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Biotech, virtual pop-ups and indie brands: Here is the future of K-beauty

Although facing stiff competition from Western brands and changing consumer demands, the Korean beauty (known as ‘K-beauty’) market is forecast to reach $13.9 blilion by 2027, growing at a CAGR of 9 per cent between 2021 and 2027, according to Allied Market Research. According to Sharon Ahn, beauty trend forecaster and analyst at WGSN, K-Beauty is synonymous with innovation in the wider beauty industry.  “It sits in a unique coolness loop, constantly reinventing and adding newness and