The Pros and Cons of Korean Beauty Abroad – What Foreigners Love (and Don't Love) About K-Beauty in 2025

On this episode of the on The Korean Beauty Show Podcast, host Lauren Lee - founder of K-Beauty Consultancy STYLE STORY and beauty brand Jelly Ko - spills the tea on everything shaking up the Korean beauty world globally - from the biggest K-Beauty news stories, to listener Q&As, a behind-the-scenes brand update and Lauren’s no-filter product reviews in our brand new segment One Must, One Meh, One Miss. ACCESS FULL SHOW NOTES FOR THIS EPISODE: Here  CONNECT WITH ME   Book a Consultation  Watch the Show on YouTube  Follow me on Threads My Instagram Shop Kbeauty Shop Jelly Ko  Follow us on TikTok  Stay up to date with the latest K-Beauty Find Your Perfect K-Beauty Product Quiz In This Episode: K-Beauty News Updates  K-Beauty’s ₩40 Billion War Chest SPF Stockpiling in the U.S. Cosmax Sparks Industry Debate Innisfree's Downfall: How Things Are Going from Bad to Worse Post-Rebrand  Beauty of Joseon Wins Trademark Battle in India Question of the Week: SOS for Dry, Damaged SkinA listener asks for help with barrier repair after a skincare reaction. Lauren shares her top product picks.  New Segment – One Must, One Meh, One MissLauren debuts a new review segment where she shares one must, one meh and one miss Korean beauty product.  8. Behind the Scenes at Jelly Ko: Best & WorstLauren keeps it real with an update on the highs and lows from inside Jelly Ko HQ. Let’s Chat: Are you stocking up on sunscreen? Still loyal to Innisfree? Have thoughts on Cosmax’s move? DM Lauren on Instagram @lauren_kbeauty or join the convo in The Korean Beauty Show Podcast Chat on Facebook. Work With LaurenIf you're ready to scale your business with Korean skincare, Lauren offers one-on-one consulting, strategy support, and product development through her K-Beauty Consultancy. Book a session via STYLE STORY. Don’t Forget:Subscribe, leave a review, and share this episode with your skincare bestie. It helps new listeners find the show!See omnystudio.com/listener for privacy information.

K-Beauty has officially gone global—but what do international consumers really think about it? In this episode, we explore the strengths and growing pains of Korean beauty through the eyes of a global audience. From its innovative ingredients and luxurious textures to the confusing product overload, “whitening” language mishaps, and cultural disconnects—this is a candid look at what’s working, what’s not, and what needs to evolve in 2025. We’ll break down: Why foreigners are obsessed with K-Beauty’s gentle, results-driven formulas The backlash against overwhelming routines and cutesy packaging How language and cultural nuance impact global perception What Korean brands must adapt to stay relevant internationally Whether you’re a skincare enthusiast, beauty founder, or K-Beauty fan navigating the global market—this episode is your guide to understanding the real pros and cons of the Second Wave of K-Beauty. Tune in to cut through the gloss and get real about K-Beauty abroad. Access Full Show Notes for this Episode: Here  CONNECT WITH ME   Book a Consultation  Watch the Show on YouTube  Follow me on Threads My Instagram Shop Kbeauty Shop Jelly Ko  Follow us on TikTok  Stay up to date with the latest K-Beauty Find Your Perfect K-Beauty Product Quiz EPISODE SUMMARY The Rise of the “Second Wave” of K-BeautyThe Advantages of K-Beauty Abroad  It’s affordable but effective  Gentle, proactive skincare Natural / “clean” beauty with heritage ingredients  Constant innovation  The Challenges of K-Beauty Abroad  Hyperconsumerism + Waste  Issues with Diversity and Inclusion  Trends move too fast  Ingredient Transparency & Education Perception of “Cheapness” Despite Quality The Blessing and Curse of Too Much Choice Lack of Instant Gratification Final ThoughtsSee omnystudio.com/listener for privacy information.

