k beauty 2.0 is here and it’s going to be the best thing for your skin
K Beauty has introduced us to some lush products since it became our greatest skincare obsession: rich jelly cleansers, silky BB creams, sweet cushion foundations and iconic sheet masks. South Korea is a hub of innovation when it comes to skincare and we've come to trust Korean beauty products for their promise of clear, glowing, porcelain skin
When you think of K Beauty though, you probably picture an intense multi-step skincare regime with an endless series of complicated-sounding products. It can be a little intimidating.
Founder of K Beauty company TONIC15, Jin Kwon, says it doesn't have to be like that and that K Beauty 2.0 is upon us - and it's a much more simplified version. "When it comes to K-Beauty, most people tend to think about an elaborate 10-step skincare routine combined with exotic ingredients (snails mucin, for example), and kitschy packaging," she told us. "However, as a Korean heavily involved in the Korean beauty scene, I can confidently tell you that K-beauty is so much more than that."
Jin calls her range of gorgeous, accessible products "K Beauty 2.0" because it's a refreshing, new approach. She says there's been a shift in priorities on the Korean beauty scene, away from convoluted routines and towards a simpler approach.
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