**Key Extracted Sentences:**

1.

"Korean brands offer a diverse range of products tailored to address specific issues like acne, aging, hyperpigmentation, and hydration."

"COSRX products are formulated with key ingredients like snail mucin, Centella Asiatica, AHA/BHA acids, and propolis, targeting issues such as acne, aging, and uneven skin tone."

"AESTURA has made a name for itself by focusing on products designed for sensitive and compromised skin."

"But the Korean approach seems to be a lot gentler and there is a distinct difference in ingredients lists, too, says Olu."

"A reason why Korean skin care is so popular — and so good — is because the Korean government is said to have actively invested in its beauty brands to better develop cosmetics."

"Head to TikTok and you'll see that Koreans view beauty not as a luxury but as a necessity."

"Within 48 hours, the item sold out at Sephora US and Canada as well as on the brand’s website."

"They work harder for the skin and save money and time – what’s not to love?"

"The idea is that you get way more than what you pay for because they last longer, due to the minimal water in the product.”
10.

"It leverages technology from South Korea, which is known for its highly advanced skincare industry."

"Packaging and branding: It followed a similar process in terms of its packaging design."

"According to a new study of 4,000 women by Avon, ‘skinimalism’ is a growing trend."

These sentences highlight the diversity and innovation of Korean skincare, unique ingredients and technologies, government support, affordability, marketing and packaging strategies, and the adoption of Korean beauty philosophies internationally.

**Key Extracted Sentences:**

1.

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Dr. Plant's International Influence Has Reached a New Level

09/25/2021 | 01:05am EDT

Tokyo, Japan--(Newsfile Corp. - September 25, 2021) - Recently, Dr. Plant entered the flagship store of COSME, the largest cosmetics specialty store in Tokyo, Japan, whereby "Chinese alpine plants" once again attracted great attention.

With the continuous development of China's economy, more and more brands are embarking on the road of overseas expansion. In recent years, the confidence in national products has increased continually, and the pace of internationalization has become faster and faster. As the first Chinese cosmetics brand to successfully go overseas, Dr. Plant has experienced rapid growth in the competitive industry for decades, not only having a competitive advantage in the domestic market, but also successfully occupying a place in the international market. So far, Dr. Plant has been able to gain a foothold in Japan, Hong Kong, and on Amazon Singapore. It has furthermore more than 4,200 single-brand stores and more than 12 million global members. The concept of alpine plant skin care has therefore been able to reach an increasingly wide range of consumers. With the recent launch of Dr. Plant in the COSME flagship store, the largest cosmetics specialty store in Tokyo, Japan, the brand's international influence has now reached a new level.

Dr. Plant has launched in the COSME flagship store, Tokyo's largest cosmetics specialty store

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In 2014, Dr. Plant and the Kunming Institute of Botany of the Chinese Academy of Sciences jointly established the "Dr. Plant R&D Center", using modern genetic technology to unlock more possibilities of alpine plants for skin care. Through continuous research and development efforts of the beauty-enhancing properties of alpine plants, Dr. Plant's alpine plant cosmetics are designed to be especially suitable for the Asian skin which is more sensitive and has a thinner stratum corneum layer. Dr. Plant is rooted in the belief that "Asian people should use skin care products suitable for Asian people", and while promoting the concept of alpine plant skin care throughout the country, the company has gradually been able to spread to all of Asia and even the world. In the journey of internationalization, Dr. Plant first chose to expand into the Japanese market which has similar skin care needs to Chinese consumers, adapting to the local skin care habits and skin quality. Through targeted research conducted by the Hanfang Skin Care Scientific Research Center in Tokyo, Japan, the company used the advantages of scientific research as well as the essence of traditional Chinese herbal medicine to specifically research the Chinese skin care products that Japanese consumers love, providing the brand with products that are in demand in the Japanese market.

Dr. Plant Hanfang Skin Care Science Research Center, Tokyo, Japan

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Mr. Xie Yong, the founder and chairman of the Dr. Plant brand, once said in an interview, "China's most demanding consumers are in Shanghai, and the world's most demanding consumers are in Japan." Entering the flagship store of COSME, the largest cosmetics specialty store in Tokyo, Japan, is not only a demonstration of the high-end quality of the brand, but also an important manifestation of Dr. Plant's efforts to gain a foothold in the consumer market. In 2019, Dr. Plant opened the first overseas single-brand store in Osaka, Japan. The main product lines are dendrobium, purple ganoderma, and snow lotus etc., which condense the essence of alpine plants and the wisdom of Chinese medicine skin care. In its Chinese medicine alpine plant skin care formulas, the company uses essences from Chinese alpine plants, which have a well-documented efficacy. The product ingredients are mild and safe, light, and easy to absorb and can effectively relieve skin sensitivity problems of Japanese women. Being loved by Japanese consumers, Dr. Plant has successfully won recognition in mainstream overseas markets.

Display of Dr. Plant products in the COSME flagship store

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Relying on its emphasis on product quality, Dr. Plant has highlighted its competitive advantages on the international battlefield. At present, their alpine plant skin care products have been exported to Japan, Singapore, Hong Kong and other countries and regions, setting off a wave of alpine plant skin care. During 2020, Dr. Plant has managed to surpass the impact of the pandemic and has managed to achieve outstanding performances in overseas markets: the performance of two stores in Japan set the record for the number one growth in the Shinsaibashi shopping street in 2020. Dr. Plant's Japan-made Dendrobium activating aging-resistance mask has been able to set an all-time record in terms of word-of-mouth appraisal of skin care products and facial masks on the Japanese COSME website. Today, Dr. Plant is steadily advancing in the international market, constantly demonstrating the "the glamour of domestic products", which also points to the future of the brand!

Beijing DR PLANT Biotechnology Co., Ltd.
Coco
yangdefang@drplant.com.cn
Website: https://www.drplant.com.cn/

To view the source version of this press release, please visit https://www.newsfilecorp.com/release/97651

© Newsfilecorp 2021
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"Korean brands offer a diverse range of products tailored to address specific issues like acne, aging, hyperpigmentation, and hydration."

Title:

Content: What's Hot

The Best Korean Skin Care Product Brands For 2024

K-beauty products have slowly risen to trend, becoming bestsellers on almost all e-commerce platforms. So what is all the hype about? Let us break it down for you along with the best Korean skin care brands below.

Best Skin Care Product Brands Photo: Amazon

Korean people are renowned for their sought-after "glass skin" appearance. With a growing emphasis on skin health, many consumers are turning to the best Korean skincare products for its use of natural ingredients such as ginseng and rice water, along with reliable staples like retinol, niacinamide, hyaluronic acid and ceramides. From cleansers and moisturisers to face masks and serums, Korean skincare brands provide options for every budget and skin type.

