Korean skin care’s global popularity is rooted in a distinct philosophy prioritizing skin health, hydration, and prevention, rather than aggressive correction or targeting of specific issues as seen in many Western routines .

The ideal of “glass skin”—dewy, luminous, and healthy—reflects a cultural emphasis on consistent, gentle care and self-care rituals, with routines often viewed as essential for well-being rather than luxury .

This approach contrasts with Western skin care, which frequently employs stronger actives like retinol and exfoliating acids, potentially causing irritation, while Korean products favor milder ingredients such as polyhydroxy acids (PHAs) that exfoliate gently and are suitable for sensitive skin .

Korean skin care is also characterized by multi-step routines—sometimes up to 10 steps—incorporating double cleansing, toning, essences, serums, masks, and moisturizers, allowing for targeted, layered treatment and thorough cleansing .

Unique ingredients like snail mucin, fermented rice water, ginseng, and herbal extracts are common, with fermentation processes enhancing ingredient potency .

The integration of traditional herbal medicine (hanbang) with modern science further distinguishes K-beauty .

The international boom of K-beauty is driven by innovative, affordable products, effective use of social media, and cultural appeal.

Viral trends such as “Korean glass skin” on TikTok have amassed billions of views, propelling products like COSRX Advanced Snail 96 Mucin Power Essence to best-seller status .

Brands leverage influencer partnerships, celebrity collaborations, and immersive flagship store experiences to build global recognition and trust .

The affordability of many products—often under $25—broadens accessibility and appeal .

Korean brands adapt quickly to trends, shifting from complex routines to “skinimalism” and clean beauty,

Korean skin care’s global popularity is rooted in a distinct philosophy prioritizing skin health, hydration, and prevention, rather than aggressive correction or targeting of specific issues as seen in many Western routines .

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

The ideal of “glass skin”—dewy, luminous, and healthy—reflects a cultural emphasis on consistent, gentle care and self-care rituals, with routines often viewed as essential for well-being rather than luxury .

Title:

Content: (Trial Run)

Nothing Makes My Skin Glow Like This K-Beauty Rice Mask

It’s basically my on-call esthetician.

Sarah Y. Wu
We may receive a portion of sales if you purchase a product through a link in this article.

In our series Trial Run, TZR editors and writers put the buzziest new beauty products to the test and share their honest reviews. This week, beauty writer Sarah Y. Wu is testing House of Dohwa’s Rice Wash Off Facial Mask.

When it comes to my skin, I can confidently say that I’ll never be Team Matte because I worship fervently at the altar of glow. Maybe I’ve taken this way too far at times by layering on three separate highlighters for a casual grocery store run. But I’ve since learned from my mistakes and found the key to the ideal amount of dewy luminosity: House of Dohwa’s Rice Wash Off Facial Mask (and no more than one highlighter at a time).

I first discovered House of Dohwa on a recent trip to Seoul, where I spent a morning in their idyllic store in Bukchon Hanok Village. The shopping experience combined two of my favorite things: wall-to-wall shelves of skin care and a menu of house-made teas to sip on while I shopped. I left with so many things that I barely squeezed onto the subway, but this creamy mask in a squeeze pouch was by far the most exciting find of the day.

“House of Dohwa's wash-off masks were inspired by the ingredients used by our Korean ancestors for centuries,” says Abe Cho, co-founder of Coréelle, a K-beauty retailer and parent company of House of Dohwa. “The practice of washing one’s face using rice water was the most common beauty method for brightening complexions in the Korean royal court.” Fast forward several centuries, and you can get it packaged in a travel-friendly pouch reminiscent of a very chic Capri Sun. Ahead, my honest thoughts on this mask after rigorously testing it for a month.

