Korean traditions embraced by global K-beauty market

Models promote a pottery fermentation technique used for Missha's Glow Prep and BB Cream products. Courtesy of Able C&C

Traditional Korean relics and techniques are emerging as a silver bullet for the country's beauty companies seeking to target a growing global consumer base.

From old practices among ordinary people to trinkets used at royal palaces, Korean heritage is being leveraged by major companies to introduce new products and strengthen brand storytelling.

On March 30, Able C&C released a new skin care lineup for its flagship brand Missha, highlighting pottery fermentation.

This traditional technique uses the micropore structure of pottery, which is considered ideal for fermentation. Building on this, the company used the method to ferment and extract skin care ingredients, including damask rose water and bifidobacteria, for its new products including Glow Pore Blurring Balm.

“We used pots passed down over nine generations and used for over 300 years in Boseong, South Jeolla Province,” an Abel C&C official said. “We’ve been researching pottery fermentation and the extracted ingredients’ safety and skin absorption features for the past 20 years for Missha.”

Abel C&C said pottery fermentation has cemented Missha’s identity as a synthesis of Korean tradition and scientific proof, renewing the brand’s depth and consumer trust in the global market.

“K-beauty is now beyond a trend and has become mainstream. That is prompting global consumers to explore Korean brands more deeply, in terms of brand identity and other information. Many global buyers are increasingly inquiring about our brand’s original values,” the official said.

CLIO's K-Royal Heritage Edition is the product of the company's partnership with the Korea Heritage Service. Courtesy of CLIO

Beauty brand CLIO last month announced its collaboration with the state-run Korea Heritage Service to adopt designs of Korean relics into its new K-Royal Heritage Edition makeup products.

A mother-of-pearl lacquerware mirror represents items used by the queens of the 1392-1910 Joseon Dynasty, while embroidery details from Princess Bokon’s red royal robe and a silver ornamental knife from her royal wedding dowry have inspired the company’s designs for a foundation cushion, color palette and mascara. After the launch of the collaboration, CLIO dominated the color makeup category at CJ Olive Young, the largest beauty product platform here.

Beauty of Joseon, a rising brand by Goodai Global which takes its name from the historical era, references Korean traditional medicine in identifying key ingredients for its sunscreen and skin care products. The brand’s Relief Sun: Rice + Probiotics sunscreen product purportedly emulates Joseon women’s facial regimen based on rice, promoting a lifestyle with deep historical roots.

From left, Rei Ami, EJAE and Audrey Nuna perform the hit song "Golden" from "KPop Demon Hunters" with hanbok-clad performers during the 98th Academy Awards ceremony at the Dolby Theatre in Los Angeles, March 15. EPA-Yonhap

Beauty of Joseon has reported over 90 percent of its sales from overseas in the past three years, mostly from the United States, Europe and Japan. Its overall sales in 2023 reached 140 billion won ($95 million), with projected sales from last year surpassing 360 billion won.

“Korean tradition is an element currently contributing to K-beauty’s distinguished competitiveness in the global market. Positive reviews from foreign consumers demonstrate that,” an Olive Young official said.

“The strategy of using natural ingredients from Korean traditional medicines or daily practices actually goes back to 2019, when Anua launched a heartleaf soothing toner. It was followed by Round Lab’s birch juice moisturizing sunscreen in 2020 and Hanyul’s yuzu-based facial pad in 2024,” the official added.

Korean traditions are coming to the forefront of global trends across the K-pop landscape as well. BTS last month came back with a new album titled “ARIRANG,” recalling the country’s symbolic folk song that dates back to the Joseon Dynasty.

Netflix animated film sensation “KPop Demon Hunters” borrowed heavily from Korean traditional folklore — which eventually developed into K-pop in the movie — and raked in 17 awards globally, including at the Golden Globes and Oscars. Its success led to a performance featuring Korean pansori music and performers wearing traditional hanbok robes who opened for singers EJAE, Audrey Nuna and Rei Ami at the 98th Academy Awards last month.