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What in the World, What in the World, How inclusive is Korean make-up?

What in the World

What in the World

How inclusive is Korean make-up?

Up next

April 24, 2025

15 minutes

Available for over a year

Finding the right shade of makeup can be a struggle, especially if you have really fair or dark skin. But things are changing. Some brands, including Korean ones are looking at their shade ranges and making them more inclusive.

Soo Min Kim, a BBC reporter, takes us through the K-beauty industry and what’s changing.

We also hear from two beauty influencers - May Akhtar and Oceanne Comtois. Have they seen much change and could K-beauty be what the market needs?

Gloria Achieng is a BBC reporter in Kenya - how popular are products there?

And Adam Triantis from Dcypher walks us through why brands having a huge shade range can be hard logistically and whether AI could help.

Instagram: @bbcwhatintheworld

Email: [email protected]

WhatsApp: +44 0330 12 33 22 6

Presenter: Hannah Gelbart

Producers: Emily Horler and Benita Barden

Video Journalist: Baldeep Chahal

Editor: Verity Wilde