I often get asked if I think K-Beauty is a fad. My answer is yes. However, I do think that K-Beauty will live on.
Let me explain.
us consumers will move on
The mass hysteria levels of K-Beauty in the press and media will most definitely die down. American consumers are fickle and have short attention spans. They will move on to the big next thing, whatever that may be. (Maybe Scandinavian skincare? Taiwanese skincare? Anyone have guesses?)
Brands like Dr. Jart and Laneige may be about as mainstream as Korean beauty brands get as standalone brands. (Also, side note: it's interesting that these two brands are not primarily positioning themselves as K-Beauty; that's more of a secondary message.)Read more