Fat Mascara: Episode Summary – "Beauty Trends in South Korea with Jenny Jin"

Release Date: January 10, 2025

Introduction

In this episode of Fat Mascara, beauty journalists Jennifer Sullivan and Jessica Matlin delve into the vibrant and evolving beauty landscape of South Korea with their special guest, Jenny Jin. Jenny, a seasoned beauty journalist based in Seoul, shares her insights on the latest beauty trends, the influence of South Korean media, and the unique cultural nuances that shape the country’s beauty industry.

Guest Introduction and Background

Jen Sullivan (00:01:16) welcomed Jenny Jin, highlighting her impressive background as the former Beauty Director at Purewow and her contributions to outlets like Real Simple, Travel and Leisure, and Forbes. Jenny’s journey into beauty journalism was non-linear, transitioning from a nonprofit sector focused on solid waste and recycling to the dynamic world of beauty media in New York before ultimately relocating to Seoul.

Notable Quote:

Jenny Jin (05:24): "My path to journalism wasn't necessarily linear. I worked in nonprofit marketing before finding my way into beauty journalism."

Move to Seoul

Jenny elaborates on her long-standing fascination with South Korean culture, particularly K-Pop, which motivated her move to Seoul. Personal life changes, including overcoming illness and ending a long-term relationship, provided the impetus for this significant life shift.

Notable Quote:

Jenny Jin (07:46): "I realized there was never going to be an ideal time to try something like this. I didn’t want to be that person with regrets, wondering why I didn’t go to Korea when I could."

South Korean Beauty Media Landscape

Jenny observes that South Korea’s beauty media landscape mirrors that of the United States, especially among younger generations who predominantly consume beauty information through social media platforms like YouTube. The abundance of beauty YouTubers in South Korea surpasses that of other regions, making online influencers a crucial component of the beauty discourse.

Notable Quote:

Jenny Jin (14:35): "Everyone is finding their information online on social media. A lot of YouTubers. I swear there's more beauty YouTubers here than anywhere else."

Retail and Shopping Experience

Olive Young: Jenny identifies Olive Young as the South Korean equivalent of Sephora, offering a comprehensive range of beauty products alongside snacks and beverages. These stores are ubiquitous, with multiple floors dedicated to different beauty segments, creating a sensorial and polished shopping experience.

Hemeko: A newer entrant, Hemeko, blends the convenience store model with beauty retail, featuring indie brands and innovative store layouts. Jenny praises Hemeko for its curated selection and affordability.

Notable Quote:

Jenny Jin (17:28): "The packaging, the experience of these stores, everything is so sensorial, everything smells good, everyone looks so polished."

Beauty Treatments and Plastic Surgery Trends

South Korea is renowned for its advanced beauty treatments and high acceptance of plastic surgery. Jenny discusses popular non-surgical treatments like lifting lasers (Ulthamar) and skin Botox, noting their affordability compared to the United States. These procedures are highly normalized, with a significant percentage of the population opting for them to maintain a youthful appearance.

Notable Quote:

Jenny Jin (28:09): "Pretty much any meeting that you go to, you'll hear someone talking about some skin procedure that they did or treatment that they tried."

Lifting Lasers and Rejuron: Jenny explains that treatments like Ulthamar combine ultrasound and thermogenic technologies to lift the skin, while Rejuron involves injecting salmon DNA to enhance skin hydration and smoothness. These treatments are praised for their effectiveness and the extensive aftercare provided by South Korean clinics.

Skin Botox: A variation of traditional Botox, skin Botox in South Korea is diluted and injected superficially to smooth the skin without immobilizing muscles, offering a more natural look.

Notable Quote:

Jenny Jin (36:20): "The overall surface of my skin appears smoother, but I didn't get the shine that I was hoping for."

Nail Trends

South Korea boasts a dynamic nail scene characterized by creative and artistic designs. Salons like 5x5x5 offer themed nail art inspired by artists like Monet, while individual nail artists experiment with unique styles, such as Jenny’s Miffy manicure. Although volume building—a trend involving plump, gel-enhanced nails—is beginning to wane, innovative designs continue to thrive.

Notable Quote:

Jenny Jin (40:59): "The nail scene is lit. There's so many really creative artists here. Basically, anything you can imagine in your head, I want to try this."

Makeup Trends: Blush Placement

A distinctive makeup trend in South Korea is the concentrated placement of blush around the center of the face and extending slightly across the nose and near the eyes. This technique aims to create a youthful, cherubic appearance by highlighting the cheeks and minimizing the face's length.

Notable Quote:

Jenny Jin (47:02): "The blush is very concentrated to the center of your face... it's to make your face look shorter and more youthful."

Perfume and Fragrances

Jenny highlights the burgeoning indie perfume scene in South Korea, with brands like Non Fiction offering affordable alternatives to luxury scents. Hair perfumes, such as the Snug Calming Hair Perfume from Cha Hong, provide subtle, fresh fragrances that align with the cultural emphasis on maintaining a clean and pleasant scent.

Notable Quote:

Jenny Jin (52:15): "I picked up a hair perfume... it smells very fresh."

Other Beauty and Lifestyle Trends

Bag Charms: A popular accessory trend involves adorning bags with plush animal charms. These are seen across all age groups and serve as cheerful additions to functional accessories like backpacks and purses.

Practical Beauty Products: Innovative products like antimicrobial stickers for cushion compacts enhance hygiene by preventing bacterial growth on makeup applicators. These affordable additions reflect the South Korean market's focus on combining practicality with beauty.

Cultural Insights: Jenny shares observations on everyday practices, such as the widespread use of individually packaged toilet seat covers and the cultural norm of avoiding verbal apologies in public settings. These insights offer a glimpse into the societal expectations and behaviors that influence beauty standards.

Notable Quote:

Jenny Jin (56:04): "It's an accessory to your accessory. It just brings a little dose of happy to my commutes to spot them."

FM5 Speed Round

The episode concludes with a light-hearted speed round, where Jenny shares personal preferences and insights:

• First Beauty Product Loved: Clinique Happy perfume, evoking nostalgic memories.

• Beauty Treatment to Avoid: Jawline contouring and surgical bone shaving, due to pain and recovery concerns.

• Favorite Snack: Turtle Chips—a Korean corn-based snack with a subtle sweetness.

• Last Note App Entry: A list of tour stops for K-Pop boy group SEVENTEEN, reflecting her love for BTS and SEVENTEEN.

• Ideal Day Off: Reading meditations, embarking on a "snack tour," and attending a dance class to unwind.

Notable Quote:

Jenny Jin (65:39): "I would go on a snack tour, and then I'd be super full and happy about that. So then I would go to a dance class and shake it off."

Conclusion

Jenny Jin’s comprehensive exploration of South Korea’s beauty trends underscores the country’s pivotal role in shaping global beauty standards. From innovative retail experiences and advanced beauty treatments to creative nail art and practical beauty solutions, South Korea continues to set the pace for the beauty industry. Jenny’s firsthand experiences and critical insights provide listeners with a nuanced understanding of what makes South Korean beauty culture both unique and influential.

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