Why Korean Cosmetics Conquered the World

Perhaps the biggest event in beauty over the past two decades has been the rise of Korean cosmetics to the front of shelves from the United States to Southeast Asia. As a fellow East Asian manufacturing nation, Japan has much to learn from it.

I see three sources of strength. The first is speed: Korea's industry is known for short cycles from trend to shelf — launching without waiting for perfection, watching reactions and adjusting quickly. The second is story: music and television dramas carried an admired image around the world, and cosmetics became the way to reach for that image. Product and narrative traveled together. The third is the depth of contract manufacturing, which reportedly lets even small brands make quality products fast.

Japan did not lose on quality. It may have fallen behind on speed, story and industrial design. Story comes before product, and the purchase follows the longing. What do you work for?