On this episode, we’re chatting the business of K-Beauty with a look behind the scenes of one of Korea’s largest conglomerates, Shinsegae, who has just announced that it has acquired Gen-Z brand AMUSE. Plus, while we’re on the topic of Korean beauty businesses, Lauren does an explainer of exactly what’s going on over at STYLE STORY at Jelly Ko. 


CONNECT WITH ME
Book a Consultation 
My Instagram
Shop Kbeauty
Shop Jelly Ko 
Follow us on TikTok 
Stay up to date with the latest K-Beauty
Find Your Perfect K-Beauty Product Quiz

Access Full Show Notes for this Episode here

K-Beauty News Headlines
Shinsegae Acquires AMUSE 
What this means for the Shingsegae portfolio 
How this acquisition is different from past brand acquisitions 
What this tells us about global expansion plans among Korea’s top conglomerates 
Update on What’s Going On at STYLE STORY and Jelly Ko 

Recommendation of the Week:  ZEROID Derma Shield Cream MD 50g SPF50+ PA++++

On this episode, we’re chatting the business of K-Beauty with a look behind the scenes of one of Korea’s largest conglomerates, Shinsegae, who has just announced that it has acquired Gen-Z brand AMUSE. Plus, while we’re on the topic of Korean beauty businesses, Lauren does an explainer of exactly what’s going on over at STYLE STORY at Jelly Ko. 
 CONNECT WITH ME
<ul>
<li aria-level="1"><a href="https://stylestory.com.au/pages/k-beauty-consultancy">Book a Consultation </a></li>
<li aria-level="1"><a href="http://www.instagram.com/lauren.kbeauty">My Instagram</a></li>
<li aria-level="1"><a href="http://www.stylestory.com.au/">Shop Kbeauty</a></li>
<li aria-level="1"><a href="http://www.jellyko.com.au/">Shop Jelly Ko </a></li>
<li aria-level="1"><a href="https://www.tiktok.com/@stylestory_kbeauty">Follow us on TikTok </a></li>
<li aria-level="1"><a href="https://stylestory.com.au/pages/free-gift-signup">Stay up to date with the latest K-Beauty</a></li>
<li aria-level="1"><a href="https://stylestory.com.au/tools/perfect-product-finder/find-your-perfect-k-beauty-product#/">Find Your Perfect K-Beauty Product Quiz</a></li>
</ul>
Access Full Show Notes for this Episode <a href="https://stylestory.com.au/blogs/podcast/the-business-of-k-beauty">here</a>
K-Beauty News Headlines
<ul>
<li aria-level="1">Shinsegae Acquires AMUSE </li>
<ul>
<li aria-level="2">What this means for the Shingsegae portfolio </li>
<li aria-level="2">How this acquisition is different from past brand acquisitions </li>
<li aria-level="2">What this tells us about global expansion plans among Korea’s top conglomerates </li>
</ul>
<li aria-level="1">Update on What’s Going On at STYLE STORY and Jelly Ko </li>
</ul>
Recommendation of the Week:  ZEROID Derma Shield Cream MD 50g SPF50+ PA++++

Want to keep up to date with all things Korean beauty? Join host Lauren Lee, founder of K-Beauty platform STYLE STORY as she talks K-Beauty live from Seoul, South Korea. If you want an insight into the products, ingredients and trends you’ll be seeing next in beauty as well as how to perfect your own K-Beauty routine, then this is the podcast for you.

Want to keep up to date with all things Korean beauty? Join host Lauren Lee, founder of K-Beauty platform STYLE STORY as she talks K-Beauty live from Seoul, South Korea. If you want an insight into the products, ingredients and trends you&rsquo;ll be seeing next in beauty as well as how to perfect your own K-Beauty routine, then this is the podcast for you.

The Korean Beauty Show Podcast

The Korean Beauty Show

The Business of K-Beauty

 

Lauren shares a global K-Beauty industry roundup spanning Australia, China, Germany, the U.S. and Canada, breaking down why 2026 marks a maturity shift for the category. This episode explores the major partnership signalling K-Beauty’s next phase, what happens when hype and expectations aren’t managed properly, and why trust is becoming the real currency of global growth.

For full show notes and resources, visit STYLE STORY 

Question of the Month

A listener asks: How strict are skincare expiration dates? Is two years past expiry too long? Why do products often last far beyond the printed date?

