From lawsuits and mass brand closures to global expansions and lip product fails - on episode 271 of the Korean Beauty Show, we're breaking down what’s really happening in the Korean beauty industry in July 2025.

Access Full Show Notes for this Episode Here 

CONNECT WITH LAUREN

Book a Consultation: https://stylestory.com.au/pages/k-beauty-consultancy
Watch the Show on YouTube: https://www.youtube.com/@thekoreanbeautyshowpodcast
Follow me on Threads: https://www.threads.net/@lauren.kbeauty
My Instagram: http://www.instagram.com/lauren.kbeauty
Shop K-Beauty: http://www.stylestory.com.au/
Shop Jelly Ko: http://www.jellyko.com.au/
Follow us on TikTok: https://www.tiktok.com/@stylestory_kbeauty
Stay up to date with K-Beauty: https://stylestory.com.au/pages/free-gift-signup
Take the K-Beauty Product Quiz: https://stylestory.com.au/tools/perfect-product-finder/find-your-perfect-k-beauty-product#/

K-Beauty News Headlines

1. Olive Young Loses Major Infringement Lawsuit
2. 8,831 K-Beauty Brands Closed in 2024 
3. Kolmar Korea Opens Huge US Factory to Avoid Tariffs
4. Aestura Expands to Sephora in Australia and Canada

Question of the Week: Best Exfoliants for Dry, Sensitive Skin

Products Mentioned: 

• Jelly Ko’s Cinnamon Toast Sugar Scrub Foam 

One Must, One Meh, One Miss: Lip Product Reviews

Products Mentioned 

• Colorgram Fruity Glass Gloss
• Hera Sensual Nude Gloss
• Amuse Lip Smudger
• Banila Co Lip Smudger
• Jelly Ko Gelato Glaze Lip Mask

Watch Recommendation:

• Dear Hongrang (Netflix)

Some of the links in this post may be affiliate links. This means that if you click through and make a purchase, I may earn a small commission at no extra cost to you. Your support helps keep The Korean Beauty Show running. Thank you!

See omnystudio.com/listener for privacy information.

What kind of brand shuts down its entire production line for 72 hours just to ferment a single ingredient? In episode 270 of the Korean Beauty Show podcast, we’re sitting down with Mixsoon, a K-Beauty brand that stands out for all the right reasons. 

In an industry built on speed, duplication and sometimes more hype than integrity, this brand is doing things differently, from farming its own Centella on Jeju Island to rejecting fear-based clean beauty narratives. 

 

Access Full Show Notes for this Episode: Here 

 

CONNECT WITH MIXSOON 

Instagram: https://www.instagram.com/mixsoon_intl/

Korean Site: https://mixsoon.co.kr/

US Site: https://mixsoon.us/

Customer Service: [email protected]

 

CONNECT WITH LAUREN

Book a Consultation: https://stylestory.com.au/pages/k-beauty-consultancy
Watch the Show on YouTube: https://www.youtube.com/@thekoreanbeautyshowpodcast
Follow me on Threads: https://www.threads.net/@lauren.kbeauty
My Instagram: http://www.instagram.com/lauren.kbeauty
Shop K-Beauty: http://www.stylestory.com.au/
Shop Jelly Ko: http://www.jellyko.com.au/
Follow us on TikTok: https://www.tiktok.com/@stylestory_kbeauty
Stay up to date with K-Beauty: https://stylestory.com.au/pages/free-gift-signup
Take the K-Beauty Product Quiz: https://stylestory.com.au/tools/perfect-product-finder/find-your-perfect-k-beauty-product#/

 

EPISODE SUMMARY

Lauren sits down with Mina from Mixsoon to discuss: 

• The founder’s beginnings as a distributor and how the brand “Mixsoon” was  born 
• How Mixsoon approaches both formulation and fermentation
• Growing their own Centella asiatica on a farm in Jeju Island 
• How the brand went from insider favourite to international “cult” brand 
• How they built a “clean beauty” brand without fear mongering 
• How the brand continues  to grow and survivor in the face of so many competitors shutting their doors 
• How their collaboration with Korean boy band Enhyphen came about 
• What’s next for Mixsoon

See omnystudio.com/listener for privacy information.

