Why K-beauty now ranks highest in the Philippines
Beauty is all the rage nowadays. It is not a trend but seriously consumed and devoured with aspirations to adopt that glow we see in Korean celebrities. It also provides a major shift in perspective when it comes to beauty.
At its core is a defining characteristic: its emphasis on skin. Unlike Western approaches that often prioritize coverage and contour, Korean beauty places value on skincare as the foundation. Makeup is typically applied with a lighter hand, designed to enhance rather than conceal, resulting in a more natural glowing look. This aesthetic, supported by continuous product innovation, has contributed to the industry’s strong worldwide following.
Korean beauty is placed under the spotlight at the Korean Cultural Center (KCCP) in the Philippines with its K-Beauty Week, ongoing until April 25. Framed as a 10-day exhibition, the event brings together product showcases, lecture-workshops and cultural displays, offering a closer look at an industry that has steadily moved to the forefront of the global beauty landscape.
The timing of the event reflects sustained international interest in Korean products. Data from the 2025 Overseas Hallyu Survey showed that 97.4% of respondents expressed trust in Korean goods, with the Philippines ranking highest in K-beauty popularity at 72.4 percent. This translated to a curated experience that mirrors Korea’s pop-up culture—similar to the beauty-driven spaces of Seoul—making it accessible to a local audience.
I attended the Skincare and Personal Color System workshop, one of several sessions scheduled during K-Beauty Week. Within the exhibition halls, brands are on display. Amorepacific presents its widely recognized labels, including Laneige, Innisfree and Mise en Scène, while a separate section organized by the Korea Trade-Investment Promotion Agency introduces products from small- and medium-sized Korean enterprises.
What caught my eye was the K-Heritage Mall shop, the official mall of the Korea Heritage Agency. There is a collection inspired from Princess Hwahyup, the daughter of King Yeongjo of the Joseon dynasty, who lived from 1733 to 1752. Her makeup box was unearthed with porcelain containers that had makeup, talc, etc., which gives insight that K-Beauty has a long history.
There is Princess Hwnayup’s Minago beauty balm in an elegant blue and white porcelain container with a matching guasha scraper. There is also rouge in a similar blue and white casing. The beautiful, intricate mother of pearl hand-held mirror and foldable hand mirror look very “royal.” There are scents too like the Changgyeonggung Palace Korea Cherry perfume inspired by the scent of Cherry Blossoms.
The workshop itself focused on practical application. Representatives from Laneige, namely Angelica Sy and Isabelle Medalla, emphasized the importance of identifying skin undertones—cool, warm, or neutral—as a basis for selecting appropriate products. They taught us a trick to determine this by looking at the visible veins on our arms or hands. I have a cool tone. They also demonstrated the use of cushion foundations, outlining differences in finish such as glow, matte and combination textures.
Prior to makeup application, a simplified four-step routine was recommended: toner, cream, sunscreen and primer. While Korean skincare is often associated with more extensive regimens (like a 10-step skin routine), this adaptation accounted for local climate conditions, highlighting the flexibility of K-Beauty practices. The lovely ladies also spoke about Laneige’s well-loved lip sleeping mask, its lip balms, tinted lip serums, and their Juicepop Box lip tint. The shades recommended for the lippies matched your skin undertone.
The session’s main event was the Personal Color Analysis conducted by Carla Florin of The Lookbook Style Studio. This analysis aims to determine color palettes that best complement an individual’s features, with applications extending to makeup, wardrobe and overall presentation. As per Carla, the goal of a Personal Color Analysis is to “identify the best colors for an individual’s color and image. The benefits of this are to brighten the skin, increase confidence, present a better image, and it saves time and money, too.”
Using the KS Color System, participants were assessed through a cube colorimeter and a range of draping cloths in varying tones and saturation levels. Considerations included color temperature and seasonal palettes, as well as corresponding recommendations for accessories such as jewelry. For example: gold, copper, brass and bronze fit warm tones; while silvers and platinum fit those with a cool tone. The process, while technical, provides a structured framework for personal styling.
K-beauty’s strength lies in its integration of research, tradition and adaptability. It prioritizes long-term skin health, draws from established cultural practices, and adjusts to different environments without losing its core principles. This combination has enabled it to influence both consumer behavior and its direction in the beauty industry.
The programs included in K-Beauty Week at the KCCP are: makeup workshops led by artists trained in Korean techniques; hair-styling demonstrations by Juno Hair; and wellness-focused talks in partnership with the Korea Tourism Organization. Visitors are also welcome to engage with interactive booths, product-sampling areas, and self-guided personal color analysis tools. All these round out an event that positions Korean beauty as both a cultural export and an evolving global benchmark.