Color Analysis Is K-Beauty's "Hot New Thing" to Make a Social Media Comeback

When Val Rojas, 31, planned her recent trip to South Korea, she put personal color analysis on the agenda. She'd been compelled by influencers to look into the service. "The Instagram algorithm and the TikTok algorithm of what to do in Korea — this is the hot new thing," she says, laughing. "I want to do the hot new thing."