In Episode 269 of The Korean Beauty Show, host Lauren Lee takes you behind the scenes at in-cosmetics Korea 2025 to uncover the latest ingredient trends. From marine sponge microneedling to fermented collagen and high-performance sunscreen tech, Lauren breaks down what was real, what was marketing fluff and what might end up in your next favorite beauty product.This episode also touches on the future of beauty R&D, insights from STYLE STORY’s consultancy arm and what today’s expo floor says about tomorrow’s skincare shelf.

 

Access Full Show Notes for this Episode here 

 

CONNECT WITH LAUREN

Book a Consultation: https://stylestory.com.au/pages/k-beauty-consultancy
Watch the Show on YouTube: https://www.youtube.com/@thekoreanbeautyshowpodcast
Follow me on Threads: https://www.threads.net/@lauren.kbeauty
My Instagram: http://www.instagram.com/lauren.kbeauty
Shop K-Beauty: http://www.stylestory.com.au/
Shop Jelly Ko: http://www.jellyko.com.au/
Follow us on TikTok: https://www.tiktok.com/@stylestory_kbeauty
Stay up to date with K-Beauty: https://stylestory.com.au/pages/free-gift-signup
Take the K-Beauty Product Quiz: https://stylestory.com.au/tools/perfect-product-finder/find-your-perfect-k-beauty-product#/

 

In This Episode We Cover: 

Spicules: Marine sponge microneedles pitched as natural micro-exfoliators

Exosomes: Stem cell-derived delivery agents with murky regulatory status

Trending Functional Oils: Armorpheus, green coffee, ginseng, yuja, vetiver

Vitamin K2: The “age killer” for vascular health and eye rejuvenation

Astaxanthin LQ: Ultra-potent antioxidant (with a luxury price tag)

Collagen & Inner Beauty: The science behind ingestible collagen and more

Liposomes: Smarter, cleaner delivery systems with Korean-led R&D

Next-Gen UV Filters: Microencapsulation, enzyme-enhanced SPF and more

Biotech Formulation Trends: How delivery systems and functional actives are converging

STYLE STORY's K-Beauty Consultancy: How Lauren works with biotech startups and ingredient developers in the beauty space

See omnystudio.com/listener for privacy information.

In Episode 268 of The Korean Beauty Show, host Lauren Lee dives into the latest updates from the K-beauty world. This episode covers the shifting retail trends in Korea, the rise of convenience stores as beauty destinations, and the $435 million acquisition of Round Lab by Goodai Global. Plus, we explore the growing trend of dermacosmetics and the exciting news of Jelly Ko’s official launch in the UAE. Tune in for insights on what's shaping the future of K-beauty!

CONNECT WITH LAUREN

• 📅 Book a Consultation: https://stylestory.com.au/pages/k-beauty-consultancy
• ▶️ Watch the Show on YouTube: https://www.youtube.com/@thekoreanbeautyshowpodcast
• 🧵 Follow me on Threads: https://www.threads.net/@lauren.kbeauty
• 📸 My Instagram: http://www.instagram.com/lauren.kbeauty
• 🛍️ Shop K-Beauty: http://www.stylestory.com.au/
• 🍓 Shop Jelly Ko: http://www.jellyko.com.au/
• 🎥 Follow us on TikTok: https://www.tiktok.com/@stylestory_kbeauty
• 💌 Stay up to date with K-Beauty: https://stylestory.com.au/pages/free-gift-signup
• 🧴 Take the K-Beauty Product Quiz: https://stylestory.com.au/tools/perfect-product-finder/find-your-perfect-k-beauty-product#/

K-Beauty News

• K-Beauty Retail: Convenience Stores as Beauty Hotspots
• Big M&A News in K-Beauty
• Dermacosmetics: The Next Big Trend
• Jelly Ko Launches in the UAE

Question of the Week: Seoul Beauty TourA listener asks for recommendations while attending the Cosmobeauty Expo in Seoul. Lauren shares her must-do spots, including Myeong-Dong, Seongsu-dong and Hongdae, plus tips for a unique K-beauty experience.

