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.