Korean beauty has a new member of the trillion won club; "Korean skincare" is the most trending term by increase in popularity in 2025; and we've got a new crop of K-Beauty brand ambassadors this year. Lauren answers a listener's question about the crossover between snail mucin and dust mite allergies. Plus, a recommendation for a Korean sunscreen to try if you're sensitive or rosacea prone. Tune in for all this and more on episode 263 of the Korean Beauty Show podcast.    Access Full Show Notes: Here   CONNECT WITH ME   Book a Consultation:  Looking to scale your beauty business using Korean products, practices or techniques? Want to manufacture skincare in Korea?We partner with brands, founders & beauty industry professionals to make Korean beauty work for your business. Watch the Show on YouTube  Follow me on Threads My Instagram Shop Kbeauty Shop Jelly Ko  Follow us on TikTok  Stay up to date with the latest K-Beauty Find Your Perfect K-Beauty Product Quiz   K-Beauty News  The Newest Member of K-Beauty's Trillion Won Club K-Beauty's Newest 2025 Brand Ambassadors Top Skincare Products by Increase in Popularity    Question of the Week: Snail Mucin and Dust Mite Allergy    K-Beauty Products to Try: Aestura Derma UV365 Barrier Hydro Mineral Sunscreen   Recommendation of the Week: UV Face Masks   See omnystudio.com/listener for privacy information.

Skincare is in its sensory beauty era. On episode 262 Lauren explores how the colour, scent, texture and feel of beauty products is coming to the fore in 2025, shaping social media, consumer preferences and brand product developments.  CONNECT WITH ME   Book a Consultation  Watch the Show on YouTube  Follow me on Threads My Instagram Shop Kbeauty Shop Jelly Ko  Follow us on TikTok  Stay up to date with the latest K-Beauty Find Your Perfect K-Beauty Product Quiz Episode Summary  There is a growing body of literature examining the importance of sensory perception when it comes to beauty products.   Access Full Show Notes for this Episode: Here  Products Mentioned in this Episode: Laneige’s new Bouncy and Firm Serum  Jelly Ko’s Cherry Blossom Sleeping Mask (although we this launched in 2020, well before this current crop of trends), Dewy Glaze Toner & Be Jelly Overnight Dream Serum Arencia's "Holy Hyssop Serum" Mamonde's "Calming Shot Azulene Moisture Ampoule” Abib's "Rice Overnight Mask" No-Texture "HYDRA JELLO MIST”  Espoir's “Dewlike Jello Glow Riser" Dasique "Chewing Glow Pot"    All products recommended on the Korean Beauty Show podcast are selected by us. Some of our Show Notes include affiliate links. If you buy something through one of these links we may earn an affiliate commission. This helps offset the costs associated with producing the podcast. See omnystudio.com/listener for privacy information.

There’s a lot going on in the K-Beauty-sphere right now; Olive Young is expanding to the US, Aestura is launching at Sephora and multiple global beauty brands are exiting the Korean market due to increasingly tough competition in the domestic market. Plus, what are the cultural attitudes about plastic surgery in Korea and just how common is it? All these and more answered in this episode.  Access Full Show Notes for this Episode: Here  CONNECT WITH ME   Book a Consultation  Watch the Show on YouTube  Follow me on Threads My Instagram Shop Kbeauty Shop Jelly Ko  Follow us on TikTok  Stay up to date with the latest K-Beauty Find Your Perfect K-Beauty Product Quiz K-Beauty News Olive Young expanding to the US  New research from Amore Pacific into aged ginseng  L’Oreal Has Made Another K-Beauty Investment  3 Global Beauty Brands are exiting the Korean market Aestura is Launching at Sephora in the US  Question of the Week: What are the cultural attitudes about plastic surgery? How common in plastic surgery in Korea? K-Beauty To Try  Hera Sensual Nude Gloss Recommendation of the Week    Korean Pharmacy Finds See omnystudio.com/listener for privacy information.

If you’re keen to learn more about the most popular Korean hair care products plus some interesting facts about the domestic hair care industry in Korea, then stick around. On this episode, we’re covering the hottest products, some categories you might not have heard of plus a few surprising things you may not know about Korea’s hair care industry.  CONNECT WITH ME  Book a Consultation  Watch the Show on YouTube Follow me on Threads Instagram Jelly Ko Follow us on TikTok  Stay up to date with the latest K-Beauty Find Your Perfect K-Beauty Product Quiz K-BEAUTY DISCOUNTS FOR KBS Followers: YESSTYLE - Use Code KBS2020 Jelly Ko - Use Code KBS2020 for 10% off your first order    Access Full Show Notes for this Episode: Here    Products Mentioned in this Episode  Beyond Argan Therapy Repairing Shampoo  Unove Deep Damage Repair Shampoo  107 Scalp Purifying Microbiome Shampoo  Manyo Factory Bioxyl Anti Hair Loss Shampoo  (save 5% with code KBS2020) Dr Groot Density Intensive Care Hair Strengthening Shampoo Longtake Intensive Shampoo  Healing Bird Treatment Deep Moisture Miseenscene Salon 10 Professional Cica Protein Treatment Steam Base Tea Tree Scalp Water Scaler Aromatica Rosemary Root Enhancer Unove Silk Oil Essence Longtake Sandalwood Intensive Hair Oil  Unove Water Essence Mist Cha Hong Fix Volume Hair Spray  Etude Pang Pang Hair Shadow (save 5% with code KBS2020)  Moremo Keratin Hair ColorSee omnystudio.com/listener for privacy information.

