What Is K Beauty? How Inclusivity Is Shaping the Future of Korean Skincare

When asking 'What is K beauty?' many people think of its innovative skincare steps, focus on natural ingredients, and the desire for glass-like, healthy skin.

However, its uniqueness also lies in the way it continues to evolve to meet the needs of global audiences.

The rise of K beauty goes hand-in-hand with the international popularity of Korean culture, especially K-pop and K-dramas. K-pop idols and celebrities often promote beauty products, increasing the popularity of the industry. 

But despite its success, K beauty has faced criticism for a lack of diversity in shade ranges and representation. While Korea’s population has historically been homogenous, its increasing global fans are now calling for more inclusivity.

Today, diversity is not only a must, it can also be good for business. Brands that focus on diversity and inclusivity tend to outperform their competitors by 35%. Brands like Fenty Beauty and Korean brand, TIRIR prove that embracing inclusivity can lead to greater success.

Could this be the key to solidifying K beauty’s global dominance?

What Makes K Beauty Unique?

To understand what k beauty is, you need to know that its magic lies in its belief in nourishing the skin rather than stripping it, prioritizing health, hydration, and gradual, long-lasting improvement.

Its most significant feature is supporting the skin barrier, which keeps skin balanced, resilient, and glowing. While it's great for all skin types, it's extremely beneficial for sensitive skin due to its gentle formulas. 

The approach is different from the “quick-fix” culture of American skincare, which often promises fast but temporary results that can be harsh on the skin. On the other hand, Korean skincare focuses on building healthy, radiant skin over time. 

In Korea, skincare is part of self-care and is seen as a sign of self-respect. It reflects the country’s collectivist nature, where taking care of your appearance is valued. Korean skincare is also affordable and accessible, unlike in the U.S., where “high-quality” skincare can be expensive.

One popular K beauty practice is the 10-step skincare routine. While it may sound complicated, it's about using the right products in the right order to match your skin’s needs. 

This routine was popularized globally by Charlotte Cho, the founder of Soko Glam, who made K beauty more accessible to people worldwide.

How Did K Beauty Become So Popular in the West?

The hype around Korean skincare often leads people to ask, ‘What is k beauty?’ It's more than just a trend, K beauty has become a game changer, especially for women of color.

Its gentle ingredients and focus on hydration offer solutions for issues like hyperpigmentation, acne, and dryness, helping people achieve healthier skin.

For Black women especially, K beauty stands out by providing nourishing, protective products that cater to diverse skin needs, building a loyal and appreciative audience.

K beauty’s rise in the West is also tied to the global popularity of K-pop and K-dramas. These cultural hits have become powerful platforms for promoting Korean beauty products.

In dramas like True Beauty, the main character, Jugyeong, uses various K beauty products, sparking interest and boosting sales through clever product placement.  

K-pop idols also play a huge role. For example, BTS has collaborated with countless brands like VT Cosmetics, and Jin’s recent appointment as the global ambassador for Laneige coined with the catchy tagline “Jin-ius”, has inspired fans to purchase the same products.

Also, social media influencers help further spread K beauty’s appeal. 

Platforms like TikTok are full of creators revealing skincare tips, routines, and reviews, giving global audiences insider access to Korean beauty secrets. Influencers such as @edwardzo, @brutechoi, @_lilyis, and @songofskin actively share reviews, tips, and tutorials about all things beauty. 

With help from idols, actors, and online content creators, K beauty has grown into a global phenomenon, connecting to consumers around the world. 

Cultural Roots of K Beauty's Exclusivity

Historically, Korean brands have focused on their primary consumers, Koreans, who represent a largely homogenous population. This explains why there's not much demand for different types of beauty products, since local customers mostly influence what gets made.

As Korean culture, Known as Hallyu, became more popular worldwide, the demand for K beauty products grew quickly. However, this fast growth did not give Korean brands much time to meet the diverse needs of their new international customers.

Furthermore, Korea’s homogeneity has also limited opportunities for local brands to engage with individuals of darker skin tones, leaving them less experienced in developing inclusive products.

This, combined with Confucian ideals that uphold fair skin as a symbol of wealth and beauty, creates additional cultural barriers to inclusivity in K beauty

While K beauty brands are now beginning to address these gaps, adapting to global expectations will take time. As they gain more exposure to diverse markets, the potential for a more inclusive future is promising!

The Inclusivity Challenge: Why Its K beauty’s next big step

When we ask ‘What is K beauty?” we often think about its innovative skincare and makeup. However, as the industry evolves, it still has room to improve its inclusivity.

