![]() The hashtag #kbeauty has 9.5 billion views on TikTok. In the mid- to late 2010s, K-beauty fervour was so high that imported labels like Laneige and Tony Moly quickly faced competition from major US brands launching copycat products as well as from new K-beauty-inspired startups like Glow Recipe, Then I Met You and Peach & Lily.īut as K-beauty went mainstream, brands’ use of the term as a selling point died down - until now. The K-beauty craze emerged in the US around 2012 with the rise of BB cream, and spurred countless subsequent beauty trends such as sheet masks, 10-step skin care routines and blemish patches. “The second time, not as great … takeaway was that the first wave of K-beauty had gone away.” ![]() “The first time, it was very successful,” he said. But half a decade later, hype around the category had faded, according to Julien Bouzitat, US brand general manager for Laneige and sister brand Innisfree. The Amorepacific-owned brand was featured in the retailer’s K-beauty endcap, a K-beauty menu bar section and multiple K-beauty campaigns. When Laneige launched at Sephora US in 2017, its K-beauty identity was front and centre. ![]()
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