Secrets behind South Korea’s K-beauty cosmetics boom, from TikTok to manufacturing

23/10/2025 2 Views

Jo Min-su was working towards a computer science doctorate at one of South Korea’s best universities when he found his calling: building a better lip gloss.

The 30-year-old sat near his booth at Seoul Beauty Week in August, pulled out a stick of his brand – named Blup – and gave his upper lip a dewy pink glow.

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