Be it if you have oily, dry, sensitive, or combination skin, Korean brands offer a diverse range of products tailored to address specific issues like acne, aging, hyperpigmentation, and hydration. This versatility has made Korean skincare a favourite among beauty enthusiasts seeking effective solutions at various price points.

To simplify your search for the ideal skincare regimen, we've curated a list of some of the best Korean skincare products and brands below.

Whether you prioritise gentle formulations, anti-aging benefits, or hydration, these recommendations will help you discover a brand that aligns perfectly with your skincare needs and goals. Explore the world of Korean skincare and achieve radiant, healthy-looking skin with products trusted by millions worldwide.

How to choose the best Korean skincare products

  • Identify Your Skin Type: Determine whether your skin is oily, dry, combination, sensitive, or acne-prone. Korean skincare offers targeted products for each type.

  • Understand Your Skin Concerns: Whether it's acne, aging signs, hyperpigmentation, or dehydration, prioritise products designed to address your specific concerns.

  • Read Ingredient Lists: Look for key ingredients like hyaluronic acid for hydration, niacinamide for brightening, and tea tree oil for acne-prone skin. Avoid products with potentially irritating ingredients if you have sensitive skin.

  • Consider Product Texture: Choose textures that suit your preferences and needs—whether lightweight gels for oily skin or rich creams for dry skin.

  • Check for Certifications: Look for certifications like K-Beauty or EWG Verified, ensuring products meet certain safety and quality standards.

  • Trial Sizes and Patch Tests: Start with trial sizes or samples when possible to test compatibility with your skin. Conduct patch tests to avoid adverse reactions.

  • Create a Routine: Build a comprehensive skincare routine that includes cleansing, toning, treating (with serums or essences), moisturising, and sun protection, tailored to your skin's needs and concerns.

How we chose these brands for you

  • Effectiveness: Each brand was evaluated for the efficacy of its products in addressing various skin concerns such as acne, aging, hydration, and sensitivity.

  • Customer Reviews: Insights from real users helped gauge overall satisfaction, product performance, and consistency in delivering promised results.

  • Brand Reputation: We considered the reputation and trustworthiness of each brand within the skincare community, focusing on their commitment to innovation and customer satisfaction.

  • Value for Money: We assessed the pricing relative to the quality and benefits offered by each brand, ensuring you get the best value for your investment.

  • Ethical Standards: Brands that uphold ethical standards in sourcing ingredients, manufacturing processes, and sustainability practices were given preference.

Below is a comprehensive list of best Korean skin care brands

  1. Glow Recipe

Glow Recipe Photo: Amazon

Glow Recipe is a beloved Korean skincare brand known for its innovative and fruit-forward products. If you're wondering whether it's a good fit for your skin type, you're in luck—Glow Recipe caters to a variety of skin types, from dry and sensitive to oily and combination.

Their product range is extensive, featuring everything from cleansers and toners to serums, moisturisers, and masks. Popular items include the Watermelon Glow Sleeping Mask and the Banana Soufflé Moisture Cream. These products are formulated with gentle yet effective ingredients like watermelon, avocado, and hyaluronic acid, which are designed to nourish and hydrate the skin without irritation.

This brand has carved out a strong position in the market, often praised for its fun, colourful packaging and effective formulations. The brand enjoys a solid reputation, frequently highlighted in beauty magazines and loved by influencers.

Products from Glow Recipe worth the hype

2, ILLIYOON

ILLIYOON Photo: Amazon

ILLIYOON is a rising star in the Korean skincare scene, known for its focus on gentle yet effective formulations suitable for sensitive skin types. Their product range spans from basic skincare essentials to targeted treatments, making it a go-to brand for those seeking simplicity and effectiveness.

The brand emphasises natural ingredients known for their soothing and moisturising properties, such as ceramides, panthenol (provitamin B5), and madecassoside (derived from centella asiatica). These ingredients help strengthen the skin barrier, hydrate deeply, and calm irritation—ideal for sensitive and dry skin types.

While perhaps not as widely recognized as some major Korean beauty brands, ILLIYOON is dermatologically tested, ensuring safety and efficacy for various skin types, reflecting its commitment to quality and skin-friendly formulations. Feedback from users often highlights the brand’s ability to soothe sensitive skin, reduce redness, and provide long-lasting hydration.

Some of the best products from ILLIYOON range

3. COSRX

COSRX Photo: Amazon

Established in 2014, COSRX has quickly gained a strong reputation among skincare enthusiasts and professionals alike. Their products are often clinically evaluated and tested, ensuring safety and efficacy. They're particularly beneficial for acne-prone, oily, combination, and sensitive skin types, thanks to their gentle yet effective formulations.

They prioritise using minimal ingredients and focus on scientifically-backed actives that deliver results without unnecessary additives.

Their range includes essentials like cleansers, toners, exfoliants (like the popular BHA Blackhead Power Liquid), serums (such as the Advanced Snail 96 Mucin Power Essence), moisturisers, and acne treatments. COSRX products are formulated with key ingredients like snail mucin, Centella Asiatica, AHA/BHA acids, and propolis, targeting issues such as acne, aging, and uneven skin tone.

The brand's straightforward approach and affordable pricing make it a favourite among those looking for reliable skincare solutions backed by science.

Popular product from this fast forward rising brand

4. LANEIGE

LANEIGE Photo: Amazon

Users have continually praised LANEIGE for its ability to deliver noticeable improvements in skin hydration and texture. Since its inception it has built a solid reputation for combining scientific research with effective skincare solutions.

Their products feature ingredients like Water Science™ technology, which includes mineral water, hyaluronic acid, and proprietary blends like the Advanced Water Science™ technology found in their Water Bank line. Popular items include the Water Sleeping Mask, Lip Sleeping Mask, and the Cream Skin Refiner, all designed to provide intense hydration and nourishment.

Many appreciate the luxurious feel and effective results of their products, especially the overnight masks which leave skin feeling refreshed and rejuvenated.

LANEIGE's commitment to hydration and skincare innovation continues to resonate with customers worldwide, making it a trusted name in the world of Korean beauty.

Their prominent product lineup include

5. belif

belif Photo: Amazon

Belif is a Korean skincare brand that’s revered for its effective solutions, especially for hydration and maintaining a healthy skin barrier. If you're dealing with dryness, dullness, or sensitivity, this brand offers promising remedies.

They cater  to a wide range of skin types, particularly benefiting those with dry, combination, and sensitive skin. Their formulations are free from parabens, sulfates, and phthalates, appealing to users seeking clean skincare options.

Their lineup includes moisturisers (like the True Cream Aqua Bomb and Moisturizing Bomb), cleansers, serums, masks, and toners. Key ingredients such as comfrey leaf, oats, and calendula help soothe and nourish the skin, while maintaining a gentle approach suitable for sensitive skin types.

