Why Are American Women in Their 30s Suddenly Loving Korean Skincare?
As a Korean woman living in the U.S., I have to admit something: the K-beauty craze here is still a little funny to me. Why? Because none of this feels new to me. When I go to Korea, I almost always come back with Korean skincare in my suitcase. I buy sheet masks, sunscreen, creams, serums, and all kinds of little beauty products for myself and as gifts for my American friends. For a long time, my friends would look at the products and say, “What is this?” Now? “Have you tried this Korean brand?” Wait. You already know it? That still makes me laugh. Why Are Women in Their 30s So Into It? I think your 30s are when skincare starts to feel a little different. When you're in your 20s, you might buy something because it's cute or because you saw it on TikTok. But in your 30s, you start thinking, “Okay, what is actually good for my skin?” One of my friends told me, “I don't want to keep putting more makeup on my face. I want my skin to look good without so much makeup.” I compl...