Findings
K-beauty is transitioning from skincare dominance (first wave) to makeup-skincare hybrids, body care, and fragrance (second wave).
Inclusivity is now a significant focus, with brands expanding shade ranges and addressing diverse skin tones and types.
Globalization, the rise of K-pop and K-dramas, and feedback from social media have increased demand for K-beauty across diverse demographics.
Celebrity endorsements and influencer advocacy, like Cardi B’s TikTok, play a crucial role in driving visibility and inclusivity efforts.
Brands are responding to market feedback, with companies like TIRTIR expanding foundation shades to 40 in response to consumer demands.
Key Takeaway
The second wave of K-beauty is defined by inclusivity, global adaptability, and hybrid innovation, as brands expand their offerings to meet the demands of a diverse and international audience.
Trend
Inclusivity and Global Adaptation in K-Beauty: K-beauty brands are adapting to global markets by embracing diversity, expanding shade ranges, and creating products for varied skin tones and types.
Consumer Motivation
Efficacy: Consumers value the innovative, skin-loving benefits of K-beauty products.
Representation: Diverse consumers want products that cater to their unique skin tones and needs.
Cultural Influence: The popularity of K-pop and K-dramas encourages adoption of K-beauty products.
What is Driving the Trend
Globalization: Korean culture’s global reach through entertainment.
Social Media Advocacy: Feedback and reviews from influencers drive rapid product iteration.
Consumer Expectations: Increasing demand for inclusive shade ranges and universal product benefits.
Who Are the People Referenced?
K-beauty Consumers: Globally diverse, including Black and Hispanic individuals, influenced by social media and cultural trends.
Brands: Korean-based brands like TIRTIR and Dear Dahlia, and US-based brands influenced by diverse markets.
Influencers and Celebrities: Individuals like Cardi B and Darcei Giles who advocate for inclusivity.
Description of Consumers
Products: Makeup-skincare hybrids, expanded foundation shades, and vegan formulations.
Age: Primarily Millennials and Gen Z (18–40 years old).
Demographics: Diverse global audience including Black, Hispanic, and Asian consumers.
Conclusions
Inclusivity and innovation are central to the second wave of K-beauty.
Brands that adapt quickly to diverse consumer needs will thrive.
Social media has shifted product development, making consumer feedback an essential part of R&D.
Implications
For Brands
Expand Inclusivity: Offer broader shade ranges and develop products for diverse skin tones.
Leverage Social Media: Engage with influencers and gather consumer feedback for rapid iteration.
Adapt to Global Markets: Tailor offerings to different regions while maintaining cultural relevance.
For Society
Promotes diversity and inclusion in beauty standards.
Increases representation for historically underserved demographics.
For Consumers
Access to a wider range of inclusive products.
Products that cater to diverse skin types, tones, and needs.
Implications for the Future
The future of K-beauty hinges on sustained inclusivity, global adaptability, and cultural resonance. Brands that align with diverse consumer needs and listen to feedback will dominate.
Consumer Trend
Inclusive Beauty: The demand for products that cater to a broad spectrum of skin tones and types.
Consumer Sub-Trend
Social Media Advocacy in Product Development: Influencer feedback is shaping product offerings and R&D.
Big Social Trend
Cultural Fusion in Beauty: Blending global cultural influences to create universally appealing products.
Local Trend
Adaptation of K-beauty to meet local demands for diversity in markets like the US, Brazil, and Mexico.
Worldwide Social Trend
Global Inclusivity in Beauty: A shift toward products that cater to multicultural, international audiences.
Name of Big Trend
K-Beauty’s Inclusive Revolution
Name of Big Social Trend
Diversity-Driven Innovation
Social Drive
Global appeal of Korean culture (K-pop, K-dramas).
Demand for representation and inclusivity in the beauty industry.
Social media's role in amplifying consumer voices.
Learnings for Companies in 2025
Listen to Consumers: Act on feedback from social media and influencers.
Focus on Inclusivity: Expand shade ranges and tailor products for diverse skin tones.
Leverage Cultural Moments: Use the global influence of Korean culture to expand reach.
Strategy Recommendations for Companies in 2025
Product Development:
Invest in inclusive shade ranges and formulations for all skin types.
Emphasize makeup-skincare hybrids for dual benefits.
Social Media Strategy:
Collaborate with diverse influencers and cultural figures to build credibility.
Use platforms like TikTok for consumer engagement and feedback.
Market Adaptation:
Localize products to meet the needs of specific global regions.
Highlight inclusivity in marketing campaigns.
Final Sentence (Key Concept)
The second wave of K-beauty is driven by inclusivity, innovation, and global adaptability, with brands leveraging social media and cultural influence to cater to diverse, modern consumers.
What Brands Should Do in 2025
Action: Prioritize inclusivity in product offerings and leverage social media for real-time feedback.
How to Do It:
Expand shade ranges and create hybrid products for broader appeal.
Engage with diverse influencers to connect authentically with target audiences.
Adapt offerings to regional demands while maintaining the innovative spirit of K-beauty.
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