Products Mentioned in This Episode
SANA Nameraka Honpo Soy Milk Isoflavone Wrinkle Eye Cream
Aestura Retinoid Eye Serum
COSRX AHA BHA Vitamin C Booster Serum

Connect with Lauren

Take a Korean style skin analysis:
https://jellyko.com/pages/ai-skin-analysis

Book a Consultation:
stylestory.com.au/pages/k-beauty-consultancy 

Instagram: instagram.com/lauren.kbeauty
TikTok: tiktok.com/@stylestory_kbeauty
Threads: threads.net/@lauren.kbeauty
YouTube: youtube.com/@thekoreanbeautyshowpodcast 

Work with STYLE STORY:
stylestory.com.au/pages/contact-us 

Shop Jelly Ko:
jellyko.com 

Affiliate Disclaimer

Some links we share may be affiliate links. This means we may earn a small commission if you choose to purchase through them, at no extra cost to you. This helps to offset the cost of producing the show.

A Small Request

If you use insights, data or research from this episode in your own content, we ask that you kindly credit The Korean Beauty Show and tag us where possible. It helps others find the original source and supports the work that goes into creating these episodes.

&nbsp;
Lauren shares a global K-Beauty industry roundup spanning Australia, China, Germany, the U.S. and Canada, breaking down why 2026 marks a maturity shift for the category. This episode explores the major partnership signalling K-Beauty&rsquo;s next phase, what happens when hype and expectations aren&rsquo;t managed properly, and why trust is becoming the real currency of global growth.
For full show notes and resources, visit <a href="https://stylestory.com.au/blogs/podcast/k-beauty-is-growing-up-what-that-means-for-2026">STYLE STORY</a>&nbsp;
Question of the Month
A listener asks: How strict are skincare expiration dates? Is two years past expiry too long? Why do products often last far beyond the printed date?
Products Mentioned in This Episode
<ul>
<li aria-level="1"><a href="https://amzn.to/4rY1Im3">SANA</a> Nameraka Honpo Soy Milk Isoflavone Wrinkle Eye Cream</li>
<li aria-level="1">Aestura Retinoid Eye Serum</li>
<li aria-level="1"><a href="https://amzn.to/3OlScui">COSRX</a> AHA BHA Vitamin C Booster Serum</li>
</ul>
Connect with Lauren
Take a Korean style skin analysis: <a href="https://jellyko.com/pages/ai-skin-analysis">https://jellyko.com/pages/ai-skin-analysis</a>
Book a Consultation: <a href="http://stylestory.com.au/pages/k-beauty-consultancy">stylestory.com.au/pages/k-beauty-consultancy</a>&nbsp;
Instagram: <a href="http://instagram.com/lauren.kbeauty">instagram.com/lauren.kbeauty</a> TikTok: <a href="http://tiktok.com/@stylestory_kbeauty">tiktok.com/@stylestory_kbeauty</a> Threads: <a href="http://threads.net/@lauren.kbeauty">threads.net/@lauren.kbeauty</a> YouTube: <a href="http://youtube.com/@thekoreanbeautyshowpodcast">youtube.com/@thekoreanbeautyshowpodcast</a>&nbsp;
Work with STYLE STORY: <a href="http://stylestory.com.au/pages/contact-us">stylestory.com.au/pages/contact-us</a>&nbsp;
Shop Jelly Ko: <a href="http://jellyko.com">jellyko.com</a>&nbsp;
Affiliate Disclaimer
Some links we share may be affiliate links. This means we may earn a small commission if you choose to purchase through them, at no extra cost to you. This helps to offset the cost of producing the show.
A Small Request
If you use insights, data or research from this episode in your own content, we ask that you kindly credit The Korean Beauty Show and tag us where possible. It helps others find the original source and supports the work that goes into creating these episodes.

K-Beauty Is Growing Up: What That Means for 2026

Lauren shares the worst K-Beauty products and formats she personally tried in 2025 and explains why they failed in real-world use. This episode is a follow-through from the previous discussion on K-Beauty marketing trends that need to die in 2026, focusing on how hype, sensation and viral appeal often break down when products meet real skin.

For full show notes and resources, visit STYLE STORY 

This episode covers:
The positioning of grinding cleansing balms on social media versus actual use 
Cheilitis (inflammation of the lips) being linked to one of Korea (and Lauren’s) most beloved lip tints
Why “mineral” sunscreen marketing can be misleading and why it matters for those with sensitive skin and conditions like rosacea 
How K-Beauty marketing increasingly rewards spectacle and sensation over routine-friendly design

Lauren also explains why these experiences are not isolated product failures, but oftentimes symptoms of a broader K-Beauty marketing problem. In the last few years a lot of products have been optimised for novelty, texture shots and performance on short form social media rather than optimised for daily use.

This episode is not about shaming brands or people who might love the products but about understanding how skincare claims, formats and ingredient choices interact with real skin biology.

