K-beauty's next formula: Makeup that works like skincare

The luminous skin promised by elaborate skincare rituals has long been a draw for Korean cosmetics.

The newer frontier, perhaps, is makeup that doubles as skincare.

Products are now expected to care for the skin as much as they cover it, with heavy foundation yielding to sheer, breathable formulas rich in active ingredients.

Demand for skincare-infused complexion products and premakeup preparation categories is rising, and export figures are climbing alongside it.

Korean cosmetics exports hit a