Reading Tellie’s generational beauty brand guide struck me a lot because I saw how effective the Korean marketing strategy was on me. I used to like wandering around The Face Shop when I was younger, and desperately wanted to get that ink lippie that Suzy Bae was endorsing at the time. Now, I feel like I’ve graduated with her and have come a long way to a rosy, Lancome lippie-wearing path.

But I guess we never really outgrow our “bias”. If Frankie has BTS and Stacie has Seventeen, Gett has GOT7!

Since discovering the wonders of hydrating toners, my skin has actually become quite normal compared to its previously dry and dull state. I love how they’re so easy to apply and feel lightweight on my skin, so I can move on to the next step much faster. The truth is, I often just slap several layers of toner on rather than apply moisturizer after because I’m lazy like that. Since the weather has become a bit chilly, I find that I now need to apply moisturizer again. I’m so used to my easy cleanser-acid-toner routine though, so I’ve been trying to look for ways to get back to it without sacrificing hydration.

When K-beauty first started gaining popularity a few years back, I was one of the many who became obsessed with the idea of glass skin. Also known as chok chok, this look is all about a complexion that’s bright, smooth, and glowy! One look at any K-idol is enough to understand why this became such a craze. While you can cheat a little with strategically placed concealer and a lot of highlighter, skincare is the real foundation to this look.

When I first went to Korea to study makeup, I expected to be swamped by K-Beauty brands, idol endorsements, and their collectibles. And while that was certainly true, I honestly didn’t expect for luxury Western brands to have a place of respect among my friends and makeup instructors.

For Koreans, beauty brands follow a pretty tight market classification - a pecking order, if you will. They tend to look at consumers in terms of age, and will cater very specifically to each group. Koreans have a word 대 (dae) which means “generation” and pertains to the age bracket that a person falls under: teens, twenties, and so on.

When I first started to get serious with my skincare routine, one of the brands that would constantly pop up in my searches is Dear Klair’s. This Korean brand’s approach to skincare is “simple, but enough” and they encourage a gentle skincare routine that’s fuss-free yet effective. It seemed the complete opposite of the popular Korean 10-step process.