Fast Facts

  • Price: $20
  • Size: 100 ml/3.38 fl oz
  • Clean/Cruelty-Free: Yes
  • Best For: All skin types looking for a gentle exfoliator to soften and boost glow
  • Ingredient Highlights: Rice bran extract, rice powder
  • What We Like: Instantly makes skin feel smoother and look glowy, hydrates, calms, non-drying, easy-to-use packaging
  • What We Don’t Like: Nothing!
  • Rating: 5/5
How TZR Keeps Score: 1/5: Making a return; 2/5: Keeping as a backup; 3/5: Finishing to the last drop; 4/5: Recommending to my group texts; 5/5: Already on auto-replenish

The Formula

In formulating this mask, the House of Dohwa team wanted to create an exfoliating base that stayed gentle enough for all skin types to use regularly. That made rice the perfect starting point. “Rice naturally softens skin, provides high levels of moisture, and visibly brightens,” says Cho. “The rice bran used in our Wash Off Mask is rich in minerals like zinc, magnesium, vitamins B and C, antioxidants, and compounds like ferulic acid and allantoin.” Alongside rice bran extract, Cho says the mask also contains raw rice powder, a non-irritating exfoliant.

I’ve had enough unfortunate experiences with physical exfoliants in the past that I usually prefer a chemical alternative (like AHAs or BHAs) instead. But rice powder might be my single exception because it’s never done me wrong — and not just in this formula.

“Unlike other physical exfoliants, rice powder is not harsh and can be used for people with sensitive skin as well,” says Dr. David Kim, M.D., board-certified dermatologist and founder of Lightsaver. “It can help remove a dead layer of the skin without over-stripping.” Similarly, rice bran extract touts the same benefits. “It’s suitable for all skin types including sensitive skin,” says Dr. Kim.

Research shows that rice-derived ingredients have promising anti-inflammatory and moisturizing benefits, as well as positive effects on skin conditions like atopic dermatitis. This is due to rice bran’s rich nutrient content. “Rice bran is the outer cap of the rice kernel, which is high in starch,” says Dr. Joshua Zeichner, M.D., board-certified dermatologist and director of cosmetic and clinical research at Mount Sinai Hospital’s Department of Dermatology. “It has also been shown to have soothing and calming effects on the skin.”

Both Dr. Kim and Dr. Zeichner echo Cho’s list of the nutrients found in rice bran: amino acids and antioxidants like vitamin E and ferulic acid that soothe, hydrate, soften, and protect skin.

My Typical Skin Care Routine

It’s been awhile since I gave my routine an overhaul, but 2024 seems to be my year of trying new things. That starts with a daily dose of Elysium’s Mosaic Supplements, a blend of carotenoids and hyaluronic acid that has made a surprisingly big difference in how healthy and hydrated my skin feels. I’ve also begun incorporating gua sha sessions every other night, which I always pair with a few drops of Le Prunier’s Plum Beauty Oil — still the best face oil I’ve ever tried. My arsenal of devices has been whittled down to two. I start my day with the NuFACE Trinity+, which instantly lifts and sculpts my jawline and cheeks with microcurrent, clearing away any puffiness from the night before. In the evening, I do a short treatment with my NIRA Pro Laser, which uses non-fractional, non-ablative laser technology to target the lines on my neck and chest.

The rest of my routine changes depending on what I’m testing at any given moment, but a few things have stayed in the rotation lately. I love Depology’s Opuntia-C Relief Cleansing Balm for removing every single trace of makeup without irritating my eyes. For a hydrated base, I layer House of Dohwa’s Rice Bran Toner under the brand’s Rice Bran Facial Moisturizer (supplemented with regular applications of the Rice Wash Off Facial Mask). And because I would never forget about sunscreen no matter what season it is, I rotate between two. Skin1004’s Hyalu-Cica Water-Fit Sun Serum SPF 50+ feels incredible: like a soothing, hydrating serum with none of that sunscreen slick and leaves my skin looking refreshingly dewy. When I want a touch of glowy tint, I grab Lightsaver’s Activated Mineral Sunscreen SPF 33, which wears like a silky whipped moisturizer and subtly smooths out my skin.

