Moving to Asia for the first time as a 22-year-old Gen Z French girl has been a world of discoveries, from culture and food to, most surprisingly, skincare. In France, skincare routines are often simple and timeless, rooted in a “less is more” philosophy. Yet here in Asia, particularly with K-Beauty, I’ve stepped into a world that feels playful, innovative, and meticulously detailed.
Walking into an Asian beauty store for the first time was overwhelming. The shelves were packed with colourful bottles and aesthetic packaging, from jelly-textured masks to serums infused with ingredients I’d never heard of before, like birch sap or snail mucin. In Asia, K-Beauty holds a profound influence, permeating nearly every corner of the skincare market and most importantly, inspiring the innovation among local skincare brands.
K-Beauty has shaped the skincare trends in Asia and here are some of my key learnings so far.
Affordable Indulgence: Beauty for Everyone
One key revelation I have is how accessible Asian skincare is. Back in France, luxury skincare often comes with a luxury price tag. Here, I’ve found products that feel indulgent, like a hydrating rice toner, for less than the price of a coffee. This is skincare democratized, and it’s no surprise that this approach has captured hearts of the Asian consumers. K-Beauty brands like Etude House and Innisfree have mastered the art of making beauty fun, affordable, and aspirational all at once. In several countries I visited like Thailand or Cambodia, K-Beauty products have become very popular for this reason. For instance, Snail White Cream has become a favourite for their hydrating, brightening properties and its affordable price.
I couldn’t help but think about what European brands could learn from this. Imagine a high-quality lavender-based serum sold at a price accessible to students like me, or products with playful yet elegant packaging that speak to younger consumers without compromising on quality – that would be irresistible.
Fusing Tradition with Innovation in Modern Skincare
What fascinates me most is how K-Beauty seamlessly blends modern technology with traditional Korean beauty practices. Ingredients like pearls—used for centuries in Asian skincare —are reimagined in cutting-edge formulations. In China, the use of herbs deeply rooted in Chinese culture and Traditional Chinese Medicine (TCM) can be seen in modern skincare products. This mix of modern formulas with familiar, trusted ingredients helps connect with local consumers who appreciate both innovation and tradition.
This fusion of history and innovation creates a forward-thinking approach that feels both timeless and modern. Could we see a similar revival of traditional European ingredients, such as chamomile or thermal spring water, reinterpreted in creative ways?
A World of Skincare Routine and Rituals
Beyond the excitement of skincare innovations and the aesthetic appeal of the packaging, what struck me most was the ritual behind it all, a 10-step routine, almost meditative in nature, that transforms skincare into an act of self-care. In Europe, “cleanse, moisturize, and go” often suffices. But here? Each step has a purpose, each product has a story.
I’ll admit, at first it seemed excessive. Who has time for 10 steps of skincare every day? But as I started incorporating elements of K-Beauty into my routine, I began to understand the appeal. It’s not just about achieving flawless skin; it’s about taking a moment to pause and prioritize yourself in a world that feels increasingly fast-paced.
In Malaysia and Singapore, K-Beauty products like cushion compacts and colour-changing sunscreens have become popular due to their convenience and effectiveness in the humid, urban environment. These products capture the essence of K-Beauty—innovative, practical, and perfectly suited to the needs of busy urbanites.
Redefining Beauty: From Coverage to Confidence
Perhaps the most unexpected part of my K-Beauty journey has been the way it transformed how I perceive beauty. At its core, K-Beauty is about self-care and self-expression. The focus on enhancing natural features and achieving a healthy glow has taught me to appreciate my skin for what it is, rather than obsessing over covering flaws. This beauty philosophy has shifted my mindset from covering imperfections with makeup to understanding my skin’s needs and nurturing it with intention. It’s not just about looking radiant but feeling confident in my own skin, a lesson that extends far beyond beauty routines.
Bringing It All Back to Europe
As I navigate the world of K-Beauty, I can’t help but reflect on how these practices and philosophies could inspire European skincare. K-Beauty isn’t just about products for treating your skin, it’s about celebrating and embracing the skin through a mindful, almost ritualistic approach. For me, the experience of shopping and using skincare brings joy to the process itself.
For Western skincare brands, the key takeaway is to move beyond product features and connect with consumers on a more meaningful level. By celebrating the rituals of skincare, blending tradition with innovation, and ensuring inclusivity, brands can transform the skincare experience into something more engaging and personal.
For me personally? I’ll always carry a little bit of K-Beauty in my routine, and in my heart. 💕