Consumers will always want to try new things, Kane said, and there are multiple opportunities for education and product adoption as someone’s skin changes over a lifetime. While Western brands cannot force their way into the K-beauty market, they can find success by tapping into the curiosity that’s driving consumers to discover new products.
“If brands stop thinking strictly about immediate sales and start genuinely geeking out on skin health alongside their community, the alignment will happen naturally,” Kane said.
