What comes to mind when we talk about the popular ‘K-Beauty’? Cleanliness, naturalness, moisture, perhaps. If that question seemed too easy, then consider ‘Seoul Beauty.’ Can you think of specific adjectives? HERA defines Seoul Beauty as “the presence that radiates by revealing one’s innate beauty.” This entails a look that builds on natural skin expression with a diverse MLBB color spectrum. Essentially, it represents an everyday makeup look. However, it might not be easy to fully appreciate its significance in the cycle of similar, discreet looks. It’s like organized chaos, if you will. Although they might seem identical at a glance, there’s a subtle difference in the range of colors, textures, and products used. This nuance is, in fact, emblematic of Korean makeup. Our distinctive makeup style is being adapted globally in its fashion. Where ‘Western’ makeup once emphasized various colors and bold makeup strokes, K-Beauty is now being interpreted through individual styles.

Healthy skin, hydration, and brightening — these trends, which we consider fundamental makeup keywords, have become central in the global beauty conversation. In the makeup styles of this 2024 F/W, the keyword ‘natural’ distinctly stands out. It’s remarkable to observe how each fashion house has interpreted K-Beauty looks emanating from various luxury brand makeup looks. This column aims to delve into how these expressions of K-Beauty have been uniquely showcased.

1. Youthful Glow

The term “quiet beauty,” highlighted as a trending keyword in the 2023 runway makeup scene, embodies a makeup style that, while unobtrusive, emanates a simple and sophisticated aura. It aligns with the understated makeup looks termed as “clean girl,” “latte,” and “old money.” This approach harmonizes splendidly with K-Beauty, creating a synergistic effect. Instead of relying on heavy layering or suffocating cover-up makeup, the essence of the 2024 F/W Women’s makeup trend celebrates the radiance of natural, healthy skin. However, achieving a natural makeup look doesn’t necessarily mean reducing steps; instead, it might pose a more significant challenge for those with facial hair and contours common in Western features due to the meticulous touches required. Yet, looks that apply Korean skin makeup techniques — creating a lightweight yet refined base that enhances the skin’s condition without being tied to any specific tone — are gaining attention.

Global makeup artist Grace Lee has noted, “Koreans prefer a pale, milky complexion and soft, unshaped eyebrows, which lend a younger, more natural appearance.” Even without heavy color makeup, the rigorous standards for beauty emphasize painstaking care in skin presentation.

Western skin, unlike Korean skin, tends to be drier and quickly absorbs moisture-rich glow foundations, making it relatively challenging to achieve the inherent glossiness of K-Beauty. Global media recommends mixing face oil with a foundation for a “K-Beauty skin emulation” technique as a solution. Customers who have tried this report smoother application and sustained moisture for dry skin textures. This season’s runways have predominantly featured thinly applied foundations for a glowy skin effect. HERA’s Glow Lasting Foundation is highly recommended for those seeking to replicate Korean skin’s quintessential clear, moist radiance.

2. Skincare First

K-Beauty’s skin texture is defined by inner light and moisture glow, highlighting the extensive care devoted to skin presentation. This emphasis on skin care first is a distinguishing aspect that feels “different” globally. When it comes to K-Beauty, healthy skin immediately springs to mind. The skin texture determines the look’s finish. It’s not about achieving a glazed skin look with an oily sheen but cultivating the skin’s natural radiance. This deviates from the Western glowing skin trend, akin to the subtle sheen after aesthetic treatments. While the texture of the foundation is crucial, the steps preceding it, such as sunscreen or makeup base, are equally important.

Numerous comments on Amazon in the United States praise ‘innisfree’s sunscreen’s skincare-like texture without a white cast.’ People prefer it over other products for its non-irritating texture that doesn’t feel alien on the skin regardless of weather or skin type, underscoring the love for K-Beauty products.

The contrast was starkly evident, especially after receiving makeup from seven leading global luxury brands during a business trip to Thailand. Charlotte Tilbury, for example, was a notable difference. Expecting a moist foundation’s glow skin finish typical of Korean skincare, I was treated to a continuous powder application, leaving only a matte finish devoid of moisture. Questioning the use of a glow foundation, I asked a beauty advisor, who assured me that the skin would return to a glossy finish due to the weather. Sure enough, in less than ten minutes outdoors, my skin achieved a “glow,” albeit a “thick” glossiness. The result might be similar, whether it’s an inner light or an oily sheen, but the product layers and skills employed in the process make a remarkable difference.

3. Single-Shaded Complexion

Contrary to the traditional Western approach of experimenting with various eye makeup techniques across different races, this season’s eye makeup is characterized by minimal tonal variations.

Despite differences in intensity, the continuity of color from eye makeup to lips and the subtly glossy skin expression were commonly witnessed. The 2023 F/W Women showcased Metallic Semi-smokey Eyes makeup and grunge looks with white metallic eyeshadows, and this season’s runways displayed a trend towards lighter MLBB shades like Peach Fuzz or Peach Blossom found in domestic eye palettes, applying only 2-3 tones for a lighter, softer shading effect. Instead of creating depth by varying shades according to the eye socket structure, eye makeup was crafted to enhance the natural complexion with a representative color and smoothly presented. The 2023 F/W Haute Couture collection reduced eyeshadow colors, emphasizing liner and lashes for impact, whereas this season demonstrated continuity of color across the face for a natural eye makeup look.

4. Translucent Glow Texture

The lips are where one’s gaze often settles while listening to another speak. Lip flakiness can immediately reveal skin dryness, making lip makeup a crucial element of the overall facial appearance. Particularly in the East, it’s believed that expressing the central area of the face as smooth and lustrous is essential, as the lips are considered the vessel of fortune. The brightness and sheen of the central area are captured in the lips, suggesting that maintaining lip condition is essential for a healthy complexion. Global artists have noted that care is even more critical than a color choice for this season’s runway lip makeup. LANEIGE’s Lip Sleeping Mask has enjoyed unique popularity, apparently without competition. Global makeup influencer Kaitlynnbell also recommended LANEIGE’s lip mask as a daily care product. Although Korea’s F/W primary colors are matte and toned down, this international collection stood out for leaving moisture on the lip ridges to enhance natural color.

5. Natural and Precise Eyeliner

In 2022, oversized winged eyeliner emerged as a new keyword, but in 2024, fashion houses presented very clean and concise eyeliners. The eye lines were unified in black, making the eyeshadow colors wearable. This understated makeup could well suit the business core. In the 2024 S/S fashion, the mega trend is the business core, incorporating tailored jackets and shirts, and now this extends to the makeup looks. Classic outfits and calm makeup were harmonized to produce a flawless, minimal look in contrast to the '90s, colorful eye makeup with flamboyant outfit. The blush matched the eye makeup with a baby pink color to connect to the lip color, and the eyebrows were also made less intense. The beauty vibe that doesn’t aim to conceal flaws perfectly but instead reveals natural beauty might be the charm of K-Beauty.