Seoul Origin
2025 WILL GO DOWN AS THE YEAR KOREAN MAKEUP AND SKINCARE HIT THE MAINSTREAM, REDEFINING OUR RELATIONSHIP WITH BEAUTY IN THE PROCESS
WORDS BY KATE LANCASTER
GETTY IMAGES; YOUNG BAE. STYLING BY YOUNJI JUNG
Would it surprise you to know that Australians are the second-highest consumers of Korean beauty products per capita globally (behind only South Korea itself)? According to a recent report in The Australian, we now spend more on K-beauty each year than we do on chocolate. Propelled by a viral wave of sheet masks and snail mucin, what was once viewed as a niche category has now firmly cemented its place as an industry phenomenon.
If you’ve got two eyes and a TikTok account, you’ll no doubt have clocked more than a few K-beauty buys with a cult-like following. But take a trip to your local shopping centre and you’ll notice the category’s influence extends far beyond social media — it’s taking over our retail landscape, too. Atomica, created by the same company that runs Priceline, launched a year ago with K-beauty positioned as a core pillar, while Sephora has seen consistent growth across both Korean skincare and makeup.
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