How Young Adults Are Reinventing Jjimjilbang Culture A Space Once Seen as Old-Fashioned Feels New Again For a long time, Korean saunas and jjimjilbangs were associated with older generations, family bath trips and slightly outdated weekend routines. But that image is changing fast. More young Koreans in their 20s and 30s are now treating saunas … Read more
Why the First US ETF Could Change the Industry A New Moment for K-Beauty in Global Finance K-beauty has already conquered bathroom shelves, TikTok routines and Amazon rankings. Now it is aiming for something bigger: Wall Street. A prospectus was just filed for what could become the first US-listed K-beauty ETF, and that is a … Read more
How to Control Heat, Oil and Sun the Smart Way Why Summer Skin Feels So Different The moment summer arrives, skin starts acting like a completely different person. Makeup melts faster, pores feel more visible and products that used to feel perfect suddenly seem too heavy. That is because heat and humidity push skin temperature … Read more
The Rise of New K-Beauty Titans: How Three Young CEOs Are Reshaping Korea’s Beauty Industry The Fall of Traditional Beauty Giants The Korean beauty industry is witnessing a dramatic shift as traditional powerhouses lose their dominance. Companies like Amorepacific, LG Household & Health Care, and Aekyung Industrial, once considered the untouchable giants of K-beauty, are … Read more