HALLYU-YAH! Fans of Korean beauty brands, jump for joy.

The Korean Wave, also known as hallyu, has hit Singapore once again.

This time, it comes in the form of the newest “Made in Korea” beauty products from international beauty brand Pure Beauty.

Called the Black Pearl, the anti-ageing skincare range was launched exclusively at select Watsons stores earlier this week.

Researched and developed in South Korea, the line’s products range from cleansing foams to night creams.

Pure Beauty’s addition to the range of brands here is testament to the burgeoning popularity of beauty products made in South Korea.

Watsons has brought in more of such products, including Rojukiss, BRTC and Dr Jart, compared with five years ago.

“Watsons has brought in more Korean brands, based on the beauty trends we observe, as well as feedback from consumers,” said Ms Irene Lau, Watsons marketing and brand development director.

And it’s not difficult to see why Korean beauty brands have caught on with consumers here.

The interest in all things Korean probably started with the sappy 2002 TV drama Winter Sonata, which starred the porcelain- skinned Choi Ji Woo.

Since then, Singaporeans have been riding the hallyu wave with much enthusiasm. Last year, many K-pop acts, including A-listers like Girls Generation and Super Junior, performed here to sold out crowds.

Celebrity pull certainly plays a huge part in moving beauty or fashion products, said Dr Lynda Wee, an adjunct associate professor in retailing at Nanyang Technological University.

“It’s not surprising, considering how television and movies are inundated with beautiful Korean stars,” she said.

Another factor is the branding of “Asian products for Asian skin”. Ms Lau said: “Korean products are positioned as being more suitable for Asian skin. They are rather advanced in research and development, especially in skincare products.

“It is also a well-known fact that Korean women take extremely good care of their skin with proper skincare regimes.”

The BB (blemish balm) cream is one example. The wildly popular product was originally prescribed by South Korean plastic surgeons for patients recovering from aesthetic procedures.

“Even Western brands have started coming up with their own BB creams. It’s a form of endorsement for Korean technology,” said Dr Wee, adding that she, too, could not resist the pull of Korean beauty products during a trip to Seoul last year.

“I bought almost a year’s supply of skincare products,” she said.

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