Korean beauty is very innovative and trend orientated. It has significantly influenced the global beauty market not only by exporting products but also by inspiring the creation of innovative formulations and changing beauty routines. Its innovation is based on remarkable textures, improved efficacy, with specific ingredients and extreme segmentation: in South Korea you'll find products for every need like "first-date face masks" or "job interview creams", as well as little ideas that fill big gaps like 'fringe stabilisers'. Since this market is based on trends and innovations, the product life cycle is very fast. It is said to be 7 years ahead of the rest of the world.