Young women in South Korea are discovering a new sense of freedom as they 'escape the corset'. But change doesn't come easily.
Lauren Lee's first real encounter with Korean beauty was when she was on exchange in Seoul in 2011.
"It's massive, Korean beauty in Korea … I have heard and I believe this to be true that there are up to 13,000 beauty companies in Korea making and manufacturing products," she says.Now she's the founder of a company importing Korean beauty products back to Australia — an enterprise the former corporate lawyer started as a"side hustle" that's grown into a full-time career.
Lee says that while she appreciates the sentiment of #escapethecorset, she doesn't see"the [Korean beauty] trend dying down anytime soon". "I think it's great if people are feeling really constricted by some of the really unrealistic expectations that Korean society has of them … if they feel that they want to break free from that and feel unburdened by that," Lee says.
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