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While the prevalence of Korean beauty, or K-Beauty, across the globe has helped South Korea’s economy grow over the past decade and withstand the impacts of the coronavirus pandemic, photographer Kim Sihyun believes it has created negative “stereotypes” of how Koreans are perceived.
K-Beauty is an umbrella term for South Korea s skincare industry, which has gained popularity across Asia and the US as part of the so-called “Korean wave”, which has also seen the rise of K-Pop and K-Drama.
K-Beauty mainly focuses on health, hydration and an emphasis on brightening effects, and has become one of seven new growth engine industries in the Asian country.