The promise of pore-free, glassy, youthful-looking skin has made Korean beauty products a global phenomenon. Americans spent as much $1.7bn (£1.3bn) on K-beauty in 2024, according to industry estimates, and the US now imports more cosmetics from South Korea than any other country.

How did the South Korean government help K-beauty ride the soft power wave that has also brought us TV shows like KPop Demon Hunters, and pop groups such as Blackpink and BTS? And what are the risks of buying into the ‘perfect’ beauty ideals that the industry promotes?

Today, we speak to Elise Hu, the host of TED Daily Talks host and author of Flawless: Lessons in Looks and Culture from the K-Beauty Capital.

Producer: Hannah Moore

Executive producer: Bridget Harney

Sound engineer: Marty Peralta

Senior news editor: China Collins

(Photo: Model Lee Hyun-yi attends the photocall event celebrating the launch of AHC’s new product at the FKI Tower Conference Center in Yeouido, Yeongdeungpo-gu. Credit: iMBC/Imazins/Getty Images)