The Origin of K-Beauty
The beginning of K-Beauty, the roots of Korean beauty
K-Beauty is not an industry created by trends. It's a beauty approach that evolved naturally from daily life and culture.
Beauty born from
a culture of care
In Korea, beauty isn't reserved for special occasions—it's a daily routine.
- Cleansing
- Moisturizing
- Skin condition management
Through these repetitive daily habits, an understanding and standard for skin naturally accumulated. In Korea, where seasons change distinctly and skincare was always part of daily life, 'care' wasn't about decoration—it was a habit.
Matters
K-Beauty prioritizes a sustainable structure over immediate effects. This philosophy, built on the premise of 'longevity,' translates to trust in global markets.
- Long-term use
- Adapting to skin condition changes
- Sensitivity consideration
Daily-life Beauty
Integrated into everyday life
K-Beauty's identity begins with its close connection to daily life. Not for special moments, but as an everyday routine.
Care-centered Approach
Maintenance over transformation
Maintenance over change, process over results. K-Beauty focuses on 'caring for' skin rather than 'changing' it.
Long-term Product Design
Designed for sustainable use
Products designed for sustainable use, not short-term effects. This is the common foundation of all K-Beauty brands.