Your Ultimate Guide To K-Beauty, From The Best Brands To The Most Amazing Products

From French pharmacy finds to Sephora hauls, here in the UK we love investing in beauty from faraway destinations. When it comes to skincare and make-up, however, few continents have as much to offer as Asia. One country in particular has emerged as the epicentre for skincare innovations is South Korea – so much so that it has coined its own umbrella term: K-Beauty.

For many of us, skincare simply includes a touch of micellar water, a slathering of a good cleanser, a touch of moisturiser, and three finger lengths worth (the derm recommended measure) of SPF, but in South Korea, taking care of your skin is a way of life and deeply embedded in the culture. Skincare routines are drilled into young girls (and boys) from a young age and glowing, radiant skin is a sign of health and something worth investing significant time and money in.

'Korea has become a hub for healthy skin largely due to its long-standing cultural emphasis on skincare and beauty rituals,' says Charlotte Cho, founder of leading K-Beauty brand Then I Met You, which has just launched at Space NK. 'The Korean beauty industry is renowned for its innovation, high-quality products and use of gentle, natural ingredients and accessibility in price. In addition, due to a very highly educated consumer base that sees skin as general hygiene practices and understand the importance of preventative skincare, the beauty market in Korea is highly competitive, pushing brands to constantly innovate and improve their offerings. This relentless pursuit of excellence has positioned Korea as a leader in skincare, setting global standards for healthy, radiant skin.'

South Korea is leading the way when it comes to creating new game-changing ingredients, formulae and products – by always being a few years ahead of the West, big skincare companies around the world look to Korea for inspiration when dreaming up new lotions and potions. BB creams, double cleansers and sheet masks are all K-Beauty trends that have now made their way into the mainstream beauty market (and into our bathroom cabinets). Keen to tap into the world of revolutionary skincare? Read on.

What does K-Beauty mean?

K-Beauty, or Korean beauty, is a skincare philosophy and regimen originating from South Korea that focuses on achieving and maintaining healthy, glowing skin, explains Cho. 'What makes K-Beauty unique is its holistic approach to skincare, emphasising hydration, nourishment, and gentle care. The multi-step routine, which can include up to ten steps, is designed to thoroughly cleanse, hydrate, treat, and protect the skin.'

K-Beauty products also often feature innovative formulations, new delivery systems and unique ingredients, such as snail mucin, pimple patches, sheet masks and fermented extracts, and collectively these are the features that set it apart in the globalised beauty space.

Why is K-Beauty so popular?

There are several factors that have fuelled the rise of K-beauty. Cho says, firstly, the effectiveness of the products speaks for itself—consumers see real, visible results. Secondly, K-Beauty offers a sense of ritual and self-care that resonates with people seeking more than just a skincare routine. Thirdly, the innovative ingredients and formulations intrigue beauty enthusiasts looking for new and effective solutions. Finally, the influence of South Korean pop culture and social media has helped spread the word about K-Beauty, making it accessible and desirable to a global audience.

The best K-beauty ingredients:

There are a host of key ingredients that often feature in K-Beauty products and each of them is known for its effectiveness and skin health benefits. According to Cho, the most popular ingredients include:

Collectively, 'these ingredients are essential to maintaining skin health by providing hydration, reducing inflammation, promoting healing, and protecting against environmental damage,' says Cho.

What is a K-beauty routine?

K-Beauty routines can involve many steps, each designed to address specific skincare needs. However, you don't need to use all of the steps and you can pick and choose based on your skin type and skin goals. Cho breaks down a typical K-Beauty routine below:

The best Korean skincare brands:

There are so many brands to choose from when it comes to K-Beauty – no wonder some of the skincare routines are a 10-step process. Deciding on the best brands depends on what you're looking for, but some of the most popular Korean beauty names include Then I Met You, Laneige, Beauty of Joseon, Dr. Jart+, AESTURA, Innisfree and Glow Recipe.

There's also Saturday Skin, famous for its sheet masks, as well as Insta-friendly Oh! K, which specialises in cute packaging and Erborian, which marries the science behind K-Beauty with French luxury.

I tried K-beauty for a month, here's what happened:

First up, it's about getting the routine right. seven-step? 10-step? 15-step? The jury is out on how many steps are actually in an average Korean skincare routine but one thing is for sure, there is a lot more than the classic cleanse, tone and moisturise we’re sold here in the UK. While it may sound intimidating at first, it’s important to point out that not every step is needed every morning or night, and some are only used once or twice a week. Plus, it goes without saying that choosing to embark on such a routine is a time commitment (in the evenings it can be up to fifteen minutes).

I sadly lack the patience and, in the name of consistency, I built a concise routine I knew I could stick to every day, twice a day. When picking the products in my line-up, I started off by considering my skin type. I'm pretty normal (neither too oily, nor too dry) but I suffer with bouts of acne breakouts. The latter condition was my primary incentive for switching from a regular routine to a K-beauty one, after watching countless TikToks of people saying they had resolved their acne struggles by switching to a K-beauty regimen.

My routine for the last month has consisted of a gel cleanser, a hydrating essence, a calming serum, a protective moisturiser, an SPF 50 and a lip mask. Before I began using these products, my skin was sore, red and inflamed thanks to hormonal acne and a gap in laser skin treatment which usually helps to keep things at bay. A month on, my skin feels balanced, calm and is no longer ridden with active acne. I put it down to the gentle nature of the products which are focused on hydration, preparing the skin barrier and bringing skin back into equilibrium. I can't say my acne is cured, but can certainly say it is healing and on the mend. Will I be sticking to K-beauty? Yes, indefinitely.

Shop: Sameeha's K-beauty routine

Sameeha Shaikh is Grazia's beauty writer, working across all categories to bring you insights on the latest trends, industry news and the products you need to know about, viral or not (most probably viral).