K-beauty takes off in France

Sephora is the most popular cosmetics store chain in France. Owned by Louis Vuitton and Moet Hennessy LVMH, the cosmetics chain started selling Korean cosmetics products, the French daily Le Figaro reported Wednesday. In a featured article on Korea having become a hub of cosmetics and makeup, the newspaper reported that over the last several years, most of the biggest successes in the cosmetics industry have come from Korea, including BB cream, blur and tissue masks.

Amore-Pacific Corp., Korea`s No. 1 cosmetics maker, has become the most expensive stock on the country`s stock market, boosted by the K-beauty boom that started in China. France was the first country that recognized Amore Pacific`s potential for becoming a global brand. Lolita Lempika, a perfume that the company released in 1997 after setting up a French subsidiary, was on par with Chanel`s No 5 and Christian Dior J`adore. However, it was not easy for the company to make a foray into France`s cosmetics market – until Wednesday.

Irene Kim, a star TV style show host speaking in both Korean and English, sent her beauty tips through Instagram. In July, U.S. cosmetics maker Estée Lauder selected her as a "global beauty contributor." Her role is to connect the K-beauty knowhow to global trends. Estée Lauder`s attention to K-beauty influenced its French competitors in the global markets.

The French often characterized Asian women as having "les yeux brides" (slanting eyes) like those of Mulan, the heroine of the popular Walt Disney animation "Mulan." Now, they are paying greater attention to the childlike, soft skins of Asian women. In particular, the French regard Korean women as having better skins than Japanese or Chinese women, maintained by sophisticated makeups. I wonder how far-reaching can the potential of K-beauty will be that has drawn interest even from France, the leader in cosmetics.

pisong@donga.com