K-beauty all grown up

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 was an in-depth feature on Korean beauty regimens and products; while Vogue.com also devoted a column to shopping for K-beauty essentials last December. And not only do brands such as CNP Cosmetics and other more recent arrivals such as PureHeal's boast the usual Korean beauty calling cards like affordability and efficacy, they also tout exotic ingredients and plenty of science to rival long-established, more premium competitors from the US, Europe or even Japan. After all, they cater to some of the world's most sophisticated consumers of beauty product…