The brand continues to be praised for its innovative approach to skincare, making it a favourite among skincare enthusiasts looking for gentle yet powerful solutions.

Standout products include that are under $40

6, innisfree

innisfree Photo: Amazon

Innisfree has cemented its place as a staple in many skincare routines, known for its extensive range of products and dedicated retail outlets worldwide. They offer a diverse array of skincare items including cleansers, toners, essences, serums (such as the Green Tea Seed Serum), moisturizers, masks, and sunscreens.

Their products are formulated with natural ingredients sourced from Korea's pristine Jeju Island, like green tea, volcanic clay, and orchid extracts, catering to a wide spectrum of skin types. The brand is particularly favoured for its commitment to sustainability and eco-friendly practices, earning a positive reputation among environmentally conscious consumers.

Founded in 2000, Innisfree has grown into a globally recognized name in skincare, praised for its effective formulations rooted in natural ingredients. Reviews highlight Innisfree's ability to deliver noticeable results, from improved skin texture to enhanced hydration and a healthy glow.

Some staples you should include in your skincare routine

7. AESTURA

AESTURA Photo: Amazon

AESTURA has made a name for itself by focusing on products designed for sensitive and compromised skin. Their offerings cater to individuals who need gentle, soothing care, often including those with conditions like eczema or rosacea. The brand boasts a comprehensive range of products, including cleansers, toners, moisturisers, and specialised treatments.

This brand's products are formulated with dermatologically tested ingredients such as ceramides, hyaluronic acid, and Centella Asiatica, which help to strengthen the skin barrier, provide deep hydration, and soothe irritation.

Their key products, like the Atobarrier 365 Cream and the Theracne 365 Clear Deep Cleansing Foam, are highly regarded for their effectiveness and gentleness.

Feedback highlights the noticeable improvement in skin hydration and overall health, with many appreciating the brand's commitment to gentle yet effective skincare. If you're seeking reliable, dermatologist-approved skincare, AESTURA is definitely worth considering.

Products that may help you achieve that glass skin

AESTURA A-CICA365 Soft Calming Mask Pad

AESTURA A-CICA 365 Calming Cream with Blemish Calming Serum

Frequently Asked Questions (FAQs)

What makes Korean skincare different from Western skincare?

  • Korean skincare emphasises prevention, hydration, and achieving a luminous complexion through consistent and gentle care. It often incorporates innovative ingredients and practices rooted in traditional Korean beauty rituals.

How should I incorporate Korean skincare products into my routine?

  • Start with a basic routine of cleansing, toning, and moisturizing, then gradually introduce additional products like serums or masks based on your skin concerns. Consistency and patience are important as your skin adjusts to new products.

Are Korean skincare products suitable for men?

  • Yes, Korean skincare brands often offer gender-neutral or specifically formulated products for men. These products focus on hydration, anti-aging, and soothing properties, catering to the unique needs of male skin.

How long does it take to see results from Korean skincare products?

  • Results from Korean skincare products can vary depending on individual skin types and concerns. Generally, users may notice improvements in hydration and skin texture within a few weeks of consistent use.

What does one mean when they say Korean glass skin?

  • Korean glass skin refers to a skincare trend aimed at achieving a smooth, flawless complexion with a reflective, dewy finish. It involves meticulous hydration, exfoliation, and use of lightweight, hydrating products to enhance skin radiance.

Wrapping up

Korean skincare brands offer a pathway to discovering effective and innovative skincare solutions. With a focus on quality ingredients, gentle formulations, and a rich heritage of skincare wisdom, these brands cater to diverse skin types and concerns. By choosing from our carefully curated list of recommendations, you can tap into a world of skincare known for its commitment to hydration, radiance, and overall skin health. Whether you're seeking to address specific skincare issues or enhance your daily routine, Korean skincare offers a holistic approach that blends tradition with modern science, promising visible results and a renewed sense of confidence in your skin.

Disclaimer: The above content is non-editorial and produced by a third party partner. Outlook India does not guarantee, vouch for or endorse any of the content*.

*The product prices mentioned in the article are subject to change

Title:

Content: default-output-block.skip-main

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.

How TikTok Brought Back K-Beauty

While the K-beauty craze of the 2010s has waned in recent years, brands and retailers are seeing renewed interest in the category thanks to TikTok.
BoF PROFESSIONAL

Key insights

  • After K-beauty’s international spike in popularity more than a decade ago, it entered a period of decline at the start of the 2020s.
  • TikTok is leading a K-beauty resurgence. Laneige, Innisfree, Beauty of Joseon and Cosrx are among brands going viral on the platform.
  • K-beauty-inspired trends are also taking off. “Korean glass skin” saw 134 percent year-over-year growth on TikTok over a six-month period ending April 30.

When Laneige launched at Sephora US in 2017, its K-beauty identity was front and centre.

The Amorepacific-owned brand was featured in the retailer’s K-beauty endcap, a K-beauty menu bar section and multiple K-beauty campaigns. But half a decade later, hype around the category had faded, according to Julien Bouzitat, US brand general manager for Laneige and sister brand Innisfree.

“The first time, it was very successful,” he said. “The second time, not as great … [Sephora’s] takeaway was that the first wave of K-beauty had gone away.”

The K-beauty craze emerged in the US around 2012 with the rise of BB cream, and spurred countless subsequent beauty trends such as sheet masks, 10-step skin care routines and blemish patches. In the mid- to late 2010s, K-beauty fervour was so high that imported labels like Laneige and Tony Moly quickly faced competition from major US brands launching copycat products as well as from new K-beauty-inspired startups like Glow Recipe, Then I Met You and Peach & Lily.

But as K-beauty went mainstream, brands’ use of the term as a selling point died down — until now. Korean brands have TikTok to thank. The hashtag #kbeauty has 9.5 billion views on TikTok. The term “Korean glass skin,” a K-beauty trend that was popular in 2017, saw 134 percent year-over-year growth on TikTok over a six-month period ending April 30, according to data science company Spate and market research firm Circana. Sales of products that help users achieve the Korean “glass skin” look have risen, too. The viral Cosrx Advanced Snail 96 Mucin Power Essence is now the number one best-selling beauty product on Amazon after taking off on TikTok. The brand said it has now sold 15 million bottles as of September.

While K-Beauty’s original heyday was driven in part by gimmick marketing and attention-grabbing packaging, its resurgence is due to a new “skintellectual” age group being drawn to product efficacy. Moreover, affordable price points are encouraging cost-conscious and dupe-obsessed shoppers to buy.

“There’s been a second generation which became more [focused on the] brand-building aspect of K-beauty and this Korean skincare expertise,” said Bouzitat.

