Designing the City of the Future
Professor Dr. Peter Zec at the Seoul Design International Forum 2024
Korean beauty, or K-Beauty, has taken the global cosmetics industry by storm, becoming a dominant force in skincare and makeup trends worldwide. From its historical roots to its current status as a multi-billion-dollar industry, K-Beauty represents a unique fusion of tradition, innovation, and cultural identity.
Today, K-Beauty is characterised by its multi-step skincare routines that often include up to 10 steps, innovative formulations, and playful yet sophisticated packaging. While Western beauty standards emphasise make-up, K-Beauty focuses on skincare, aiming for a natural, dewy and flawless looking skin. Trends such as BB creams, sheet masks and the coveted “glass skin” look have reshaped global beauty standards.
Furthermore, innovative branding and thoughtful communication design have played a key role in K-Beauty’s global success, making skincare not only effective but also visually appealing, accessible, and engaging for a diverse audience. Many of these brand and communication designs have been awarded in the Red Dot Award: Brands & Communication Design. They include well-known beauty brands such as Amorepacific, VT, TONYMOLY, Olive Young and more.
A Legacy of Skincare: From Goryeo to Joseon
K-Beauty’s origins can be traced back to the Three Kingdoms period (1st century BC–7th century AD), with its golden age emerging during the Goryeo Dynasty (918–1392), where luminous skin was a symbol of purity and health. Women relied on natural ingredients like honey and rice water to achieve a radiant complexion. In the Joseon Dynasty (1392–1897), Confucian ideals shifted beauty standards toward minimal makeup, emphasising skincare through herbal remedies and meticulous cleansing rituals. This enduring focus on long-term skin health and a preference for natural, clean ingredients continue to define K-Beauty today.
Modernisation and global influence
The 1990s and 2000s marked the beginning of South Korea’s dominance in cosmetic innovation. Fuelled by government support, the rise of Hallyu (the Korean Wave), and advancements in dermatological research, Korean beauty brands quickly established a reputation for quality, effectiveness, and creativity. Seoul’s transformation into the “World Design Capital” 2010 has profoundly impacted various industries, from architecture to beauty. The city’s commitment to innovation and aesthetics has helped shape South Korea’s global influence in cultural and creative fields. At the heart of this evolution is a strong emphasis on design, championed by figures like Mayor Oh Se-Hoon, who recognised that investing in design would lay the foundation of the creative industries and the cultural wave that Korea is now renowned for: “Unless we upgraded Seoul through design,” he noted, “we would not have been able to establish the basis of K-culture and the Korean Wave.”
One of the defining aspects of K-Beauty is its emphasis on packaging design and visual appeal. Korean beauty brands invest heavily in creating aesthetically pleasing and functional packaging. Minimalist elegance, pastel colour palettes, and eco-conscious materials are commonly seen in K-Beauty products, making them both practical and collectible. Many K-Beauty brands have been recognised at the Red Dot Design Award, further cementing South Korea’s reputation as a leader in both beauty and innovation.
The Haruharu WONDER Black Rice line integrates its star ingredient - black rice - directly into its packaging design. Historically known as “forbidden rice”, black rice boasts a rich, dark-purple hue, thanks to its high concentration of anthocyanins and polyphenol pigments, which are powerful antioxidants. Each product in the range is colour-coded for easy identification, and the ergonomic design allows for smooth application. The cosmetics packaging was awarded a Red Dot in 2019.
Another Red Dot winner 2017, Hilltop Gardens - The Proper Use, reflects the values of its agricultural origins, prioritising trust and a strong connection with nature. Its visual identity is characterised by harmonious colours and illustrations of the natural world. The intuitive packaging enhances the overall user experience.
The brand design of EASY PEASY stick-type cosmetics by Amorepacific was also awarded a Red Dot in 2020. Designed for millennials, the brand’s vibrant aesthetic exudes a youthful, cheerful, and free-spirited energy, while the brand name reflects the products’ effortless usability and convenience.
K-Beauty and Pop Culture
The K-Beauty industry frequently collaborates with famous artists and designers to create limited-edition collections, further merging beauty with art. The synergy between K-Beauty and pop culture has been a driving force behind its global appeal. K-Pop idols and Korean actors play a crucial role in shaping beauty standards, with their flawless complexions and trendsetting makeup looks inspiring millions worldwide. This makes them the number one influencer in the beauty industry.