My Experience & Results

I’ll never forget the first time I used this mask because I started that day looking objectively terrible. After a long night out and two hours of sleep, my skin was dehydrated, dull, and patchy —the holy trinity for testing a new skin care product. I unscrewed the cap on my mask, squeezed out a small dollop, and smeared it all over my face like an extra-thick cleanser. Even in my sleep-deprived state, I was able to appreciate how creamy and refreshing it felt (and how it smelled faintly, deliciously like a sticky rice dessert). I left it on for 10 minutes as instructed, then rinsed it off. Instantly floored. My skin had the lit-from-within radiance and softness I typically associate with stronger treatments like acid peels. My dry patches had faded, the redness around my nose and cheeks had gone down, and my glow was back in full force.

Since then, I’ve reached for this mask whenever my face looks like it can use an extra boost in the morning. Cho says it’s gentle enough to be used daily, but recommends scaling that back to three to four times a week if you have sensitive skin. I’m usually too lazy to use masks that require rinsing, but this one is so good, I don’t mind adding the extra step. If you use it twice a week like me, you could easily make one of these packs stretch for a few months, especially since the pouch makes it easy to squeeze out every last drop.

Is House of Dohwa’s Rice Wash Off Facial Mask Worth It?

I contemplated buying a second suitcase just to bring more of these back home with me, and I still slightly regret not doing it. This is one of the most affordable face masks in my beauty cabinet, but it’s pretty much made me forget about all the other ones I own. If you have sensitive skin, dream of glow, and want immediate results without the fear of flare ups, this is the formula for you. And if you have any other skin type, you need this too. Have I already booked another trip to Seoul partly just to stock up on more? Maybe.

This approach contrasts with Western skin care, which frequently employs stronger actives like retinol and exfoliating acids, potentially causing irritation, while Korean products favor milder ingredients such as polyhydroxy acids (PHAs) that exfoliate gently and are suitable for sensitive skin .

Title:

Content: SKIN1004 Flagship Store / LMTLS

SKIN1004 Flagship Store / LMTLS

+ 18

  • Architects: LMTLS
  • Area:  350
  • Year:  2024
  • Photographs:Swan Park
  • Manufacturers:  Beam Monster, Daeyeong Metal, Kumkang Glass
  • Design Architects: Daeho Lee (Partner in charge), Jaeyual Lee, Beomki Lee
  • Architecture And Interior Design: LMTLS
  • City: Jung-gu
  • Country: South Korea
More SpecsLess Specs

Text description provided by the architects. Located in the vibrant heart of Myeong-dong, Seoul, the skin1004 flagship store emerges as a distinctive presence in a saturated landscape of skincare boutiques. The essence of this differentiation lies in meticulous, creative space design, serving as the cornerstone for shaping the brand's unique identity and resonance with the public.  As the pioneer of the first offline flagship store in Myeongdong, skin1004 embraces the profound concept of "untouched nature," liberating itself from the cliche of nature in green hues. Instead, it introduces a newly crafted landscape, bathed in rich brown and beige tones inspired by the pristine nature of Madagascar, surrounded by rocks, pebbles, and sand. The design aims to offer a distinct experience by blending various landscapes within the urban environment. This intentional contrast with the bustling city outside creates a captivating space, sparking curiosity and providing an intriguing escape for visitors.

The façade of the flagship store boldly features an intense rock texture, a departure from the conventional glass storefronts of Myeong-dong. The strategic integration of brass metal in the entrance and windows epitomizes Skin1004's modern brand philosophy, transforming raw elements of untouched nature, symbolized by rocks, into cosmetic products through advanced technology. The curved windows, brass benches, and carefully curated landscaping contribute to the creation of a three-dimensional space, transcending a simple two-dimensional pattern.

The first floor serves as an exhibition space reflecting the brand's philosophy and identity, while the second floor accommodates a lounge and sales area for product testing and social events. These spaces are intricately connected through a void, housing a sculpture that seamlessly blends the concept of untouched nature with a modern aesthetic. Upon entering the premises through the external rock façade, the first-floor interior simulates an organic walking trail, reinterpreting the concept of untouched nature in the warm brown tones reminiscent of desert and rocky landscapes. Visitors meander through reed landscapes, encounter swaying water waves, witness natural scenes on media walls, and feel the rough texture of rocks, offering an immersive experience of navigating through the theme of "untouched nature."

