We were at the "K-Beauty Close-up" by AMWAY to learn on future skin care innovations, get the latest R&D developments and all the necessary K-nowledge for your skin!
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SEATTLE, United States — The K-Beauty Close-up was recently held in the Asia Beauty Innovation Center in Seoul. The K-Beauty Close-Up wasn’t just a chance for famous models to strut their stuff — many companies who lead the industry in product development and research were also there and revealed the likely future of skin care products and procedures.

K-Beauty is an umbrella term for skin-care products that are derived from South Korea. The fad gained popularity worldwide, especially in East Asia, Southeast Asia, South Asia and the US and focuses on health, hydration and an emphasis for brightening effects.

Here’s a look at the nature of skin care and where it may be headed in the future.

K-Beauty: Industry Growth

The beauty and skin care industry is expected to exceed the $151 billion mark as of 2022, and skin care is the largest and most lucrative sector of the beauty industry. A large part of this industry growth is attributed to emerging markets in Asia, such as China. However, South Korea maintains a lofty presence in the field of skin care development, so much so that Amway built the Asia Beauty Innovation Center in Seoul. This innovation center has led Amway’s development in many skin care products and perfumes.

K-Beauty: Technological Impact

Technology impacts skin care just like every other industry. The director of the Asia Beauty Innovation Center, Paul Seehra, has promised ground breaking advancements in skin care with the use of DNA repair and stem cells. He said, “We continue to investigate emerging areas of new science, including studying and monitoring the benefits that microorganisms have on an individual’s skin and overall health,” via the Amway website.

K-Beauty: Demand

The industry leaders constantly struggle to produce the products consumers demand. Millennials are a new challenge, as multi-step anti-ageing treatments aren’t of interest. Millennials are great multitaskers, and they want products that fulfil multiple functions as well. Unlike the baby boomer generation, millennials expect their products to be customised as much as their electronics are. However, the one thing these two generations have in common is the need for a simple product that shows results swiftly.


DNA Cryostem Skin Care Therapy

This may sound like something out of a science fiction movie, but DNA and stem cell research has been looked at for years in regards to skin care. This treatment is a topical serum that interacts with your existing skin to repair and restore its natural beauty. This serum is organic, vitamin, mineral and enzyme rich. It can repair free radical damage and create a moisture-dense environment. This treatment makes your skin look younger because, technically, it is younger.

The reason this works is because old skin cells can be programmed to create carbon copies of new skin cells. This literally can give you younger skin that is less wrinkled, spotted or saggy, and it can also help people with acne and other blemished skin conditions.

For Men

While many skin care products are geared towards women, Amway has applied its scientific approach to skin care in the direction of men. Men and woman are biologically different and so are their skin care needs. While women look for wrinkle removers, men face a different battle in the form of oil control and moisture deprivation.

Amway scientists used a state of the art diagnostics system and identified the key differences between men and women’s skin. This innovation may see skin care products grow in a new direction. However, men still make up a low percentage of overall sales, so the likelihood of its initial growth may be limited.


Courtesy of AMWAY and ARTISTRY®