Based on search trends, interest in Korean Beauty has steadily risen in the past few years and searches for the term have spiked in 2017. Retailers are capitalizing on this trend. Sephora and Urban Outfitters have consistently added Korean skin care brands like Tony Moly, Belif, and Dr. Jart+ to their product selections. And this month, Nordstrom launched pop-up KBeauty shops in its Seattle, Dallas, Los Angeles, Chicago, Vancouver, and Toronto stores.
When it comes to search, however, retailers and brands lag behind bloggers and vloggers in capitalizing on trending terms related to Korean skincare. YouTube personality The Beauty Breakdown is an example of how brands can follow this trend. The keyword “Korean” is dispersed in 61% of her video titles, and as a result her channel shows in 9% of search results for terms related to Korean skincare.