SEOUL — During a recent five-week visit to South Korea, one thing became immediately apparent: While consumers overseas continue embracing K-beauty products, many Koreans have already moved on to the next step. For years, South Korea's beauty industry has been synonymous with sheet masks, BB creams and the famed 10-step skincare routine. Those products helped turn K-beauty into a global phenomenon and cemented the country's reputation as a beauty powerhouse. Today, however, the conversation has shifted from cosmetics counters to the country's ubiquitous dermatology clinics, where aesthetic treatments have become part of everyday beauty routines. Scheduling a laser treatment or skin booster has become almost as routine as booking a haircut or nail appointment. Beauty in South Korea is increasingly treated less like a luxury and more like maintenance. Instead of asking which moisturizer someone uses, friends compare lifting treatments, collagen-boosting procedures, skin booster injections and pore treatments. Recommendations for clinics are exchanged as casually as restaurant tips, whil

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