WRITER – AISHWARYA PATTNAIK
EDITOR – ARPITA JENA
From glass skin to trendy outfits inspired by Korean stars and K-pop idols, Korean beauty products and fashion have gained global popularity. However, they have also focused on sustainability. Korean products and fashions are not only setting trends but also thinking about the world through sustainability.
Here, I will be discussing how Korean beauty and fashion have taken the world by storm and now how they are using eco-friendly products.
· K-Beauty shifted its focus to Sustainability.
Korean Beauty is very well known for its gentle skincare products and its focus on healthy and glass skin. People are inspired by the K-beauty 10-step routine formula, packaging and other things. However, besides all these innovative things, they are focusing more on selling eco-friendly products to the customers. They don’t want to over-exploit our Mother Earth, and they consider the packaging part as an important thing; they use recyclable packaging, refill options, so that it is not harmful to the environment. Many of the Korean brands like Innisfree and Etude House now offer refill options and biodegradable sheet masks. Some other brands like Purrito and Dear are vegan, cruelty-free free and do not use animal products. They strictly use natural ingredients. Many young people in Korea are always attracted to use greener and cleaner beauty, and the brands are focusing on their customers and making these products as per their preferences.
· Korea Fashion is Eco-Friendly
Korean fashion is very modern and stylish. Whether it’s streetwear or elegant looks from K-dramas. K-fashion is loved all over the world. However, they are focusing on the use of sustainability in their clothes. Brands like RE; CODE make clothes from waste materials like airbags from old cars. They are using the upcycling method by turning trash into fashion. Other designers are also using eco-friendly methods to produce long-lasting materials. Designers like LEESLE and WOOYOUNGMI focus on using natural fabrics. Where clothes are made carefully and they last longer. Recently, in Seoul Fashion Week, many designers have been chosen to showcase environmentally friendly collections, which showcases that they are mindful towards the production.
Picture Credits: Xing Queen
· Affordable and Accessible for All
Another reason people love K-beauty and K-fashion is their affordability. There are online apps, and they provide coupons to people with a discount on all the products and clothes. These are some high-quality products which are sold at a fair price. People are getting attracted to it not only because of the Hallyu wave, but they are sustainable beauty and fashion. Brands like COSRX, Etude House and StyleNanda have already become popular not because they look good, but because they are easy to afford and find. Remarkably, the sustainability movement does not depend only on an individual’s brand. The Korean Government also play a major role in implementing many policies and raising national awareness among its citizens. South Korea’s focus on “green growth” has encouraged eco-conscious entrepreneurship, specifically in the beauty and fashion industries. From eco-friendly packaging laws to public support for consumerism, we can see a huge societal shift supporting environmentally friendly business.
Conclusion
K-beauty and K-fashion have captured the whole world’s attention, not just because they are trendy but because they are caring and thoughtful towards the environment. They have shown the world that style can have a meaning and that innovation can be kind to the earth. With that, consumers are also very conscious. Nowadays, they are looking for products that align with their values and are not harmful to the environment. Additionally, Korean industries are ace because they have proved that it is possible to be modern, elegant and environmentally responsible too. In this way, they are also using their global popularity of K-beauty and K-fashion, with which they are promoting their cultural tradition and conscience towards the environment. In today’s generation, they are the best examples of how impactful a country can be when it comes to everything.
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