How UGC kick-started the revival of K-beauty
REPORT
2 Jan 2025
How UGC kick-started the revival of K-beauty

Influencer and user-generated content (UGC) is powering a second wave of popularity for K-beauty, following a global trend that values authenticity over celebrity ambassadorships. In this shifting consumer landscape, brands are creating inclusive products and tapping more diverse creators to represent them.

Patti Sunnio

Patti Sunio is a writer and editor covering fashion and beauty, lifestyle, and culture. With more than a decade of experience in the industry, she has worked in various roles that have given her a diverse perspective and insights into the beauty scene and beyond—in marketing and PR, media and production, publishing, events, and digital and social media. She is currently the managing editor of The Beauty Edit, a platform and niche community for all things beauty.

Willa Manlim

Willa Manlim is a marketing and development manager with over five years of experience in K-beauty. She currently works for All That Blush, a company that brings award-winning K-beauty brands like Banila Co., Peripera, Clio, and Goodal to the Filipino market.

Gaby Gloria

Gaby Gloria is a writer and editor from the Philippines with a deep interest in Asian pop culture. You can find some of her work in CNN Philippines Life, VICE Asia, and Teen Vogue.