That includes shampoo, makeup, perfume, cologne, deodorant, soap... the list goes on.

其中包含了洗髮精、化妝品、香水、古龍水、體香劑和肥皂等，還有其他很多商品。

Analysts expect the industry's revenue to grow within the next 4 years to more than 379 billion dollars.

專家分析後，預期美容產業的收益將會繼續成長，並在四年後超過 3790 億美元。

But when you break down that number, it's skin care that's driving much of the growth, and it's not slowing down.

把數據拆開來看的話，你會發現帶領這個產業快速發展的領域正是肌膚保養，而且它還在持續成長。

I've used moisturizers upwards in, like, [the] 250-dollar range.

我用過較貴的保濕產品要價大約是 250 美元。

The most expensive single item would be around 50 dollars.

我用過最貴的單品是大概 50 美元左右。

I try not to spend more than 50 for, like, an essence or moisturizer.

我盡量不去買超過 50 美元的精華液或是保濕品。

Probably, like, this really expensive moisturizer that I kind of got conned into buying for about 150 dollars.

很貴的大概是那個我被騙著買下手的保濕品，花了我 150 美元。

Skin care is an increasingly lucrative business for cosmetic companies.

對美容公司而言，肌膚保養的產品盈利是越來越高。

That's why big names like Amazon and the Kardashians are trying to cash in.

這也是為什麼如 Amazon 和 Kardashians 這樣的大廠牌都想從中獲利。

And there's one country that's been playing an outsized role on skin care.

而其中有一個國家，在肌膚保養的產業中扮演了極重要的角色。

South Korea.

南韓。

Here's why.

來看看為什麼。

Skin care is a big moneymaker for big beauty brands.

肌膚保養對美妝的大品牌而言是最賺錢的機器。

Over the last five years, skin care has grown so much that it's become the largest piece of the pie when you break apart the beauty industry by product category.

若你把美容產業按商品分類來看，過去五年來，肌膚保養產品的成長已經超過了其他所有類別。

It makes up about 24.9 percent of a total [of] 52.4 billion in annual revenue.

它在 524 億美元的年收益中佔據了約百分之 24.9 的比例。

And the global skin care products market size is expected to reach more than 196 billion by 2024.

到了2024年，按照預期全球的肌膚保養市場的收益將會超過 1960 億美元。

But what is making skin care so popular?

但是什麼讓肌膚保養變得這麼夯？

And why are these bottles of face wash and tubs of lotion bringing in so much money?

而又是什麼讓民眾為這些洗臉液、乳液花下大把大把的鈔票？

This is Larissa Jensen.

她是 Larissa Jensen。

She's a skin care and beauty industry analyst with the NPD Group.

她是市場調查公司中負責肌膚保養和美容市場的分析專家。

Skin care has been growing very fast; it's actually growing the fastest of all the beauty categories that we track, including makeup and fragrance.

肌膚保養的市場成長得很快。在我們的統計中，它是所有美容產業中成長最快的類別，超過了化妝品和香水等等。

So, it's been the strongest performer for the past couple of years.

在過去幾年中，它一直是表現最好的。

What's really driving a lot of that performance is actually wellness and health, and, you know, really natural brands.

幫助它飛快成長的其實是現代人對生活健康的重視，以及那些主打天然的品牌。

That's what's really driving the performance of skincare.

那才是肌膚保養市場真正被帶動的原因。

Wellness doesn't mean just being healthy.

健康生活 (wellness) 不只是保持身體健康而已。

In 2019, it means clean eating, the latest fitness fads, and the no-makeup look, which actually does involve some makeup.

在 2019 年的定義中，它包含了健康飲食、最新的健身計畫、和化了但像是沒有化妝般的隱形妝容等。

At any rate, the wellness trend is driving consumers to take better care of their skin.

無論如何，健康生活的趨勢都在無形中促使了消費者購買肌膚保養的產品。

This skin-first philosophy did not originate in the US.

而這個肌膚保養的哲學並不是源自美國。

Instead, it was born on the other side of the world, where skin care is a part of the culture.

事實上，它源於世界的另一端，在那裏，肌膚保養是文化的一部分。

It's where the latest skin care innovations are concocted and where a large chunk of manufacturing happens in the first place.

那是孕育所有最創新的肌膚保養技術的地方，也是產品被大量生產製造的地方。

South Korea.

