• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Components
    • Markets
    • Materials
    • Solutions
    • Top 20 Companies
    • Buyers Guide
    • Events
    • More
  • Magazine
  • News
  • Components
  • Markets
  • Materials
  • Solutions
  • Top 20 Companies
  • Buyers Guide
  • Events
  • Current & Past Issues
    Features
    Editorial
    Departments
    Columns
    Digital Edition
    eNewsletter Archive
    Editorial Guidelines
    Staff
    Subscribe Now
    Advertise Now
    Top Features
    Packaging’s ‘Tall Order’ for Reviving Color Cosmetics

    Creating Packaging To Safeguard a More Hygienic User Experience

    'Dispensing Beauty': Dispensers for Greater Functionality

    Drunk Elephant—Beauty Company of the Year: Excellence in Packaging

    Key Insights on Lip Color & Mascara Packaging
    Breaking News
    Regulatory
    Events
    Association
    Packaging
    Adv/Marketing
    Financial
    Retail & Travel
    People
    Products
    Experts
    Press Releases
    Exclusives
    Live From Shows
    Video Bites
    Packaging Personalities
    Top News
    The Honest Co. Files for an Initial Public Offering

    China Builds ‘Beauty and Healthcare Industrial Park’ in Guangzhou

    Edition Spéciale by Luxe Pack is Postponed

    Alexandra Trower Announces Retirement from The Estée Lauder Companies

    Laura Geller Beauty Recruits Fran Drescher To Promote Spackle Primer
    3D
    Accessories
    Aerosols
    Airless
    Applicators
    Bags
    Bottles/Jars
    Brushes
    Cans
    Cartons/Boxes
    Closures
    Compacts
    Devices
    Dispensers
    Double Duty
    Droppers
    Environmental
    Labels
    Lipstick packages
    Mascara Containers
    Paper
    Pouches
    Printing
    Pumps
    Rollerballs
    Small Sizes
    Stock Pkg
    Tubes
    Wipes/Sheets

    Epopack Co. Ltd

    McKernan Packaging Clearing House

    Corpack Creates Custom Packaging for Marlies Möller Hair Care Line

    Lageen Tubes Boosts Packaging Recyclability with New Mono-Material PE Tube Solutions

    Bormioli Luigi Meets Lacquering Challenge
    Bath/Body
    Cosmetics
    Ethnic
    Fragrances
    Hair
    Health and Beauty
    Home Fragrance
    Men
    Nails
    Personal Care
    Sample/Travel Sizes
    Sets/Kits
    Skin

    The Honest Co. Files for an Initial Public Offering

    China Builds ‘Beauty and Healthcare Industrial Park’ in Guangzhou

    Edition Spéciale by Luxe Pack is Postponed

    Alexandra Trower Announces Retirement from The Estée Lauder Companies

    Clarins Group Invests in Pai
    Brush Fibers
    Eco-friendly
    Flexibles
    Glass
    Metal
    Paper/Board
    PCR
    PET
    Plastics
    Wood

    Oliver Inc. Acquires Boutwell Packaging

    Oliver Inc. Partners with Emerald Brand

    Videobite: Bring Your Packaging to Life with GTO

    Corpack Creates Custom Packaging for Marlies Möller Hair Care Line

    Lageen Tubes Boosts Packaging Recyclability with New Mono-Material PE Tube Solutions
    Anti-Counterfeit
    Contract Services
    Decorative Effects
    Design Capabilities
    Digital Printing
    Injection Molding
    Machinery
    Made in USA
    Package Development
    Printing/Decorating
    Sustainable Pkg/Practices
    Turnkey

    These Women-Led Beauty Brands Are In Line With Key Trends for 2021

    Packaging’s ‘Tall Order’ for Reviving Color Cosmetics

    Bormioli Luigi Meets Lacquering Challenge

    Blue Heron Botanicals: ‘Blue Beauty’ for Green Beauty Enthusiasts

    'Dispensing Beauty': Dispensers for Greater Functionality
    Top 20 Companies
    Mary Kay