The Wave Recedes

Since the 1990s, Hallyu — the “Korean wave” — has been growing outside South Korea’s borders, as the South Korean government encouraged international exports globally. The 2010s saw an influx of Korean culture and products, especially entertainment and beauty. US-based Sephora and Ulta Beauty stocked up on Korean beauty brands, while beauty conglomerates acquired them. In 2018, L’Oréal purchased K-beauty brand 3CE parent company Nanda, while the Estée Lauder Companies bought Dr. Jart+ in 2019.

“It took skin care to a whole other level. I don’t think it will ever be the same, thanks to the influence of K-beauty,” said Lindsay Ullman, co-founder of beauty consulting firm The View from 32 and a former merchandising executive at Sephora.

But its popularity kicked off an influx of K-beauty inspired brands stateside. Soko Glam and Peach & Lily both started as e-tailers selling imported K-beauty products before their founders, Charlotte Cho and Alicia Yoon, respectively, expanded with their own skin care brands. Quickly, legacy brands like Lancôme and Clinique began introducing their own versions of BB creams, sheet masks or cleansing oils.

Momentum slowed in the 2020s. Estée Lauder Companies reported in August that Dr. Jart+’s net sales declined during the 2023 fiscal year. In the US, Sephora stopped stocking at least 10 K-beauty brands that it sold in the late 2010s, including Too Cool for School, Neogen, Amorepacific and Son & Park, and no longer highlights its K-beauty section on its homepage. Amorepacific’s profits plunged by 28.5 percent in 2022. Even upstarts like Glow Recipe and Hero Cosmetics, that once traded on being K-beauty-inspired brands, stopped using the term in their marketing and communications.

An Influencer-Led Renaissance

It’s not the multi-step routine tutorials — which were the hallmark of 2010s K-beauty — driving the category’s comeback. Instead, it’s individual viral product crazes sparked by influencers and celebrities.

K-beauty sunscreens with formulas that don’t have a white cast, for example, have been a hit with influencers. Innisfree’s Daily UV Defense sunscreen, which went viral on TikTok, was explicitly cited as one of the top-selling products driving Amorepacific Group’s North America growth this year. Beauty of Joseon’s Relief Sun sunscreen has received 587 million views on TikTok, driven by influencers like Ava Lee, who is working on a collaboration with the brand planned for release in 2024. While the product is not yet approved by the FDA for sale in the US, customers have tried to find workarounds, ordering from cross-border websites or unverified Amazon sellers.

Meanwhile, Laneige is seeing double-digit sales growth in the US, said Bouzitat. The brand has been a hit on TikTok for the past two years thanks in part to its ASMR product videos and high-profile brand ambassador, “Euphoria” actress Sydney Sweeney. The efforts the brand has made on TikTok are part of a broader North America marketing push on the part of Amorepacific Group, which also launched a rebrand campaign for luxury brand Sulwhasoo this year. The company also returned to profitability in the second quarter of 2023, reporting that overseas revenue grew 27 percent, boosted by 105 percent growth in North America.

Unlike prestige predecessors, affordable K-beauty brands have become a draw for TikTok’s dupe-obsessed young shoppers. Beauty influencer Stephanie Valentine, known on TikTok as Glamzilla, prompted a sell out of Innisfree’s Dewy Glow Moisturizer when she offered it as a dupe for Tatcha’s Dewy Skin Cream Plumping & Hydrating Moisturizer. Within 48 hours, the item sold out at Sephora US and Canada as well as on the brand’s website.

“Innovation, no matter what category you’re talking about, clients are going to always be excited about that,” said Ullman. “Korean skin care is such an innovative player, so as long as they keep coming out with new formats, new textures, new ways to talk about skin care, there’s opportunity.”

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"COSRX products are formulated with key ingredients like snail mucin, Centella Asiatica, AHA/BHA acids, and propolis, targeting issues such as acne, aging, and uneven skin tone."

"AESTURA has made a name for itself by focusing on products designed for sensitive and compromised skin."

"But the Korean approach seems to be a lot gentler and there is a distinct difference in ingredients lists, too, says Olu."

Title:

Content: Is Korean Skin Care Really Superior? An Investigation

Photographed by Hayleigh Longman
With its shelfie-worthy packaging and a focus on intriguing ingredients like snail mucin and fermented rice water, Korean skincare has been the subject of Western fascination for years. Brands like CosRx, Innisfree, and Laneige have assumed viral social-media status, while Glow Recipe and Dr. Jart+ are now practically household names, thanks to TikTok.
Besides whipping up curiosity, Korean skin care has established a name for itself as one of the most effective and trustworthy categories in beauty. And ahead of winter, it's seeing a serious revival. In the past few weeks, searches for 'Korean skin-care routine', '10-step Korean skin care', and 'best Korean skin-care products' have made up Google's skin-care trends. While on TikTok, the hashtag #koreanskincare has seen a handful of new videos, each raking in millions of views.
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In October, a tweet and TikTok video posted by skin-care blogger @Mul_OVO went viral for showcasing the benefits of switching to Korean skin care. But is Korean skin care really better? Or have we simply got caught up in the hype?
Cosmetic Chemist and Licensed Aesthetician Esther Olu believes our obsession with K-skincare started with 'glass skin' — skin so dewy, it's almost reflective. Olu says that glass skin was the ideal and promoted "healthy-looking" and "luminous" skin standards. "Everyone wanted to have healthy skin," says Olu, "and Korean [skin care] has played a critical role in this mindset."

The Korean approach to skin care is a lot gentler and there is a distinct difference in ingredients lists compared to Western products, which can be harsh.

