The Shifting Landscape of K-Beauty: From ‘Topical’ to ‘Ingestible’ Global consumer research identifies the most significant shift in the recent beauty market as the expansion of beauty concepts—moving from "what you apply" to "what you consume." Consumers no longer see skincare as the exclusive domain of topical cosmetics; instead, they have begun to integrate dietary supplements and wellness products into their daily skincare routines. At the heart of this paradigm shift lie