Just a few years ago, South Korea’s beauty industry could do no wrong in China.
Lipsticks worn by actress Jun Ji-hyun in the 2014 hit K-drama My Love From The Star sold out almost immediately thanks to Chinese fans, despite being on screen for just seconds.
As part of the K-wave – along with K-pop, K-fashion and K-dramas – South Korean beauty trends set the agenda in China. Propelled by savvy marketing campaigns and viral skincare and make-up tutorials, the industry racked up $13.1 billion worth of sales worldwide in 2018, according to market research company Mintel.
But today, the tide is turning.
The Chinese beauty market is huge. It’s the world’s second-largest, according to Euromonitor,
Jun 17, 2019