Products are independently selected by our editors.
We may earn an affiliate commission from links.
Historically, K-beauty brands have faced challenges when it comes to catering to diverse skin tones.
Sam Spence
As demand for inclusivity grows, US-based K-beauty and Korea-based brands are responding differently.
Amorepacific Corporation introduced brands like Laneige and CosRx to the American mainstream.
Korean-American brands likePeach and Lily, meanwhile, bridged the nuances between East and West.
Typically, Korean brands release just three to five foundation shades, primarily catering to their local market.
In 2015,Cle Cosmeticslaunched theirCCC Creamin five shades ranging from Light to Deep.
As a small business owner, Jin expands her shade ranges every two to three years.
Today, the response is overwhelmingly positive when she shares her shade range with Korean colleagues.
Its encouraging to see this shift in understanding, she says.
Brands likeTIRTIRandDear Dahliaare adapting their offerings to suit global markets and more diverse customer bases.
When TIRTIR expanded their shade range to 20 shades, I assumed that would be the limit.
But then, TIRTIR surprised me by launching shades darker than my owna first for a Korean cosmetic brand.
I am both thrilled and deeply grateful for this opportunity, she says.
The brand has expanded to 20 shades in its silver and pink cushion foundations.
Every single shade is present at their Seoul showroom.
Achieving red tones in eye products with vegan materials can be particularly difficult.
In fact, when you search the brand on Amazon, it says Cardi B. mask in parentheses.
Without inclusivity and responsiveness, even the most innovative brands risk faltering.
Nevertheless, their initial commitment to diversity undoubtedly helps fuel their counterparts abroad.
Now it serves as a cautious tale to any brand attempting to expand its shade offerings.
Many smaller color brands are making bold moves to reach the Western audiences by launching with 20+ foundation shades.
Ultimately, brands that listen to their consumers will thrive and succeed in a more diverse marketplace.
