K-BEAUTY FOR EUROPEAN MARKETS

摘要

South Korea is widely recognised as a powerhouse of beauty innovation and in recent years has been responsible for a continuous stream of new and exciting personal care products. From BB creams to cushion compacts and novel sheet mask formats,K-beauty is in the spotlight and European brands are intrigued by what Korea will launch next to disrupt the global market. Enkos Developments is a formulation consultancy that offers bespoke formulation development for brands across skin care,hair care and colour cosmetics. Enkos’clients often mention Korean products as inspiration for new formulation development. However,it's not usually a simple case of copying the benchmark. Korea is thousands of miles away from Europe;unsurprisingly there are huge differences in culture,consumer preferences and regulations between the two regions. It is vital to understand these differences to successfully translate Korean concepts into formulations that fit the European beauty market. I enjoy using my Korean heritage and fascination with K-beauty to help brands to bridge the European and Korean personal care markets.