Renowned for its multi-step skincare routine and its foundation in the ever trendy Korean culture, K-beauty has become a multi-billion dollar industry across the globe.

The term covers a wide range of skincare, make-up and cosmetics from South Korea and is lauded for its quality and value.

But as demand grows, tens of thousands of companies are claiming to be K-beauty, and not all of them are based in South Korea. This has raised questions about its identity and authenticity.

In the midst of its identity crisis, counterfeiters are now getting involved.

So, what puts the K in K-beauty?

We hear from manufacturers, retailers and industry bodies who might have an idea.

Presented and produced by David Cann

[This episode was first broadcast on 28 October 2025]

(Picture: A young Asian woman applying a moisturising cream in front of a mirror. Credit: Getty Images)