"Natural" and "transparent" are the buzz words, ending years of covering up with thick layers of foundation, powder and color.

Today it’s still cosmetics, but only the women themselves know how much. The trick of the “transparent” look is to use nearly the same number of layers but make it look as if their face is a clean palette.

"Before, it was the so-called 'perfect make-up,’” an expert says. “Also, since Asian women don't have prominent features, we used to apply thick make-up to make them look more prominent. By doing so, lines were drawn thicker, which made women look older. But now, the 'in' style, including fashion, is to look younger, which eventually makes you look more natural. So make-up became more natural and transparent-looking. It's even ok to show some freckles and blemishes."

While prominent, Western features used to be popular, some experts say, the pendulum is swinging back to the traditional Asian look. A prime example is seen in some recent commercials that showcase models without the double eyelids of Caucasians.

However, it may take a bit more time until the natural look catches on across the board. A survey released in June shows that 53 percent of women would consider going under the knife, with double eyelids one of the most popular operations.

"I think women are very image-conscious because our society does not acknowledge the diverse types of women,” the expert says. “Women still aren't given enough opportunities, and even the beauty standards set by men cause many women to feel dissatisfied with their appearance."

Yet cosmetics companies like the Body Shop and Origins are profiting in Korea's fertile, US$5-billion market, the largest in Asia, by marketing natural skin and hair care products. Unilever's Dove brand is also in the game with a "campaign for Real Beauty" that aims to tell women to celebrate their natural selves. The strategy is to use ordinary women in ads.

Arirang News