You could argue that the main intent of skin care everywhere is to promote healthy, happy skin. But there are some key differences. Many Western skin-care trends (such as skin cycling, peels, and rediscovering skin toners) tend to home in on ingredients such as retinol and exfoliating acids, for example glycolic, lactic, and salicylic acid. These are great when used properly and sensibly under the guidance of an expert but they can be notoriously irritating when overdone, as many of us tend to do.
Ask any dermatologist to pinpoint common skin gripes they regularly spot in clinic and they'll almost always reel off perioral dermatitis (a red rash that circles your mouth), burns, irritation, dryness, and a compromised skin barrier (redness, tightness, breakouts, rashes) — all a result of overdoing it on harsh ingredients.
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Of course, Korean skin care does feature the aforementioned ingredients. They do work, after all. But the Korean approach seems to be a lot gentler and there is a distinct difference in ingredients lists, too, says Olu. PHAs (polyhydroxy acids) are a lot more popular in Korean skin care, for example. Take Dr. Jart+'s recently launched Pore Remedy range, in which PHAs are the star ingredient. Much like glycolic and salicylic acids, PHAs exfoliate the skin effectively, but what sets them apart from other exfoliators is their large molecule size. They exfoliate at surface level without going too deep and aggravating skin as other acids might. Glow Recipe and CosRx are just a few Korean brands championing them and subsequently promoting a kinder approach to the controversial exfoliation trend.
In fact, Korean skin care has been something of a savior for our irritated skin barriers of late. Much of Korean skin care shines a light on reducing inflammation rather than drying out skin. "Promoting hydration as well as soothing ingredients is a primary focus in Korean skin care," confirms Cosmetic Chemist Ramón Pagán. "This is a contrast to the products we tend to see in the west, which can be more astringent or irritating to the skin with higher percentages of active ingredients."
Pagán explains that thanks to skin-care marketing in the early '00s, the Western approach to skin care has been hooked on stripping skin: getting rid of the 'bad' stuff like excess oil and clogged pores. Conversely, Korean skin care is about nourishing the skin. Reddit's skin-care obsessives concur that Western skin care can be disagreeable, particularly for those with dry, sensitive, or acne-prone skin.
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@hkjennylee #greenscreen and not to mention the dupe has bifida as the FIRST ingredient while the original has it as the SECOND… tea 🙈 #koreanskincare #kbeautyblogger #kbeauty #koreanskincareproducts #kbeautyskincare ♬ Monkeys Spinning Monkeys - Kevin MacLeod & Kevin The Monkey
Olu seconds this. "Western skin-care products tend to take a corrective approach," she tells R29. "Specifically, the formulas are dedicated to solving a skin-care concern, whether it is retinol, azelaic acid, or BHAs and AHAs," which are different kinds of exfoliating acids. "[Western skin care] is meant to help with anti-aging and things like redness," explains Olu, "while Korean skin care focuses more on maintenance and skin barrier health."
It's why you'll find excellent ingredients, like ceramides (very moisturizing and hold the skin barrier together), centella asiatica aka cica (a herb that decreases inflammation, redness, puffiness, and swelling) and niacinamide (vitamin B3, which keeps the skin barrier intact and reduces excess oil) in most Korean skin care. The color-correcting cream that recently went viral on TikTok? It includes cica — and of course it's Korean.

A reason why Korean skin care is so popular — and so good — is because the Korean government is said to have actively invested in its beauty brands to better develop cosmetics.

Redditors also point out that Korean skin care includes 'special ingredients' and technologies that Western products don't. Snail mucin (excreted from snails) is a popular moisturizing ingredient among Korean brands, with influencers and experts extolling the virtues of products like CosRx Advanced Snail 96 Mucin Power Essence Gel. "This is a great barrier-protecting ingredient," Dr. Kemi Fabusiwa told R29 recently, "but it also gives your skin a great shine."
Then there's allantoin, popular in Korean skin care for locking moisture into the skin, as well as rice extract (said to increase hydration, making skin plump), and bee propolis, a natural substance produced by honey bees that has been proven to smooth skin and protect it from environmental factors, such as pollution.
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Beyond the more skin-friendly and interesting approach to ingredients, it has been reported that Korean beauty and skin care is one of the country's biggest businesses and exports. As the world's third largest cosmetics exporter, South Korea's cosmetics exports outperformed home appliances, pharmaceuticals, and smartphones in 2020. Data also suggests that South Korea's skin-care market will reach $11.4 billion in value by 2026. Interestingly, one of the reasons why Korean skin care is so popular — and so good — is because the Korean government is said to have actively invested in its beauty brands in order to better develop cosmetics.
"When K-beauty was introduced to the Western market through popular channels and social media, a phenomenon was awakened, creating demand and opportunity for business," says Nina Vargas, a global business strategist for beauty, fashion, and wellness brands. "This allowed Korean cosmetics companies to obtain help from the Korea International Trade Association (KITA)." KITA is a nonprofit organization that helps small and medium enterprises enter markets abroad.
What's more, Dr. Jenelle Kim, Founder and Formulator of JBK Wellness Labs, says that Korean skin care uses the latest science to understand exactly what our skin needs. "It utilizes ingredients in new ways, while remaining committed to formulating with centuries-proven ingredients and, for some brands [like Erborian, Sulwhasoo, and Beauty of Joseon], the powers of herbal medicine." Ginseng and green tea are super popular, for example.
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Dr. Kim adds that our skin's needs change with the climate or environmental factors, like air quality, makeup trends, and hormones. Korean skin care has consistently switched things up in an effort to help us stay in balance. Pagán agrees that heritage surrounds Korean skin care. "Lots of brands use 'hanbang' ingredients, which are based around traditional Korean medicine," he says. "These are often herbal and naturally derived." Post-pandemic, when we're more interested than ever in keeping healthy, highlighting medicinal skin care makes Korean products appear trustworthy and effective, elevating them above others.
In short, skin care is an inherent part of Korean culture. Head to TikTok and you'll see that Koreans view beauty not as a luxury but as a necessity. Countless videos suggest that from a young age, people are taught to take care of their skin and to look at skin care as a preventative measure. Year-round sun protection is also a big trend among Korean skin-care lovers, with a high factor, broad spectrum sunscreen said to be one of the most important products in a routine.
Another reason Korean skin care is regarded so highly is because the majority of it is affordable. Head to Reddit and you'll spot skin-care lovers swapping reviews of Innisfree, Tonymoly, and Etude House. The promise of soothed, hydrated skin is their main pull, but so are the relatively low prices, with most cleansers, serums, and creams coming in under $25.
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Amid a cost of living crisis, it makes sense that we want to spend as little as possible on beauty products. When it comes to Korean skin care, though, tightening your purse strings doesn't mean compromising on quality. All the proven skin-care ingredients are there, from retinol to acids, just in gentler concentrations and sophisticated formulas. Some TikTokers even point out that Korean skincare often dupes brands and products that charge hundreds for very similar ingredients and results. "It doesn't matter if you spend $1 or $100. If it's K-Beauty, chances are it's great," thinks Vargas.
Over time, the 10-product routine has given way to routines with fewer steps. Excessive layering doesn't work for everyone, particularly if you have a strict budget or your skin is sensitive, reactive, or acne-prone. But Korean skin care is ever evolving and always adapting to consumer needs. Because of this, three- or four-step routines are now trending among Korean influencers. TikTokers are sharing their easy skin-care rituals, which always start with a gentle, hydrating cleanser followed by a serum, moisturizer, and sunscreen. This is a quick and effective routine that dermatologists and skin-care experts often recommend for skin types across the board.
Pagán believes that Korean skin care stays fun and inventive. "It's simple but impactful and you get luxury experiences at affordable prices. You don't see Western brands readily introducing staple Korean concepts, like fermented ingredients or snail secretion." Add to that the serious investment and spotlight on nourishing the skin (rather than getting rid of the 'nasty' stuff) and it's clear to see why Korean skin care is regarded so highly. But is it better? Essentially, the very best skin care is the skin care that works for you. If it happens to be Korean, that's great. But if it's something else entirely, why switch it up?
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This story was originally published on Refinery29UK.
At Refinery29, we’re here to help you navigate this overwhelming world of stuff. All of our market picks are independently selected and curated by the editorial team. If you buy something we link to on our site, Refinery29 may earn commission.

