At first glance, it looks like just another scroll-worthy beauty trend. But behind the polished videos and flawless complexions on China’s Douyin lies something far more calculated — and far more ...

NEW YORK — When Amrita Bhasin, 24, learned that products from South Korea might be subject to a new tax when they entered the United States, she decided to stock up on the sheet masks from Korean ...

U.S. sales of Korean cosmetics, known as K-beauty, are expected to exceed $2 billion in 2025, up 37% from last year, according to a NielsenIQ report. Retailers including Ulta, Sephora, Walmart and ...

Jo Min-Su was working toward a computer science doctorate at one of South Korea's best universities when he stumbled on his calling: building a better lip gloss. The 30-year-old sat near his booth at ...