How K-Beauty Became More Than A Trend

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

K-beauty has established itself as more than just a trend, so we turned to Peach & Lily’s founder to find out why—and how certain brands turn into cult favorites among young consumers…

From sheet masks to snail mucin, K-beauty has “exploded in popularity” and is expected to reach $13.1 billion by next year, according to Euromonitor, contributing to the lucrative skin care boom. A quarter of young females told us in our Borderless Culture report that they follow K-beauty, and in our Wellness Intensified trend, we saw that young shoppers are adding more and more products to their daily skin care routines à la the famous Korean ten-step skin care routines.

And K-beauty might not have transcended from trend to mainstay if not for Peach & Lily, a site that started curating cult Korean products for U.S. consumers at the brink of the boom, seven years ago. Famous for popularizing the multi-step K-beauty routine and for giving young consumers fabled “glass skin” (per Refinery29), the brand banks on cold, hard science to back its products, vetting ingredients by a standard that exceeds Korea’s own already-stiff EWG rating system—a strategy that appeals to today’s ultra-informed young consumer.

Now, Peach & Lily has launched their own namesake line available via the likes of Ulta and Forever 21’s beauty spin-off store Riley Rose (whose founders also talked to us about K-beauty), along with the more accessible Peach Slices brand at CVS and Target. We turned to founder Alicia Yoon with our most-pressing K-beauty questions, finding out the secret recipe to achieving cult status among young consumers along the way:

YPulse: Can you tell us about the current state of K-Beauty?

Alicia Yoon: One thing is that it's not a trend. It's now been seven years since starting Peach & Lily, where we first…

 
 

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The Newsfeed

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The retail apocalypse continues, with 7,000 more stores closing their doors in 2019. CoStar Group estimates that the square footage of retail space closed has topped its own record each year since 2017, and this year they’re “predicting more of the same.” PayLess ShoeSource, Gymboree, Dressbarn, and Charlotte Russe lead the list of number stores planned to shutter this year, as retailers learn to scale down size and up Experiencification for young shoppers. (Business Insider

Quote of the Day: “It’s a really interesting time at the moment in catalog [music]…Sometimes, it’s a question of how we make something out of nothing.”—Tim Fraser-Harding, President, Global Catalogue, Recorded Music at Warner Music Group (Rolling Stone)

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