 

Products Mentioned in this Episode

Dr. Melaxin Eyephalt Cream

Grinding cleansing balms 

Rom&nd lip tints

Some By Mi mineral sunscreen

 

Connect with Lauren

Take a Korean style skin analysis: https://jellyko.com/pages/ai-skin-analysis 

Book a Consultation: stylestory.com.au/pages/k-beauty-consultancy

Instagram: instagram.com/lauren.kbeauty

TikTok: tiktok.com/@stylestory_kbeauty

Threads: threads.net/@lauren.kbeauty

YouTube: youtube.com/@thekoreanbeautyshowpodcast

Work with STYLE STORY: stylestory.com.au/pages/contact-us

Shop Jelly Ko: jellyko.com

 

Affiliate Disclaimer

Some links we share may be affiliate links. This means we may earn a small commission if you choose to purchase through them, at no extra cost to you. This helps to offset the cost of producing the show. 

 

A Small Request If you use insights, details or research from this episode in your own content, we ask that you kindly credit The Korean Beauty Show and tag us where possible. It helps others find the original source and supports the work that goes into creating these episodes.

Lauren shares the worst K-Beauty products and formats she personally tried in 2025 and explains why they failed in real-world use. This episode is a follow-through from the previous discussion on K-Beauty marketing trends that need to die in 2026, focusing on how hype, sensation and viral appeal often break down when products meet real skin.
For full show notes and resources, visit <a href="https://stylestory.com.au/blogs/podcast/exposing-the-worst-k-beauty-products-i-tried-in-2025">STYLE STORY&nbsp;</a>
This episode covers:
<ul>
<li>The positioning of grinding cleansing balms on social media versus actual use&nbsp;</li>
<li>Cheilitis (inflammation of the lips) being linked to one of Korea (and Lauren&rsquo;s) most beloved lip tints</li>
<li>Why &ldquo;mineral&rdquo; sunscreen marketing can be misleading and why it matters for those with sensitive skin and conditions like rosacea&nbsp;</li>
<li>How K-Beauty marketing increasingly rewards spectacle and sensation over routine-friendly design</li>
</ul>
Lauren also explains why these experiences are not isolated product failures, but oftentimes symptoms of a broader K-Beauty marketing problem. In the last few years a lot of products have been optimised for novelty, texture shots and performance on short form social media rather than optimised for daily use.
This episode is not about shaming brands or people who might love the products but about understanding how skincare claims, formats and ingredient choices interact with real skin biology.
&nbsp;
Products Mentioned in this Episode
<a href="https://amzn.to/3NtHsJX">Dr. Melaxin Eyephalt Cream</a>
<a href="https://amzn.to/4sQrKIV">Grinding cleansing balms </a>
<a href="https://amzn.to/4jO5CuV">Rom&amp;nd lip tints</a>
<a href="https://amzn.to/4jO5CuV">Some By Mi mineral sunscreen</a>
&nbsp;
Connect with Lauren
Take a Korean style skin analysis: https://jellyko.com/pages/ai-skin-analysis&nbsp;
Book a Consultation: <a href="http://stylestory.com.au/pages/k-beauty-consultancy">stylestory.com.au/pages/k-beauty-consultancy</a>
Instagram: <a href="http://instagram.com/lauren.kbeauty">instagram.com/lauren.kbeauty</a>
TikTok: <a href="http://tiktok.com/@stylestory_kbeauty">tiktok.com/@stylestory_kbeauty</a>
Threads: <a href="http://threads.net/@lauren.kbeauty">threads.net/@lauren.kbeauty</a>
YouTube: youtube.com/@thekoreanbeautyshowpodcast
Work with STYLE STORY: <a href="http://stylestory.com.au/pages/contact-us">stylestory.com.au/pages/contact-us</a>
Shop Jelly Ko: <a href="http://jellyko.com">jellyko.com</a>
&nbsp;
Affiliate Disclaimer
Some links we share may be affiliate links. This means we may earn a small commission if you choose to purchase through them, at no extra cost to you. This helps to offset the cost of producing the show.&nbsp;
&nbsp;
A Small Request&nbsp;If you use insights, details or research from this episode in your own content, we ask that you kindly credit The Korean Beauty Show and tag us where possible. It helps others find the original source and supports the work that goes into creating these episodes.

Exposing the Worst K-Beauty Products I Tried in 2025

K-Beauty marketing reached a breaking point in 2025. Scientific language became performance, clinical procedures were mimicked with cosmetics and skincare education was replaced by spectacle. In Episode 275 of The Korean Beauty Show podcast, K-Beauty expert and industry consultant Lauren Lee examines the K-Beauty marketing trends that need to die in 2026 and why they matter for consumer trust, regulation and skin health.