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"A reason why Korean skin care is so popular — and so good — is because the Korean government is said to have actively invested in its beauty brands to better develop cosmetics."

"Head to TikTok and you'll see that Koreans view beauty not as a luxury but as a necessity."

Title:

Content: 7 Best Korean skincare products for dull skin tone

The best Korean skincare products for dull skin brighten a lackluster and tired complexion, making way for skin that glows inside out. A dull complexion that often appears ashy and dry with a patchy and bumpy texture is a sign that the skin needs some extra attention. The good news is that one can rediscover naturally radiant skin with the right dull skin treatment.

Treating dull skin is something Korean skincare products know all too well. Focusing on skin health with products infused with refreshing brighteners like vitamin C, niacinamide, propolis, and hyaluronic acid, they make tired skin glow again.

One can say hello to a more radiant complexion with this roundup of the best Korean skincare products for dull skin.

7 Best Korean skincare products for dull skin tone

1. Sulwhasoo Concentrated Ginseng Renewing Water Ex

The skin-rejuvenating effects of ginseng make it a favorite ingredient infused in the best Korean skincare products for dull skin. Formulated with Sulwhasoo’s signature Ginsenomics with steamed ginseng water, it provides intense hydration and nutrition for dry skin.

Coupled with a lightweight gel-in-water formula, it quickly absorbs and induces hydration and firmness, giving one a Korean glass skin glow.

2. Goodal Green Tangerine Vita C Serum

Anyone looking for the best Korean skincare products to transform sad and dull skin into glowy skin can consider Goodal Green Tangerine Vita C Serum. Packed with 70% vitamin C from Jeju green tangerines, it delivers a potent brightening effect to minimize dark spots and blemishes for an even skin tone.

Adding to vitamin C are 5% niacinamide and rice bran extract, revitalizing the skin and leaving it soft and glowing. It is available on Amazon for $22.80.

3. Isntree Chestnut AHA 8% Clear Essence

Dull skin is very often caused by dead skin cell buildup. Enriched with 4% glycolic acid and 4% gentler lactic acid, the clear essence is designed for anyone desiring the best Korean skincare products for dull skin. The use of two kinds of AHAs gets rid of skin impurities and dead skin cells, exposing new, more radiant skin. All these AHAs act as humectants to keep the skin hydrated.

Combined with other skin-healing ingredients like Centella asiatica, hyaluronic acid, and panthenol, it helps with overall dullness. It is available on Soko Glam for $18.10.

4. Some By Mi Propolis B5 Serum

Formulated with a high concentration of propolis extract, anybody dealing with dull skin can take advantage of the brightening effects of the serum. Adding to propolis are vitamin B5 and ceramides, creating a trio that locks in moisture and fortifies the skin for a healthier complexion.

The serum’s honey-like, silky texture absorbs nicely into the skin, keeping it hydrated without being sticky. The best propolis product retails for $18.70 on Amazon.

5. I’m From Beet Energy Ampoule

Beetroot is rich in antioxidants, an incredible way to combat the signs of stress and transform even the dullest of skins. Made with 81.5% beetroot extract, the ampoule is packed with revitalizing properties to revive the skin’s glow. Meanwhile, adding niacinamide and squalane helps with hydration and brightening, ensuring the skin is smooth and supple.

With regular use, the ampoule reduces the look of fine lines and wrinkles, improving overall skin texture. Formulated for all skin types, Soko Glam sells the ampoule for $22.00.

6. Skin1004 Madagascar Centella Hyaluronic-Cica Blue Serum

Dull skin due to dehydration can get a transformation from the serum’s signature Hyaluronic-Cica formula. The five layers of hyaluronic acid and Centella asiatica work synergistically to give the skin the moisture it needs for long-lasting hydration.

Adding to them is ivy leaf extract, which helps energize dull skin, leaving you with a renewed complexion. It retails for $14 on the official website.

7. Ma:nyo Galactomy Essence Cream

Galactomyces extract is the star ingredient, giving the cream a potent skin-smoothing and revitalizing effect, leaving one with softer, more elastic skin. Adding to it is shea butter to moisturize and protect, niacinamide to help fade dark spots, and abalone enzyme to relieve tired skin.

Although it has a rich and creamy texture, it readily absorbs into the skin for improved hydration without leaving a tacky feeling. Designed for anybody desiring the best Korean skincare products for dull skin, it retails for $35 on the official website.

The lack of skin glow and plumpness may be because of dead skin cell buildup, dehydration, environmental pollutants, aging skin, or UV damage. But, more often, it’s caused by a combination of several of these problems.

Hence, the best Korean skincare products for dull skin, as we mentioned above, have a unique blend of ingredients to provide a multi-tasking skincare action: hydrating, moisturizing, brightening, and protection.

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"Within 48 hours, the item sold out at Sephora US and Canada as well as on the brand’s website."

"They work harder for the skin and save money and time – what’s not to love?"

Title:

Content: Skincare Sunday

5 K-Beauty Trends To Amp Up Your Spring Skincare Routine

Rosdiana Ciaravolo

There’s a reason that so many of our favourite skincare trends (on TikTok and otherwise) hail from Korea, where they know a thing or two about how to create the juiciest skin. But what’s trending now? Vogue spoke to aesthetic doctor and K-beauty expert, Dr Christine Hall, to learn about the latest ingredients, routines and rituals coming from the place where it all begins – and how to work them into your skincare regimen with products currently available in the UK.

Fermented ingredients

We know how good fermented foods are for our guts, but our Korean counterparts know how good they are for their skin. “They ferment most of their ingredients – for example, red rice, lactic and glycolic acid, are all fermented byproducts,” she says. “Fermenting an ingredient makes it something like four times more potent than it would be in its normal state.”

Drunk Elephant Bouncy Brightfacial Mask

La Mer The Resurfacing Treatment

Purito Fermented Complex 94 Boosting Essence

HaruHaru Wonder Black Rice Bakuchiol Eye Cream

Skip-care

Even the Koreans are now shunning the 12-step skincare routine they made so popular. “There’s been a shift away from the very old school multi-step routine,” says Hall. “Skip-care is basically a fancy way of saying that you skip some of the steps. They do that by using products that house a combination of ingredients.” Step hybrid formulas, like Tatcha’s Vitamin C formula, combine different active ingredients (like vitamin C and fruit acids) in one formula. They work harder for the skin and save money and time – what’s not to love?

