Korean cosmetics have found its way to Finnish bathrooms.
Korean cosmetics have become mainstream. Adobe Stock / AOP
In addition to specialty shops, Korean cosmetics are now available at food markets, while K-citymarkets bring a wide range of K-Beauty products from a variety of brands.
Korean cosmetics have creeped into the Finnish skin care routine for a few years. First it became enthusiastic about young and cosmetics enthusiasts, then other ordinary consumers.
The boom started a couple of years ago. It did not remain unclear when the launch of Finnish Skuti Skin, based on Korean skin care, caused a direct rush.
-The Smuuti Skin launch became a social hit that I have not seen throughout my retail career. We had been able to prepare for a higher demand than normal, but it is exceptional that young people share information to each other where some packaging products are still purchased in Prisma said Kirsi SalmelaS Group Women’s Facial Care Product Group Manager for Iltalehti in January 2023.
Now Korean cosmetics have established itself in Finnish skin care.
– It can already be said that Korean cosmetics are mainstream, and Finns have really found the efficiency and innovation of the products. In addition, social media, especially Tiktok, has played a significant role in increasing K-Beauty’s aware Hannele Åberg in the bulletin.
-In the big picture, people under the age of 35 are still the most enthusiastic buyers of K-Beauty, but other age groups have also begun to explore the products.
The wider range of K-Beauty is currently in six K-citymarkets: Espoo Iso Omena, Vantaa Jumbo, Helsinki Ruoholahti, Turku Kupittaa, Oulu Kaakkuri and Lahti Karisma. So far, the hit products have been Smuuti Skin Watermelon’s Sun Cream sun cream, BBIA mascara and Tirtir Cushion makeup. The most popular brands have been Smuuti Skin, Beauty of Joseo and Anua.
What’s the K-Beauty Routine?
In a Korean skin care routine, the skin is well cleaned, but its moisture balance is not broken. The idea behind cleaning is to remove makeup, sunscreen, dirt and sebum effectively but gently to keep your skin clear and receptive to care products.
Double cleansing is performed on the skin: first an oil -based cleaning product, then water soluble. A couple of times a week it is recommended to use peeling and cleaning clay mask if necessary.