黑天鹅数据：2025年韩国美妆下一步是什么？从首尔到美国报告（英文版）

K-Beauty has made its mark in the West through distinct waves of innovation, each reflecting evolving beauty ideals and consumer desires. From 2011-2015 we saw Novelty and Play introduce the West to the charm of K-Beauty through playful, quirky products like sheet masks, BB creams and snail mucin. Later, Ritual and Wellness (2016–2022) brought a deeper focus on skincare as a lifestyle: the iconic 10-step routines, layering of serums and essences and the pursuit of “glass skin”. This era refra