This article was originally published in the K-beauty Trend Report. Receive your copy here
K-pharmacy: if you haven’t come across this term before, you will soon see it everywhere. Used to describe clinically-backed skin care brands from Korean pharmacies, K-pharmacy is a breakout K-beauty trend that is seeing growing demand and interest from consumers.
“K-pharmacy represents the next wave in the ongoing evolution of Korean beauty,” explains Grace Vernon, Head of Boots Ignite, Foresight and Trends at Boots. “Korea has become synonymous with ingredient-led and efficacy-driven skin care. K-pharmacy is a natural extension of that, bringing together a clinically positioned skin health-led approach.”
In South Korea, many skin care brands are exclusively available through pharmacies, where consumers can receive guidance from trained pharmacists on the ingredients and benefits of different formulations, says Vernon. She explains that this model has “helped build trust in these brands and fuel growing interest in K-pharmacy both in South Korea and internationally.”
“Consumers are increasingly looking for skin care that combines innovation with proven efficacy. K-pharmacy brands meet this demand by bringing together advanced ingredients with a pharmacy-led approach to skin care,” says Vernon.
The rise of Korean beauty tourism, alongside consumers sharing their K-pharmacy discoveries across social media, particularly TikTok, is also driving awareness and demand globally, she says.
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