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“It’s fair to say that the debt K-culture
owes to animated dinosaurs has seldom
been acknowledged”
K-BEAUTY
Along with Korean music, TV and movies, Korean cosmetics have
also conquered the Hong Kong market over the last 10 years.
Inevitably, their emphasis on pristine, youthful looks resonate
deeply with the many age-obsessed Hongkongers who see perfect,
poreless skin as the ultimate beauty prerequisite. The sheer
number of options on offer has also proved part of their charm,
with brands such as Etude House targetting teens, while natural-
ingredients-only Innisfree superserves a more superannuated
clientele. According to market research company Nielsen, Korean
cosmetic products have ousted their Japanese counterparts
as Hong Kong’s beauty treatments of choice, with many local
consumers backing them as long-term favourites.
Overall, eight out of 10 Hong Kong millennials are happy to
vow allegiance to Korean skincare regimes. With this pattern being
repeated across Asia and beyond, it’s no wonder that global sales of
Korean cosmetics are tipped to top US$7.2 billion by 2020.