Priya Raghunathan
Creators and culture
Creator Practice · Culture Signal · Culture desk
About
Follows the people and decisions behind Korean beauty, from formulators and founders to the retail and media choices that carry ideas across borders, reporting the culture without collapsing it into trend language.
Reporting starts from direct conversations with the people making the decisions, checked against retail data and Korean-language coverage before a pattern is called a trend. Casting, awards, and industry news run only once their connection to beauty or style is established, and stories without that connection are left out.
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Published work 7 articles since 2026
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The Founder Behind Biodance's Viral Mask Isn't Running the Company Anymore
Biodance founder Mihwa Kim built a viral mask empire from an accident she still hasn't fully detailed in public, and she handed the CEO title to a co-founder years before the brand took off.
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Zara Larsson's Dolphin Eye Patches Put This New K-Beauty Brand on the Map
Depthi launched this week with two products and a tagline, Fewer Steps, but Better Ones, built by Beauty of Joseon co-founder Sumin Lee after nearly a decade in the industry.
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The Fixers Behind the K-Beauty Pilgrimage Have a Name Problem
Seoul's English-speaking "beauty concierges" market themselves as stylish insiders, but Korea has a decades-old legal category for exactly what they do, and it isn't glamorous.
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Why Everyone's Suddenly Talking About "Jelly Mist," and Why There Are Only Three of Them
A gel-thick spray from Biodance and two smaller labels is being called K-beauty's newest essential, but the trend is mostly a handful of bottles riding the shift from glass skin to softer "cloud skin."
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The Woman Deciding Which K-Beauty Brands Get Into Costco, Target and Sephora
Daniella Jung's L.A. firm Muskat Beauty Inc. decides which Korean skin-care brands get pitched to Costco, Target and Sephora, and in what order, shaping how Biodance, CosRX and Purito Seoul enter the U.S. market.
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The VMAs Beauty Looks That Were Actually About Something
Behind the gloss and blush at the 2026 MTV VMAs, the standout beauty choices from Madonna, Taylor Swift and LISA tracked directly to their wins and performances that night.
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Is 'Sterling Point' a Real Place? All About the Teen Drama's Filming Locations
Prime Video's new drama sends its inheritance mystery straight into Muskoka, Ontario's real cottage country, and the show's creator built it out of her own summers there.
