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 

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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

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