Welcome back to the Science Salon! You might claim to be a K-beauty fan, but did you know that it’s a result of Korea’s strategic comeback after the 1997 Asian financial crisis? And was Missha the first Ordinary when it comes to simple and effective, no-frills skincare? This week is part 2 of our K Beauty series, and this week we are discussing all things Hallyu, or the Korean Wave.

We break down how Korean beauty became a worldwide phenomenon, why the 10-step Korean skincare routine took off, and what people often get wrong about K-beauty trends (especially regarding sun protection).

Welcome to Beauty by the Beaker, the podcast where Sciences Gets a Hot New Makeover! We're two cosmetic chemists who want to reveal what really goes into your favorite products. Join us in the Science Salon! Whether you’re a skincare enthusiast, a curious consumer, or just tired of being told coconut oil cures everything, you’re in the right place. Let's gossip about all things beauty together! Pull up a chair, your appointment's about to start.

In this episode we cover:

What is K-beauty?

Is the 10-step Korean skincare routine really necessary?

Why is Korean skincare so focused on prevention?

How did K-beauty spread globally?

What are the cultural and economic forces behind Korean beauty?

This episode explores the history of Hallyu, the Korean wave, and how Korean media, K-pop, K-dramas, and beauty products helped shape global beauty standards. We also talk about the benefits and drawbacks of beauty culture, the pressure to look perfect, and why sunscreen, hydration, and prevention are so central to Korean skincare.

We mention brands and concepts like Amorepacific, Innisfree, BB cream, cushion foundations, sheet masks, road shops, and the intentional marketing behind K-beauty’s global success. We also discuss how social media and TikTok have influenced the way people think about skincare routines, beauty standards, and “perfect skin.”

Whether you’re here for Korean skincare, K-beauty history, beauty science, or cultural analysis, this episode has you covered.

Chapters:

00:00 Intro

02:16 Continuing the K-beauty conversation

05:43 Korea’s export strategy and soft power

10:02 The rise of K-beauty brands

28:18 BB cream and cushion makeup

32:27 The 10-step Korean skincare routine

38:07 Sunscreen, prevention, and beauty culture

41:46 The pressure of never being enough

Key Sources

https://elisehu.com/flawless/

Glass Skin, Colourism & SPF Scandals: The Truth Behind The Rise Of Korean Beauty - Behind The Beauty

Why are South Korean cosmetics so popular? | The Global Story Podcast

Visit our website to read more about this episode and check out our blog post with more sources.

www.beautyxbeaker.com

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@beautyxbeaker

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@sadiebxb

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Special thanks to Flip Twogood for our photos and music and Hailey Romero for our branding.