Beauty,  Beauty Buzz

[Beauty Buzz] Korea’s ‘Cushion Boom’ Changes Beauty Trends

The Korean craze continues to sweep across the world. From K-pop to fashion, hair styles, perms, makeup and skincare (not to mention their infamous Korean plastic surgeons!).


Beauty crazed is probably the best way to describe how the Koreans approach their skin care and beauty regimes. K-beauty as it is also known. The craze for the cushion, which first started in Korea has now been drawing a lot of attention worldwide.

Brands like LANEIGE, Sulwhasoo, ETUDE HOUSE, and innisfree, recently announced that the global sales of Cushion products under its brands will be expected to exceed 50 million units on a cumulative basis during January 2015, proving that the Korean Wave or K-beauty continues to sweep not only all over Malaysia but also, to the rest of the world.

If you’re not sure what this ‘cushion’ is that we’re talking about, it’s basically a makeup compact built with a specially-designed urethane foam that safely contains and preserves makeup liquid comprised of foundation, sunscreen and skincare formula.

AMOREPACIFIC began its research and development for Cushion in January 2007, and conducted over 3,600 tests using 200 different types of sponges! Tests ranged from using latex in beddings to other things used such as bath sponges. From these trials, AMOREPACIFIC introduced the ‘IOPE AIR CUSHION’ in March 2008. Since its launch, AMOREPACIFIC has continuously improved the technology and the quality of its Cushion products by having more than 15 upgrades.

Brands such as the LANEIGE BB Cushion, Sulwhasoo Evenfair Perfecting Cushion, innisfreeMineral Melting BB Cushion, and ETUDE HOUSE Precious Mineral Any Cushion are now taking over the beauty world. The LANEIGE BB Cushion in particular was re-tailored for each global market to meet local skin conditions, which is great as it’s tailor made for us in our humid conditions.

If you’re looking to try out a new type of makeup that does all 3 things – being a foundation, sunscreen and skincare formula, have a go at one of these brands. We’ve personally tried the LANEIGE BB Cushion we’re happy to report that it does what it promises. It’s easy to apply and lasts on the face for a decent amount of time, which is pretty good in our climate. You could say we’re fans of the K-beauty phenomenon, because anything that does what it says it’s going to do ought to be given credit where it’s due.

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