    Kao

    Amway

    Johnson & Johnson

    Chanel
    All Companies
    Categories
    Company Profiles
    Jobs
    Add New Company
    International Buyers Guide Companies
    Albéa

    Neenah Packaging

    Paklab

    Yonwoo/PKG

    Big Sky Packaging
    Industry Events
    Live From Shows
    Exhibitor Showcase
    Webinars

    Edition Spéciale by Luxe Pack is Postponed

    Comoprof CBE Asean Postponed

    Interpack 2023 Opens Exhibitor Registration

    Luxe Pack New York Postponed Again

    Cosmopack and Cosmoprof Asia Announce Hybrid Format for 2021
    • Magazines
      • Current / Back Issues
      • Features
      • Editorial
      • Departments
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Staff
      • Editorial Guidelines
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers Guide
      • Companies
      • Categories
      • Corporate Capabilities
      • Add Your Company
    • Components
      • 3D
      • Accessories
      • Aerosols
      • Airless
      • Applicatiors
      • Bags
      • Bottles / Jars
      • Brushes
      • Cans
      • Cartoons / Boxes
      • Closures
      • Compacts
      • Devices
      • Dispensers
      • Double Duty
      • Droppers
      • Environmental
      • Labels
      • Lipstick Packages
      • Mascara Containers
      • Paper
      • Pouches
      • Printing
      • Pumps
      • Rollerballs
      • Small Sizes
      • Stock Pkg
      • Tubes
      • Wipes/Sheets
    • Markets
      • Bath/Body
      • Cosmetics
      • Ethnic
      • Fragrances
      • Hair
      • Health And Beauty
      • Home Fragrance
      • Men
      • Nails
      • Personal Care
      • Simple/Travel Sizes
      • Sets/Kits
      • Skin
    • Materials
      • Brush Fibers
      • Eco-friendly
      • Flexibles
      • Glass
      • Metal
      • Paper/Board
      • PCR
      • PET
      • Plastics
      • Wood
    • Solutions
      • Anti-Counterfeit
      • Cotract Services
      • Decorative Effects
      • Design Capabilities
      • Digital Printing
      • Injection Molding
      • Machinery
      • Made In USA
      • Package Development
      • Printing/Decorating
      • Sustainable Pkg/Practices
      • Turnkey
    • Top 20 Companies
    • Online Exclusives
    • Slideshows
    • Expert Opinions
    • Videos
    • Infographics
    • Whitepapers
    • Products Showcase
    • Events
      • Industry Events
      • Live From Show Events
      • Webinars
    • Jobs
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms Of Use
    Online Exclusives

    K-Beauty Is Increasing Its Foothold in the U.S.

    What makes K-beauty so special? For one, the packaging. We talked with beauty expert and founder of Peach & Lily Alicia Yoon.

    K-Beauty Is Increasing Its Foothold in the U.S.
    Alicia Yoon, founder, Peach & Lily - and its Super Reboot Resurfacing Mask and Glass Skin Refining Serum, via Instagram
    Related CONTENT
    • Vitamin C: The Hottest Super Ingredient Energizes These 9 Brands
    • 8 Beiersdorf
    • WWP Launches Intentional Beauty
    • Verescence Lends Expertise to Valentino Beauty
    • Lisa Rinna Debuts Beauty Brand
    Bobbie van der List, Asia-Pacific Correspondent07.09.20

    Every beauty lover knows some of the most innovative skincare products come from South Korea. Whether we’re talking about detoxifying essences or facial masks, Korean Beauty – or popularly known as K-Beauty – has set foot in markets outside Asia as well, most notably the American and European market.

    K-Beauty is more than just a marketing slogan to sell products, it comes together with an entirely new philosophy about skin care that is the secret for the most shiny and perfect skin. There are all sorts of interesting content you can find online, for example Korean beauty rituals – that consist of ten steps such as double-cleaning of your face to special toners and creams – but also background information of what stars of K-dramas use as makeup.

    We talked with Alicia Yoon, expert in K-Beauty and founder of Peach & Lily.