This is crucial since 60-70% of Korean beauty consumers are non-Asian. Most importantly, Gen Z is quickly becoming a key consumer group, and they care deeply about diversity, sustainability, and brands that stay true to their values. 

Influencers are calling out both Western and Korean brands to expand their shade ranges and represent all skin tones better.

Take TikTok Creator Miss Darcie, who went viral video for calling out TIRIR for its limited nine-shade foundation range. Her video blew up, getting almost 25 million views, leading TIRIR to release 40 foundation shades, making it one of the few K beauty brands with an inclusive cushion foundation line. 

This move got a lot of attention from other creators, especially Black women, who praised the brand for listening and making impactful changes quickly.

Additionally, Darcie is now a brand ambassador for TIRIR, highlighting TIRIR's commitment to celebrating and upholding diversity.

TIRIR’s brand is now known for being a Korean brand that celebrates and upholds diversity.

Their efforts has boosted its reputation but also led to international success, with TIRIR’s cushion foundation becoming the first Korean product to top Amazon's overall beauty category in North America. The brand's revenue skyrocketed from $9.2 million in 2018 to $171.9 million in 2023, with projected sales of $300 million by the end of 2024. TIRIR's inclusivity is setting a new standard in K beauty

Industry leaders are also pushing for inclusivity. Fama Ndiaya, CEO of AGASKIN, and Mona Lisa Hanson, CMO of Seoul Cosmetic, launched the K Beauty Cares for You campaign to challenge the lack of diversity in K beauty advertising and products.

Ndiaya pointed out that while these brands have huge global audiences, their ads often exclude non-Asian customers, leaving many feeling unseen.  

Inclusivity is also a smart business strategy. Fenty Beauty’s revolutionary launch with 40 foundation shades earned $72 million in media value during its first month, proving representation pays off.

African-American women alone spend $7.5 billion a year on beauty products–80% more on cosmetics and twice as much on skincare compared to the general market. That’s a massive market that brands could tap into by being more inclusive. 

How to Embrace Inclusivity in K Beauty

As The Korea Times recently pointed out, K beauty brands like TIRIR are beginning to address the growing calls for inclusivity, taking steps such as reading international customer reviews and engaging consumers through U.S. store openings. 

To make these efforts stronger, K beauty brands can try the following ideas:

• Collaborate with diverse influencers: Partner with content creators from various countries and ethnic backgrounds to ensure the brand resonates with a wide audience.
• Launch a global ambassadorship program: Build a network of brand ambassadors who can authentically represent K beauty’s inclusive vision.
• Create a global focus group: Involve individuals from diverse demographics to gather feedback on products and marketing campaigns, ensuring they meet the needs of international consumers.
• Organize pop-up events in key cities: Target booming markets like New York, London, and Lagos to showcase inclusivity efforts and engage directly with diverse consumers.
• Collaborate with industry leaders: Work with innovators like Ndiaya and Hanson to tap into their expertise on inclusivity and expand K beauty’s global reach.

Brands like Yepo Beauty and Jayjun are brands actively prioritizing inclusivity, while other brands like AmorePacific are expanding foundation shades.

Others are finding ways to feature models with darker skin tones in their ads to remain competitive.

As Ndiaya and Hanson have highlighted, inclusivity is key to the long-term success of the K beauty industry. What was once a Korean phenomenon is now global, with millions of loyal customers, and fans outside of Korea.

By making products and marketing more inclusive, brands can make customers feel heard and valued, while still preserving what makes K beauty so unique. 

At its core, beauty transcends skin color,  it’s not about skin color, where you’re from, or what you look like.

Beauty is a feeling, an experience, and a practice. Fans around the world, particularly those from underrepresented communities, are eager to immerse themselves in the world of K beauty. 

By embracing inclusivity, Korean brands have the opportunity to redefine their global image, fostering a sense of belonging among diverse audiences, and ensure that beauty lovers from all backgrounds feel valued and celebrated. 

Conclusion 

What is k beauty if not universal? It has the unique ability to resonate with people from all walks of life. To maintain popularity, inclusivity in both advertising and the products isn't just important, it's essential. 

The international consumers have made it clear: to be truly global, a brand must embrace diversity. 

By prioritizing inclusivity, K beauty brands can deepen their connections with their international audience and secure their position as global leaders in the beauty industry. 

Let's celebrate the progress K beauty is already making and support their efforts to create more opportunities to connect with all fans worldwide. 

✍️ Written by Floriesha Bastien