GROWING UP. GLOWING UP WITH K-BEAUTY

It started with a face mask. Or maybe a cushion foundation. A whiff of ginseng in a moisturizer.

- RICARDO T. PAMINTUAN

Or perhaps it was that scene in True Beauty where the heroine transforms her whole life with a dab of BB cream. However it began, one thing is clear: K-Beauty has us in a chokehold - and we're totally enjoying it like masochists. I must admit that I belong to this collective, since I've been using Korean skincare products for some time now.

At the "KBeauty GlowUp!" fair held at SM Aura on April 25 and 26, this fascinaEVEA tion turned into a full-blown, dewyskinned celebration.

Organized by the Korean Cultural Center in the Philippines (KCC) and the Korea Tourism OrganizaKo rean Cultural Center in the Philippines (KCC) and the Korea Tourism Organization (KTO) Manila Office, the two-day event wasn't just a product showcase. It was a giddy immersion into the lifestyle, aesthetics, and soft-focus fantasy of Korean beauty.

For many visitors, it felt like stepping into Myeongdong without having to board a plane to Seoul, at least not yet. If there was anything the fair confirmed, it was that K-Beauty was no longer just a trend but a culture and a mindset. Over a relatively short period, it has transformed into a skincare religion with a 10-step gospel and a built-in travel itinerary.

The event space was divided into interactive zones: K-Beauty, K-Fragrance, and K-Travel, all curated experiences designed to help you discover your undertone, your signature scent, your go-to aesthetic, and even your next Korean destination. The fair was like a makeover montage from your latest favorite show, only with better lighting and free samples.