Business Daily The blurring of K-beauty
Oct 28, 2025
In this engaging discussion, K-beauty experts like Anne Majewski of SoulCeuticals and Seung-Koo Kim of Hwarangpum dive into the essence of K-beauty. They tackle the rising challenge of authenticity amid a surge of non-Korean products claiming the label. Counterfeiting is a major concern, as highlighted by Mark Lee's findings about fake products online. The guests also debate whether Korean manufacturing and cultural roots are essential to K-beauty's identity, along with the role of holistic philosophy in its definition.
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K-Beauty's Definition Is Blurring
- K-beauty appears straightforward as 'Korean beauty' but its definition is becoming blurred.
- Global demand and non-Korean brands adopting Korean styles have created an identity crisis for the category.
A Brand That Looks Korean But Isn't
- SoulCeuticals looks and markets itself as Korean but is an American company manufacturing in the US.
- The brand admits they initially felt sensitive and now disclose products are made in the US while still claiming Korean influence.
Ingredients And Philosophy Define 'K'
- Many interviewees say the 'K' in K-beauty often comes from ingredients and philosophy rather than origin alone.
- Brands can claim Korean identity by sourcing key ingredients from Korea and adopting the multi-step, holistic skincare approach.