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Take a look at your vanity table: do you spot any K-beauty favourites?
It’s possible, even probable. Ever since Korean beauty swept across social media platforms in the Hallyu (or Korean wave) of 2011, it has converted millions of people around the world, introducing them to the wonders of natural, effective ingredients like snail mucin and fermented rice water.
Nowhere has the impact of K-beauty been more obvious than in skincare. It introduced never-before-seen concepts to the mainstream: new active ingredients, eye-catching packaging…
