The world of Kbeauty has seriously exploded since I started this blog five years ago, It’s no surprise, with the likes of influencer marketing taking a stronghold on the world of reviews, the need for something ‘different’ in the beauty sphere, and the endless amount of articles surrounding ‘glass skin’ the ‘Korean 10 step skincare routine’ and the fact that most Korean celebrities have seriously flawless faces. Plus there are now more Korean Beauty brands available than ever before, both in physical stores and online.

Since this space has been placed under the proverbial microscope, rebrand fever has been sweeping the beauty streets of South Korea. There have been some unfortunate casualties (SharaShara has disappeared, and Skinfood is shifting to an online presence the last I heard), some interesting changes in direction, and more lagship/concept stores opening, but on the whole it has been fascinating to see how these brands are keeping up with the changing consumer market – or creating the perfect brand ‘glow up’.