Welcome back to another year of K-Beauty! We’re kicking off 2025 with a round-up of everything that’s bene happening in Korea over the holidays. We’ve had multiple mergers and acquisitions, K-Beauty exports have officially surpassed the US $10 billion mark. Plus, we’re answering a listener’s question about the elusive Korean beauty products that don’t contain hyaluronic acid. Lauren shares her recommendations for some makeup brushes to add to your collection and a new K-drama to add to your list.  CONNECT WITH ME  Book a Consultation Watch the Show on YouTube Follow me on ThreadsMy InstagramShop KbeautyShop Jelly Ko Follow us on TikTok Stay up to date with the latest K-BeautyFind Your Perfect K-Beauty Product Quiz K-Beauty News Headlines   K-Beauty News: Korean Beauty Mergers & Acquisitions Manyo Factory acquired by K & L Partners Dr G acquired by L’Oreal    K-Beauty News: K-Beauty Exports Surpass $10 billion USD for the first time Question of the Week: What are some Korean beauty products without hyaluronic acid in them? Products mentioned: Atobarrier 365 Hydro Essence Round Lab Dokdo Toner iUnik Beta Glucan Power Moisture Serum Mixsoon Bean Essence K-Beauty Products to Try: Picasso makeup brushes  Recommendation of the Week: Drama “When the Phone Rings”See omnystudio.com/listener for privacy information.

Which beauty products and technology are we going to be seeing in 2025? On this episode, K-Beauty expert Lauren Lee is sharing part 2 of her predictions for the Korean beauty trends we’re going to be seeing more of in 2025. If you missed part 1, tune in here.    ACCESS FULL SHOW NOTES: Here CONNECT WITH ME   Book a Consultation  Watch the Show on YouTube  Follow me on Threads My Instagram Shop Kbeauty Shop Jelly Ko  Follow us on TikTok  Stay up to date with the latest K-Beauty Find Your Perfect K-Beauty Product Quiz   2025 Korean Beauty Trend Forecast Part 2: AI (Artificial Intelligence) & AR (Augmented Reality)  Technology Mentioned: AI Skin Analysis  2025 Korean Beauty Trend Forecast Part 2: Milky Toners / Essences  Products Mentioned: Tir Tir Milk Skin Toner Beauty of Joseon Glow Replenishing Rice Milk  I’m From Toner  Laneige Cream Skin Refiner Aestura Atobarrier 365 Cream Mist  2025 Korean Beauty Trend Forecast Part 2: Sunscreens  Products Mentioned: Beauty of Joseon Sunscreen Round Lab Birch Juice Sunscreen 2025 Korean Beauty Trend Forecast Part 2: Beauty Devices  Products Mentioned: Medicube AGE-R Booster Pro  Jelly Ko Cherry Blossom Sleeping Mask. Medicube Jelly Cream  2025 Korean Beauty Trend Forecast Part 2: Injectables Products Mentioned: Rejuran Rejuran Healer  Rejuran S  Letybo  Daewoong’s Nuceiva   All products recommended on the Korean Beauty Show podcast are selected by us. Some of our Show Notes include affiliate links. If you buy something through one of these links we may earn an affiliate commission. This helps offset the costs associated with producing the podcast. See omnystudio.com/listener for privacy information.

