K-beauty brands are pushing claims boundaries, here’s how

Published: 18-Sep-2024
Regulatory

Anne Charpentier, CEO of Skinobs, explores how to prove claims associated with K-beauty

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Korean beauty emerged as a major actor in cosmetics, setting new standards for product efficacy, ingredients and product diversity.

Fuelled by social media and a growing interest in skin care, K-beauty blends centuries-old tradition, culture and ancient practices with modern scientific advancements in research and formulations.

Additionally, Korean brands, as well as OEM/ODMs, are the driving force behind new marketing concepts, quickly picking up on the weak signals of the expectations of well-informed beauty consumers.

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