K-Beauty has officially gone global—but what do international consumers really think about it? In this episode, we explore the strengths and growing pains of Korean beauty through the eyes of a global audience. From its innovative ingredients and luxurious textures to the confusing product overload, “whitening” language mishaps, and cultural disconnects—this is a candid look at what’s working, what’s not, and what needs to evolve in 2025.

We’ll break down:
Why foreigners are obsessed with K-Beauty’s gentle, results-driven formulas
The backlash against overwhelming routines and cutesy packaging
How language and cultural nuance impact global perception
What Korean brands must adapt to stay relevant internationally

Whether you’re a skincare enthusiast, beauty founder, or K-Beauty fan navigating the global market—this episode is your guide to understanding the real pros and cons of the Second Wave of K-Beauty.

Tune in to cut through the gloss and get real about K-Beauty abroad.

Access Full Show Notes for this Episode: Here 

CONNECT WITH ME  
Book a Consultation 
Watch the Show on YouTube 
Follow me on Threads
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

EPISODE SUMMARY The Rise of the “Second Wave” of K-BeautyThe Advantages of K-Beauty Abroad 
It’s affordable but effective 
Gentle, proactive skincare
Natural / “clean” beauty with heritage ingredients 
Constant innovation 

The Challenges of K-Beauty Abroad 
Hyperconsumerism + Waste 
Issues with Diversity and Inclusion 
Trends move too fast 
Ingredient Transparency & Education
Perception of “Cheapness” Despite Quality
The Blessing and Curse of Too Much Choice
Lack of Instant Gratification

Final Thoughts

K-Beauty has officially gone global&mdash;but what do international consumers really think about it? In this episode, we explore the strengths and growing pains of Korean beauty through the eyes of a global audience. From its innovative ingredients and luxurious textures to the confusing product overload, &ldquo;whitening&rdquo; language mishaps, and cultural disconnects&mdash;this is a candid look at what&rsquo;s working, what&rsquo;s not, and what needs to evolve in 2025.
We&rsquo;ll break down:
<ul>
<li aria-level="1">Why foreigners are obsessed with K-Beauty&rsquo;s gentle, results-driven formulas</li>
<li aria-level="1">The backlash against overwhelming routines and cutesy packaging</li>
<li aria-level="1">How language and cultural nuance impact global perception</li>
<li aria-level="1">What Korean brands must adapt to stay relevant internationally</li>
</ul>
Whether you&rsquo;re a skincare enthusiast, beauty founder, or K-Beauty fan navigating the global market&mdash;this episode is your guide to understanding the real pros and cons of the Second Wave of K-Beauty.
Tune in to cut through the gloss and get real about K-Beauty abroad.
Access Full Show Notes for this Episode: <a href="https://stylestory.com.au/blogs/podcast/he-pros-and-cons-of-korean-beauty-abroad-what-foreigners-love-and-dont-love-about-k-beauty-in-2025">Here</a>&nbsp;
CONNECT WITH ME&nbsp;&nbsp;
<ul>
<li aria-level="1"><a href="https://stylestory.com.au/pages/k-beauty-consultancy">Book a Consultation&nbsp;</a></li>
<li aria-level="1"><a href="https://www.youtube.com/@thekoreanbeautyshowpodcast">Watch the Show on YouTube&nbsp;</a></li>
<li aria-level="1"><a href="https://www.threads.net/@lauren.kbeauty">Follow me on Threads</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&nbsp;</a></li>
<li aria-level="1"><a href="https://www.tiktok.com/@stylestory_kbeauty">Follow us on TikTok&nbsp;</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>
EPISODE SUMMARY&nbsp;The Rise of the &ldquo;Second Wave&rdquo; of K-BeautyThe Advantages of K-Beauty Abroad&nbsp;
<ol>
<li aria-level="1">It&rsquo;s affordable but effective&nbsp;</li>
<li aria-level="1">Gentle, proactive skincare</li>
<li aria-level="1">Natural / &ldquo;clean&rdquo; beauty with heritage ingredients&nbsp;</li>
<li aria-level="1">Constant innovation&nbsp;</li>
</ol>
The Challenges of K-Beauty Abroad&nbsp;
<ol>
<li aria-level="1">Hyperconsumerism + Waste&nbsp;</li>
<li aria-level="1">Issues with Diversity and Inclusion&nbsp;</li>
<li aria-level="1">Trends move too fast&nbsp;</li>
<li aria-level="1">Ingredient Transparency &amp; Education</li>
<li aria-level="1">Perception of &ldquo;Cheapness&rdquo; Despite Quality</li>
<li aria-level="1">The Blessing and Curse of Too Much Choice</li>
<li aria-level="1">Lack of Instant Gratification</li>
</ol>
Final Thoughts

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 Pros and Cons of Korean Beauty Abroad – What Foreigners Love (and Don't Love) About K-Beauty in 2025

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.

