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Looking good under a mask: South Korean fashion evolves in the time of coronavirus


Reuters


From tutorials on how to wear makeup with a face mask, to hats that incorporate a protective plastic face shield, South Koreans are seeking to make sure the coronavirus outbreak doesn’t damage their reputation for style.


In one video that has gathered tens of thousands of views, 29-year-old beauty YouTuber SSUNZY gives tips for applying makeup in a way that looks good under a mask.


“It’s very, very unfortunate that a mask hides your face,” she says in the video. “You can’t show off your charm. I’m going to do makeup that makes your face look good even when you’re wearing a mask.”


SSUNZY recommends that viewers use more moisturizer, and stick to more natural shades rather than heavy coloring. A hydrating foundation, for example, makes it easier to touch up makeup after removing a mask, she said.


Those practices seem to be popular, with sales of more colorful cosmetics falling while sales of skincare products have increased


“We saw an increase in skin care product sales during the month of March compared to the previous month,” said Amorepacific Group, South Korea’s largest cosmetics powerhouse. “Anti-aging products show the most stable sales.”


22 March 2020

Reuters