How inclusive is Korean make-up? What in the World podcast, BBC World Service

Finding the right shade of make-up can be a struggle, especially if you have really fair or dark skin.

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But things are changing. Some brands, including Korean ones, are looking at their shade ranges and making them more inclusive.

Soo Min Kim, a BBC reporter, takes us through the K-beauty industry and what’s changing.

We also hear from two beauty influencers - May Akhtar (@maytahmi) and Oceanne Comtois (@oceannec_). Have they seen much change and could K-beauty be what the market needs?

Gloria Achieng is a BBC reporter in Kenya - how popular are products there?

And Adam Triantis from Dcypher walks us through why brands having a huge shade range can be hard logistically and whether AI could help.

00:00 Intro
00:45 Undertones and overtones
01:30 How does colour matching work?
02:09 Oceanne Comtois
02:50 May Akhtar
04:10 Why don’t all brands ranges?
05:26 What is K-beauty like?
06:53 Why is it so popular?
07:53 How big is it?
09:07 Korean products in Kenya
10:08 How are K-beauty products changing?
12:09 Is K-beauty what the market needs?
13:17 AI in colour-matching

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