    Let’s start off simple: how did you get into skin care?

    “My love for skincare comes from a personal place. I struggled with severe eczema growing up, skin bleeding, I thought it would never change. I grew up in the U.S., then I moved to Korea. When I first discovered skincare, my skin problems stopped.

    I worked as a banker first, then as a consultant, so at the beginning of my working life I didn’t do anything related to skincare professionally. When I lived in Boston I realized that you couldn’t get Korean products.

    Every time I came back from Korea I brought back so many beauty products, and I gave facials to friends. They asked me: where can we get this? I was thinking: it’s 2012 and yet you can’t find Korean beauty products in the U.S.?

    As a consultant, I worked together with a big beauty brand and one day I had a conversation with the company’s chemist. He told me that Korea has cutting edge technology in terms of its beauty products. I always knew there was something different with Korean products, but now I had the science to back it up.

    So yes, I saw this business opportunity to bring Korean beauty innovations and philosophies to the US in real time, combining my business experience with my love of skincare.”

    Why did it take so long for Korean beauty brands to set foot on American soil?

    “When I first went to Korea, I asked the brands: why aren’t you in the U.S.?

    Their reply was: we’re interested but it’s a totally different market. In Korea – and Asia more broadly – we don’t have the same diversity, so we know exactly how to market the demographics; but in the US you have many different kinds of skin tones, different ethnicities, different languages, all these micro cultures, that was a big obstacle for Korean companies.

    The second point is that Korea has a much smaller geography, you can reach an entire city with just two stores. But in the US you need 100 stores, channel strategy is therefore different. And there’s so much demand in other Asian countries.”

    What has changed?

    “What was interesting is that all Korean brands were very hesitant to make the step to the US. After knocking on all the doors, that’s what we discovered.

    But then W Magazine thought this was a big story – they wanted to go to Korea with me, to see Korea, discover the industry, for an entire week. It resulted in a proper Korean feature story. People got interested in that story, and this is how people became more interested in K-Beauty. That’s when a lot of retailers started selling Korean products, for example Urban Outfitters.”

    Do you think there’s a link between the gaining popularity of South Korean culture in general – K Pop and Korean dramas – and the growth of K-Beauty outside of Korea?

    “That’s difficult to measure. Korean food is becoming more popular, there are not only Korean restaurants in Korea Towns, but outside as well. Korean movies have become a big export product, as well as pop music, K-Pop. It’s hard to tell what the correlation is though.

    But I think that all those micro elements – people talking about Korea, for example the beautiful skin of celebrities in Korean dramas – works out well for K-Beauty.

    More importantly, though, is the fact that there now are digital platforms, social media is growing a lot faster, and content creators, who’ve helped K-Beauty gain momentum outside of Korea as well.” 

    What has helped Korean brands overseas? 

    “I would say Korean brands really make an effort to become much more aware about different nuances in the U.S. Again with the availability of internet and social media you can see everything: you can study to find out what resonated with people in the U.S. or Europe, how do you talk to them?

    But it’s still a challenge: if a company wants to operate in the U.S. it doesn’t only have to resonate with U.S., you need to create products that resonate globally, and that’s honestly hard to achieve.

    If you want to be most competitive in any country, you need to think how to target consumers. Come up with something different for every local market, which means that certain formulas need to be different, or the packaging needs to be different.”

    How do Korean brands differ in terms of their packaging?

    “When it comes to packs, I think in Korea, again because it’s hyper-competitive, you have to stand out. When it comes to packaging, you have to be extremely cute or super fun or very minimal, extreme version of anything. You’ll see it all, there’s a huge range on shelves and websites.

    I would say for sure packaging is a huge part of visual marketing in Korea, huge diverse range in Korea. There are different kinds of innovation that don’t exist here in the US yet. The functioning of the packaging has to be different.”

    Environment is increasingly important for beauty brands – how is that in Korea?

    “Yeah, in Korea the environmental aspect is becoming a big focus now. What I find interesting, in Korea if I have food I need to put it in government compostable bag. This has been going on for a long time, the recycling awareness is high in Korea.

