orea has quietly become Hollywood’s biggest competitor, churning out wildly popular music, TV dramas, and beauty and fashion trends with global appeal. This week, ELLEBeauty trends and products originating from South Korea, known as K-Beauty, are now worldwide. Over the past 10+ years, no country has had a greater impact—not just on the products and brands we’re slathering on our faces—but on the way we think about beauty as a practice that puts skincare first.
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