Tatcha Violet-C Brightening Serum

Byoma Hydrating Recovery Oil

Waterless beauty

“In Korea, there’s a real focus on products that don’t have much water in them – which is where the term ‘waterless beauty’ comes from. The idea is that you get way more than what you pay for because they last longer, due to the minimal water in the product,” says Hall. Look at many ingredients lists and you’ll notice “aqua” is often at the top, but the idea with waterless formulas is that, instead of being filled by water, they are packed with more efficacious ingredients and less filler. You’ll often find them in powder format or oils. For the latter reason alone, they’re not for every skin type, but Hall says this move has come from a more earth-friendly approach to beauty in South Korea.

Ethique The Perfector Nourishing Solid Face Cream

Chanel N°1 Red Camellia Powder-To-Foam Cleanser

CeraVe Hydrating Cleanser Bar

Keys Soulcare Be Luminous Exfoliator

Skin flooding

You may have heard about “skin flooding” on TikTok – the term has a cool 2.1 billion views on the platform. The idea really originated with that aforementioned multi-step Korean skincare regime, where layer upon layer of hydration (using different formulas in different textures) were applied to the skin to quench its thirst. To “skin flood” is a similar affair; it involves applying a number of different hydrating products, from serums to lightweight lotions to thicker moisturisers, to deeply moisturise and lock it all in. “Double moisturising is also a big trend for those who are time poor,” adds Hall.

Huxley Grab Water Essence

Beauty of Joseon Red Bean Water Gel

L'Oréal Paris Revitalift Filler Line Plumping Water Cream

Kiehl’s Ultra Pure High-Potency 1.5% Hyaluronic Acid Serum

Sisley Ecological Compound Advanced Formula

Ren Clean Skincare Perfect Canvas Smooth, Prep and Plump Essence

Double SPF

And if doubling up on your moisturiser isn’t enough, have you also tried applying your SPF twice? “There’s a real interest in blue light, so the Koreans are finding SPFs that concentrate on blue light, then using another SPF – one that has light-reflecting filters and so on – on top,” says Hall. “This second SPF often comes in the form of make-up, and they’ll wear that as their base instead of applying foundation.” All in the name of excellent sun protection.

Dr.Jart+ BB Premium Beauty Balm SPF50

Supergoop! Mineral Mattescreen 100% Mineral Sunscreen

"The idea is that you get way more than what you pay for because they last longer, due to the minimal water in the product.”
10.

"It leverages technology from South Korea, which is known for its highly advanced skincare industry."

Title:

Content: Kenyan company seeks to change the skincare game with Korean technology

A selection of Uncover’s products

Kenya-based skincare company Uncover was founded with the goal of creating products specifically tailored for African women. It leverages technology from South Korea, which is known for its highly advanced skincare industry. Uncover recently raised $1 million in its latest round of funding from investors including FirstCheck Africa, Samata Capital, Future Africa and IgniteXL.

In this interview, CEO and co-founder Sneha Mehta shares the story of Uncover’s founding and the strategies the company pursued to grow its business.

From idea to reality

Uncover was founded by Mehta, Jade Oyateru, and Catherine Lee. Mehta has a background in private equity in Africa, while Lee is a Korean living in Kenya and an economist and filmmaker. Oyateru, originally from Nigeria, has worked for companies such as Unilever and Nestlé as well as e-commerce platforms Kasha and Jumia.

After years in the private equity industry, Mehta became inspired to pursue her own entrepreneurial endeavours, rather than just supporting the growth of other businesses. To achieve this, she enrolled in the Antler business accelerator programme in Nairobi, where she met her co-founder, Lee.

The idea for Uncover came from Lee, who identified a gap in the market for skincare products specifically tailored for African women. She proposed building an African brand that leveraged technology from South Korea, which is considered a leader in the global skincare industry.

Mehta was drawn to the idea, as she had her own traumatic skincare experience several years earlier. She always had acne-prone skin and hyperpigmentation and consulted with a top dermatologist in Nairobi but was given a tube of medication with no instructions and the treatment resulted in her entire face being burnt. This gave her confidence a massive knock and Mehta was motivated to build a trusted skincare brand that is anchored in not only health and safety but also efficacy.

In June 2020, the team presented their business proposal to an investment committee at Antler, and subsequently received $100,000 in funding. Oyateru joined the business right after the Antler investment. They spent the following six months establishing supplier relationships in South Korea, reaching out to retailers, working on packaging, developing marketing content, and making their first hires. “Those early days were absolutely crazy. I think we were working like 14-16 hours a day,” Mehta notes.

Product rollout

Mehta explains that the company was cautious in the rollout of its first products. Initially, the plan was to test the market with third-party items from Korea for a year, before developing the Uncover branded products. However, it quickly became clear that the ultimate goal was to build the company’s own brand, rather than becoming just another distributor.

The decision was made to enter the market with sheet masks, an affordable item that retails for about $2 each. Sheet masks are a type of skincare product that are made of a cotton fabric soaked in serum, which is placed on the face to provide various benefits depending on the ingredients in the serum. This allowed Uncover to build a community of women around the product and establish a customer base before introducing more expensive items.

Uncover launched its sheet masks in December 2020, followed by pimple patches, to treat acne, one year later. Nine months after that, it introduced the Baobab Glow-C Serum. The company’s current range also includes Rooibos Glow Toner, Argan Hydrating Moisturiser, Green Tea Revitalising Cleanser and Aloe Invisible Sunscreen.

Manufacturing

Uncover outsources its manufacturing to a contract manufacturer in South Korea, but maintains an active role in product development. It works closely with a formula scientist based in the United States, who has experience at L’Oreal. All products include at least one African-grown ingredient, such as baobab, rooibos or argan. Additionally, before any products are released to the market, they are tested on women on the African continent to ensure they are suitable for the local market.

Packaging and branding

Uncover faced some challenges in finding the right packaging and branding approach. Initially, the company worked with a well-known agency in Nairobi but after two weeks didn’t feel that they understood their vision. Eventually the Uncover co-founders decided to move on, although it meant losing some money.

They then hired an agency in the UK for a “ridiculous amount of money”. However, despite numerous tries, this agency too couldn’t get it right. The agency’s interpretation of what Africa is was too cliché. For instance, Mehta says they put baobab trees and Masaai prints on the packaging. That relationship also ended after four months.

The fledgling skincare startup was now $10,000 in the red on design expenses but still didn’t have any packaging. Feeling stuck, the company turned to a graphic designer intern they found on Instagram who at the time recently joined their team for social media. They assigned her the challenge of developing the packaging, and her ideas ended up being the foundation for the final design. Once they had the concept, they then gave it to an expert packaging designer to finalise.

