K Cosmetic News

2025 K Cosmetic June News Letter

◎ Low-Speed Aging ◎

These days, one cannot talk about trends without mentioning "slow aging." Everyone has heard the term at least once. A 59-year-old model and writer recently proved his enduring beauty by being reappointed as the global ambassador for a cosmetics brand he modeled for back in the 1980s. His graceful appearance, seemingly untouched by time, has impressed many. As more people wish to slow down the passage of time, “slow aging” is becoming a prominent and persistent trend. While traditional anti-aging focused on skin and external changes, slow aging centers on delaying overall aging of both body and mind.

IT'S ALL ABOUT EATING

Aging is influenced by a combination of factors such as diet, exercise, and stress, but the most common focus is diet. The main culprits of accelerated aging are simple sugars, refined grains, and excessive carbohydrate consumption. On the other hand, for those aiming for slow aging, the recommended diet is the ‘MIND diet,’ which combines elements of the Mediterranean and DASH diets, known for helping prevent chronic diseases and supporting weight management.

ATHLETIC CHIC

One of the core components of slow aging is muscle. As evidence, interest in exercise continues to grow. As more people seek to maintain a healthy, youthful state for longer, the interest in fitness is higher than ever (HyangJang 666).

◎ Age Shield ◎ 

Sunscreen That Controls the Speed of Skin Aging

Ultraviolet rays are categorized into UVA, UVB, and the most dangerous, UVC. UVC is almost entirely absorbed by the ozone layer, so there's no need to worry about it. The real concerns are UVA, which is directly related to aging, and UVB, which darkens skin tone. UVA, which accounts for the majority of UV rays that reach the skin, is present anywhere there is light bright enough to distinguish objects. Even on cloudy or rainy days, UVA penetrates through windows and reaches the dermis, damaging collagen and elastin, leading to sagging skin and wrinkles. UVB, on the other hand, penetrates the basal layer of the skin's surface, stimulating melanocytes — the cells responsible for pigmentation — and increasing the likelihood of dark spots.

Choose the Right One

As we enter a season of stronger UV rays, it is crucial to quickly find and keep a reliable sunscreen at hand. The first factors to consider are water resistance and long-lasting effects. It's important that the product remains effective even when sweating or spending extended time outdoors. For dry skin, look for a hydrating texture; for oily skin, choose a product that finishes light and fresh. Those with acne-prone or sensitive skin should select products that minimize irritation. A bonus is if the sunscreen includes skincare ingredients that brighten and improve skin health with continued use. Recently, tone-up sunscreens have become very popular — opt for one that spreads well, doesn’t clump or cake even when applied generously, and offers a natural color (HyangJang, 666).

◎ Brazilian Cosmetics Market ◎

The Brazilian beauty market has seen strong popularity for makeup and skincare products in stick packaging, known for their convenience of use. As Brazilian consumers increasingly prioritize practicality and efficiency, there's a growing trend toward minimizing the number of products used and simplifying beauty routines. Consequently, stick-type products with portable packaging and intuitive application methods were spotlighted as essential beauty items in 2024 and are expected to remain popular in 2025.

Furthermore, Brazil’s beauty industry is actively adopting e-commerce and digital content as core strategies to enhance consumer engagement. Brazilian beauty brands are diversifying their sales strategies by strategically utilizing e-commerce platforms and cultural events such as Carnival. Recognizing that social media–based content marketing is linked to increased sales performance, many brands are now reconfiguring how they communicate with consumers in innovative ways.

According to the Korea Cosmetic Industry Institute’s 2025 Global Cosmetic Focus Vol. 2 (U.S. and Brazil edition), “Not only in the U.S. but also in Brazil, there is a high demand for consumer-friendly and practical products,” adding, “Product planning and marketing strategies that emphasize portability and efficiency for use anytime, anywhere, are necessary.”

While K-beauty skincare products are receiving a positive response from Brazilian consumers, K-beauty makeup has not been as well received. This is because Brazilian consumers generally prefer a matte finish over the dewy, glass-like skin effect emphasized in K-beauty makeup.

To successfully enter the Brazilian market, K-beauty needs to enhance functional aspects such as hydration, UV protection, and anti-aging, while expanding its product lineup to cater to various skin tones. It also requires product planning and marketing strategies that highlight efficiency and portability (CMN, May 23, 2025).

◎ K-Beauty Loved by Hollywood Stars - Foreign Media Recommends Korean Cosmetics ◎

Korean cosmetics, known as "K-Beauty," are enjoying immense popularity overseas, with major American media outlets highlighting them. The Hollywood Reporterintroduced brands loved by stars such as Sydney Sweeney, Rosé, and Florence Pugh, noting they are available during Amazon’s "Summer Beauty Event," where "K-Beauty Favorites" are categorized separately. Popular brands like Biodance, Medicube, Laneige, and Dr. Jart were specifically mentioned.

The article noted that the traditional 10-step skincare routine is becoming outdated, with current trends focusing on simplifying daily skincare while addressing multiple concerns. Thirteen popular Korean beauty products were recommended, including Medicube (endorsed by Hailey Bieber), Laneige (by Sydney Sweeney), Dr. Jart (praised by Florence Pugh), and Biodance mask packs (favored by Hollywood beauty experts).

It was also advised that due to concerns over import tariffs, consumers should consider purchasing desired products before prices increase. Alluresimilarly highlighted Amazon’s K-Beauty deals, stating, "Not even tariffs can stop Amazon’s K-Beauty deals." Additionally, a Glamourbeauty editor, identifying herself as a devoted K-Beauty fan and product tester, praised Korean Vitamin C serums for consistently delivering brightening effects (Chosun Ilbo, April 29, 2025).

The 2025 K Cosmetic May Newsletterwas published by K Cosmetic Inc.

For more information, please visit our website at www.kcosmetic1.com.