<p>Renowned for its multi-step skincare routine and its foundation in the ever trendy Korean culture, K-beauty has become a multi-billion dollar industry across the globe.</p><p>The term covers a wide range of skincare, make-up and cosmetics from South Korea and is lauded for its quality and value.</p><p>But as demand grows, tens of thousands of companies are claiming to be K-beauty, and not all of them are based in South Korea. This has raised questions about its identity and authenticity. </p><p>In the midst of its identity crisis, counterfeiters are now getting involved.</p><p>So, what puts the K in K-beauty?</p><p>We hear from manufacturers, retailers and industry bodies who might have an idea.</p><p>Presented and produced by David Cann Sound mix: Ben Houghton</p><p>[This episode was first broadcast on 28 October 2025]</p><p>(Picture: A young Asian woman applying a moisturising cream in front of a mirror. Credit: Getty Images)</p>