Uncover founders (left to right) Catherine Lee, Jade Oyateru and Sneha Mehta

Target market

The company’s products are positioned to be affordable to the middle-income segment of the population. It sees itself as “masstige”, meaning affordable to the mass market but perceived as prestigious. The products are slightly more expensive than brands like Nivea and Garnier, but cheaper than high-end luxury labels.

Building a community and knowledge platform

Mehta highlights the strategy of building a digital community and a knowledge platform as key aspects of the business. In addition to launching a six-step online skincare quiz and offering a teleconsultation service through its e-commerce platform, the company also produces skincare-related educational content which are distributed through its social media channels, blog and email newsletter. This focus on community and education has allowed Uncover to increase brand awareness and drive customer retention.

Retail channels

Uncover began by distributing its products through a select group of stores, both online and offline, chosen after conducting a survey on where women typically shop for skincare products. These included East Africa’s largest pharmacy chain, Goodlife, health and nutrition retailer Healthy U, as well as two specialty beauty stores. The company also partnered with online retailers, Jumia and Mydawa. Initially, the larger retailers operated on consignment while others only purchased a small number of units for testing. Over time, these consignment arrangements evolved into outright sales and order sizes increased.

The company launched its own e-commerce platform in March 2021 with the aim of having direct interactions with customers. To handle order fulfillment, Uncover has its own warehouse and partners with Sendy, a third-party delivery service that functions like the “Uber for deliveries”. The e-commerce store has been a significant contributor to the company’s revenue, accounting for approximately one-third of its total business.

Data driven

Uncover has implemented a data-driven approach in managing its business. While still at the Antler accelerator, before it had launched any products, the founders conducted a survey to gather information on primary skincare concerns and shopping habits from nearly 1,000 women. This survey revealed that less than half of the women were using sunscreen, 40% had acne and were making it worse through harsh scrubs and exfoliation, and only a quarter were adhering to a basic skincare routine.

Additionally, data from its online skin quiz is used to not only suggest products to customers to address their specific skin issues, but also to create a comprehensive customer profile. Uncover also utilises data collected from its e-commerce platform, along with other sources, to inform product development, marketing strategies, messaging, and other business decisions. When deciding on a tagline for its products, Uncover conducted surveys to gather customer responses on different options presented to them. It followed a similar process in terms of its packaging design.

Expansion to Nigeria

Uncover will soon expand to Nigeria, which will allow the company to tap into the second biggest skincare market in sub-Saharan Africa after South Africa. Co-founder, Jade Oyateru, is Nigerian, making it a natural next step. The expansion will also bring economies of scale and increase volumes, allowing the company to benefit from improved unit economics.

Working capital and competitive hurdles

Mehta says one of Uncover’s biggest challenges is managing working capital, specifically the issue of paying suppliers upfront and then having to wait 30 to 60 days for shipments to arrive. To address this, the company is currently in the process of negotiating terms with suppliers. Additionally, growing sales from its own online store is helping with cash flow as it allows Uncover to receive payments immediately.

The CEO also highlights competition from international players with larger marketing budgets as a challenge for Uncover.

Uncover CEO Sneha Mehta’s contact information

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"Packaging and branding: It followed a similar process in terms of its packaging design."

"According to a new study of 4,000 women by Avon, ‘skinimalism’ is a growing trend."

Title:

Content: Why we're all becoming 'skinimalists' and how to declutter your beauty cabinet

It’s time to streamline your beauty regime

According to a new study of 4,000 women by Avon, ‘skinimalism’ is a growing trend. This makes a change from where we were five years ago, when 12-step Korean skincare rituals were all the rage. And it’s a no-brainer: time is a precious commodity, especially post-lockdown.

Like many of you, when commuting wasn’t part of my daily schedule I relished the opportunity to experiment more with skincare. But since transitioning from working from home to commuting to the office, I’ve been inclined to streamline my skin routine – and apparently you have too.

Avon’s research found that only 10 per cent of women now use more than five skincare products daily. But if you are still facing a bathroom cabinet full of half-used products and haven’t a clue where to start culling, I can help.

Damascan Rose Facial Treatment, £55, Aesop

To use a fashion analogy, one well- cut blazer and a flattering pair of jeans will keep on giving long after this season is over, and the same is true for certain beauty products. Invest in a couple of well-formulated serums with proven ingredients over and above multiple faddy products and your face will thank you for it.

Begin with a good cleanser that properly (and gently) prepares the skin’s surface for your next step. I like a sulphate-free foaming formulation as it captures dirt and pollution particles like no other. Next, if you have specific concerns, then a serum with targeted ingredients is needed. Mandelic acid is a good end-of-summer option for gently exfoliating skin and improving its texture, while encapsulated retinol is, in most cases, a solid bet for night-time. You’ll need a hydrating serum to keep skin supple and you can’t go wrong with ceramides and hyaluronic acid.

Remember that creams are generally there to seal in hydration and keep pollutants out, so a simple barrier cream to finish will suffice. Or, mix a facial oil with water or a facial spritz, which enables you to adjust the level of moisture you need on any given day.

Regena Facial Milk, £59, Waphyto; Mandelic Acid & Rice Bran Exfoliating Serum, £22, Selfless by Hyram; Hyaluronic Acid Ceramide Capsules, from £45, Elizabeth Arden; Skin Food Light, from £8.99, Weleda; Crystal Retinal 3 Stable Retinol Night Serum, £45, Medik8 at Net-a-Porter

To make things even simpler, you could zero in on one succinct skincare brand. I’m enamoured of the clean Japanese brand Waphyto, which harnesses powerful plant-based ingredients with sophisticated science. The unfussy, tightly edited line-up of products (free from parabens, ethanols, synthetic colours, fragrance and petroleum-based surfactants) is the brainchild of award-winning plant scientist and phytotherapist Atsuko Morita, who was inspired by Japanese ‘wa culture’. Based on achieving peace and harmony, it’s a philosophy not dissimilar to Lagom, the Swedish mantra of ‘not too little, not too much’.

I genuinely rate all six products in the skincare range, which comprises two cleansers (one oil for removing make-up, one foaming to rid you of deep-down dirt), two creams (one light, one rich), one facial oil and a clever gel-based toner. But, if pressed to highlight just one, I’d recommend the Regena Facial Milk, made with pure squalane and full of mood-lifting essential oils. Or why not give the trial pack of six a whirl and see how your skin fares? Mine is softer, brighter and clearer after a full month’s use. Otherwise, choose from the rest of my road-tested essentials, specially selected for this time of year.

These sentences highlight the diversity and innovation of Korean skincare, unique ingredients and technologies, government support, affordability, marketing and packaging strategies, and the adoption of Korean beauty philosophies internationally.