Sunscreen Panic, Industry Shakeups & a Legal Win for Beauty of Joseon
On this episode of the on The Korean Beauty Show Podcast, host Lauren Lee - founder of K-Beauty Consultancy STYLE STORY and beauty brand Jelly Ko - spills the tea on everything shaking up the Korean beauty world globally - from the biggest K-Beauty news stories, to listener Q&As, a behind-the-scenes brand update and Lauren’s no-filter product reviews in our brand new segment One Must, One Meh, One Miss. ACCESS FULL SHOW NOTES FOR THIS EPISODE: Here CONNECT WITH ME Book a Consultation Watch the Show on YouTube Follow me on Threads My Instagram Shop Kbeauty Shop Jelly Ko Follow us on TikTok Stay up to date with the latest K-Beauty Find Your Perfect K-Beauty Product Quiz In This Episode: K-Beauty News Updates K-Beauty’s ₩40 Billion War Chest SPF Stockpiling in the U.S. Cosmax Sparks Industry Debate The Fallout from Innisfree’s Rebrand Beauty of Joseon Wins Trademark Battle in India Question of the Week: SOS for Dry, Damaged SkinA listener asks for help with barrier repair after a skincare reaction. Lauren shares her top product picks. New Segment – One Must, One Meh, One MissLauren debuts a new review segment where she shares one must, one meh and one miss Korean beauty product. 8. Behind the Scenes at Jelly Ko: Best & WorstLauren keeps it real with an update on the highs and lows from inside Jelly Ko HQ. Let’s Chat: Are you stocking up on sunscreen? Still loyal to Innisfree? Have thoughts on Cosmax’s move? DM Lauren on Instagram @lauren_kbeauty or join the convo in The Korean Beauty Show Podcast Chat on Facebook. Work With LaurenIf you're ready to scale your business with Korean skincare, Lauren offers one-on-one consulting, strategy support, and product development through her K-Beauty Consultancy. Book a session via STYLE STORY. Don’t Forget:Subscribe, leave a review, and share this episode with your skincare bestie. It helps new listeners find the show!See omnystudio.com/listener for privacy information.
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36:46
The Pros and Cons of Korean Beauty Abroad – What Foreigners Love (and Don't Love) About K-Beauty in 2025
K-Beauty has officially gone global—but what do international consumers really think about it? In this episode, we explore the strengths and growing pains of Korean beauty through the eyes of a global audience. From its innovative ingredients and luxurious textures to the confusing product overload, “whitening” language mishaps, and cultural disconnects—this is a candid look at what’s working, what’s not, and what needs to evolve in 2025. We’ll break down: Why foreigners are obsessed with K-Beauty’s gentle, results-driven formulas The backlash against overwhelming routines and cutesy packaging How language and cultural nuance impact global perception What Korean brands must adapt to stay relevant internationally Whether you’re a skincare enthusiast, beauty founder, or K-Beauty fan navigating the global market—this episode is your guide to understanding the real pros and cons of the Second Wave of K-Beauty. Tune in to cut through the gloss and get real about K-Beauty abroad. Access Full Show Notes for this Episode: Here CONNECT WITH ME Book a Consultation Watch the Show on YouTube Follow me on Threads My Instagram Shop Kbeauty Shop Jelly Ko Follow us on TikTok Stay up to date with the latest K-Beauty Find Your Perfect K-Beauty Product Quiz EPISODE SUMMARY The Rise of the “Second Wave” of K-BeautyThe Advantages of K-Beauty Abroad It’s affordable but effective Gentle, proactive skincare Natural / “clean” beauty with heritage ingredients Constant innovation The Challenges of K-Beauty Abroad Hyperconsumerism + Waste Issues with Diversity and Inclusion Trends move too fast Ingredient Transparency & Education Perception of “Cheapness” Despite Quality The Blessing and Curse of Too Much Choice Lack of Instant Gratification Final ThoughtsSee omnystudio.com/listener for privacy information.
