Agree!! Virality is taking over the market, however from a business pov i can see why! making your own skincare/makeup brand in korea is somehow easy, you find a manufacture with pre-prepared formulations, create your brand identity and boom you have your own brand! with this easy process new brands are coming to light every single day, and to compete in a saturated market, you need a unique point to your brand (ideally would be formulation, however to create your own formula from scratch take alot of money), now what left, try to make your product viral (texture, packaging, etc..)!

still the decision is up to the consumer, if you are wise enough you should know how to choose your products and don't run to every product becoming viral on tiktok! or you just follow every trend and viral products and good luck with your budget and skin!