The question gets asked a lot - is the Korean beauty trend a fad or does it have staying power? The Business of Fashion had an article entitled "K-Beauty: From Fad to Fixture?" which talks about the growing proliferation of Korean beauty across the mainstream landscape in Western countries.
If you ask industry veterans, many will say that K-Beauty is 100% a fad and that in a few years American consumers will be onto the next country. They've seen it happen before and they think it will happen again - history will repeat itself.Read more