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38:28
K-Beauty's Trillion Won Club
Korean beauty has a new member of the trillion won club; "Korean skincare" is the most trending term by increase in popularity in 2025; and we've got a new crop of K-Beauty brand ambassadors this year. Lauren answers a listener's question about the crossover between snail mucin and dust mite allergies. Plus, a recommendation for a Korean sunscreen to try if you're sensitive or rosacea prone. Tune in for all this and more on episode 263 of the Korean Beauty Show podcast. Access Full Show Notes: Here CONNECT WITH ME Book a Consultation: Looking to scale your beauty business using Korean products, practices or techniques? Want to manufacture skincare in Korea?We partner with brands, founders & beauty industry professionals to make Korean beauty work for your business. Watch the Show on YouTube Follow me on Threads My Instagram Shop Kbeauty Shop Jelly Ko Follow us on TikTok Stay up to date with the latest K-Beauty Find Your Perfect K-Beauty Product Quiz K-Beauty News The Newest Member of K-Beauty's Trillion Won Club K-Beauty's Newest 2025 Brand Ambassadors Top Skincare Products by Increase in Popularity Question of the Week: Snail Mucin and Dust Mite Allergy K-Beauty Products to Try: Aestura Derma UV365 Barrier Hydro Mineral Sunscreen Recommendation of the Week: UV Face Masks See omnystudio.com/listener for privacy information.
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24:59
Sensory Beauty Trend
Skincare is in its sensory beauty era. On episode 262 Lauren explores how the colour, scent, texture and feel of beauty products is coming to the fore in 2025, shaping social media, consumer preferences and brand product developments. CONNECT WITH ME Book a Consultation Watch the Show on YouTube Follow me on Threads My Instagram Shop Kbeauty Shop Jelly Ko Follow us on TikTok Stay up to date with the latest K-Beauty Find Your Perfect K-Beauty Product Quiz Episode Summary There is a growing body of literature examining the importance of sensory perception when it comes to beauty products. Access Full Show Notes for this Episode: Here Products Mentioned in this Episode: Laneige’s new Bouncy and Firm Serum Jelly Ko’s Cherry Blossom Sleeping Mask (although we this launched in 2020, well before this current crop of trends), Dewy Glaze Toner & Be Jelly Overnight Dream Serum Arencia's "Holy Hyssop Serum" Mamonde's "Calming Shot Azulene Moisture Ampoule” Abib's "Rice Overnight Mask" No-Texture "HYDRA JELLO MIST” Espoir's “Dewlike Jello Glow Riser" Dasique "Chewing Glow Pot" All products recommended on the Korean Beauty Show podcast are selected by us. Some of our Show Notes include affiliate links. If you buy something through one of these links we may earn an affiliate commission. This helps offset the costs associated with producing the podcast. See omnystudio.com/listener for privacy information.
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15:27
Olive Young Announces US Expansion
There’s a lot going on in the K-Beauty-sphere right now; Olive Young is expanding to the US, Aestura is launching at Sephora and multiple global beauty brands are exiting the Korean market due to increasingly tough competition in the domestic market. Plus, what are the cultural attitudes about plastic surgery in Korea and just how common is it? All these and more answered in this episode. Access Full Show Notes for this Episode: Here CONNECT WITH ME Book a Consultation Watch the Show on YouTube Follow me on Threads My Instagram Shop Kbeauty Shop Jelly Ko Follow us on TikTok Stay up to date with the latest K-Beauty Find Your Perfect K-Beauty Product Quiz K-Beauty News Olive Young expanding to the US New research from Amore Pacific into aged ginseng L’Oreal Has Made Another K-Beauty Investment 3 Global Beauty Brands are exiting the Korean market Aestura is Launching at Sephora in the US Question of the Week: What are the cultural attitudes about plastic surgery? How common in plastic surgery in Korea? K-Beauty To Try Hera Sensual Nude Gloss Recommendation of the Week Korean Pharmacy Finds See omnystudio.com/listener for privacy information.
Want to keep up to date with all things Korean beauty? Join host Lauren Lee, founder of K-Beauty platform STYLE STORY as she talks K-Beauty live from Seoul, South Korea. If you want an insight into the products, ingredients and trends you’ll be seeing next in beauty as well as how to perfect your own K-Beauty routine, then this is the podcast for you.
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