The Beauty Of Future Proofing

As consumers have developed an insatiable appetite for “what’s next?” in the trend-setting world of korean beauty, an expert gives us the inside scoop on its next big thing(s)

- Andrea Sim

Just a couple of years ago, terms like niacinamide, retinol and hyaluronic acid would have probably gone over the head of even your next-door beauty buff — the one who always opens the conversation about the latest moisturiser at the dinner table. Now, with brands like Deciem’s The Ordinary that bottles ingredients — and not creams or gels with a buffet recipe — it puts the onus on the consumer to do their due diligence on its benefits. The result of such deeper understanding? Being able to put together a highly tailored skincare routine that provides maximum efficacy per an individual’s needs.

This fast-moving pace the Western beauty world charges forward at is no different in the domain of K-beauty. Achieving the perfect dewy skin has given way to glass skin, and 10-step beauty routines have now been scaled back to skip-care. The most voracious beauty fanatics have also changed the way they consume; from just testing out the latest products, to discerning individual ingredients — and understanding the production process — of the latest releases.