Lauren discusses the issue of blanding in K-Beauty with more brands undergoing complete logo and design transformation in an attempt to modernise. But are they losing their creativity and uniqueness in the process? 
CONNECT WITH ME

My Instagram: www.instagram.com/lauren.kbeauty
Shop Kbeauty: www.stylestory.com.au
Style Story’s Instagram: www.instagram.com/stylestory_kbeauty
Jelly Ko’s Instagram: www.instagram.com/jellyko_official
Facebook: www.facebook.com/stylestory.au
Website: www.thekoreanbeautyshow.com
Sign Up to Our Mailing List to Join Tester's Club: https://stylestory.com.au/pages/free-gift-signup
Pinterest: https://www.pinterest.com.au/stylestoryau

 
TOPICS COVERED 


What is Blanding?
Why Are K-Beauty Brands Blanding? 
Why Blanding Is Not a Great Idea 



K-Beauty Brands Who Have Had a Modern Makeover 




Sulwhasoo 
Innisfree
Etude 
Beauty of Joseon




K-Beauty Brands That are Half / Half 



COSRX 

Brands that haven’t blanded


Skinfood - still retains the unique brand identity that made it famous
Banila Co - unfortunately their logo was blanded but the products themselves have stayed pretty true to the original brand identity and concept

Kbeauty News 
“Healthy Pleasure” Trend Taking Over in Korea 

As the Healthy + Pleasure trend spread around the MZ generation, zero products, ranging from soda to liquor, coffee, and sauce, have created a craze. 
Low calorie foods with sugar removed are everywhere at the moment
Oatly is going crazy right now
Unlike "Guilty Pleasure," which feels guilty while eating high-calorie food, a trend keyword called "Healthy Pleasure," which enjoys eating and exercising, has also emerged. Those who value my safety and health first are willing to invest time and money for their own health.
Salads are catching on everywhere from convenience stores to speciality delivery restaurants 
Meal prep also getting big 
Halo Top 
Gluten free 
Consumers' interest in pursuing health is now spreading beyond eating to applying it to their skin. I am looking for products that are healthy not only for my skin but also for the Earth.
On top of that, interest in harmful ingredients, animal raw materials, and experimental "Zero" continues to increase as more consumers of "Skin Telecological (a compound word for skin and intellectuals)" who carefully examine and purchase the ingredients contained in the product. As a result, beauty products that can catch two rabbits, skin health and value consumption, are gaining popularity.

Differences in Makeup Consumption Between Korea, America and Japan
Open Survey has released the results of their analysis on the consumption of “colour cosmetics” 

In terms of base makeup alone, cushions and pacts are mainly used in Korea (57.7% and 26.0% respectively), but they are rarely used in the United States and Japan.
Instead, foundations, powders, and concealers were found to be popular in the United States (49.0%, 41.0%, and 39.9% respectively).
Blusher, highlighter, shading, and bronzer utilization rates were also high (35.1% and 28.2% respectively). 
In Japan, the utilization rate of makeup base, tone-up, BB, CC cream and foundation was remarkable (51.8%, 47.7%). 
This is likely because light base makeup such as "subtraction makeup" and "no makeup" has have recently become popular in Japan.

 
More Online Consumers Purchasing From Overseas

As more than half of online consumers actively use overseas direct purchases, the physical presence of "border" is decreasing. According to statistics released by Forbes Advisor in February 2023, 57% of online consumers have experienced overseas direct purchases. 
This means that more than half of the consumers turn to overseas if they cannot find the product they want in their region or country. Forbes suggested, "There is no need to cling to the physical location of the customer."

Question of the Week: Hi! Wondering when the best time to use an eye mask would be since it is like a 20-30 min wait. Can I put it on after moisturizer?
Ap