Upon climbing the reed forest-inspired staircase, visitors encounter a space on the second floor where they can directly experience and purchase cosmetic products. The impactful rock sculpture from the first floor remains visually striking through the void space. Ceiling-mounted illuminative lighting on the second floor, cascading onto the rock sculpture, maintains the subtle natural light ambiance on both floors, enhancing the overall atmosphere.

Project gallery

See allShow less

Project location

Address:Myeong-dong, Jung-gu, Seoul, South Korea

Location to be used only as a reference. It could indicate city/country but not exact address.
About this office
Cite: "SKIN1004 Flagship Store / LMTLS" 28 Jan 2024. ArchDaily. Accessed . <https://www.archdaily.com/1012673/skin1004-flagship-store-lmtls> ISSN 0719-8884

You've started following your first account!

Did you know?

You'll now receive updates based on what you follow! Personalize your stream and start following your favorite authors, offices and users.

Korean skin care is also characterized by multi-step routines—sometimes up to 10 steps—incorporating double cleansing, toning, essences, serums, masks, and moisturizers, allowing for targeted, layered treatment and thorough cleansing .

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.
Advertisement
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.
Advertisement
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.
Advertisement
@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.
Advertisement
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.
Advertisement
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.
Advertisement
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?
Advertisement
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.

More from Skin Care

R29 Original Series

Advertisement

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.

Unique ingredients like snail mucin, fermented rice water, ginseng, and herbal extracts are common, with fermentation processes enhancing ingredient potency .

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.”

Further Reading

In This Article

© 2023 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Beauty
Analysis and advice on the fast-evolving beauty business.

Welcome to Haul of Fame, a weekly roundup of the biggest beauty moments of the week, why they matter … and why some of them might not, even though they sure are gorgeous.

view more

Subscribe to the BoF Daily Digest

The essential daily round-up of fashion news, analysis, and breaking news alerts.

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
© 2023 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions, Privacy Policy, Cookie Policy and Accessibility Statement.

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 integration of traditional herbal medicine (hanbang) with modern science further distinguishes K-beauty .

The international boom of K-beauty is driven by innovative, affordable products, effective use of social media, and cultural appeal.

Viral trends such as “Korean glass skin” on TikTok have amassed billions of views, propelling products like COSRX Advanced Snail 96 Mucin Power Essence to best-seller status .

Title:

Content: 10-Step Korean Skin Regimen That Shook the Beauty World

Producer:  Riya Ashok

An oil cleanser is used in the first phase of this 10-step Korean skin care routine to get rid of grime and makeup.

You may get rid of dirt, grime, sweat, and oil-based pollutants by double cleaning your face.

Exfoliation entails clearing your skin of dead skin cells.

A toner is intended to clean up any lingering dirt on your face and restore the pH balance of your skin.

An essence has lots of moisturising components and accelerates cell turnover.

Sheet masks are drenched in a serum that is loaded with healthy vitamins and minerals, deeply moisturizing, and leaves your skin feeling soft and supple.

Eye-creams are designed specifically to target your under-eyes and prevent wrinkles, dark circles, and bags.

Use a mild moisturiser with a lotion basis if you have oily skin. Use a heavy cream-based moisturiser on dry skin to keep it from becoming irritated.

It is advised to use a broad-spectrum sunscreen to protect your skin from UVA and UVB rays.

Brands leverage influencer partnerships, celebrity collaborations, and immersive flagship store experiences to build global recognition and trust .

Title:

Content: Guess who is hitting the jackpot on India’s start-up street? Their films might be hit or miss, but Bollywood celebrities are finding huge success with the brands they are co-creating.

Take Katrina Kaif, who teamed up with beauty and lifestyle retailer, Nykaa, to launch Kay Beauty in 2019. Nearly 1.5 million consumers have bought the products of this brand so far. Earlier this month, Falguni Nayar, Executive Chairperson, Founder and CEO of Nykaa, pointed out that Kay Beauty was the “third-most searched” direct-to-consumer brand on the platform and also among “the top three brands at Nykaa’s stores”. She said, “Kay Beauty is expected to grow at the rate of 62 per cent after a robust year of expansion into new doors (retail stores).”

