By  on February 21, 2018

South Korean beauty’s visual appeal helped lift U.S. skin-care sales, as tracked by The NPD Group, 9 percent last year, according to Charlotte Cho, the cofounder and chief curator of Soko Glam. “K-beauty is creating a lot of newness in beauty and I believe it is fueling the growth of skin care, surpassing makeup,” explained Cho. “Experts discuss how skin care is growing largely due to presentation of the products — it is very social — and also the growth of the health and wellness category [where K-beauty also fits].”

Demonstrating K-beauty products via digital has been an impetus for the growth of Soko Glam, a purveyor of Korean beauty products. In addition to its budding e-commerce business, Cho handpicks items sold at Urban Outfitters, Birchbox, a pop-up at Bloomingdale’s, Sephora and 3,000 CVS doors. Cho is quick to note that although growth has been explosive over the past few years, K-beauty isn’t new to the U.S. “It started with BB creams in 2008 and now sheet masks are everywhere. Cushion compacts have been picked up by large western brands,” Cho said.

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