Cookie banner

This site uses cookies. Select "Block all non-essential cookies" to only allow cookies necessary to display content and enable core site features. Select "Accept all cookies" to also personalize your experience on the site with ads and partner content tailored to your interests, and to allow us to measure the effectiveness of our service.

To learn more, review our Cookie Policy, Privacy Notice and Terms of Use.

clock menu more-arrow no yes mobile

Filed under:

4 Reasons Beauty Brands Are Looking to Asia Instead of Europe

New, 2 comments

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

This week, Amorepacific unveiled their new line of products for spring and summer. AP is a Korean brand whose products sell at select Neiman Marcus and Nordstrom locations, as well as their only US spa, in New York. Now that Asian beauty trends are blowing up, Amorepacific wants you to remember that they were doing it first. Here are a few things you should know about why skin care companies and beauty brands are turning their gaze eastward:

1. Because they invented BB cream.
BB cream has been the biggest new product in the beauty world in the past year, and it was first developed in Korea. Multipurpose products are a big deal in Asia – people want their products to serve multiple functions and provide lots of benefits. That was how beauty balms first started, and now they're mega-popular around the world.

2. Because the average Asian woman uses 27 products every day.
"There's a misconception that Asian women are born with great skin," said Dana Nicolette, the national sales trainer for Amorepacific. "But the truth is, they work really hard at it." One of the ways they work at it is by having a more intense daily skin care regimen. That's great news for brands, who are always happy to sell you more products. Currently, the average American woman uses 5 or 6 products on her skin every day.

3. Because Korea has more skin care-related patents than any other country.
Take that, France: Korea is now the #1 holder of patents related to skin care products and technology. Expect stem cell facials, hugely popular in Asia but still a niche market here in the US, to go mainstream. Also a contender for "next big thing"? Disposable one-and-done paper face masks, which are big business in Asia and are on Sephora's upcoming launch list.

4. Because they believe that products are just one component of skin care.
Amorepacific has long believed that products are just one component of skin health. They also encourage visitors to their spa to drink their special green tea (it's the same green tea that is used in many of their products) and get plenty of sleep (their new neck cream has a special scent that helps you get in the sleep zone). In other words, they totally get the holistic approach.
· 10 Organic Skin Care Products For Detoxing Your Face [Racked]
· Amorepacific [Official Site]