Recommendation of the Month – Our Mid-Year SaleUntil June 30, enjoy 25% off all products with the code EOFYS. Don’t miss out on our hero product, Bubble Tea Steam Cream, available in a refill version for extra savings.

See omnystudio.com/listener for privacy information.

In Part 2 of Lauren’s interview with beauty concierge Jennifer Seo, from Aneue Concierge, the two dive into the surgical side of Korea’s booming beauty industry. From cultural attitudes to surgery to what really happens behind the scenes at a Korean clinic, this is your go-to guide for medical tourism in Korea.If you’ve ever considered getting a procedure done in Seoul - or just wanted to know what Korean celebrities are really doing to look so flawless - this episode is for you.

Access Full Show Notes: Here 

🎧 Catch up on Part 1 if you missed it for Jennifer’s insights into Korean skincare, booster treatments & stem cells: Here 

CONNECT WITH LAUREN  

• Book a Consultation 
• Watch the Show on YouTube 
• Follow me on Threads
• My Instagram
• Shop Kbeauty
• Shop Jelly Ko 
• Follow us on TikTok 
• Stay up to date with the latest K-Beauty
• Find Your Perfect K-Beauty Product Quiz

CONNECT WITH JENNIFER

Jennifer works with a trusted network of Korean doctors and clinics, offering international patients in-depth consultations, translation help, and full concierge support.
📍 Aneue Concierge and Instagram 

EPISODE SUMMARY

In Part 2, Lauren & Jennifer break down:

• What makes the Korean approach to plastic surgery different
• The most in-demand procedures for international clients 
• Why factory-style clinics are common (and how to avoid the wrong ones)
• How much downtime you’ll really need for treatments like Thermage, Ulthera, and Botox
• Red flags when picking a provider (and what you should always ask)
• Why working with a concierge service can save you time, stress & money

💬 Kind Reminder

Creating each episode of The Korean Beauty Show takes a lot of research, time and energy. If you share or repurpose any of the insights from the show whether in posts, articles or videos I’d really appreciate it if you could credit the source. A quick mention or tag means the world and helps support the work that goes into producing these episodes.

Thank you! 💖🎙️

HAVE A QUESTION FOR THE SHOW?

Send Lauren a DM at @lauren_kbeauty or email us at [email protected]

Work With Lauren
If you're ready to scale your business with Korean products, practices or techniques, Lauren offers one-on-one consulting, strategy support and product development through her K-Beauty Consultancy. Book a session via STYLE STORY.

Don’t Forget:
Subscribe, leave a review and share this episode with your skincare bestie. It helps new listeners find the show.

See omnystudio.com/listener for privacy information.

This week on the Korean Beauty Show podcast, Lauren sits down with Jennifer Seo, a former Wall Street exec turned beauty and wellness concierge, who now helps international clients travel to Korea for cutting-edge skin treatments, medical checkups, aesthetic procedures and more.

From stem cell therapy to booster injections and Korea’s famous full-body medical exams, Part 1 of our chat dives deep into the non-surgical side of Korean beauty treatments and why Korea is becoming the destination of choice for skincare-savvy globetrotters.

CONNECT WITH LAUREN  

• Book a Consultation 
• Watch the Show on YouTube 
• Follow me on Threads
• My Instagram
• Shop Kbeauty
• Shop Jelly Ko 
• Follow us on TikTok 
• Stay up to date with the latest K-Beauty
• Find Your Perfect K-Beauty Product Quiz

Episode Summary:

In Part 1 of this discussion, Lauren sits down with Jennifer Seo, founder of premium wellness and beauty travel concierge service, Aneue Concierge, to discuss:

• How Jennifer turned a personal passion for skincare into a full-time business
• Why international clients are flying to Korea for dermatology & non-invasive procedures
• The appeal of Korea’s affordable and innovative treatments
• What makes stem cell therapy so effective (and why it’s not common in the West)
• The growing demand for Rejuran, exosomes, and Chanel boosters
• Korea’s world-class health screening system and how it compares to the US & Australia

This episode is a must-listen for:

• Beauty and wellness travelers
• Curious skincare lovers
• Anyone considering non-surgical treatments in Korea

Stay tuned for Part 2, where we go deep into the world of plastic surgery, red flags to avoid, and how Jennifer's team supports international patients through it all.

