KBeauty Tag

You possibly can’t fully understand just how different K-beauty hits until you end up at a significant beauty retailer like Olive Young in the center of Seoul on the last day of a weeklong 70% off sale — and I recently did. Despite sweltering summer weather, people packed themselves like sardines from wall to wall with open hands excitedly reaching for discounted toners with ingredients I’ve never heard of, moisturizers with more plus signs of their names than an algebra exam, and high-octane sunscreens that melt into skin like nothing I’ve ever bought in America. Or Australia. Or France. Or Greece.Shiny pop stars on promotional posters displayed various jars and bottles while smirking down at the purchasers, all of whom...