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K-beauty all grown up

Korean cosmetics aren't all about cutesy packaging and dessert-inspired products. The latest beauty brands target women who are way past their tweens with credible formulations and no-nonsense branding.

IT MIGHT not have a catchy name or starlet of the moment emblazoned on its boxes. But CNP Cosmetics, the latest beauty acquisition by mega-chaebol (or South Korean conglomerate) LG, is the brainchild of a whopping 50 dermatologists. Joining the deluge of Korean beauty labels that have flooded our shores in the past decade, the leading cosmeceutical company in Korea is bucking the trend of heavily marketed, disposable prettifiers aimed at K-pop fans. Instead, it prescribes doctor-researched treatments for beauty junkies of every demographic.

Let's face it, Korean beauty has gone fully mainstream: Nestled among the glossy celebrity spreads and high fashion editorials in W magazine's May 2014 issue...

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