One notable example of the intersection between K-Beauty and pop culture is the collaboration between VT Cosmetics and the K-Pop band BTS: VTxBTS. The partnership combines high-quality skincare with stylish packaging that reflects the band members aesthetics and personalities. The result is a product line that appeals to both beauty enthusiasts and BTS fans, demonstrating how K-Beauty thrives at the crossroads of entertainment, branding, and design. It was awarded a Red Dot in the Red Dot Award: Brands & Communication Design 2019.
Breaking stereotypes: K-Beauty for men
While skin care is often considered “feminine” in many Western countries, in South Korea it is a natural part of the daily routine for all genders. K-Beauty is characterised by a holistic approach that does not tie beauty and care to gender boundaries but regards them as essential self-care. More and more brands are developing products specifically for men that are tailored to their skin needs, without complicated routines or over-the-top marketing.
An outstanding example of this trend is the skincare range Bro&Tips, a brand that belongs to the large cosmetic company Amorepacific. It uses humour, simplicity and modern design to make skincare accessible to a new target group. The slogan “live a half-hearted life” conveys a relaxed, almost ironic coolness, while product names such as “Never Oily”, “Never Dry” or “Super Natural” directly address different skin types. The combination of humorous drawings, playful cartoons and bold typography that aims to attract casual, trendy young men shows that K-Beauty can be not only luxurious or sophisticated – but also cheeky, uncomplicated and full of personality. The website of the cosmetic line impressed the Red Dot Jury, who awarded a Red Dot: Best of the Best in 2020.
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The Future of K-Beauty: Focus on Sustainability
As K-Beauty continues to shape the global beauty landscape, the industry is evolving to meet new consumer demands. Sustainability has become a growing focus, with brands prioritising recyclable packaging, clean beauty formulations, and ethical sourcing, reflected in minimalist designs that mimic natural elements.
An example for this is the project Wonder Wonder Vegan Label Mochi Toner by Tony Moly with its commitment to sustainability and a vegan formulation. The toner embodies the essence of K-Beauty’s commitment to high performance skincare while maintaining ethical and environmentally responsible production, which is also reflected in its packaging, which was awarded a Red Dot in 2022.
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Another example is Prism Light, a cosmetic jar designed to reflect the harmony between nature and design. Inspired by the shape, colour and texture of a pebble, its packaging follows the philosophy of global ecology. The triangular shape with rounded edges ensures a comfortable grip, mimicking the feel of a real pebble. Made from biodegradable materials, it optimises recycling efforts and is in line with the values of eco-conscious consumers.
BeginS by Jungsaemmool is another brand that focuses on sustainable and vegan products. The packaging reflects an environmentally friendly philosophy and uses warm, neutral colours to create a natural and relaxing feel. The brand minimises the use of plastic and instead uses recycled paper and soy-based ink, which highlights its commitment to sustainability. The packaging was awarded a Red Dot in 2021.
Beyond packaging: creating a holistic brand experience
Beyond packaging, there are creative branding approaches that create a holistic brand experience. One successful example of this is „A Moment“ by Dear, Klairs, another Amorepacific brand. For the project, a limited edition of a small mirror was handmade. The platinum-coated mirror is not only a high-quality accessory, but also an expression of social responsibility, as it promotes local cooperation with Seoul-based metal craftsman Yeo Dong Yun. A perfect example of how K-Beauty goes beyond the product to create an experience that conveys appreciation and connection. The accompanying brand promotion was awarded a Red Dot in 2021.
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It is not only individual products that set trends – major beauty events also have a lasting impact on the industry. One outstanding example is the K-BEAUTY PARADISE – OLIVEYOUNG Awards & Festa. Olive Young, a well-known South Korean drugstore chain, offers visitors a comprehensive experience in which the best K-Beauty products are presented in an imaginative and unusual setting.
Exhibition design also plays an important role when dealing with the beauty industry. Amorepacific’s The House of Perfumers exhibition takes visitors on a journey through 70 years of perfumery. The exhibition focuses on Amorepacific’s research technology and heritage dating back to the 1950s. The house in which the exhibition is presented has a warm and intimate atmosphere. The project was awarded a Red Dot in 2024.
Shaping the future of beauty
K-Beauty’s evolution from an ancient tradition to a global phenomenon highlights how modern innovation often builds upon and reinterprets traditional practices. Rooted in a deep respect for skin and self-care, the industry continues to push boundaries through innovation, sustainability, and artistic expression.
With a focus on high-performance formulations, visually striking packaging, and an inclusive approach to beauty, K-Beauty has redefined global beauty standards. Whether through groundbreaking skincare solutions, eco-friendly packaging, or immersive brand experiences, K-Beauty proves that beauty is about more than just appearance – it is a reflection of culture, creativity, and conscious living.