🔗 Learn more about Jennifer:

• Aneue Concierge
• Instagram 

💬 Kind Reminder
Creating each episode of The Korean Beauty Show takes a lot of research, time and energy. If you share or repurpose any of the insights from the show whether in posts, articles, or videos, I’d really appreciate it if you could credit the source. A quick mention or tag means the world and helps support the work that goes into producing these episodes. Thank you! 💖🎙️

Let’s Chat:
DM Lauren on Instagram @lauren_kbeauty or join the convo in The Korean Beauty Show Podcast Chat on Facebook.

Work With Lauren
If you're ready to scale your business with Korean skincare, Lauren offers one-on-one consulting, strategy support, and product development through her K-Beauty Consultancy. Book a session via STYLE STORY.

Don’t Forget:
Subscribe, leave a review, and share this episode with your skincare bestie. It helps new listeners find the show!

See omnystudio.com/listener for privacy information.

On this episode of the on The Korean Beauty Show Podcast, host Lauren Lee - founder of K-Beauty Consultancy STYLE STORY and beauty brand Jelly Ko - spills the tea on everything shaking up the Korean beauty world globally - from the biggest K-Beauty news stories, to listener Q&As, a behind-the-scenes brand update and Lauren’s no-filter product reviews in our brand new segment One Must, One Meh, One Miss.

ACCESS FULL SHOW NOTES FOR THIS EPISODE: Here 

CONNECT WITH ME  

• Book a Consultation 
• Watch the Show on YouTube 
• Follow me on Threads
• My Instagram
• Shop Kbeauty
• Shop Jelly Ko 
• Follow us on TikTok 
• Stay up to date with the latest K-Beauty
• Find Your Perfect K-Beauty Product Quiz

In This Episode:

K-Beauty News Updates 

1. K-Beauty’s ₩40 Billion War Chest
2. SPF Stockpiling in the U.S.
3. Cosmax Sparks Industry Debate
4. Innisfree's Downfall: How Things Are Going from Bad to Worse Post-Rebrand 
5. Beauty of Joseon Wins Trademark Battle in India

Question of the Week: SOS for Dry, Damaged Skin
A listener asks for help with barrier repair after a skincare reaction. Lauren shares her top product picks. 

New Segment – One Must, One Meh, One Miss
Lauren debuts a new review segment where she shares one must, one meh and one miss Korean beauty product. 

8. Behind the Scenes at Jelly Ko: Best & Worst
Lauren keeps it real with an update on the highs and lows from inside Jelly Ko HQ.

Let’s Chat:

Are you stocking up on sunscreen? Still loyal to Innisfree? Have thoughts on Cosmax’s move?

DM Lauren on Instagram @lauren_kbeauty or join the convo in The Korean Beauty Show Podcast Chat on Facebook.

Work With Lauren
If you're ready to scale your business with Korean skincare, Lauren offers one-on-one consulting, strategy support, and product development through her K-Beauty Consultancy. Book a session via STYLE STORY.

Don’t Forget:
Subscribe, leave a review, and share this episode with your skincare bestie. It helps new listeners find the show!

See omnystudio.com/listener for privacy information.

K-Beauty has officially gone global—but what do international consumers really think about it? In this episode, we explore the strengths and growing pains of Korean beauty through the eyes of a global audience. From its innovative ingredients and luxurious textures to the confusing product overload, “whitening” language mishaps, and cultural disconnects—this is a candid look at what’s working, what’s not, and what needs to evolve in 2025.

We’ll break down:

• Why foreigners are obsessed with K-Beauty’s gentle, results-driven formulas
• The backlash against overwhelming routines and cutesy packaging
• How language and cultural nuance impact global perception
• What Korean brands must adapt to stay relevant internationally

Whether you’re a skincare enthusiast, beauty founder, or K-Beauty fan navigating the global market—this episode is your guide to understanding the real pros and cons of the Second Wave of K-Beauty.

