes when many women have been stuck at home during the coronavirus pandemic. Photo: Shutterstock
A young woman wears Korean glitter make-up. There is a trend away from the complicated routines of Korean beauty treatments, and a focus on skincare rather than beauty regimes when many women have been stuck at home during the coronavirus pandemic. Photo: Shutterstock
Beauty

Korean skincare loses its edge as Chinese embrace luxury Western brands and global customers seek simpler routines

  • While K-pop and K-dramas are still going strong, the shine is wearing off K-beauty – Korean skincare is increasingly seen as too complicated and convoluted
  • Chinese consumers are buying Western and Japanese brands in Hainan instead of going to South Korea, and Sephora no longer promotes K-beauty like before

Topic |   Beauty
A young woman wears Korean glitter make-up. There is a trend away from the complicated routines of Korean beauty treatments, and a focus on skincare rather than beauty regimes when many women have been stuck at home during the coronavirus pandemic. Photo: Shutterstock A young woman wears Korean glitter make-up. There is a trend away from the complicated routines of Korean beauty treatments, and a focus on skincare rather than beauty regimes when many women have been stuck at home during the coronavirus pandemic. Photo: Shutterstock
A young woman wears Korean glitter make-up. There is a trend away from the complicated routines of Korean beauty treatments, and a focus on skincare rather than beauty regimes when many women have been stuck at home during the coronavirus pandemic. Photo: Shutterstock
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