If toner and lotion are your basic steps, then essence is where things get personal. Think of it like skincare medicine—targeted treatments designed to give your skin exactly what it needs. That’s how Korean women use essences: switching them up based on their current skin concerns. Essence, serum, ampoule… the names vary, and even after … Read more
Let’s Talk Toner (a.k.a. “Skin” in K-Beauty Style!) Today, let’s chat about skin! Wait—what? Skin? Yep, in Korea, when we say “skin,” we’re not talking about your actual skin—we mean toner! You might hear it called “lotion” somewhere else, but in K-Beauty, “skin” usually refers to that watery, liquid-y stuff that feels super light. You’ll … Read more
Knowing myself sounds simple, but it is actually more difficult than it seems. I have read lots of books and thought a lot, but I realized I have lived according to what people say: study, go to university, get a job, and get promoted. Well, I was a strategic and realistic student, so I set … Read more
Because I decided to build a new cosmetic brand appealing to a global audience, I had to decide what could possibly be the first market for my products. I live in Seoul, South Korea, and it is the most competitive cosmetic market in the world. There are too many brands here, so it is impossible … Read more