Ingredients outshine brand power in Korean skincare

Efficacy is eclipsing everything else in the Korean beauty industry. As the cosmetics market matures, consumers are becoming more selective — and more informed. Price and brand recognition are no longer the primary drivers of purchases. Instead, attention has shifted to ingredients and the science behind them. Industry insiders describe this as a move toward “rational consumption,” with shoppers seeking formulations tailored to specific skin concerns rather than relying on the prestige of a bran

By The Korea Herald