Lauren Lee's first real encounter with Korean beauty was when she was on exchange in Seoul in 2011.
"It's massive, Korean beauty in Korea … I have heard and I believe this to be true that there are up to 13,000 beauty companies in Korea making and manufacturing products," she says.Now she's the founder of a company importing Korean beauty products back to Australia — an enterprise the former corporate lawyer started as a"side hustle" that's grown into a full-time career.
Lee says that while she appreciates the sentiment of #escapethecorset, she doesn't see"the [Korean beauty] trend dying down anytime soon". "I think it's great if people are feeling really constricted by some of the really unrealistic expectations that Korean society has of them … if they feel that they want to break free from that and feel unburdened by that," Lee says.
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