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K-beauty is one of the biggest industries in South Korea, where the pressure to look almost flawless has always been huge in a highly competitive society.
In the first half of 2025, South Korea overtook France, the birthplace of modern cosmetics, to become the world's second-largest exporter of beauty products, after the United States.
Social media has been central to this shift. Products launched in Seoul are on TikTok and Instagram feeds in the US, UK, India and Australia instantly.
There are however growing concerns about the social impact of beauty ideals, particularly on young people. Experts warn that constant exposure to skincare content online can fuel anxiety and excessive spending.
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