Nayar said that the brand was created by Katrina Kaif and Nykaa, to “bridge the gap between high glamour and care.” With a 1.4 million-strong Instagram community, the brand’s lip oils were sold out in one day demonstrating its prowess in bringing international trends to the forefront, she added.

Winning partnerships

Equally sweet has been the brand outing of Kareena Kapoor Khan. Last year, she formed a strategic partnership with SUGAR Cosmetics founders Vineeta Singh & Kaushik Mukherjee to launch a premium Korean skincare brand, Quench Botanics.

Kaushik Mukherjee, Director, Quench Botanics told brandline, “When the superstar and beauty icon Kareena Kapoor Khan loved the Quench products, she came on board as a co-owner and investor, affirming faith in the brand. Sales have more than doubled for quarter-on-quarter. A substantial increase in the follower base was also observed on our Instagram platform. Associating with her has helped step up the brand’s awareness and reach significantly amongst consumers.”

Mukherjee pointed out that Quench Botanics’ proposition of accessible Korean skincare tailored for Indian skin and weather conditions resonated well with consumers.

According to Sukhleen Aneja, CEO, Good Brands Co, Good Glamm Group, celeb-led brands are thriving in today’s beauty market as they gain instant recognition and recall. “We partnered with Manish Malhotra in 2018 to create and launch Manish Malhotra Beauty by MyGlamm, which has become one of the largest luxury makeup brands of India. These kinds of partnerships enable us to tap into diverse consumer segments and engage with them in innovative ways gaining access to their loyal fan bases,” she says.

Besides co-creating a brand, the beauty major has also come up with celeb-anchored limited-edition collections and exclusive launches. “Our most recent launch of the MyGlamm POUT collection in partnership with Karan Johar in December 2023 was a huge success and has gone on to be the No 1 best-selling lipstick for MyGlamm on platforms like Amazon,” she added.

For film stars, feted for their looks, it’s natural to segue into the booming beauty industry and the associations with new age start-ups is paying off.

Nayar said as India’s per capita income rises from $2,500 today to $5,500 by 2030, it is projected that the BPC (beauty and personal care ) per capita spend will go from $15 today to $50 by 2030 in India.

Business acumen

None of these are vanity projects; they are raking in the moolah, backed by large communities of loyal fans. In fact some of these ventures are backed by VCs and angel investors. Take for instance, Deepika Padukone’s “self-care” brand 82°E, which raised $7.5 million in seed funding in early 2022. DSG Consumer Partners and IDEO Ventures along with other angel investors participated in the round. And just last month, the brand — which has a presence in the body care and women skincare segment — expanded into the men’s skincare category.

But celebs aren’t restricting themselves to the beauty segment alone. They are monetising their popularity with business ventures in a wide array of segments. Shipa Shetty Kundra, who has several business interests, has invested in many ventures. Her early bet as an investor on Mamaearth-owner Honasa Consumer yielded her massive returns when it got listed at the bourses.

Her latest foray is in the kids-wear space with a brand called Zip Zap Zoop, launched in partnership with Ashmika Sadh. “Shilpa Shetty is a household name. Her expertise as a mother and a fashion icon combined with my manufacturing background led to this collaboration,” said Sadh. She added that the online brand now wants to focus on offline expansion besides setting up stores in tier-2 and tier-3 cities.

Last year, actor Sanjay Dutt forayed into the alcohol business with the launch of his scotch whiskey brand, The Glenwalk. This was launched on the back of his investment in Mumbai-based alcobev start-up Cartel & Bros. Jittin S Merani, Co-Founder, Cartel Bros, said, “In the competitive landscape of the Indian alcohol beverage industry, The Glenwalk has swiftly risen to prominence, thanks to a strategic partnership with Bollywood superstar Sanjay Dutt.”

