South Korean skincare has taken the Western world by storm, and a cosmetic chemist has theorized how it’s not just down to its unique and innovative ingredients.
Thanks to apps like TikTok and Instagram, more people than ever are aware of Korean skincare’s alluring power. With glowing products employing ingredients like snail slime, it doesn’t take a genius to understand why Gen Z might be interested in such skincare finds.
Who doesn’t love a lower price tag?
The rise of Korean skincare is part of a larger phenomenon known as the Korean Wave (Hallyu), which is used to describe the influx of Korean culture since the 1990s. Naturally, skincare has followed other cultural waves like BTS, Squid Game, and K-Dramas.
Nicole Ho, a cosmetic chemist and lab manager for Genie Supply, said that one possible reason for Korean skincare’s supremacy is the price.
“Korean products tend to have a lower price point compared to US products. One big plus is the packaging, in general, is very pleasing, hence people feel like they are trying out luxury products for a drug store price,” she told us.
There are a number of reasons why Korean skincare is so cheap, and it’s not because they are choosing cheaper ingredients or morally questionable practices. One such reason is the sheer amount of competition in the Korean skincare market, subsequently meaning that brands price their products lower in the hopes of standing out.
Q-Depot also attributes the price to economical production costs and an emphasis on minimalist packaging.
Another reason behind the rise of Korean skincare could be the art of storytelling, Nicole told us. She said that established skincare brands do a great job at carving out their niche, like picking unique ingredients that they then push through their entire range.
The rules are more lax in South Korea
Though no one is doubting the brilliance that is South Korean skincare, Nicole argued that some of the popularity is down to a cultural difference.
While Western communities are currently obsessed with the clean girl aesthetic, which is not to be confused with the Mob-Wife aesthetic, Nicole said that Korea is more experimental with its ingredients. A difference in local laws also factors in.
“Less conversations on green/clean: while in the West, consumers care a lot about green and clean ingredients, which put a lot of limitations on formulations to meet the usual sensory experience without the traditional ingredients like silicones,” she said. “However, Korean cosmetics do not have these limitations. People can try the products, like the products, and really do not look at how green and clean the ingredients are since the first impression is good.”
The cosmetic chemist also highlighted how most people in the West are unable to speak Korean, meaning consumers are more likely to buy a product based on its carefully selected imagery, color scheme, and story.
