How Korean beauty is Reshaping the Industry at a Global Scale ?

Understanding the K‑Wave: Korea’s Cultural Domination

Before K‑Beauty ever touched French pharmacy shelves, Korean culture was already making waves across the globe, through K‑pop, K‑dramas, fashion, and food. This phenomenon, often called the Hallyu or Korean Wave (K‑Wave), has reshaped global youth culture: 

• K‑Pop Influence: Groups like BTS, Blackpink, and NewJeans don’t just sell music, they sell looks. Flawless, dewy skin and vibrant makeup styles seen in music videos become product trends overnight. And they can become ambassadors or collaborate with skin care or makeup brands.
  
• K‑Drama Skin Standards: K‑Dramas are immensely popular on Netflix France. Series like Crash Landing on You or The Glory feature actors with impeccable skin, setting the gold standard for beauty.
  
• Aspirational Aesthetics: The “glass skin” or “chok chok” glow has become aspirational among French consumers, especially Gen Z.
  
• Soft Power Success: Korean culture is tightly packaged with values like wellness, minimalism, skincare-first beauty, and social engagement—all of which resonate with modern, global consumers.