The Global Story Why K-beauty is everywhere
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Dec 19, 2025 
Elise Hu, a journalist and author known for her work on K-beauty and her role as host of TED Talks Daily, dives deep into the global phenomenon of Korean beauty. She explores the societal implications of K-beauty's rise, from its roots in South Korea’s cultural soft power to its overwhelming popularity in the U.S. Elise shares insights on beauty standards, the explosion of K-beauty through influencers and e-commerce, and highlights the potential risks of chasing idealized beauty. Her personal experiences in Seoul add a poignant touch to this captivating discussion.
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Personal Experience Of Constant Appearance Judgement
- Elise Hu describes being regularly judged on her appearance while living in Seoul, including comments about postpartum weight and clothing sizes.
- These experiences led her to investigate beauty culture more deeply and write her book about K-beauty and appearance norms.
The 'Glass Skin' Aesthetic Defines K-Beauty
- K-beauty emphasizes a hyper-feminine aesthetic like dewy, poreless "glass skin" and a flawless base before makeup.
- The market includes men and extensive medical and cosmetic services, making Korea a sophisticated aesthetic ecosystem.
Trying Snail Mucin And Sheet Masks In Seoul
- Elise Hu recounts arriving in cold, dry Seoul in 2015 and trying popular products like snail mucin, sheet masks and foot peels.
- She and her husband both found some treatments noticeably effective, which drew her deeper into K-beauty culture.