K-Beauty Marketing Trends That Need to Die in 2026

Exosomes are the hottest topic in K-Beauty right now and one of the most misunderstood. In this deep-dive episode, host Lauren Lee breaks down what exosomes actually are, how brands are using the term, what the regulations says, and why Korea’s MFDS has officially banned “exosome” claims in cosmetic ads from 2025.

Lauren also explains how this trend spread through clinics and TikTok, the difference between human-derived and plant or milk vesicles, and what regulators across the US, EU/UK, Australia and Korea are doing about it. Learn how to spot red-flag claims and separate hype from evidence in the next wave of regenerative skincare.

Access Full Show Notes: https://stylestory.com.au/blogs/podcast/why-korea-banned-exosome-skincare-ads-and-what-it-means-for-the-industry

CONNECT WITH US
Book a K-Beauty Consultation for Your Business: stylestory.com.au/pages/k-beauty-consultancy
Instagram: instagram.com/lauren.kbeauty
TikTok: tiktok.com/@stylestory_kbeauty
Threads: threads.net/@lauren.kbeauty
Watch the Show on YouTube: youtube.com/@thekoreanbeautyshowpodcast
Shop Jelly Ko: jellyko.com.au
K-Beauty Newsletter: stylestory.com.au/pages/free-gift-signup
Product Finder Quiz: stylestory.com.au/tools/perfect-product-finder/find-your-perfect-k-beauty-product#/

BRIEF SUMMARY
What exosomes are vs how beauty marketing uses the term
Why exosomes are trending
Evidence so far and the limitations 
Human-derived vs plant / milk / synthetic vesicles
Regulation round-up
Takeaway: real science meets marketing hype

Exosomes are the hottest topic in K-Beauty right now and one of the most misunderstood. In this deep-dive episode, host Lauren Lee breaks down what exosomes actually are, how brands are using the term, what the regulations says, and why Korea&rsquo;s MFDS has officially banned &ldquo;exosome&rdquo; claims in cosmetic ads from 2025.
Lauren also explains how this trend spread through clinics and TikTok, the difference between human-derived and plant or milk vesicles, and what regulators across the US, EU/UK, Australia and Korea are doing about it. Learn how to spot red-flag claims and separate hype from evidence in the next wave of regenerative skincare.
Access Full Show Notes: https://stylestory.com.au/blogs/podcast/why-korea-banned-exosome-skincare-ads-and-what-it-means-for-the-industry
CONNECT WITH US
<ul>
<li aria-level="1">Book a K-Beauty Consultation for Your Business: <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">Watch the Show on YouTube: <a href="http://youtube.com/@thekoreanbeautyshowpodcast">youtube.com/@thekoreanbeautyshowpodcast</a></li>
<li aria-level="1">Shop Jelly Ko: <a href="http://jellyko.com.au">jellyko.com.au</a></li>
<li aria-level="1">K-Beauty Newsletter: <a href="http://stylestory.com.au/pages/free-gift-signup">stylestory.com.au/pages/free-gift-signup</a></li>
<li aria-level="1">Product Finder Quiz: stylestory.com.au/tools/perfect-product-finder/find-your-perfect-k-beauty-product#/</li>
</ul>
BRIEF SUMMARY
<ul>
<li aria-level="1">What exosomes are vs how beauty marketing uses the term</li>
<li aria-level="1">Why exosomes are trending</li>
<li aria-level="1">Evidence so far and the limitations&nbsp;</li>
<li aria-level="1">Human-derived vs plant / milk / synthetic vesicles</li>
<li aria-level="1">Regulation round-up</li>
<li aria-level="1">Takeaway: real science meets marketing hype</li>
</ul>

The Pros and Cons of Korean Beauty Abroad – What Foreigners Love (and Don't Love) About K-Beauty in 2025

In 1 playlist(s)

The Korean Beauty Show

Social links

Follow podcast

Recent clips