SEOUL, Korea – The Korean beauty industry is famous for its complex, multi-step regimen of foams, serums, foundations and masks that consumers snap up in pursuit of the enviable complexions of K-pop and K-drama stars.
Take Sion Kim, a 26-year-old Pilates instructor and fitness model. Kim has a seven-step skincare routine followed by an 11-step make-up ritual that she has down pat to 15 minutes every morning. Even Sundays.
