Behold: an in-depth look at South Korea's rise to pop-cultural domination and beyond.
essences in 2018 totaled over $6 billion.) The Korean beauty industry saw early on that women didn't just want to know what lipstick matched their skin tone or how to cover up blemishes. They also wanted "detox." Hence, the development of the famed Korean
and 12-step skin-care regimens. Part of the appeal too is the original and often adorable packaging — cushion compacts, panda-shaped eye masks, as well as textures that feel so sensory and new: "bouncy creams" and "slippery" essences.Any true innovator, whether a turtleneck-clad entrepreneur or an entire nation, has to think not just about the next big thing but the next-next big thing. Don't worry: South Korea's on top of that.
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