Inside InterCharm Seoul: Why Most K-Beauty Brands Won’t Make It
11,690 K-Beauty Brands Are Gone. We Went to InterCharm Seoul to Understand Why.
Between 2023 and 2025, 11,690 K-beauty brands disappeared — while thousands more kept launching. Sarah and I spent two days walking in-cosmetics Korea and InterCharm Korea at COEX to understand who survives, and why. We get into the trend fatigue you can feel booth to booth — PDRN, exosomes, everyone saying the same thing — why manufacturers are now out-innovating the brands they produce for, the copying problem nobody wants to name, and the few companies telling stories worth remembering. The science is ahead; the branding has to catch up. Click to watch our conversation from Seoul’s beauty trade week.
Subscribe and follow our journey. Stay inspired.
Sincerely,
Helen
We interpret K-beauty and K- trends through the lens of global beauty expertise.
With decades of industry experience and direct access to Seoul’s fast-moving
beauty landscape, we help global readers navigate K-beauty with independent,
globally relevant analysis that puts perspective before promotion.
Comments