    How to upcycle, interesting fashion brands recycle older fashion items, but tear it apart and redesign it, for example. There is a huge conversation on this theme.

    Beauty is tricky, it’s not a simple issue – for example, glass is not the most efficient recyclable material. How do you deal with that? So again, it’s not a simple issue, but I love that it’s a huge topic of conversation.” 
    ABOUT THE AUTHOR

    Bobbie van der List, Asia-Pacific Correspondent
Bobbie van der List works as a freelance correspondent in Tokyo.

    He covers general news, but also follows the packaging industry from close-by. Among other publications, he has worked for Dutch packaging magazine Verpakken Magazine. Before Tokyo, Bobbie was stationed in Sweden, where he covered developments in the packaging industry for Dutch language media
    Photos: Alicia Yoon, founder, Peach & Lily; Peach & Lily Super Reboot Resurfacing Mask; Glass Skin Refining Serum via Instagram
    Related Searches
    • Skin Care/Sun Care
    Suggested For You
    Vitamin C: The Hottest Super Ingredient Energizes These 9 Brands Vitamin C: The Hottest Super Ingredient Energizes These 9 Brands
    8 Beiersdorf 8 Beiersdorf
    WWP Launches Intentional Beauty WWP Launches Intentional Beauty
    Verescence Lends Expertise to Valentino Beauty Verescence Lends Expertise to Valentino Beauty
    Lisa Rinna Debuts Beauty Brand Lisa Rinna Debuts Beauty Brand
    Huda Kattan Steps Down, Names Huda Beauty Huda Kattan Steps Down, Names Huda Beauty's New CEO
    Creating a Latina Beauty Brand That’s by and for Latinas Creating a Latina Beauty Brand That’s by and for Latinas
    L’Oréal Opens Beauty Hub in LaGuardia Airport L’Oréal Opens Beauty Hub in LaGuardia Airport
    Alicia Keys Reveals More About New Beauty Brand Keys Soulcare Alicia Keys Reveals More About New Beauty Brand Keys Soulcare
    NYSCC Goes Virtual 9/28—10-2 for An Exciting Week of Beauty NYSCC Goes Virtual 9/28—10-2 for An Exciting Week of Beauty
    3 Ways Covid-19 Is Impacting Consumers’ Beauty Purchasing Behavior 3 Ways Covid-19 Is Impacting Consumers’ Beauty Purchasing Behavior
    L’Oréal Matrix Wins Allure Best of Beauty Breakthrough Award L’Oréal Matrix Wins Allure Best of Beauty Breakthrough Award
    Mira Beauty Raises $9 Million in Funding Mira Beauty Raises $9 Million in Funding
    Grande Cosmetics Continues ‘Beauty From the Heart’ Campaign Grande Cosmetics Continues ‘Beauty From the Heart’ Campaign
    WWP Beauty Launches Personal Protection Line WWP Beauty Launches Personal Protection Line

    Related Online Exclusives

    • Cosmetics | Skin Care/Sun Care
      Euromonitor Survey Highlights 2020’s Defining Beauty Trends

      Euromonitor Survey Highlights 2020’s Defining Beauty Trends

      Three shifts that shaped beauty and personal care in 2020.
      Lisa Holmes, Global Head of Surveys, Euromonitor International 01.13.21

    • Skin Care/Sun Care | Sustainable Pkg/Practices
      Beauty Brand Execs Speak on the Challenges of Water Usage

      Beauty Brand Execs Speak on the Challenges of Water Usage

      There’s a growing call to protect the cosmetics industry staple that’s also one of the Earth’s most valuable resources.
      Jamie Matusow, Editor-in-Chief 12.14.20

    • Skin Care/Sun Care
      Introducing an Asian Brand to the U.S. Market

      Introducing an Asian Brand to the U.S. Market

      Taiwan-based Inna Organic expanded to the U.S. -- how are they working to get a foothold here, while holding on to their Asian identity?
      Bobbie van der List, Asia-Pacific Correspondent 04.23.20


