Beauty creator Mia of Leferi emphasized authenticity as the defining value in today’s fragmented K-beauty landscape, arguing that honest communication is the only sustainable way to engage increasingly individualized consumers.
The interview was conducted on March 30 at the media opening of Heart Percent’s first flagship store in Seongsu-dong, Seoul, where Mia attended as both a longtime user of the brand and a representative beauty influencer.
As the face behind the YouTube channel “Made in Mia,” with 358,000 subscribers, she has expanded her role beyond content creation into fashion direction. At the event, she framed her perspective through a combination of accumulated product experience and continuous audience interaction.
Walking through the flagship store, Mia described the space as “clean and easy to explore,” noting its experiential appeal. “I’ve used these products for a long time, but experiencing them in this kind of curated environment feels new. The limited sections and variety make it engaging,” she said.
Her observations extended to broader shifts in consumer behavior. “People no longer follow a single dominant trend,” she explained. “Preferences have become fully individualized. Some pursue minimal makeup, while others focus deeply on detailed skincare. The diversity of audience questions reflects that change.”
Within this highly segmented market, Mia attributed her longevity to consistency in communication rather than alignment with trends. Drawing on her early experience in university theater, she described her approach as inherently audience-focused.
“As someone who reviews products, delivering unfiltered feedback is the most important principle,” she said, identifying it as the critical factor behind her 12-year career.
She added, “Over time, I’ve accumulated experience across a wide spectrum, from basic skincare to color cosmetics. But more importantly, I genuinely enjoy communicating. That’s what builds trust.”
Mia also addressed the broader K-beauty ecosystem, characterizing it as both fast-moving and participatory. “There are people who lead trends, and others who actively create them,” she said.
“While Japanese beauty emphasizes craftsmanship and depth, Korea operates on speed. Brands continuously innovate, and consumers actively seek new experiences. That dynamic defines K-beauty as a highly sophisticated ecosystem.”
She further noted that offline experiential spaces, such as flagship stores, are becoming key touchpoints that offer consumers new ways to engage with brands, contributing to the industry’s ongoing evolution.
Despite rapid trend cycles and increasing fragmentation, Mia reaffirmed her direction: honest feedback and sustained communication.
From an aspiring actor in college to a content planner and now a director, her trajectory reflects steady expansion rather than abrupt reinvention. That continuity, combined with a precise understanding of audience behavior, positions her as a reliable voice within the evolving K-beauty landscape.
Reported by News Culture M.J._mj94070777@nc.press
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