Like CNN's "K-pop," K-beauty also "increases color for various people of color to increase inclusion." [K-EYES]

*This content was translated by AI.

*[K-EYES] is a corner that introduces K-content and global perspectives on K-culture and K-everything.

Just as K-pop has become a symbol of inclusivity by uniting various fans around the world, K-beauty has now begun to follow suit, CNN reported on February 19.

CNN pointed out that K-beauty has long focused on products and marketing focused on bright skin tones, and that this was a move that was somewhat far from the global beauty market's inclusion trend. On the other hand, K-pop evaluated that it has already broken the boundaries of diversity. Examples were Stray Kids' colorful hairstyles, fashion across the gender boundaries of Big Bang G-Dragon and ATEEZ's Seonghwa, and BTS members' emotional expression and makeup culture.

The signal of change was launched by Tirtir, a Korean beauty brand. Tirtir's Mask Fit Red Cushion Foundation was initially released with only three shades, but after being criticized by Western influencers, it has now expanded to 40 shades (up to 150 on custom orders). "Inclusion is not a one-time milestone, but an ongoing responsibility," Monica Park, head of Tirtir's global business division, told CNN. "We are no longer just a K-beauty brand, but a global beauty brand that truly understands and reflects various needs."

There was also an unusual example of the global influence of Korean beauty. When Caroline Levitt, a White House spokeswoman, visited Korea to attend the APEC summit last year, she purchased K-beauty products from Olive Young and shared them on social media. Professor Lee Hye-jin of USC Annenberg School explained to CNN, "This case has been widely discussed in Korea as a sign that K-beauty's global visibility is expanding beyond the existing K-culture fan base."

The size of the market is also noteworthy. In 2024, South Korea surpassed France as the No. 1 exporter of U.S. beauty products, with exports to the U.S. alone reaching $1.7 billion (about 2.5 trillion won). Mintel, a market research firm, estimates that the K-beauty market is worth more than 90 billion dollars (about 130 trillion won). Earlier this year, Sephora partnered with Olive Young, which began opening its own stores in the United States for the first time.

Melissa Alper, who was inspired by K-pop concerts and founded K+Brown, a K-beauty brand exclusively for people of color, told CNN, "When you go to BTS or Black Pink concerts, there are so many different people, including women wearing hijabs, Latinos, and African Americans. People of color's passion for K-pop and K-culture is enormous, but they were not sufficiently represented in K-beauty," he said. "We want to be Katseye in the beauty world," he said. Seoul-based K+Brown still has thousands of waiting lists even before its launch.

Andrew McDougall, Beauty Insights Director of Mintel, noted the evolutionary potential of K-beauty, saying, "If K-beauty can adapt to diversity and inclusion, it will grow even more."

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*This content was translated by AI.