K-beauty Brands Are Redefining Claims—Here’s How.

She emphasizes the need for robust evidence to support marketing assertions, ensuring that consumers can trust the efficacy and quality of these products. By leveraging scientific research and transparent communication, brands can build credibility and enhance consumer confidence in the K-beauty industry. Charpentier also highlights the growing demand for authenticity among consumers, urging brands to adopt a more rigorous approach to validation and transparency in their claims.

Korean beauty emerged as a major actor in cosmetics, setting new standards for product efficacy, ingredients and product diversity.

Fuelled by social media and a growing interest in skin care, K-beauty blends centuries-old tradition, culture and ancient practices with modern scientific advancements in research and formulations.

Additionally, Korean brands, as well as OEM/ODMs, are the driving force behind new marketing concepts, quickly picking up on the weak signals of the expectations of well-informed beauty consumers.