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Analysis: K-Beauty is in need of a major makeover

The beauty phenomenon originating from South Korea once took the world by storm with its cute packaging and rare ingredients that were non-existent in the West. Leveraging the power of celebrity endorsement and product placement on Korean television shows, major K-beauty brands like Innisfree, Etude House, and The Face Shop quickly became established names in the beauty scene. And as those celebrities and shows grew in popularity outside of South Korea, the brands grew in tandem. But more than a