K-Beauty’s Post-COVID-19 future: Clean, Hygienic and Healthy Trends

As a beauty expert, I believe that one of the biggest changes among consumers including myself is the perception of safety for the health and beauty category. As we remain more conscientious about our health and well-being, we are translating our demand to even “cleaner” health and beauty ingredients.

The clean beauty trend, which was already gaining momentum in the market, will accelerate even faster. This trend will also extend to sustainability issues (more sustainable & recyclable packaging, less plastic & carbon footprint), and transparency and trust will be the key elements for us.