南韓。

Hi, guys, it's Charlotte.

大家好。我是 Charlotte。

This is Charlotte Cho.

這是 Carlotte Cho。

She's an entrepreneur, Korean beauty guru, and the author of "The Little Book of Skin Care".

她是一位創業家、韓國美妝專家和 The Little Book of Skin Care (我的肌膚保養小書) 的作者。

She started Soko Glam, an online marketplace full of curated K-beauty products for US consumers.

她創立了 Soko Glam ，一個為美國消費者展示著大量韓國美妝商品的網購平台。

I was born and raised in California.

我從小在加州出生長大。

I didn't know anything about skin care until I started to live and work in Seoul, South Korea, and I was completely amazed at the product selection there was in Korea.

我從來不知道任何肌膚保養的知識，直到我開始在南韓的首爾工作、生活之後，我徹底被那裡的大量商品選擇嚇到了。

And also the real focus on a skin-first philosophy.

同時讓我驚異的是他們「肌膚優先」的哲學。

So, every woman and man in Korea, it seemed, really knew how to take care of their skin, and at an early age.

在我眼裡，南韓的每個男人、女人似乎都在年紀還小時就知道如何照顧自己的肌膚。

They had categories that just simply did not exist in [the] US, so it was really intriguing to me and I saw results on my own skin.

他們有很多美國根本不存在的類別，所以對我來說真的是大開眼界，而且我也實際在自己的肌膚上看見成效。

I firmly believe that K-beauty created a skin care wave.

我相信南韓的美容產業創造了肌膚保養的潮流。

They open the door to innovations.

他們為創新者開啟了大門。

They've allowed indie brands to come to the forefront of a lot of the skin care trends.

讓獨立品牌能夠走到肌膚保養趨勢的前端。

They've also widened the appetite for new products, new categories.

為新產品、新類別擴展出更大的空間。

They've also been a big part of the education around skin care.

同時在肌膚保養的教育上也扮演重要的角色。

(How K-beauty has impacted South Korea)

South Korea's cosmetics exports have exploded in recent years.

南韓的美妝出口在近幾年有爆炸性的成長。

In 2014, exports were over 1.7 billion, and then in 2017, they had grown nearly 5 billion.

在 2014 年出口值超過 17 億元後，又在 2017年成長了近 50 億元。

Not only is South Korea a large exporter of beauty products, but its also a huge manufacturing hub, even for American brands.

南韓不只是美妝產品的大出口國，它也是一個巨大的生產製造地，他們甚至會幫美國的美妝品牌生產製造。

Local cosmetic production there went from 8.5 billion dollars' worth of goods in 2014 and grew to more than 13 billion in 2017.

國內的的美妝產品總價值，從 2014 年的 85 億美元，一路成長到於 2017 年，超過了 130 億美元。

I think the impact of K-beauty goes far beyond just brands that are now introduced into this global marketplace.

我認為韓國美妝的影響遠遠超出了現在全球市場上能見的品牌。

It's actually allowing Korean manufacturing companies to grow rapidly as well.

它帶動了韓國製造業的快速成長。

For example, a lot of European brands and US-based brands are formulating their products with Korean R&D chemists and manufacturing plants.

舉例而言，很多歐洲和美國的品牌都與韓國的研發化學家和製造工廠合作以開發產品。

So, a lot of your favorite brands that are not based in Korea, they are sourcing their innovations from Korea as well.

所以，許多你喜歡的品牌，即使不是來自韓國，大概也參與了韓國的創新技術。

Now, when there's an innovative product coming out of Europe, you have to check the back of the product and see if it's actually made in Korea.

如果現在有一個創新產品從歐洲上市，你也要看看產品背後是不是寫著「韓國製造」。

So, while South Korea is continuing to grow as this hub of beauty innovation and creation, consumers are taking more time to educate themselves about the ingredients in the products they are purchasing.

當韓國作為美容市場的創新與製造地持續成長的同時，消費者也開始利用更多時間去學習著關於商品原料的資訊。

The same way you might check ingredients on food packaging.

就像你會學著看食物背後的原料清單一樣。

I think it was very important for American consumers to be educated about skin care.

我想學習肌膚保養的相關知識對美國消費者是很重要的。

It brought empowerment to the consumers and they now know how to take care of their skin.

