From beauty balms to snail slime moisturiser, cosmetic production is one of South Korea's fastest-growing industries.
Even the country's president, Park Geun Hye, says manufacturing and exporting cosmetics is a key economic priority.
The K-Pop music phenomenon has helped increase demand for Korean make-up across Asia and the United States, and now Australia is catching on.
A pinch of blush, a spot of powder.
It is part of the daily ritual for many women, including Korean-Australian Annie Lee.
"My skincare routine's actually quite elaborate for Koreans. In the morning, I like to double cleanse, and that's to ensure that your skin, that when you do your make-up and stuff, all the residue is taken away so your skin is very clean before you do the other skincare routines like the toner, serum, essence and your creams and stuff like that."
And the South Korean cosmetics sector continues to challenge the traditional European and United States cosmetics markets.
The Korean beauty chain The Face Shop has enjoyed massive expansion around the world, including in Australia.
Jessica Chae works for the company.
"I think, in general, the popularity of the Korean pop, Korean movies, Korea drama, all of that combined, as well as the tourism, has actually made Korea more popular, bringing in customers."
Jen Kim, also known as "meejmuse," is an Australian-born video blogger with a love for all things beauty.
The former primary school teacher moved to South Korea a few years ago, and hundreds of thousands of people follow her online make up tutorials.
"I felt like there wasn't enough about how to apply on Asian features and Asian eyes. You know, we've got very different eyes."
Jen Kim says Korean women tend to favour a certain look.
"To sort of generalise, I guess it would be kind of the opposite of what is popular in the Western world. So it's not so much about contouring and crazy arched brows, but it's completely opposite to that. It's more about the subtle, clear complexion. It's more about the radiance from the skin. Although, as I said, that's a huge generalisation. But, in general, that is the look that's popular in Korea. It's a bit more of an innocent, charming, kind of baby type of face look. "
Some of Jen Kim's routines have been inspired by the K-Pop music phenomenon, a look some Korean-Australians like Angela Kim aspire to.
"I think I'm happy with the Aussie way, but I also do want the clean face look as well, because I was brought up in the Korean society as well. There's a lot of Korean influence from the media as well. There is a lot of like pretty faced looking girls with nice skin, and I think everyone just looks up to that."
In Australia, government trade figures show Korean cosmetic imports have almost doubled from 2014 and 2015, reaching almost $18 million.
University of New South Wales economist Tim Harcourt says the Korean cosmetic sector currently ranks number five in the world, behind the United States and France and ahead of Italy.
He says large markets are developing, especially in Asia.
"Korea's main flagship industries include cosmetics. Even the president, President Park herself, said it was one of the main things Korea wants to do in the world. So it's been a phenomenon right around Asia, in America, and here now in Australia as well. The Koreans have always had a great tradition in beauty and healthcare, but now with their technology, and now with the income growth in Korea quite substantial, they're able to spend a lot of money domestically on cosmetics, and that's allowed them to grow it as an international industry for them as well. "
Is there a specific Korean look?
Dewy, soft skin abounds, and tans are out of fashion.
But customer Annie Lee says it is more about personal choice than wanting to look a particular way.
"It's not about having whiter skin necessarily, but I think it's more about having that really natural, like dewy, finish, so it looks more healthy and more glowy, rather than, like, being more tanned, or more orange, I guess. I think Koreans pursue more of that natural finish, where it just looks more flawless. And I think that's what I like to pursue as well."
