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K-beauty is back — though some may argue it never went away.
K-beauty, or Korean beauty, hit peak popularity in the U.S. around 2015. That was fueled, in part, by the rise of U.S. retailers dedicated to curating the best Korean beauty products. They included Glow Recipe, opened in 2014; Sokoglam, in 2012; and Peach & Lily, in 2012. American consumers were fascinated by the included 10-step skin-care routines, sheet masks, snail mucin and pimple patches. In 2017, Glow Recipe launched a namesake brand, which debuted at Sephora, and it ultimately ceased operations as a retailer. Charlotte Cho, the founder of Sokoglam, which still operates as a K-beauty marketplace, launched the skin-care brand Then I Met You in 2018 — it launched in Sephora this October. And Peach & Lily, which also still sells curated Korean beauty products on its site, has a namesake brand that is sold at Ulta Beauty.
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English (US) ·