I’m not the only one who has been gripped by the latest season of Squid Game in the last few weeks, but it seems that our TV screens is not the only place that South Korea is starting to dominate. The beauty world is now awash with treatments, trends and products that have originated in South Korea, so I thought it was time to take a look at why the South Koreans are becoming such a force to be reckoned with in the beauty industry.
Traditional beauty therapy treatments
Most salons will offer a wide range of beauty treatments that are all based around the most traditional offerings of facials, nails, waxing and massage. Whilst there are variations on all of these treatments, the fundamentals of them remain the same. Most people want clearer, softer and younger skin, stronger and more eye-catching nails, smooth hair-free legs and a spot of relaxation and pampering. This has remained the same for decades, if not centuries in some cases, but the beauty industry is one that is always evolving and developing further with new scientific discoveries and trends that many of your clients want to keep up with.
There are a vast number of treatments that have their roots in very ancient therapies, but there are also some new, modern developments that are sending the beauty world rocketing fully into the 21st century and beyond, and many of them now seem to be coming from South Korea.
The rise of K-beauty
K-beauty is the name for the South Korean beauty culture which has been which is known for being both innovative and holistic in its approach. This is because the South Koreans look at beauty in a different way and have tended to prioritise skin care and the natural glow of the skin over things like makeup and other methods of masking imperfections. Their focus is on prevention and hydration to create a healthy glow. As a country known for its strong grip on science and technology, this has led to the development of some incredible serums, masks, and moisturisers that have now become popular on a global scale.
This is largely because huge numbers of consumers are now looking for natural beauty and minimalism rather than a look that may seem fake and can be incredibly time consuming. This has meant that everything from High Street shelves to beauty salons are now being dominated by the South Korean beauty trends.
The glass skin trend
One of the most popular K-beauty trends is the ‘glass skin’ look. This is shown in skin that is not only smooth and clear, but appears luminous with a dewy sheen that is sometimes thought to resemble glass. The trend first achieved worldwide attention in 2017, but it is now gaining momentum at a rapid rate thanks to social media. This has meant that there are now a number of treatments that beauty salons can offer to help achieve the glass skin look. These focus on the use of hydrating products like hyaluronic acid and lightweight moisturisers that are non-comedogenic to help lock in moisture without clogging up the ports.
Whilst glass skin treatments will vary according to the skincare providers or trainers, that are offering them, they will tend to focus on layering skincare products without overloading the skin to a point where it is not capable of absorbing what you are putting onto it.
The future of K-Beauty
It seems that the K-beauty trends are likely to inspire many treatments for some time to come, so here are a few of the things that you salon might want to adopt.
Following on from the glassy skin trend, you will find requests for make-up treatments are also likely to focus on the glowy and natural look. This means subtle highlighters, pink undertones and liquid blushes for a radiant finish.
The South Koreans are continuing to innovate their skin care and there are some exciting ingredients, heading this way including things like PDRN which is extracted from salmon.
The South Koreans have also had a long association with some of the highest levels of nail art, and this is also proving popular in the UK. At the moment there is a preference for minimalist lines and shapes as well as gradient or ombre effects, so now might be the time to get your nail art brushes out and start practising.
Whilst many beauty trends will come and go, the South Koreans seem to be at the forefront of much of the innovation in the industry at the moment. It is therefore important to keep an eye on what is popular and embrace it wherever possible. If you need help marketing some of these products and treatments for your salon then get in touch now for a full and affordable social media management package. Just email me at ukbeautyonline@gmail.com or call 07476008547 to find out more.