Globally celebs have had a great track record of creating winning brands thanks to their OG influencer status. Notable examples are Rihanna’s Fenty Beauty, Kylie Jenner’s Kylie Cosmetics and Ariana Grande’s REM Beauty. In fact, some of the celeb-owned or co-owned brands have been sold at hefty valuations. Actor Ryan Reynolds successfully sold a stake in Aviation American Gin and few other brands to Diageo at over $600 million valuation. It wouldn’t be a surprise if we see a celeb-owned brand emerging as a unicorn soon in India.

COMMENT NOW

Title:

Content: Chok-Chok Skin

44 Best Amazon Prime Day 2023 Korean Beauty Deals for the Dewy Skin of Your Dreams

The most popular K-beauty brands, including Cosrx, Innisfree, and Peripera, are deeply discounted during the 48-hour event — so you can achieve radiant, healthier skin no matter what your budget is.

All products featured on Allure are independently selected by our editors. However, when you buy something through our retail links, we may earn an affiliate commission.

The Amazon Prime Day beauty deals are abundant but you simply can't overlook all of the Korean skin-care and makeup deals ready to land in your shopping cart. There's something for everyone, whether that's a new cleanser, essence, or lip tint. And the best part? All of the below Amazon Prime Day Korean beauty deals include discounts of up to 50 percent off.

K-beauty products are known to be pretty affordable — Cosrx and Innisfree, we see you — but we won't complain if there's an extra discount to sweeten the deal. On top of that, some of the more luxurious brands like Amorepacific and Sulwhasoo are also partaking in the annual savings event. No matter what price point, all of these innovative, effective, and gentle products will contribute to a skin-care routine that'll plump and brighten your complexion for an undeniable glow.

Keep reading for a curated list of our favorite Amazon Prime Day Korean beauty deals across skin care, makeup, and even hair care. Add to cart and enjoy!

Our Top Picks

  1. Best TikTok hit: Cosrx Snail Mucin 96% Power Repairing Essence, $25 $13
  2. Best sunscreen steal: Innisfree Daily UV Defense Sunscreen Broad Spectrum SPF 36, $16 $11
  3. Best lip treatment: Laneige Lip Sleeping Mask, $24 $17
  4. Best Korean lip tint: Peripera Ink the Velvet Lip Tint, $10 $6
  5. Most nourishing hair oil: British M Annatto Hair Oil, $67 $47
  6. Iconic cleansing balm: Banila Co. Clean It Zero, $27 $16
  7. Radiance-boosting serum: Sulwhasoo First Care Activating Serum, $89 $62
  8. Best skin-care device: Medicube Age-R Ussera Deep Shot, $399 $311

Best Amazon Prime Day 2023 Korean Skin-Care Deals

Korean skin care has always been that girl. Whether you now consider double-cleansing as a staple in your routine or swear by hydrating, cast-free Korean sunscreens, there's so much to thank K-beauty for — and Amazon Prime Day is one of the best ways to restock on your faves (and maybe discover a few new-to-you brands). Shop our faves, which include the TikTok-viral Laneige Lip Sleeping Mask and hyperpigmentation-targeting Cosrx Snail Mucin 96% Power Repairing Essence, as well as one of the best no-cast chemical sunscreens around, Innisfree UV Defense SPF 36.

Cosrx Snail Mucin 96% Power Repairing Essence

Laneige Lip Sleeping Mask

Innisfree Daily UV Defense Sunscreen Broad Spectrum SPF 36

Ma:nyo Pure Cleansing Oil

Cosrx Acne Pimple Master Patch (96-Count)

Sulwhasoo First Care Activating Serum

Goodal's vitamin C serum is the top seller in its category in Korea, and at $14, it's a real steal. If your main concern is hydration, you'll want to turn to Innisfree's Classic Intensive Hydrating Serum or Laneige's Cream Skin Toner & Moisturizer, which is fortified with ceramides and peptides to deeply nourish your barrier. Skin1004 is another K-beauty brand gaining a lot of attention, especially for its airy, quick-absorbing Hyalu-Cica Water-Fit Skin Serum, and of course, we can't forget about the viral Kahi Wrinkle Balm, which is perfect for soothing dry spots anywhere, anytime.

