K-Beauty, another Hallyu (Korean Wave) after the global success of K-Pop and K-Drama, is happening worldwide right now, including in Indonesia. 

Thanks to Korean skincare, a stunning appearance with dewy and shiny faces like those of K-Pop stars is not a daydream anymore for Indonesian women and men obsessed with personal grooming. 

The Korean products can help them create a glowing effect on the face. This specific quality, among many others, has been luring many urban middle-class Indonesians to consume Korean beauty products. 

Counters and beauty clinics in major cities are growing to offer various types and brands imported from Korea. The import of Korean beauty products grew from US$271,000 in 2008 to $10.5 million in 2017 with 75 percent average annual growth.

The success of K-Beauty reflects the s...

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