YouTube, step over. TikTok is the new primary source of beauty information thanks to the rise of powerhouse “skinfluencers” promoting and sharing products, reviews and information. This includes a thriving K-beauty community. K-Beauty is an umbrella term for South Korean derived skin-care, makeup and cosmetic products. Some Korean cosmetic brands have millions of TikTok followers and views. The overall consumption for K-beauty products was over €8 billion in 2019 and is expected to be over €17 billion by 2026.
As K-Beauty shot into the mainstream in the last few years, it left people both fascinated and exasperated with its fabled 10-step skincare routine. The Korean beauty industry influences many western brands and Korean skincare products are reported to be 10 years ahead of the rest of the world in innovation. Sheet masks in Penneys? Thank K-beauty. Glass skin trend? That’s K-beauty. Superdrug dedicating a category on their website to K-beauty? The proof is in the pudding.
TikTok has also become an unlikely place to find niche communities, not just in skincare. Tens of thousands of users have switched their photos on TikTok to display their allegiance to the biggest and most influential “cult” on the app, the Step Chickens.
So, I created TikTok’s first K-beauty community, Kbeauty Krew! Whether you’re a newbie or fully qualified dermatologist, there’s space for everyone who loves K-beauty in our Kbeauty Krew.
How does it work, you ask? By posting responses to our videos, using our original sounds and using our hashtag #kbeautykrew to share your thoughts, there’s a great chance we’ll feature you. We’re here to embrace every opinion, learn from each other and most importantly, have fun!
What are you waiting for? Join in on TikTok by searching for @kbeautykrew.