The Second Wave of K-Beauty: Why It’s Taking Over Again

K-Beauty isn’t just back—it’s having a full-blown renaissance. In this episode of GlowJob, Julia and Sasa take you from the ingredient-driven first-wave of K-Beauty to the bigger and better second wave.

We break down how retailers like Sephora and Ulta are fighting for the hottest Korean imports, why Beauty of Joseon sunscreen broke the internet, and what makes these products so damn affordable (spoiler: not just cheap thrills). Joining us is beauty industry legend Michelle Lee, former Editor-in-Chief of Allure and now the force behind K-Beauty World, who spills insider tea on how Korean brands are rewriting the rules of beauty retail in America.

Whether you’re already a toner-flooding fanatic or just sheet-mask curious, this episode is your crash course in K-Beauty 2.0—where glass skin meets global domination.

In this week’s ChitChat, GlowJob breaks down the biggest moves shaking beauty. From KKR’s $528M acquisition of Korean packaging giant Samhwa to the jaw-dropping launch of Sincerely Yours by 15-year-old Salish Matter (and her 80,000-fan pop-up), the episode dives into generational shifts in beauty buying. Julia & Sasa discuss Europe’s gel manicure ban, Nudestix’s recent acquisition, and the leadership shake-up at Glossier with Colin Walsh stepping in as CEO. Finally, they unpack Estee Lauder’s billion-dollar science push and what it means for the future of beauty innovation.

SHOP THE PRODUCTS IN THIS EPISODE HERE!

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The only podcast to make you hotter AND smarter.

GlowJob™ goes beyond the headlines to unpack the business and culture driving the world’s most influential industry… beauty. Hosted by best friends Julia Bellary and Sasa Li, GlowJob dishes on the conversations you actually want to hear — and the ones everyone else is too afraid to start. From celebrity drama to billion-dollar beauty deals, join us as we break down how skincare, makeup, and wellness collide with society, culture, and business.

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