Which Korean skincare ingredients are we going to be seeing in 2025? On today’s episode, K-Beauty expert Lauren Lee is sharing part 1 of her predictions for the Korean beauty trends we’re going to be seeing more of in 2025.    Access Full Show Notes for this Episode: Here  CONNECT WITH ME   Book a Consultation  Watch the Show on YouTube  Follow me on Threads My Instagram Shop Kbeauty Shop Jelly Ko  Follow us on TikTok  Stay up to date with the latest K-Beauty Find Your Perfect K-Beauty Product Quiz   EPISODE SUMMARY  Trends we will see but won't be covering on this episode  Exosomes PDRN Ectoin Heartleaf Peptides  Retinol  A word of caution   Products and Brands Mentioned in this Episode:  Jelly Ko Cherry Blossom Sleeping Mask Genabelle PDRN  VT PDRN 100  CNP PDRN Ampoule  Rejuran Turnover Ampoule PDRN  Medicube Pink PDRN Ampoule  Goodal Heartleaf Calming Toner Pads Abib Heartleaf Spot Calming Pads  Mixsoon Heartleaf Essence  Anua Heartleaf Amopule  COSRX Peptide line The Face Shop AHC Primera    All products recommended on the Korean Beauty Show podcast are selected by us. Some of our Show Notes include affiliate links. If you buy something through one of these links we may earn an affiliate commission. This helps offset the costs associated with producing the podcast.   See omnystudio.com/listener for privacy information.

Which makeup products captured the attention of Koreans in 2024? Stick around to find out. On this episode, Korean beauty expert Lauren Lee is covering the most popular Korean makeup products of the year, from foundations, to cushions, concealers, lipsticks, highlighters and more. These are the products people couldn’t get enough of.    ACCESS FULL SHOW NOTES FOR THIS EPISODE: https://stylestory.com.au/blogs/style-story/2024-s-most-popular-korean-makeup CONNECT WITH ME   Book a Consultation  Watch the Show on YouTube  Follow me on Threads My Instagram Shop Kbeauty Shop Jelly Ko  Follow us on TikTok  Stay up to date with the latest K-Beauty Find Your Perfect K-Beauty Product Quiz   PRODUCTS MENTIONED IN THIS EPISODE:  Foundations  Matte: VDL Cover Stain Perfecting Foundation  Glow: Espoir Protailer Glow Foundation  Matte Cushion Foundation: Hera Black Cushion Foundation  Glow Cushion Foundation: Bbia Eau Glow Cushion  Cream Foundation: The Saem Cover Perfection Triple Foundation Balm  Powders Finish Powder: Makeup Forever UHD Pressed Powder  Loose Powder: Innisfree No Sebum Mineral Powder  Concealers Concealer: Luna Long Lasting TIp Concealer Stick Concealer: The Saem Cover Perfection Concealer Pencil  Pot Concealer: The Saem Cover Perfection Triple Pot Concealer  Makeup Base: Yunjac Skin Perfecting Protective Base Prep  BB Products BB Cream: Glow Breathable BB Cream  BB Cushion: Lara Clara Bio Cover Balm  Lip Products Lipstick: Hera Sensual Powder Matte Lipstick  Lip Pencil: Banila Smudging Lip Pencil  Lip Liner: Clio Velvet Lip Pencil  Lip Gloss: Hera Sensual Nude Gloss  Eye & Brow Products Eyeshadow: Holika Holika My Fave Piece Eyeshadow  Liquid Eyeshadow: 3CE Eye Switch  Palette: Clio Pro Eye Palette  Brows: Espoir The Brow Balance Pencil  Powder Brow: Skinfood Choco Eye Brow Powder Cake  Mascara: Etude Curl Fix Mascara  Blushes  Powder Blush: mostly western. The Korean one was 3CE Mood Recipe Face Blusher Cream / Sticker Blusher: Vidivici Mineral Glow Cream Blusher Liquid Blusher: Nuse Mousse Care Cheek  Blusher Palette: Dasique Rose Milk Tea Collection  Lip & Cheek: Braye Lip Sleek Contour & Highlight  Cream / Stick Shading: Etude Reborn Maker  Powder Shading: Too Cool for School Art Class by Rodin  Powder Highlighter: Glint by 비디보브 Cream / Stick Highlighter: Hince True Dimension  Highlighter Palette: Glyf Illuiette Highlighter Palette    All products recommended on the Korean Beauty Show podcast are selected by us. Some of our Show Notes include affiliate links. If you buy something through one of these links we may earn an affiliate commission. This helps offset the costs associated with producing the podcast.   See omnystudio.com/listener for privacy information.