This episode covers:
How exosome skincare lost its scientific meaning and why Korean regulators intervened
Why topical PDRN marketing blurred the line between cosmetics and injectable treatments
The ongoing misuse of spicules marketed as “microneedling in a bottle”
How oversized skincare PR stunts promote overconsumption and environmental waste
Why skincare theatre and viral gimmicks undermine skincare education and credibility

Lauren also explains how misleading skincare marketing creates regulatory risk, confuses consumers and has the potential to damage long-term trust in the Korean beauty industry.

For full show notes and resources, visit: stylestory.com.au/blogs/podcast

Connect with Lauren
Book a Consultation: stylestory.com.au/pages/k-beauty-consultancy
Instagram: instagram.com/lauren.kbeauty
TikTok: tiktok.com/@stylestory_kbeauty
Threads: threads.net/@lauren.kbeauty
YouTube: youtube.com/@thekoreanbeautyshowpodcast
Work with STYLE STORY: stylestory.com.au/pages/contact-us
Shop Jelly Ko: jellyko.com
Take a Korean style skin analysis: https://jellyko.com/pages/ai-skin-analysis 

Affiliate Disclaimer

Some links we share may be affiliate links. This means we may earn a small commission if you choose to purchase through them, at no extra cost to you. This helps to offset the cost of producing the show. 

A Small Request If you use insights, frameworks or research from this episode in your own content, we ask that you kindly credit The Korean Beauty Show and tag us where possible. It helps others find the original source and supports the work that goes into creating these episodes.

K-Beauty marketing reached a breaking point in 2025. Scientific language became performance, clinical procedures were mimicked with cosmetics and skincare education was replaced by spectacle. In Episode 275 of The Korean Beauty Show podcast, K-Beauty expert and industry consultant Lauren Lee examines the K-Beauty marketing trends that need to die in 2026 and why they matter for consumer trust, regulation and skin health.
This episode covers:
<ul>
<li aria-level="1">How exosome skincare lost its scientific meaning and why Korean regulators intervened</li>
<li aria-level="1">Why topical PDRN marketing blurred the line between cosmetics and injectable treatments</li>
<li aria-level="1">The ongoing misuse of spicules marketed as &ldquo;microneedling in a bottle&rdquo;</li>
<li aria-level="1">How oversized skincare PR stunts promote overconsumption and environmental waste</li>
<li aria-level="1">Why skincare theatre and viral gimmicks undermine skincare education and credibility</li>
</ul>
Lauren also explains how misleading skincare marketing creates regulatory risk, confuses consumers and has the potential to damage long-term trust in the Korean beauty industry.
For full show notes and resources, visit: stylestory.com.au/blogs/podcast
Connect with Lauren
<ul>
<li aria-level="1">Book a Consultation: <a href="http://stylestory.com.au/pages/k-beauty-consultancy">stylestory.com.au/pages/k-beauty-consultancy</a></li>
<li aria-level="1">Instagram: <a href="http://instagram.com/lauren.kbeauty">instagram.com/lauren.kbeauty</a></li>
<li aria-level="1">TikTok: <a href="http://tiktok.com/@stylestory_kbeauty">tiktok.com/@stylestory_kbeauty</a></li>
<li aria-level="1">Threads: <a href="http://threads.net/@lauren.kbeauty">threads.net/@lauren.kbeauty</a></li>
<li aria-level="1">YouTube: <a href="http://youtube.com/@thekoreanbeautyshowpodcast">youtube.com/@thekoreanbeautyshowpodcast</a></li>
<li aria-level="1">Work with STYLE STORY: <a href="http://stylestory.com.au/pages/contact-us">stylestory.com.au/pages/contact-us</a></li>
<li aria-level="1">Shop Jelly Ko: <a href="http://jellyko.com">jellyko.com</a></li>
<li aria-level="1">Take a Korean style skin analysis: https://jellyko.com/pages/ai-skin-analysis&nbsp;</li>
</ul>
Affiliate Disclaimer
Some links we share may be affiliate links. This means we may earn a small commission if you choose to purchase through them, at no extra cost to you. This helps to offset the cost of producing the show.&nbsp;
A Small Request&nbsp;If you use insights, frameworks or research from this episode in your own content, we ask that you kindly credit The Korean Beauty Show and tag us where possible. It helps others find the original source and supports the work that goes into creating these episodes.

The Business of K-Beauty

In 1 playlist(s)

The Korean Beauty Show

Social links

Follow podcast

Recent clips