Back in April, I wrote a post on the definition of K-Beauty. Many brands were jumping on the bandwagon calling their products "K-Beauty" and retailers were adding a lot of non-Korean brands into their K-Beauty section. Sephora was one of them and I called them out for having Japanese brands like boscia and Tatcha in their K-Beauty section. This post resonated with readers and a lot of people agreed with the dilution of what it meant to be K-Beauty.
I noticed recently that Sephora did in fact correct course and cleaned up their K-Beauty sections and removed Japanese brands like boscia and Tatcha. They have included new brands like Saturday Skin and Laneige.
This is a move in the right direction and I hope other retailers and brands follow up suit and recognition that part of being "K-Beauty" means being an actual Korean brand.