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K-pop broke taboos by being inclusive. Now, K-beauty is starting to do the same

K-beauty brands are expanding shade ranges and marketing to include diverse skin tones, driven by global demand and a $90 billion market, officials and analysts said.

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By Kati Chitrakorn, CNN (CNN) — These days, attend any K-pop concert – whether it’s Blackpink or BTS – and you’ll find a crowd of diverse fans coming from all over the world and singing along, even though the songs are primarily in Korean. It’s a telling symbol of South Korea’s push to diversify and reboot its economy through the global spread of Korean culture – also known as “Hallyu” or the Korean Wave. Yet, despite today’s outsized internatio…

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K-pop broke taboos by embracing inclusion. Now, K-beauty is starting to do the same

K-beauty, one of South Korea’s top cultural exports, has historically lagged when it comes to catering to more diverse audiences. But that’s starting to change.

·Atlanta, United States
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CNN broke the news in Atlanta, United States on Thursday, February 19, 2026.
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