Korean beauty is no longer just a cosmetic trend; it has become a global cultural phenomenon. With the exhibition "K-Beauty: Korean Beauty, History of a Phenomenon," the Guimet Museum in Paris traces the evolution of this influence, from 18th-century traditions to the contemporary wave driven by K-pop and television series. Spanning nearly 300 years of history, the exhibition explores how a local aesthetic transformed into a global benchmark.
An ancient tradition predating the global wave
Contrary to popular belief, K-Beauty didn't originate with social media or influencers. The exhibition reveals that it has much older roots, particularly in the late Joseon period. At that time, aesthetic ideals were based on a quest for balance and harmony: fair skin, refined gestures, elaborate hairstyles, and flowing clothing. Painters and artists contributed to solidifying these ideals in a lasting visual landscape.
According to the exhibition's curators, this gradual construction of an aesthetic identity spans centuries, adapting to the evolution of Korean society. Toiletries, costumes, paintings, and accessories bear witness to practices where beauty is inseparable from care and health. As co-curator Claire Trinquet-Soléry explains, the exhibition explores "how a unique vision of beauty spread from the 18th century onward" and continues to influence contemporary representations.
From cultural heritage to a global phenomenon
The exhibition also highlights the transformations of the 20th century, a period during which Korea underwent profound changes. The rise of photography, cinema, and the cosmetics industry contributed to modernizing aesthetic codes while maintaining a connection to traditions. These rapid changes contributed to the construction of a hybrid visual identity, blending local and Western influences.
It was in the 2000s that this aesthetic reached a decisive turning point with Hallyu, the "Korean Wave." Fueled by music, television series, and fashion, K-Beauty established itself as a genuine tool of soft power. As Yannick Lintz, president of the Guimet Museum, pointed out in an interview with franceinfo, it is not simply a fashion phenomenon but a profound cultural heritage, rooted in Korean history and spirituality.
By bringing together historical works and contemporary objects, the exhibition shows how this aesthetic has evolved without losing its identity. This immersive experience allows us to understand why Korean beauty, far more than an industry, is today a global cultural language.
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