Recent makeup trends are shifting away from how much the skin is covered toward how healthy it looks. In particular, as more consumers in their 20s and 30s favor natural-looking skin, the importance of skincare before makeup—an essential factor in determining overall makeup quality—is gaining renewed attention. Makeup is no longer simply about applying color; it is the result of comprehensive care built upon the condition of the skin itself.
Skincare performed before makeup is widely recognized as a key element that influences makeup adhesion, longevity, and overall skin condition throughout the day. Immediately after cleansing, the skin becomes vulnerable as moisture evaporates rapidly. Without proper skincare at this stage, issues such as flaking, excessive oil production, and tightness can easily occur, leading directly to makeup that creases, lifts, or breaks down prematurely.
Well-prepared skin makes a noticeable difference in makeup performance. When the skin’s texture is smooth and its oil–moisture balance is stable, foundation and cushion products apply thinly and evenly, resulting in a clean and natural complexion. In contrast, skin lacking sufficient hydration and soothing care often experiences caking, cracking, and simultaneous oiliness and dryness over time, reducing overall makeup satisfaction. For those with sensitive skin, redness or irritation may become even more pronounced after makeup, making the skincare step all the more critical.
Responding to these evolving consumer needs, Korean small and medium-sized cosmetics brand COSTOK has drawn attention for its skincare-focused brand strategy. Rather than emphasizing bold color cosmetics, COSTOK concentrates on improving the skin’s fundamental condition, dedicating its product development to skincare solutions designed to prepare the skin for makeup at its best.
COSTOK’s skincare line remains faithful to the core functions of effective basic care—hydration, soothing, and skin barrier strengthening. Formulated with consideration for different skin types and daily usage environments, the products are gentle enough for sensitive skin. With continued use, they help improve skin texture and stabilize overall skin condition, aligning well with the lifestyle of consumers in their 20s and 30s who prioritize long-term skin health over short-term coverage.
The brand’s skincare line is particularly recognized for its compatibility with makeup. Featuring fast absorption and lightweight textures, the products minimize pilling or slipping during base makeup application while reducing skin discomfort for those who wear makeup for extended hours, such as office workers and students. By calming skin stressed by repeated makeup use, COSTOK addresses a common concern—that the more one wears makeup, the more fatigued the skin becomes.
Today’s consumers increasingly value skincare products that improve the skin itself rather than simply conceal imperfections. By focusing on a skincare line that delivers both makeup adhesion and care for sensitive skin, COSTOK continues to build trust as a brand.
Skincare is the starting point of makeup and the foundation of healthy skin. Without strengthening the skin’s natural resilience, no makeup look can truly be perfected. In an era that values both natural beauty and healthy skin, COSTOK—specializing in skincare—has positioned itself as a brand that offers practical solutions for the daily beauty routines of consumers in their 20s and 30s.
▲ DONA CO.,LTD
▲ Costok
▲ CEO KANG JI YOUNG
▲ www.costok.co.kr
▲ kskang75@hanmail.net
SALLY LEE
US ASIA JOURNAL
