Wondering what are the latest and hottest trends for K-Beauty? We got a glimpse into upcoming trends when Amorepacific took us to their latest conference in Jakarta.
In the past, you need to be familiar with Korean culture or pop culture to know K-Beauty. Now, the industry has grown so much that even those who don’t know anything about K-dramas or K-pop are into K-Beauty. And one of the main drivers of that is Korean beauty company, Amorepacific, which is home to top brands such as Hera, Laneige, Sulwhasoo and innisfree.
Robin Na, Amorepacific’s Managing Director, APAC, cited the example of a cushion—one of the company’s most popular innovations—to explain one of the fundamentals of K-Beauty, which is “one product delivers different effects”.
Robin says that the brands will continue to deliver a value-for-money approach through products that are not only price competitive, but also has different uses.
Kate Kwon, Director of Amorepacific Brand Science Lab, reveals that the company is constantly doing research and studies to better their products.
Next up, they’re looking to have products that address environmental concerns, such as pollution. Kate revealed that the brand has been conducting research and dermatological studies related to anti-pollution and micro-organisms, and that the results of the studies will be used to formulate new products and formulae across the brands.
Another plan in the pipelines for Amorepacific is halal certification. The company revealed their plans to apply for halal certification for their products in Malaysia and Indonesia. “Eleven kinds of products including Mamonde’s Ceramide Cream have been halal-certified by the Department of Islamic Development Malaysia (JAKIM)—and we will continue to expand the scope of Halal certification,” says Kate.
What’s Next For K-Beauty Skincare
You might have heard of the famous 10-step regime, and if you’re wondering if all those innovations would lead to additional steps, the short answer is no. Kate says, “Rather than increasing the scope of skincare or number of steps, millennial customers are more interested in choosing products with different efficacies. One day, she wants one product with a certain efficacy, and another day, she wants another product with different efficacy. So rather than having more steps, they will have options to choose from different products for specific steps.”
In fact, we’ve gotten a peek of this in their current offerings. For example, instead of the usual toner, one can opt for Laneige’s Cream Skin Refiner, which not only tones, but also moisturises the skin. The company has also introduced boosting essence to improve the absorption of active ingredients and hence boost the effects of subsequent skincare products through products such as Hera’s Cell Essence and Sulwhasoo’s First Care Activating Serum EX.
Interested to find out K-Beauty trends for makeup? Scroll through the gallery to read tips given by Amorepacific’s Chief Makeup Artist, Jason Lee.
While flawless skin has been the trend thus far, Jason says that now, you don’t have to cover all your marks and blemishes (yay!). “In the past, we use a lot of concealer and high-coverage foundation for a flawless finish, but nowadays, flaws are acceptable.” This means, you can skip caking on the concealer and use only the cushion to even out your skin tone. If you have marks that are really bothering you, apply a bit of the concealer (try the new Hera Black Concealer Dot Cover) on those areas. Swipe to the next slide for step-by-step instructions on creating this finish.
How to create that natural finish
During his demonstration, Jason emphasised that having a proper skincare regime is important for this. After prepping your skin, use a flat foundation brush instead of the cushion puff to apply the product onto the skin. Apply it in a “painting” motion all over the face to ensure the product adheres to skin. Then, use the puff to apply on areas that need more coverage. He says, “How you pat affects the resulting finish. Most people don’t pat enough; you need to pat thoroughly to make sure it adheres to your skin.” Instead of applying a finishing powder all over your face, dust only the sides of your face to retain that natural-looking finish.
How to have a natural-looking blush
For those familiar with blush application, you know that you have to sweep upwards towards your temples but for a more natural finish, Jason suggests applying it in a V-shape so you can naturally blend the colour following the contour of your face. Be sure to use a light hand and apply just a bit of colour at a time, building it to your desired finish.
The new K-Beauty brow trend
Remember those straight Korean brows that everyone and their neighbour loved no matter what their face shape is? Well, they’re no longer in trend. Now, the trend is “brow by brow”, which simply means following the natural shape and colour of your brows. How this is achieved is by drawing your each stroke for a natural-looking finish (hence the name brow by brow), and then using a brow powder and sponge brush to blend the colour. You can also use an eyebrow mascara, but depending on the thickness of your brows, remove the excess product at the mouth of the tube before application to ensure you don’t deposit too much products and make it look unnatural.
Lip trends for 2020
While the current trend is MLBB, Jason says that the trend for next year will be bold lip colours, as 80s trends make a comeback. When we say bold lips, think fuchsia, orange and cherry red. Pair this with a soft and natural makeup look on the other parts of your face and you’re ready to look 10/10!
Images: Unsplash, Hera