All types of Korean skincare products are trending, especially the Cushion. When did the “cushion compact craze” begin? And will it continue?

AmorePacific first launched its IOPE Air Cushion in Korea in 2008. (See this Online Exclusive about AmorePacific developing the first-ever Cushion.)

“The South Korean packaging concept started to make waves in the United States in 2014,” says Kelly Alexandre, analyst for consumer practice, Kline & Company, which includes Cushions in its 2015 Cosmetics & Toiletries USA report.

A slew of other brands, including U.S. based companies, followed suit. (See this slideshow that features the many cushion compacts on the market).

The K-Beauty Trend Shows No Signs of Slowing

According to AmorePacific, 75% of Korean women use Cushion products. Beauty bloggers in the U.S. have been stirring up an increased interest on American shores. And brands are listening.

So what’s the draw? Alexandre explains that consumers are drawn to the benefits that a Cushion delivers. “Air Cushion products are gaining popularity due to the multi-functionality, and the ability to provide weightless coverage with a natural look. The trend has staying power with the average U.S consumer because it is an easy to apply concept with a lightweight formula in a convenient, portable package,” she says. “We can expect to see the trend continue in 2016,” she adds.

Marketing helps keep consumer’s interest. “Lancôme’s miracle cushion, Sulwhasoo’s perfecting cushion, and AmorePacific’s cushion compact are among those products that are currently heavily advertised in stores in the U.S.,” says Alexandre.

Parfums Christian Dior Partners with AmorePacific

We might soon see other brands using AmorePacific’s cushion technology. In June 2015, Parfums Christian Dior signed an agreement with the company. This marks the first time AmorePacific signed a deal with a competitor – and it might not be the last. A spokesperson for AmorePacific said the agreement isn’t exclusive to Dior.

Sang-Bae Shim, president, AmorePacific Corp., commented, “This agreement holds great significance in that our ‘Cushion’ technology is appreciated by one of the world’s most respected luxury brand companies and a powerhouse in the global beauty industry.

Shim says that the company will continue to invest in developing cutting-edge modern technologies such as the ‘Cushion’ to create its “vision of New Beauty.”

The Estee Lauder Companies Invests in its First Korean Brand

The Estee Lauder Companies doesn’t market its own cushion, but has its innovative DoubleWear Makeup To Go, which is sort of like an alternative. The company has, however, invested in a Korean brand – Dr. Jart+.  

Dr. Jart+ is a dermatologist-developed skincare brand that was founded in Korea, and sold at department stores worldwide. It has the status of being the first to introduce BB creams to the U.S. market. It’s also the first Korean brand to receive an investment from the Estee Lauder Companies, which was announced in October 2015.

Dr. Jart+ doesn’t market a slew of different Cushions – its only option is  the Dr Jart+ BB Bounce Beauty Balm, which only comes in two colors. (See it in the slideshow linked below.)

The Cushion Compact – What it is & How it Works

Here’s how the Cushion compact works. The liquid product, whether it’s like a BB cream or a heavier foundation makeup, is kept contained inside the compact inside an innovative sponge. The sponge acts as a type of dispensing system, in a way. It’s saturated with the liquid product, and sits at the bottom of the compact.

The sponge is kept moist by an inner lid inside the compact that folds over to one side, covering it. An applicator puff sits on top of this inner lid inside the compact, where it stays dry and separated from the product.

After opening the compact, (which seals tightly with a ‘click’), the user lifts the inner lid to one side and presses the applicator puff down onto the sponge to pick up a small amount of product. The user dabs the puff onto the skin to apply the product.

The Many Cushion Packages on the Market

While some brands are partnering with AmorePacific to utilize its Cushion packaging technology for their own formulations, other brands are choosing variations of the Cushion, made by different suppliers.

Variations include using a mesh surface inside the compact to keep the liquid product contained, instead of the sponge. Users press down on this netted surface with the applicator puff, and the product flows through the mesh material.

See the Slideshow: All Types of Cushion Compacts, By American & Korean Brands

See Lancome’s Miracle Cushion featured in Top 20 Beauty Companies, L’Oreal #1


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