Makeup in Seoul: The Trends You Missed

Beautystreams editors scoured the trade show floor at Makeup In Seoul in April, where 53 exhibitors showcased their wares. Here, Beautystreams shares a show overview as well as their Editors’ Picks from the best of what they saw.

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BW Confidential: Koreans Prefer Local Beauty Brands

It is estimated that only 15 percent of South Korea’s beauty market is taken up by international brands. Korea’s two market leaders alone, account for between 55 percent and 70 percent of sales, and continue to see impressive growth rates.

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Exploring Beauty’s Cushion Craze

Used by 75% of Korean women, the innovative cushion is best known for creating a no-makeup makeup look. Asian beauty market expert Florence Bernardin shares what the latest versions have been formulated to do.

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Sephora Taps K-Brand Touch In Sol

Touch In Sol, known for its colorful makeup and innovative offerings, has come stateside to join Korean beauty wonders AmorePacific, Belif, Tony Moly, Dr. Jart, Chosungah 22 and Erborian in Sephora’s K-beauty brand arsenal.

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