Beauty Store Business

AUG 2017

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24 August 2017 | beautystorebusiness.com Charlotte Cho, certified esthetician, cofounder of the K-beauty curated web- site Soko Glam and author of The Little Book of Skin Care says, "We helped drive this growth in 2012 when we started Soko Glam. At the time, I felt like there was a huge gap between the U.S. and Korea. There was a cult following, but no proper bridge between the two." SKIN CARE, REIMAGINED Maybe it's the intimidating 10-step nightly beauty regimen to achieve stun- ning skin or the "Insta-worthy" innovations, but K-beauty is always ahead of the trends (by years), keeping the world of skincare savants and beauty buffs infatu- ated about being on the brink of what's coming next. Megan McIntyre, beauty director at Refinery29, claims that most American women simply cannot commit to the 10-step Korean beauty regimen, the beacon of the movement. She says, "After awhile, many women who tried to keep up realized that it was getting damn expensive to use 10 products a day, and there wasn't a huge, noticeable differ- ence in their skin … It became less about emulating the entire [K-beauty] routine and more about finding something new to boost an existing routine." There is always a latest, greatest, must-have product that makes extrava- gant claims, touting a new formulation, pretty packaging and eccentric ingredi- ents (think charcoal, cactus, snail and sheep oil); and, low and behold, they rarely disappoint. The inclusion of highly concentrated, powerful natural ingre- dients is what really keeps K-beauty at the forefront. While some sound scary and others you've heard of before, each year it seems the Korean skincare gods outdo themselves. Let's meet the game changers of getting gorgeous. Pearl With its long history of beauty-benefitting properties, such as accelerating skin renewal and cellular regeneration, being an antidote to acne and min- imizing pores, pearl extract contains both medicinal and active properties to help keep skin beautifully balanced and acidic. Pearl extract brightens and blurs imperfections, leaving a velvety-smooth finish to thrill your customers. The power of the pearl also helps to slow the inevi- table aging process, keeping skin moist, supple and elastic. Propolis Found in the walls of honeycomb to keep out water and prevent bacterial growth, propolis is added in skincare formulations to help fight signs of natural aging and photoaging from overexposure to damaging UV rays. A powerhouse antioxidant, propolis also possesses natural antifungal and anti-inflammatory properties, making it helpful to your acne-prone customers. In Korean beauty specialties, propolis is used as a booster, leaving skin radi- antly dewy, hydrated and glowing. Plus, it's especially recommended for anyone suffering from severe sensitivities or those in need of some skin TLC. Royal Honey Of all the honey varieties and honey bee species on the planet, royal honey is the queen bee of the K-beauty scene. Aged through a 60-day fermentation process that allows the extraneous water to evaporate from the sticky substance, royal honey is enriched with antiaging ingredients, such as a slew of vitamins, minerals and skin-supporting amino acids. And, due to its natural humectant capability, it attracts and binds moisture to the skin, protecting and plumping the lipid layer. Tremella Mushroom Similar to the skin-preserving proper- ties found in another hot hero ingredient— hyaluronic acid—the tremella mush- room can impressively hold up to 500 times its weight in water, making it the hydrator hero of the moment. In Asia, beauty gurus use it as a beauty food, as it's believed to increase blood flow and improve complexion-correcting cir- culation, aiding the skin's strength and overall vitality. Antimicrobial and antivi- ral benefits make it a superior addition for anti-acne regimens, or those who suffer from dry, itchy patches. Yuza Containing an extremely high potency of vitamin C (three times that of a lemon), yuza is a citrusy substance native to the tropical island of Jeju in South Korea. It is used in skincare products to help diminish hyperpigmentation and pesky sunspots, while boosting skin-supporting collagen and increasing much-needed hydration to the skin. Bamboo A traditional restorer of skin health and longevity, bamboo's anti-inflammatory and antibacterial properties also con- tain powerful antiaging antioxidants that protect and preserve skin, keeping unruly environmental aggressors at bay. A natural humectant, it draws moisture to the skin, binding it to the susceptible lipid barrier. Cactus A trend that's in the spotlight by revered Korean beauty brands, cactus oil and cactus extract offer myriad benefits. The extract is hydrating, providing mois- ture to the skin, while the oil is a dry, non-greasy type that absorbs into skin and plumps it, leaving skin firm yet flaw- less. Packed to the brim with powerful antiaging compounds, this seemingly strange ingredient that sprouted from the desert will give skin a youthful, glowing look. Cactus is rife with all the building blocks of beauty: tocopherol (vitamin E), omega-6 and omega-9 fatty acids, fla- vonoids and conditioning beta-carotene. Cactus oils and extracts offer instant and long-term benefits, and will be head- lining in more K-beauty products as the year progresses. Birch Painstakingly extracted from the sap of birch trees, birch juice is plush with pro- teins and antiaging antioxidants; plus, it's unexpectedly hydrating, making it a go-to solution for more mature and drier skin types. It deeply quenches parched, thirsty skin, leaving it irresistibly smooth and soft. "At the time, I felt like there was a huge gap between the U.S. and Korea. There was a cult following, but no proper 'bridge' between the two." –Charlotte Cho, cofounder of Soko Glam From top: © PIEUCHOT/AgenceImages, zhudifeng

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