"Hearst Magazines and Yahoo may earn commission or revenue on some items through these links." If you’re just starting to explore K-beauty land, it’s impossible to know where to start. That’s why I ...

Add Yahoo as a preferred source to see more of our stories on Google. If you haven’t ventured into the world of Korean makeup quite yet, you might wonder if it’s worth exploring. But as millions of ...

K-beauty, one of South Korea’s top cultural exports, has historically lagged when it comes to catering to more diverse audiences. But that’s starting to change.

Not every K-beauty brand is benefiting from the category's viral success. In his own words, Good Light founder David Yi ...

Once posited as a trend, 2025 made clear that K-beauty is here to stay: In the past year, Korean cosmetics have taken the Western market completely by storm—flooding our social feeds, dominating our ...

In this op-ed, Korean-American writer Rosa Jisoo Pyo explores how the popularity of K-beauty has reinforced harsh beauty standards and how many Korean women are striving to change that. When I went to ...

Forbes contributors publish independent expert analyses and insights. Clara covers consumer brands shaping tomorrow's retail landscape. Sephora, the LVMH-owned prestige beauty retailer, is beginning a ...

Unlock the secret to "glass skin" with our guide to the 5 must-have Korean skincare ingredients for 2026. From the healing ...

"Hearst Magazines and Yahoo may earn commission or revenue on some items through these links." One of my first introductions to makeup was watching my cousin paint her face with products from various ...