K-Beauty Has Changed: What Comes After the 10-Step Routine?

K-beauty has moved far beyond the 10-step routine. From Korean skin boosters and “slow aging” to overnight collagen masks and scalp care, what’s shaping its next chapter? In this episode of The Beauty Authority, NewBeauty Director of Aesthetic Content Tatiana Bido sits down with Sarah Chung Park, known as the “Godmother of K-Beauty,” CEO of Landing International and creator of K-Beauty World, and Michelle Lee, former Allure editor in chief and Landing International’s chief marketing officer, to explore the evolution of Korean beauty. They unpack what Americans misunderstood about the 10-step routine, how to build a regimen around your skin’s needs and why skin care and in-office treatments go hand in hand in Korea. Plus, they share the product formats worth watching, why Korean hair care is gaining attention and how TikTok is influencing everything from product development to beauty trips to Seoul.