因為這賦予了消費者應有的權利，也讓他們學習如何照顧自己的肌膚。

(Selfies and skin care)

The skin care boom owes a lot to social media.

肌膚保養能有現在的榮景也多虧了社群網站。

Think of all the selfies people take.

想想所有人拍的自拍照。

People want to look good in their photos, wherever and whenever they take them.

無論何時何地，人們都希望自己在照片中看起來好看一點。

What's more is skin care gurus and makeup artists have become huge stars on platforms like YouTube and Instagram.

再加上肌膚保養和妝容專家又成為了 YouTube 或是 Instagram 上的紅人。

Influencers and social media were key for Korean beauty to take off and for skin care to become at the forefront of beauty.

這些網紅和社群網站就是韓國美妝產業能夠成功以及肌膚保養成為龍頭的關鍵。

It really took influencers explaining to their followers and their community why certain products were incorporated into their routine and what impact it had on their skin.

網紅會向他們的粉絲和觀眾解釋他們為何使用某個產品，也會展示它們實際的成效。

They loved showing what their skin care routines look like on social, they loved sharing their "shelfies", so they had rows and rows of their products displayed.

他們熱愛在社群網站中分享自己保養皮膚的方法。他們也熱愛分享自己的照片，於是產品能便一次一次的被傳播出去。

At the same time that consumers are discovering more about different ingredients and learning about how to take care of their skin, more and more products are flooding the market.

當消費者不斷的在學習原料的知識以及照顧皮膚方法的同時，越來越來多產品也逐漸流入市場。

Companies are strategically acquiring brands to stay on top of beauty market trends, like Unilever's purchase of Japanese skincare brand Tatcha for a possible 500 million dollars.

公司在策略上會去購賣市面上熱門的品牌以跟上美容市場的潮流，像 Unilever 可能就花了 5 億美元購買日本肌膚保養品牌 Tatcha。

And some companies are even spinning off their existing cosmetic lines to include skin care.

有些公司甚至會從現有的產品線中衍伸出肌膚保養的產品。

Sephora has started their own skin care line, Kylie Jenner launched Kylie Skin, and even Amazon is offering its own line.

Sephora 就開始了自己的肌膚保養產品線。Kylie Jenner 也是，就連 Amazon 也開始這麼做。

Part of the reason?

其中的原因是？

Skin care is a higher-margin business than cosmetics.

肌膚保養的產業是比其他美妝產品的利潤都高。

That means companies keep more of the profits when selling skin care products than makeup.

這也就表示販售保養商品的公司會賺的比賣化妝品的公司多。

For a very long time, makeup, traditional makeup brands were purely focused on color, but now they see that American consumers are far more educated about skin care, and, so, they're here to capitalize on that market.

在很長一段時間裡，傳統的化妝品牌只會注重在顏色，但他們發現美國的消費者開始對肌膚保養有了更多的認識，所以他們也開始利用這個趨勢獲利。

(What's next for K-beauty and skin care?)

Do I foresee that the category is gonna go into decline anytime soon?

我會預測肌膚保養的產業會在未來停滯嗎？

I don't believe so.

我不認為。

It's doing really, really well, and it's continuing to be the strongest-performing category in 2019 year-to-date.

它仍表現得非常好，在 2019 年也仍是最出色的類別。

We believe there is gonna continue to be a lot of excitement around the skin care category, at least for the next two years.

我們相信至少在往後兩年，肌膚保養都會繼續保持它的好成績。

Though the shift to this skin-first, makeup-second philosophy is still expected to grow skin care industry revenue for the next few years, the question remains:

雖然在肌膚優先、妝容第二的哲學中，肌膚保養的利潤仍能在未來幾年乘著這個風勢持續成長。

How does skin care continue to evolve in this market?

問題是—— 肌膚保養如何在市場中繼續進化？

I think there's a lot of noise in the space right now because there's so many people rushing to market with their brands and their products.

現在有太多躁動的聲音，因為人們正手拿著品牌和產品搶著擠進肌膚保養的市場裡。

So, it really takes a lot of education, continuous education about how they formulated the product, why it's a trusted formula, what it's going to do for their skin.

所以，教育、持續的教育是必須的，關於美妝產品是如何被製造、什麼製造方法能夠被信任、它使用後的效果為何。

At the end of the day, people want to see results.

到頭來，人們想看的都是最後的成果。