After K-Pop and K-drama, it’s the turn of K-beauty to have its moment of glory in France. Among the Korean brands sold in France, we already include Erborian, Laneige and Dr Jart, which are carving out a prominent place on the shelves of major beauty brands such as Sephora. To understand this craze, 20 minutes asked Catherine Laussucq, editor and author of the book Passion Korea, as well as Marion Nguyen Pr manager of the Korean brand The snowdistributed in France.
Social networks, starting point for the success of Korean cosmetics in France
Marion Nguyen says that Korean skincare, also called k-beauty, appeared with the first Korean wave (called hallyu) in the 2010s in France. But it was only in 2018 that the democratization of Korean culture took place. “Korean culture has seen a real spike in popularity and similarly, interest in cuisine, literature, beauty and skincare has seen a real boom,” she adds. Catherine Laussucq even speaks of “Korean fever” to describe this enthusiasm for Korean products. According to her, Korea has become an “ultra-stylish place” at the base of beauty trends, particularly thanks to social networks.
Marion Nguyen also confides that it is partly thanks to social networks that Laneige brand products have become popular: “With Covid, the trend has moved from make-up to skincare and that is when – there that Laneige’s lip sleeping mask went viral on TikTok, and became the brand’s best-seller.
Korean products are effectively highlighted thanks to multiple hashtags and different expressions like “clear skin” or “milk skin”, which praise “porcelain complexion” without imperfections, and charm Internet users around the world. “Praised by the influencers of the moment, these products have established themselves today as market leaders,” analyzes Catherine Laussucq.
Effective products that meet French consumption criteria
Korean products stand out firstly for their technology and their unique formulas, because as Catherine Laussucq explains, “in terms of beauty innovations, Korea is five to ten years ahead of other countries”. This also justifies its role as a beauty trend setter for several years, as evidenced by the appearance of BB creams or skincare trends such as double cleansing. “These active ingredients are safe for all skin types and are the secret to healthy, blemish-free skin,” continues the author. “Socially, the country’s beauty standards are also very high and therefore push them to have very effective products. Korea is today seen as being the beauty expert with a real guarantee of quality,” confirms Laneige’s PR manager.
Korean cosmetics would also be more in line with the new expectations of French consumers: vegan products, with a production method that respects the planet, at affordable prices… Boxes that Korean brands generally tick well. “France, the country of cosmetics, has naturally been attentive to the arrival on the market of Korean cosmetics. They are therefore essential today and women want to identify with Korean women, who have very beautiful, soft skin,” concludes the author of Passion Korea.