SEOUL, Korea ⁘ The Korean beauty industry is famous for its complex, multi-step regimen of foams, serums, foundations and masks that consumers snap up in pursuit of the enviable complexions of K-pop and K-drama stars.
Take Sion Kim, a 26-year-old Pilates instructor and fitness model. Kim has a seven-step skincare routine followed by an 11-step make-up ritual that she has down pat to 15 minutes every morning. Even Sundays.
She likes IOPE brand skincare because it's affordable. She buys eye make-up from Innisfree because of its eco-friendly image but turns to Etude for its famous curling mascara. But even for a skincare and make-up devotee like Kim, keeping up with seasonal trends and what suits her skin type can be overwhelming.
"There are too many information sources right now, too many reviews, too many influencers saying different things," Kim said. "Better for me if I get all the information from one source."
Photo caption: Seongbong Hong, chief digital technology officer of Amorepacific. Photo by Seong Joon Cho for Microsoft.
Source: Visit website
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