ISTANBUL/SEOUL -- After K-pop and K-drama, the latest Korean export surging in popularity in Turkey and the Middle East is K-beauty.
Consumer
K-beauty comes to Turkey as Korean cosmetics exports boom
Exclusive data shows online sales surge
A sales assistant shows off K-beauty products at a Watsons store. The Hong Kong-based drugstore chain has a dedicated section for South Korean cosmetics at most of its outlets in Turkey. (Photo by Sinan Tavsan)
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