Beauty’s new El Dorado

WHEN the Make-Up in Seoul show hits South Korea this week, the cosmetics world will descend on the Asian hub, which has become a byword for innovation in the beauty sector.

“South Korea is the place to be for the make-up industry,” says show manager Sandra Maguarian, referring to the growing Western obsession with the Asian destination. “It is the new El Dorado. As a cosmetics brand, if you can succeed in South Korea you can succeed everywhere.”