SEOUL, SOUTH KOREA - JUNE 24:  Beauty power blogger, Yu Xiaoxiao from China speaks during a live online chat in an Internet the "LABIOTTE" K-Beauty Live Make-Up Show on June 24, 2016 in Seoul, South Korea.  (Photo by Han Myung-Gu/WireImage)
Chinese beauty blogger Yu Xiaoxiao on a K-beauty show in Seoul. Han Myung-Gu / WireImage

The rise and fall of K-beauty and its gruelling 10-step regime