Say hello to the latest cult beauty icon: The ‘Seoulista’

The key to nailing the K-beauty aesthetic is a natural, healthy and flawless-looking complexion. — AFP pic
The key to nailing the K-beauty aesthetic is a natural, healthy and flawless-looking complexion. — AFP pic

Subscribe to our Telegram channel for the latest updates on news you need to know.


SEOUL, April 4 — There’s no doubt about it, Korea is the hottest beauty trend right now. And just as beauty lovers around the world covet the nonchalant grooming habits of the French or the polished gloss of New Yorkers, the “Seoulista” has risen to star status.

What is a Seoulista exactly? The term was coined by Lee Eun-im, Division Director at the Korean cosmetics brand Hera, and the word has come to embody the Korean beauty so desired by Western women at the moment.

According to Eun-im, the Seoulista is an attractive woman who has a “natural and well-­honed instinct to see beyond beauty and fashion trends to create her own, inimitable style.” She is professional, sophisticated, and “makes rational and informed decisions.” Crucially, Eun-im specifies, she is the “only arbiter of her life”.

The concept of the Seoulista has become so coveted, with looks such as ‘gradient lips’ and ‘dewy skin’ taking over social media, that Hera has created a new makeup line focusing on the key aspects of the look.

The key to nailing the K-beauty aesthetic is a natural, healthy and flawless-looking complexion. Rather than using products to cover up imperfections, Seoulistas prefer to address the source of any issues, leading Hera to launch its new “Age Reverse Cushion,” designed for use on dull areas, such as around the nose and under the eyes.

Additional products within the range include “Hera Rouge Holic,” a creamy textured lipstick designed for building colour with each application. Korean women are opting for bold shades this season, such as vibrant pinks, oranges and burgundies. The brand has also introduced “Hera Rouge Holic Liquid,” which aims to provide intensive coverage with a single application.

Finally, the current Korean trend for ‘big eyes’ is made easier with the launch of a “Shadow Duo” palette of beige, pink, coral and brown shades combined with shimmering pearls to add luminescence to the face. — AFP-Relaxnews

Related Articles