Korean cosmetics have gained international recognition along with the growing popularity of Korean popular culture (music, film dramas, etc.). In South Korea, physical appearance plays an important role in professional and personal success. South Korea is considered to be the leader in facial skincare products. The main principle of Korean cosmetic products is to promote skin health and to take a preventive approach to various skin problems. The Korean ten-step skincare routine is one of the most popular Korean cosmetic trends. The goal after using Korean cosmetic products is moisturised, smooth, radiant, even skin tone, clear and unproblematic skin. Innovative Korean cosmetic products include sheet face masks, essences, pimple patches, compact cushion foundations, BB-creams, CC-creams and many others. Korean cosmetic formulations often contain ingredients derived from traditional Korean medicine. The use of unconventional ingredients such as snail mucin, bee venom extract, sea pearl extract and fermented ingredients are also common. Cosmetic products in South Korea are regulated by the Cosmetic Act, together with a presidential Enforcment Decree and an Enforcment Rule by the Prime Minister. The Cosmetic Act is complemented by a number of regulations, standards and guidelines.
As a part of the thesis, a survey research was conducted to examine the presence and variety of Korean cosmetic products on the Slovenian market. The majority of Korean cosmetic products on the Slovenian market are available through online channels. The widest range of products available are facial care products. The highest demand is for sunscreens, BB-creams and face masks. When importing Korean cosmetics into the European Union market, the requirements of Regulation (EC) No 1223/2009 of the European Parliament and Council on cosmetic products must be followed. In the second part of the thesis selected cosmetic products for facial care from five different categories were evaluated. Korean cosmetic products on the Slovenian market are most often moisturising, brightening, soothing, regenerating and anti-ageing. When reviewing the ingredients, we often noticed ingredients of natural origin, mainly plant extracts, the most common of which were: ginseng root extract, green tea extract, Asiatic pennywort extract and liquorice root extract. When reviewing the labelling and advertising of Korean cosmetic products, the most common claims were those related to the performance of the product and those related to the ingredients, as well as the use of sensory claims and »vegan«, »cruelty-free« and »dermatologically tested« claims. A specific labelling claim was for pimple patches with the claim »quasi« drug.
K-beauty-industry has become a leader in the global cosmetics industry due to its constant drive for innovation and is most likely to continue to have a significant impact on its future development.
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