These days, attend any K-pop concert – whether it’s Blackpink or BTS – and you’ll find a crowd of diverse fans coming from all over the world and singing along, even though the songs are primarily in Korean. It’s a telling symbol of South Korea’s push to diversify and reboot its economy through the global spread of Korean culture – also known as “Hallyu” or the Korean Wave. Yet, despite today’s outsized international interest in K-culture, one facet that some new, eager fans haven’t been able to fully enjoy is K-beauty.
Despite being one of the nation’s top cultural exports, K-beauty has struggled at times to cater to a broad demographic. When it comes to concealers, foundations and other makeup products…