If you’re in the business of keeping up with trends, K Beauty is one that you can’t afford to ignore.

One can barely delve into the ever-changing world of beauty and skin care without encountering K Beauty. An umbrella term for beauty & skincare products created in South Korea, K Beauty is making serious waves in the US, signaling a renaissance for luxury skincare. Even the most cursory explorations of the K Beauty trend reveal a clear emphasis on skin care as a primary beauty routine (rather than heavy makeup). K Beauty brands have had great sucess bringing less traditional active ingredients into the spotlight, but this particular world of beauty products is best characterized by its distinctive, whimsical packaging and unconventional branding. We took a little dive into the world of K Beauty, from looks, to packaging, to attitude. Join us: