Decoding how Korean beauty becomes global business.

Bephor launched three products in South Africa on 14 September 2026: a no-rinse scalp cleansing toner, scalp cleansing toner pads, and a scalp sleeping oil balm. Every one of those formats is Korean skincare, relocated. None of them touches the hair shaft, which is the part of Type 4 hair that Korean formulation still does not serve well. The brand is filed under hair care, and hair care is 5.1 percent of Korea's cosmetics exports. What Bephor sells is skin. Skincare was 74