Since the Korean beauty trend of glass skin hit the global skincare market, night time routines have never been the same. And in recent years, K-Beauty, the shorthand for Korean beauty products and trends, has made a name for itself in the American skincare space. 

Bringing with it a host of ingredients never before seen on American shelves–like snail mucin–and an approach that prioritized the correct active ingredients in the correct order as part of a 12-step skincare routine, K-beauty set itself apart from western skincare regimens from the start. And with 27% of Americans at least ‘somewhat’ familiar with K-beauty, it’s clear that the hype is still going strong. 

At face value, it’s no surprise that Gen Z leads with familiarity, given this generation’s interest in skincare overall. But what does this mean for the K-beauty obsessed consumer? To better understand both the users and their priorities, we dug into the data. 

Those familiar with K-Beauty are 35 percentage points more likely to use review services such as Yelp once a week or more. They’re also nearly three times as likely to visit the site reddit.com daily. Given that both of these platforms offer a space for personal reviews and human-to-human interaction, it’s clear that K-Beauty users enjoy giving and receiving advice they deem trustworthy. 

As it turns out, trustworthy advice can come from many sources, and social media may be one of them. As the data show, 37% of K-Beauty fans spend two or more hours on social media each day, outpacing those unfamiliar with K-Beauty by at least 16 percentage points in this category. In light of this, it may come as no surprise that those familiar with K-Beauty are six times more likely to purchase beauty products from social media shops. And in case it wasn’t abundantly clear how much K-Beauty fans love beauty products, a third say that if given $100 they would spend it on beauty and personal care. So if the budget allows, these shoppers are primed to spend on the beauty products they love. 

Those familiar with K-Beauty aren’t just spending time on social media, they’re also streaming videos. And in a comparison of Netflix, Hulu and Amazon Prime Instant Video, Netflix comes out on top with 40% of K-Beauty fans tuning into the streaming platform a few times a week. By comparison, 23% of this demographic is tuning into Hulu, and 17% are opting for Amazon Prime Instant Video. 

Beyond streaming videos, 27% of K-Beauty familiars also follow music trends closely, with nearly one quarter (24%) spending two or more hours a day listening to digital audio, such as Pandora or Spotify. 

Clearly K-Beauty attracts a unique bunch, full of consumers ready to invest their time and money in the products that make them feel like the best version of themselves.