What is K-beauty?

With an industry worth over $13.1 billion in sales, K-beauty has become the most relevant industry across the world. Skincare and makeup started to gain more popularity during the   kingdoms of Goguryeo, Baekje, and Shilla. 

Cleansing soaps were made from ground mung beans, various oils were created to target different treatments, powders were made from ground rice

The core thought that stated as beauty standards in the Silla Dynasty was youngyookilchisasang (영육일치사상), which means ‘Within a beautiful body, rests a beautiful soul.’ 

Thousands of years ago, Korea was largely an agricultural society. Mostly everyone were outside under the harsh rays of the sun. Therefore, they needed to find a way to protect themselves from UV rays. 

During these times, natural ingredients like camellia, mung bean, and rice were popular for the rich antioxidant benefits and hydrating properties. In the 1940s and onward as Korea's economy began to grow exponentially, the beauty companies that started the modern K-beauty movement (many are still around today) set up shop. Saengreen was established in 1987 and was one of the first natural-ingredients-focused beauty companies.