Growing up, glowing up with K-Beauty
It started with a face mask. Or maybe a cushion foundation. A whiff of ginseng in a moisturizer. Or perhaps it was that scene in True Beauty where the heroine transforms her whole life with a dab of BB cream. However it began, one thing is clear: K-Beauty has us in a chokehold—and we’re totally enjoying it like masochists. I must admit that I belong to this collective, since I’ve been using Korean skincare products for some time now.
At the ”K-Beauty Glow-Up!” fair held at SM Aura on April 25 and 26, this fascination turned into a full-blown, dewy-skinned celebration. Organized by the Korean Cultural Center in the Philippines (KCC) and the Korea Tourism Organization (KTO) Manila Office, the two-day event wasn’t just a product showcase. It was a giddy immersion into the lifestyle, aesthetics, and soft-focus fantasy of Korean beauty.
For many visitors, it felt like stepping into Myeongdong without having to board a plane to Seoul, at least not yet. If there was anything the fair confirmed, it was that K-Beauty was no longer just a trend but a culture and a mindset. Over a relatively short period, it has transformed into a skincare religion with a 10-step gospel and a built-in travel itinerary.
The event space was divided into interactive zones: K-Beauty, K-Fragrance, and K-Travel, all curated experiences designed to help you discover your undertone, your signature scent, your go-to aesthetic, and even your next Korean destination. The fair was like a makeover montage from your latest favorite show, only with better lighting and free samples.
After getting their “passports” and having them stamped with “visas” from the participating brands—in return, they received precious samplers from the participating brands—visitors lined up for personalized hair and makeup sessions with top Korean beauty salons Jenny House and The Bom, names familiar to any K-drama fan who has ever asked, “How does her skin look like that under fluorescent lights?” Skincare consultations came courtesy of cult-favorite brands like Laneige, Mise en scène, and Innisfree—each sounding like a very exclusive K-pop sub-unit.
To level up one’s personal style, the K-Beauty zone offered color analysis and wardrobe tips based on the person’s skin tone. It was here that many attendees had startling revelations like: “So that’s why I’ve looked like a pale sweet potato every time I wear olive green.” Meanwhile, the K-Fragrance section tempted noses with scents from artisanal Korean brands, like Soohyang and W.Dressroom—each bottle a mood, a memory, a K-drama scene waiting to happen.
Speaking of scenes, there was even a photo booth designed to make you resemble the lead in a soft-focus romantic drama, this one echoing K-drama hit When Life Gives You Tangerines, complete with old Korean school uniforms the patrons could try on. It’s not unusual to spot young women and men doing their best impressions of Park Bo-gum and IU.
Of course, what would a K-beauty event be without its muses? Actress and skincare enthusiast Kyline Alcantara took the stage on Day 1 to share highlights from her recent beauty trip to Korea, where she got a firsthand look at the salons, shops, and secrets behind the country’s skincare supremacy. As someone whose acne problems once affected her career and relationships, becoming a KTO ambassador was a godsend. At the fair, she was a shining example of how Korean products changed her life for the better.
Here’s where the plot thickens, in the best possible way. This event was not just a beauty fair, it was also a travel teaser. The K-Travel zone promoted new travel packages to Korea, in partnership with Klook and Korean Air. These packages are specially designed for the Korea Beauty Festival, happening this June at the iconic Dongdaemun Design Plaza. So if you’ve ever dreamed of planning a vacation around serums, ampoules, and sheet masks, now’s your chance. Think of it as spa week, but with street food and duty-free shopping. The Korean Visa Application Center is open five days a week to accept applications.
Korean Ambassador Lee Sang-hwa, who formally opened the event, described K-beauty as “a standout gem in the Korean Wave, or Hallyu,” and one of the reasons the Philippines leads the world in enthusiasm for Korean culture. Citing the 2025 Overseas Korean Wave Survey, he noted that “over 70 percent of Filipino respondents expressed high interest in Korean beauty trends and products”—the highest among 28 countries surveyed. “Beauty ranks fourth in what people around the world associate with Korea,” he added, “following K-pop, K-food, and K-drama.” Which, let’s be honest, won’t come as a surprise to anyone who’s ever hoarded lip tints from Olive Young like they were limited-edition Pokémon cards.
But what makes K-Beauty more than just a glowing skin trend is its philosophy. It’s not about masking imperfections—it’s about enhancing what’s already there, about ritual and self-care, patience and prevention, and about embracing your natural beauty and the fact that a good essence can fix almost anything. Well, anything, except maybe your ex. In any case, it’ll help you look stunning as you walk away.
And as the fair drew to a close—two days is too short, I overheard one girl say—visitors left with tote bags of coveted samples, heads full of travel plans, and complexions just a little more luminous. They also left with something subtler but more lasting: the belief that beauty, like the best K-dramas, is about transformation, yes, but also about identity, ritual, and joy.
In the end, K-Beauty is not just about having flawless skin. It’s about feeling seen, accepting the person you have become, and finding empowerment in the everyday act of self-care.
As BTS once sang in their song Answer: Love Myself, “You’ve shown me I have reasons I should love myself.” And maybe that’s what K-Beauty is all about: helping us glow, as we grow.