    • Bath/Body | Personal Care | Skin Care/Sun Care
      5 Brands That Were Signed Up for Indie Beauty Expo Berlin

      5 Brands That Were Signed Up for Indie Beauty Expo Berlin

      The show was canceled -- but these brands had planned to show products that are champions of hygiene and immune system strengthening.
      Jillian Wright , co-founder, Indie Beauty Media Group 03.23.20

    • Contract Services | Skin Care/Sun Care
      Google Searches For Hand Sanitizer Spike

      Google Searches For Hand Sanitizer Spike

      Hand sanitizers are one product everyone needs more of during the coronavirus epidemic -- and consumers are searching for ways to make their own.
      Marie Redding, Senior Editor 03.18.20

    • Cosmetics | Skin Care/Sun Care
      Beauty Retail Stores Impacted by Coronavirus

      Beauty Retail Stores Impacted by Coronavirus

      COVID-19 has caused these beauty retail stores to temporarily close their doors.
      Beauty Packaging Staff 03.17.20


    • Cosmetics | Health and Beauty | Skin Care/Sun Care
      Global Beauty Companies React To COVID-19

      Global Beauty Companies React To COVID-19

      What impact is the coronavirus having on BP’s Top 20 Global Beauty Companies?
      Beauty Packaging Staff 03.17.20

    • Design Capabilities | Skin Care/Sun Care
      Bracing for Big Ideas in Cannabis Beauty

      Bracing for Big Ideas in Cannabis Beauty

      An interview with BeBody founder, Kathryn Jourav
      Elle Morris, CEO, SnapDragon 02.03.20

    • Bottles/Jars | Dispensers | Glass | Skin Care/Sun Care
      3 CBD Beauty Product Packaging Trends

      3 CBD Beauty Product Packaging Trends

      Within the competitive CBD beauty game, effective and compelling packaging becomes more important than ever.
      Emily Smith 01.20.20


    • Cosmetics | Design Capabilities | Dispensers | Package Development | Printing/Decorating | Skin Care/Sun Care
      Personalized Beauty Tech Devices at CES 2020

      Personalized Beauty Tech Devices at CES 2020

      Personalized skincare, custom makeup, & the next generation of high-tech toothbrushes will be on the market soon.
      Marie Redding, Senior Editor 01.17.20

    • Skin Care/Sun Care
      Conscious Consumerism: Combining Psychodermatology with Skincare & More

      Conscious Consumerism: Combining Psychodermatology with Skincare & More

      Conscious consumerism includes ethics, sustainability, health, and wellness -- offering brands new ways to engage consumers.
      Kirsty Cole, head of Growth, Anthem Amsterdam & Brussels 12.02.19

    • Applicators | Cartons/Boxes | Compacts | Cosmetics | Design Capabilities | Eco-friendly | Fragrances | Health and Beauty | Lipstick packages | Package Development | Printing | Printing/Decorating | Pumps | Sets/Kits | Skin Care/Sun Care | Stock Pkg | Tubes | Turnkey
      All the Winners in the 2019 NJPEC Package of the Year Awards

      All the Winners in the 2019 NJPEC Package of the Year Awards

      Take a look at the complete winners’ list -- featuring all the honorees at this year’s NJPEC Package of the Year gala celebration.
      Marie Redding, Senior Editor 11.26.19


    • Personal Care | Skin Care/Sun Care
      Fem-Hygiene Trend Pushes Boundaries at Indie Beauty Expo NY

      Fem-Hygiene Trend Pushes Boundaries at Indie Beauty Expo NY

      Indie women-owned brands push the boundaries for female personal care.
      Jillian Wright, co-founder, Indie Beauty Expo 08.15.19

    • Cosmetics | Sets/Kits | Skin Care/Sun Care
      Dallas Lassos an Eclectic Indie Mix on May 15-16

      Dallas Lassos an Eclectic Indie Mix on May 15-16

      Here’s a sneak peek at 4 must-see brands designed for impact and attention.
      Jillian Wright, co-founder of Indie Beauty 04.25.19