Tune in to cut through the gloss and get real about K-Beauty abroad.

Access Full Show Notes for this Episode: Here 

CONNECT WITH ME  

• Book a Consultation 
• Watch the Show on YouTube 
• Follow me on Threads
• My Instagram
• Shop Kbeauty
• Shop Jelly Ko 
• Follow us on TikTok 
• Stay up to date with the latest K-Beauty
• Find Your Perfect K-Beauty Product Quiz

EPISODE SUMMARY The Rise of the “Second Wave” of K-BeautyThe Advantages of K-Beauty Abroad 

1. It’s affordable but effective 
2. Gentle, proactive skincare
3. Natural / “clean” beauty with heritage ingredients 
4. Constant innovation 

The Challenges of K-Beauty Abroad 

1. Hyperconsumerism + Waste 
2. Issues with Diversity and Inclusion 
3. Trends move too fast 
4. Ingredient Transparency & Education
5. Perception of “Cheapness” Despite Quality
6. The Blessing and Curse of Too Much Choice
7. Lack of Instant Gratification

Final Thoughts

See omnystudio.com/listener for privacy information.

Korean beauty has a new member of the trillion won club; "Korean skincare" is the most trending term by increase in popularity in 2025; and we've got a new crop of K-Beauty brand ambassadors this year. Lauren answers a listener's question about the crossover between snail mucin and dust mite allergies. Plus, a recommendation for a Korean sunscreen to try if you're sensitive or rosacea prone. Tune in for all this and more on episode 263 of the Korean Beauty Show podcast. 

 

Access Full Show Notes: Here

 

CONNECT WITH ME  

• Book a Consultation:  Looking to scale your beauty business using Korean products, practices or techniques? Want to manufacture skincare in Korea?
  We partner with brands, founders & beauty industry professionals to make Korean beauty work for your business.

• Watch the Show on YouTube 

• Follow me on Threads

• My Instagram

• Shop Kbeauty

• Shop Jelly Ko 

• Follow us on TikTok 

• Stay up to date with the latest K-Beauty

• Find Your Perfect K-Beauty Product Quiz

 

K-Beauty News 

• The Newest Member of K-Beauty's Trillion Won Club
• K-Beauty's Newest 2025 Brand Ambassadors
• Top Skincare Products by Increase in Popularity 

 

Question of the Week: Snail Mucin and Dust Mite Allergy 

 

K-Beauty Products to Try: Aestura Derma UV365 Barrier Hydro Mineral Sunscreen

 

Recommendation of the Week: UV Face Masks 

 

See omnystudio.com/listener for privacy information.

Skincare is in its sensory beauty era. On episode 262 Lauren explores how the colour, scent, texture and feel of beauty products is coming to the fore in 2025, shaping social media, consumer preferences and brand product developments. 

CONNECT WITH ME  

• Book a Consultation 
• Watch the Show on YouTube 
• Follow me on Threads
• My Instagram
• Shop Kbeauty
• Shop Jelly Ko 
• Follow us on TikTok 
• Stay up to date with the latest K-Beauty
• Find Your Perfect K-Beauty Product Quiz

Episode Summary 

There is a growing body of literature examining the importance of sensory perception when it comes to beauty products.  

Access Full Show Notes for this Episode: Here 

Products Mentioned in this Episode:

• Laneige’s new Bouncy and Firm Serum 
• Jelly Ko’s Cherry Blossom Sleeping Mask (although we this launched in 2020, well before this current crop of trends), Dewy Glaze Toner & Be Jelly Overnight Dream Serum
• Arencia's "Holy Hyssop Serum"
• Mamonde's "Calming Shot Azulene Moisture Ampoule”
• Abib's "Rice Overnight Mask"
• No-Texture "HYDRA JELLO MIST”
•  Espoir's “Dewlike Jello Glow Riser"
• Dasique "Chewing Glow Pot"

 

 All products recommended on the Korean Beauty Show podcast are selected by us. Some of our Show Notes include affiliate links. If you buy something through one of these links we may earn an affiliate commission. This helps offset the costs associated with producing the podcast.

See omnystudio.com/listener for privacy information.