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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