- Korean Beauty paves the way for new and innovative beauty trends in the UK –

Korea is one of the world's fastest-growing beauty and personal care markets, with an average spend of $19 on beauty products per person and a skincare regime that consists of 12 steps.

And for the past few years Korea has been wielding its international influence, leading innovation and technology in beauty.

The Far East has always been one step ahead when it comes to their technology in beauty but the UK and the European beauty market is now predominantly being driven by Korean beauty trends.

Superdrug has recently developed a new skincare product based on a Korean innovation, Essence lotion, which is set to become one of the must have skincare products of 2016.

Essence lotion was introduced in 2015 a niche skincare product, only seen in a few high end brands in the UK. It has been designed to be applied in between cleanser and serum to deliver a concentration of active ingredients to give an extra micro-light layer of moisture to skin.

When BB creams launched at Superdrug in 2011 the retailer sold 50,000 BB creams within the first month of launch. Since then the Korean beauty product is now one of the top selling facial skincare items at Superdrug.

Since then other Korean innovations such as cushion compacts and mask sheets have taken the UK by storm.

According to Mintel South Korea is one of the world’s fastest growing beauty and personal care markets, posting year-on-year growth of 5.8 per cent, compared to 3.9 per cent for the US and 2.1 per cent for the UK. It has become famous for introducing new skincare products with rare ingredients such as snail mucas, bee venom and horse fat.

Megan Potter, Superdrug Head of Beauty said, “As a fast moving high street retailer it is imperative that we keep close to consumer trends not just in the UK but across the world. We know Korea has a huge influence on the beauty market and some of the UK’s best-selling beauty brands have been driven by Korea.

“We’re launching Essence lotion into our B. skincare range to give customers the chance to pick up the latest in beauty on the high street at an affordable price.”

Ian Baynes, Head of Research and Development at B. Skincare, “Essence lotion contains a high concentration of a blend of minerals, sugars and amino acids that match those present in the skin's natural moisturising factor. It should be applied to cleansed skin prior to applying your daily moisturiser to ensure the barrier function of the stratum corneum (top layer of the skin) is adequately maintained. The essence lotion also contains hyaluronic acid and other humectant moisturising ingredients that keep the skin healthy and hydrated. Application of moisturiser after the essence will help to lock in the hydration and maintenance the NMF of the skin.”

Superdrug launches new B. Essence lotion in stores nationwide and superdrug.com from January 2016, priced at £6.99, a third of the price of those currently found in the UK.

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