Skip to content
Chevron Chevron

How Multi Balms Became Korea's Biggest Beauty Trend of 2022

Original Article

When the pandemic first struck, South Korea quickly adapted to the necessary social distancing with what's called "untact" initiatives. The Korean-English portmanteau of "un" and "contact" basically applies to anything that usually involved physical closeness to another person being replaced with a contactless digital alternative, like remote doctor appointments and food-ordering apps. K-pop stars also stopped having in-person concerts and meet-and-greets in favor of untact events. Fans now can watch their favorite idols perform songs on digitally augmented stages or chat with them over video calls. 


Other Korean beauty brands, like AHC, Acwell, Banila Co., Mediheal, and Centellian 24 — to name a few — "wanted to jump on the trend and provide their own offering," Cho says. Now, dozens of multi balms are available in Korea, proving sticks are no longer just house makeup and sunscreen as we have long seen this delivery system in America.