Beauty, Health & Wellbeing
Unpacking The K-Beauty Obsession
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K-Beauty entered the US beauty market in 2011 and has been steadily increasing popularity ever since.
Despite its big splash and quickly established fanbase, it remained misunderstood for quite some time. Appearing overwhelming to the uninitiated, its alleged 10 step routine and countless lotions and potions was a slight deterrent for people who valued simplicity.
However, what many didn’t realise, was that at its core, K-Beauty was all about simplicity.
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