    • Bath/Body | Skin Care/Sun Care
      Sneak Peek: 4 Packaging Standouts at IBE Berlin

      Sneak Peek: 4 Packaging Standouts at IBE Berlin

      As Indie beauty expands to Germany, here are some brands that ‘have it all.’
      Jillian Wright, co-founder of Indie Beauty Expo 03.07.19

    Trending
    • Wondering How To Connect To The Latina Market?
    • Ranking The Top 50 Cosmetic Companies
    • Vitamin C: The Hottest Super Ingredient Energizes These 9 Brands
    • Huda Beauty Launches 1001 Nights Ramadan Kit
    • Clarins Group Invests In Pai
    Breaking News
    • The Honest Co. Files for an Initial Public Offering
    • China Builds ‘Beauty and Healthcare Industrial Park’ in Guangzhou
    • Edition Spéciale by Luxe Pack is Postponed
    • Alexandra Trower Announces Retirement from The Estée Lauder Companies
    • Laura Geller Beauty Recruits Fran Drescher To Promote Spackle Primer
    View Breaking News >
    CURRENT ISSUE

    March 2021

    • Packaging’s ‘Tall Order’ for Reviving Color Cosmetics
    • Creating Packaging To Safeguard a More Hygienic User Experience
    • 'Dispensing Beauty': Dispensers for Greater Functionality
    • View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    KD Pharma Acquires Rohner AG Manufacturing Assets
    Thorne Healthtech and PreCon Health to Launch Supplements for Pre-, Post-Impact Brain Health
    Green Leafy Vegetable Intervention Reduces Marker of Colorectal Cancer Risk, Study Finds
    Coatings World

    Latest Breaking News From Coatings World

    BCF's Tom Bowtell Voted VP of World Coatings Council
    Eckart Launches STAPA HCP 4000 Range of Silver-metallic Pigment Pastes
    Chromaflo Technologies to Sponsor, Exhibit at North American Pultrusion Conference 2021
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    Avantor to Acquire Ritter GmbH and Affiliates for $1B
    ZOLL Buys Sleep Apnea Device Maker Respicardia
    Digital Diabetes Management Market Projected to Reach $54 Billion by 2027
    Contract Pharma

    Latest Breaking News From Contract Pharma

    Lonza Expands PyroTec PRO for Endotoxin Testing
    FDA Accepts Airway Therapeutics’ IND for COVID Treatment
    Sanofi Invests in Cutting Edge Vax Production Site in Singapore
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    The Honest Co. Files for an Initial Public Offering
    China Builds ‘Beauty and Healthcare Industrial Park’ in Guangzhou
    Edition Spéciale by Luxe Pack is Postponed
    Happi

    Latest Breaking News From Happi

    OTC Pain Relief QR Cream Debuts in US Market
    Professional Beauty Association Opens Registration for Summit
    Makeup Leader Laura Geller Teams Up with Actress Fran Drescher
    Ink World

    Latest Breaking News From Ink World

    Kumon North America Adds Speedmaster XL 106 from Heidelberg
    SE-DA Invests in Kornit Presto S
    Iron Oxide Pigments Market to Register 4.7% CAGR from 2021 to 2028: GVR
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    Mark Andy launches monochrome digital print bar
    Label Traxx launches Siteline online artwork approvals system
    Kocher + Beck appoints new regional sales manager
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    NXTNano Adding Three Lines
    Honest Company Plans IPO
    Asia Wipes Summit Held Successfully in Shanghai
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    SynerFuse, Cirtec Medical Partner to Develop Back Pain Management Device
    New Biosealant Could Stabilize Cartilage, Boost Healing After Injury
    Google Executive Joins SeaSpine's Board of Directors
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    NREL: 10 Teams Emerge Victorious in Round 4 of American-Made Solar Prize
    Tive Multi-sensor Tracker Solo 5G Relies on Sensirion SHT33
    VTT in 2020: Successful Year Despite Globally Challenging Times

    Copyright © 2021 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login