The global fascination with K-beauty is deeply intertwined with the Hallyu, or Korean Wave, which has propelled K-Pop and Korean dramas to international acclaim. This cultural phenomenon has created a receptive audience eager to embrace Korean beauty standards and products. One example of this phenomenon is the viral success of serums infused with snail mucin, a product that gained popularity through TikTok challenges. The serum's manufacturer, a small South Korean label called CosRX, experienced rapid global expansion as a result. CosRX is now owned by Amorepacific, South Korea's largest cosmetics company.

The pressure to maintain a flawless appearance in South Korea's highly competitive society has long fueled the demand for advanced skincare. This demand, combined with the power of social media, has created a fertile ground for K-beauty innovations. Suranjana Tewari, Asia Business Correspondent in Seoul, South Korea, noted the industry's reliance on viral content and trends.

The K-beauty industry's success extends beyond domestic consumption, with international markets increasingly embracing Korean skincare routines. The industry's growth reflects a broader shift in global beauty trends, where consumers are actively seeking innovative and effective products.