Beauty

Choi Ye Na has just landed a new endorsement deal!According to Yuehua Entertainment, the idol has been selected as the exclusive model for Lilybyred, a brand under the cosmetics company DYD. Previous Lilybyred models include Golden Child's Bomin, Weki Meki's Kim Do Yeon, gugudan's Mina, and JBJ's Kwon Hyun Bin."We decided that Choi Ye Na's cute and refreshing appearance, multifaceted performance, and vocal skills fit well with the 'multifaceted beauty' that Lilybyred wants to show," a representative for DYD stated. "In the future, pictorials and videos featuring Choi Ye Na's diverse charms will be released." Meanwhile, the idol first gained fans after appearing as a contestant on 'Produce 48,' later debuting with the show's project group IZ*ONE. Following the group's...

With its new $50 million Series B funding round, Asian online marketplace Yami is doubling down on beauty. Last month, the 9-year-old e-commerce marketplace announced the funding round led by investment companies Altos Ventures and Balsam Bay Partners, which brings its total funding to $60 million. Existing investors J.P Morgan and GGV Capital also participated in the new round. Originally started as an e-commerce outlet for Asian packaged food in the United States, Yami has invested heavily in building up its beauty business. As the retailer has invested more in beauty marketing and ridden the wave of the K-beauty boom...

Snail mucin essence and egg white whip cleansing foam might not be in your daily skincare routine right now, but they soon could be as Amazon launches a dedicated Korean beauty store today. Touted as the global leader in the beauty industry, the South Korean cosmetics market amounted to around US$7.6 trillion by 2020, according to statistics. Korean beauty is a fad slowly creeping into the routines, cupboards and Instagram feeds of anyone paying attention to their skincare. The beauty trend concentrates on a flawless look of healthy, hydrated and radiant skin. Korean beauty trends focus on luminescent, “youthful” looking skin. | Source: Pinterest....

The term first originated in the Korean beauty world before becoming viral on social media. The literal meaning of 'Glass Beauty' is to make the skin so luminous and dewy that it could be mistaken for glass. There is no makeup involved in this skincare routine but it totally focuses on the wellness of the skin and aims at achieving healthy, supple and nourished skin. Just as we follow a detailed healthy meal plan when on diet, this skincare regime is more than just a day's affair. It includes a list of products to be included and a prolonged methodological...

The K-beauty craze has been going strong for years, after first taking off in the Western world in 2011 with the introduction of BB creams—blemish balm creams—which had been popular in South Korea from the 1980s. Making the most of the country's advanced cosmetic industry, which has been decades ahead of the curve, many women today follow a meticulous Korean skincare routine (often consisting of 10 or more steps) to maintain glowing, healthy skin, as explained in the K-beauty section of my book How to Live Korean. Every stage of the multi-step skincare routine involves applying various products. So which ones are best? Here we unveil...

In matters of beauty and skincare, it is safe to admit that the world of K-beauty knows plenty that we don’t. It comes as little surprise that the global industry has spent the past few years mining beauty stores in Seoul for ideas, but if you’re looking to jump to the head of the queue, it pays to go directly to the source.  The quest for answers led us to makeup maestro Hong Hyunjeong, known widely for her YouTube channel Hong’s MakeuPlay. Over the course of her career in the industry, her makeup brushes have worked overtime on both sides of the globe—from...