Goodal Green Tangerine Vitamin C Dark Spot Serum

Laneige Cream Skin Toner & Moisturizer

Innisfree Intensive Hydrating Serum with Green Tea Seed

Missha Time Revolution The First Treatment Essence RX

Skin1004 Hyalu-Cica Water-Fit Sun Serum SPF 50+ PA++++

Kahi Wrinkle Bounce Multi Balm

Neogen Bio-Peel Gauze Peeling Wine

Haruharu Wonder Black Rice Hyaluronic Toner

Beauty of Joseon Glow Serum

Banila Clean It Zero Original Cleansing Balm (180 ml)

Amorepacific Treatment Enzyme Peel Cleansing Powder

Saturday Skin Yuzu Vitamin C Sleep Mask

Neogen Day-Light Protection Airy Sunscreen SPF 50 (2-Pack)

Yadah Cleansing Balm

Medicube Age-R Ussera Deep Shot

Cosrx Advanced Snail 92 All in One Cream

Primera Alpine Berry Watery Soothing Gel Cream

Etude House Sunprise Mild Airy Finish Sun Milk SPF 50+

Tirtir Rosemary One Cream

Abib Heartleaf Essence

Best Amazon Prime Day 2023 Korean Makeup Deals

Lip tints are basically the pinnacle of Korean makeup (hello, Peripera) but there are tons more that the market has to offer. For example, Neogen's mascaras are ideal for people with short lashes; Cologram's glittery liquid shadows and Rom&nd's eye shadow palettes look like they came straight from a K-pop idol's playbook; and famed makeup artist Jung Sael Mool's eponymous brand makes some of the best cushion foundations (if only the shade ranges were more inclusive, but here's to hoping that's somewhere down the line). Best of all, it's all quite affordable, so you won't feel guilty about the 10 tints you'll about to drop into your cart.

Peripera Ink the Velvet Lip Tint

Peripera Ink Airy Velvet Lip Tint

Dasique Shadow Palette

Amuse Dew Tint

Jung Sael Mool Essential Skin Nuder Cushion Foundation

Neogen Extra Volumecurl Metal Mascara

A'pieu Juicy Pang Jelly Powder Blusher

Hera Sensual Nude Balm

Rom&nd Better Than Palette Light and Glitter Garden

Colorgram Milk Bling Shadow

Touch in Sol No Pore Blem Primer 2-Pack

Hince True Dimension Radiance Balm

Best Amazon Prime Day 2023 Korean Hair-Care Deals

Korean hair care — at least what's available stateside — is a smaller category but there are still tons of nourishing treatments, shampoos, and masks that your hair will love and deeply benefit from. Take British M's Annatto Hair Oil for example, which instantly moisturizes and softens hair, while protecting it from heat-styling damage. Scalp care is of utmost importance and A'Pieu's Raspberry Hair Vinegar is an easy way to maintain and treat buildup, exfoliate dead skin cells, and soothe redness.

British M Annatto Hair Oil

Elizavecca CER-100 Collagen Coating Hair Muscle Treatment Rinse

A'Pieu Raspberry Hair Vinegar Scalp Rinse

Too Cool For School Egg Remedy Hair Oil

British M Kombucha Mask

TonyMoly Haeyo Mayo Hair Nutrition Pack

So, there you have it. Take advantage of the best Amazon Prime Day Korean beauty deals until midnight PT on July 12 and keep checking back with Allure's coverage as we update all of our stories throughout the sale.

Looking for more Amazon Prime Day deals to shop? Read on:

Now, watch K-pop stars try their hand at things they've never done before:

Follow Sarah Han on Instagram and Twitter, or subscribe to Allure's newsletter for daily beauty stories delivered right to your inbox.

The affordability of many products—often under $25—broadens accessibility and appeal .

Korean brands adapt quickly to trends, shifting from complex routines to “skinimalism” and clean beauty,