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eauty is more than just what meets the eye; it communicates individuality, confidence, and creativity. For the past 25 years, This month, we highlight Noh Jihye, a visionary who views cosmetics as a meticulous practice that builds confidence and personality from within. Her perspective reminds us that Here's to honoring the layers that make each of us beautiful, as well as the future we're building with one glance at a time. — The Allure Editorial Team The Future of Beauty Begins Here BAllure has recognized the creativity behind every brushstroke, the cleverness in every recipe, and the bravery of everyone who uses makeup to express themselves. In this special Best of Beauty issue, we celebrate not only the goods that changed lives, but also the individuals and stories who reinvented what beauty means today. From timeless classics to startling innovations, these selections reflect more than just trends; they also reflect growth, inclusivity, and changing norms of self- expression. “Beauty is about power, purpose, and passion, not perfection.” FEATURING: NOH JI HYE
South Korea Sales of South Korean cosmetics are booming worldwide. New US tariffs may push manufacturers to increase exports to Europe. is shaking up the Beauty Market "Sephora has added about 10 South Korean brands since we began carrying Laneige products in 2019," explained Juliette Caloin, Europe's vice president of merchandising and head of purchasing at the LVMH-owned chain. Amazon has devoted entire pages to them. ithin the beauty market, the sheet mask is to skincare what K-pop is to music: another sign of South Korea's soft Wpower. This fabric mask, soaked in dermocosmetic active ingredients and produced by Torriden or other South Korean manufacturers, has been one of the top sellers in French beauty stores during the summer of 2025. The same goes for Beauty of Joseon's sunscreens and Cosrx's serums made with snail mucin or ginseng. Retailers have rushed to stock these trendy brands, whose products with natural ingredients are aggressively promoted on TikTok and Instagram. In France, the department stores Printemps and Monoprix recently embraced "K-beauty" – Printemps with a pop-up space inside its flagship department store on Boulevard Haussmann in Paris, featuring 13 brands, and Monoprix by offering the most popular Beauty of Joseon and Cosrx products in 100 of its 350 French stores (Cosrx is a subsidiary of the giant Amore Pacific). Meanwhile, the Miin boutique chain, created in 2014 in Barcelona by a Chinese entrepreneur and a Swiss investor, has continued its expansion across France. In 11 years, 43 boutiques opened in Europe, including two in Paris this spring, selling only Korean brands. "The potential is around 200 stores across the European continent," said Miin
The rise of DERMACOSMETICS: Transforming beauty and skincare one are the days when cosmetics were just about looking good! The world is witnessing a massive shift from traditional skincare to What makes this even more exciting is that this isn't just a Western phenomenon. The shift from cosmetic enhancement to actual skin condition treatment is happening globally, with consumers everywhere demanding products that deliver medical-grade results. It's like the beauty industry finally decided to get serious about actually helping people instead of just making them feel good temporarily. Here's where it gets really interesting for us! Korean beauty companies are going all-in on the Indian market, and they're not coming empty-handed. They're bringing their cutting-edge dermacosmetics technology to tap into our growing appetite for functional skincare. The Korean approach is smart and strategic. Companies like Velymonkeys have already established local subsidiaries in India, understanding that success here requires more than just shipping products - it needs local presence and cultural understanding. These aren't just fly-by-night operations; they're serious about making India a key market. What makes this particularly exciting is the timing. As traditional Korean companies have already made their mark in automobiles and electronics, the beauty sector represents the next big wave of Korean innovation hitting our shores. With the India-Korea CEPA agreement eliminating import duties on Korean cosmetics, we're looking at a perfect storm of opportunity. Several Korean giants including PLK International, Coson Company, and Esthetic House have already signed joint ventures with Indian partners, with plans to establish manufacturing facilities under the 'Make in India' campaign. They're not just importing products; they're building an entire ecosystem here. The functional cosmetics market is absolutely on fire right now! These aren't your regular creams and serums - they're scientifically formulated products that combine beauty with actual therapeutic benefits. The global functional cosmetics market is growing at a steady 5.2% CAGR, expected to reach $4.1 billion by 2030. What's driving this madness? Simple - people want results, not just promises. Modern consumers are incredibly savvy and well-informed. They're looking for products with proven active ingredients like retinol, peptides, hyaluronic acid, and antioxidants that actually deliver measurable benefits. It's like having a dermatologist's arsenal in your bathroom cabinet! The global trend is clear: multifunctional products that address multiple skin concerns simultaneously are becoming the new standard. Think tinted moisturizers with SPF and anti-aging properties, or serums that hydrate while treating acne. Less is more but better FUNCTIONAL COSMETICS TAKE CENTER STAGE WORLDWIDE KOREAN BEAUTY GIANTS EYE THE GOLDEN OPPORTUNITY““ Gdermacosmetics - products that actually treat skin conditions while making you look amazing. This isn't just a trend; it's a complete transformation of how we think about beauty. The global dermacosmetics market tells an incredible story of growth. From a valuation of $47.91 billion in 2025, it's projected to explode to $94.95 billion by 203. That's nearly doubling in just seven years! This phenomenal growth reflects a fundamental change in consumer mindset worldwide - people want products that don't just cover problems but actually solve them.