What Is K-Beauty? Korean Skincare Explained

Read time: 6 minutes

Korean beauty
Image by Lin Ha (Source)

If you’re regularly hanging out in Sephora, Ulta Beauty, or any other beauty store aisles you’ve certainly started to notice enigmatic brand names like TirTir, Beauty of Joseon, Dr. Jart, Abib, I’m From—often paired with sleek, minimalist packaging.

Over the past 5 years my Instagram started to flood with influencers and brands promoting K-Beauty products. I have to admit that I was both skeptical and intrigued about the ingredients advertised in some products such as snail mucin, centella asiatica or mugwort to name just a few. I decided to see what the hype was all about starting with the futuristic Dr. Jart+ Cryo Rubber Masks before tapping into one of my favourite skincare verticals: sunscreens. Enter Beauty of Joseon.

So what is K-beauty? How different are K-beauty ingredients from more “traditional” skin care brands? And are K-beauty products worth the hype? Let’s K-pop open that question!

What is K-Beauty?

Korean beauty and skincare rituals have been deeply rooted in tradition for centuries. Short for Korean Beauty, K-Beauty refers to skincare and cosmetic products originating from South Korea, renowned for their innovative formulations and focus on skin health.

According to The Business Research Company, the K-beauty market is expected to grow from $11.56 billion in 2024 to $12.5 billion in 2025, with a compound annual growth rate (CAGR) of 8.1%. Nowadays, I definitely see a shift in demand for K-Beauty products—whether it’s dedicated K-Beauty shops opening (which was unheard of just six years ago), or a new K-Beauty brand name popping up in my social media feed or in beauty stores aisles.

As a consumer, it’s exciting. As a marketer, I’m thinking: competition must be fierce!

The world of K-Beauty can be overwhelming (10-steps skincare routine, anyone?). But if you look at the roots of K-Beauty, you’ll find that it emphasizes a holistic approach to skincare, promoting prevention over correction and encouraging consistency for long-term skin benefits.

Korean skincare brands are known for their use of cutting-edge ingredients, fun packaging, and affordability, making them attractive to a broad audience. There’s a distinct feel to Korean products: the expectation that you’re using advanced formulas and—cherry on the top—at half the price of most Western brands. What’s not to like?

What Are The Korean Skincare Routines Principles?

The routines in Korean skincare follow 5 self-explanatory principles:

  1. Layering: From serum to SPF, the order in which you apply each product matters. Layering helps address multiple skin concerns at once by ensuring that each step builds on the benefits of the previous one.
  2. Gentle Cleansing: One of the most crucial steps in Korean beauty. Think: gentle yet effective cleansing products, often in the form of double cleansing (oil-based cleanser followed by a water-based one) to remove dirt, oil, and sunscreen without compromising your skin barrier.
  3. Hydration: Hydration is key and the starting point to a radiant complexion achieved through moisturizers, hydrating toners, essences, and/or serums. Hello glass skin.
  4. Targeted Treatment(s): If you need to address specific skin concerns such as acne, hyperpigmentation, or signs of aging, K-beauty routines often include targeted treatments.
  5. Sun Protection: An absolute non-negotiable in Korean skincare (and increasingly so in the Western world). Sun protection is the final step that seals the routine and protects your skin from premature aging, pigmentation, and UV damage. A must-have in any skincare routine.

1. Snail Mucin

Snail mucin is a powerhouse ingredient known for its skin-repairing, hydrating, and anti-aging properties. It helps with wound healing, reducing acne scars, and improving skin elasticity. It’s excellent for dry, damaged, or acne-prone skin.

  • Western beauty equivalent(s): Hyaluronic acid (which is also found in some snail mucin products) or Panthenol (Pro-Vitamin B5) for their hydrating benefits.
  • K-Brands that use it: COSRX, Missha, Benton

2. Centella Asiatica (Cica)

Perfect for damaged skin barrier, centella asiatica, also called cica or tiger grass, is a soothing botanical extract with powerful anti-inflammatory and healing properties. This K-beauty staple helps with multiple concerns: acne, oily skin, redness, dehydration and is a powerful antioxidant.

  • Western beauty equivalent(s): Colloidal Oatmeal beneficial for many skin conditions like eczema and psoriasis or Aloe Vera known for its similar healing properties.
  • K-Brands that use it: Dr. Jart+, Purito, Etude House

4. Ginseng

Ginseng is a traditional Korean herb with potent anti-aging and brightening properties. It helps boost collagen production, improve blood circulation, and revitalize tired, dull skin. Packed with antioxidants, it also protects against environmental stressors.

  • Western beauty equivalent(s): Niacinamide which also boosts skin radiance and has anti-aging properties, among other benefits.
  • K-Brands that use it: Sulwhasoo, Beauty of Joseon, Innisfree

5. Rice Extract

Under the radar in the Western world, rice extract is well known for its brightening and hydrating effects in Korea. It’s packed with vitamins, amino acids, and minerals that help improve skin tone, reduce hyperpigmentation, and provide long-lasting moisture. Perfect if you’re after a dewy looking skin.

  • Western beauty equivalent(s): Vitamin C for its antioxidant protection or Licorice Extract known for helping to reduce dark spots and pigmentation.
  • K-Brands that use it: Laneige, SKINFOOD, The Face Shop

6. Mugwort

Mugwort is a medicinal herb with soothing, anti-inflammatory, and antibacterial properties. It helps calm redness, control sebum production, and support the skin barrier, making it great for sensitive, acne-prone, and irritated skin. It’s also rich in antioxidants, helping the skin detoxify and be protected from environmental stressors.

  • Western beauty equivalent(s): Chamomile Extract or Turmeric, both used to combat skin inflammation and for their anti-inflammatory and antioxidant benefits.
  • K-Brands that use it: I'm From, Missha, Round Lab

7. Propolis

Like honey, propolis is derived from bees, and is rich in antioxidants. It’s also a powerful antibacterial, anti-inflammatory, and moisturizing ingredient that helps address a wide range of concerns, such as acne, wound healing, and improving overall skin radiance.

  • Western beauty equivalent(s): Easy—honey.
  • K-Brands that use it: iUNIK, Beauty of Joseon, COSRX

Is K-Beauty worth the hype?

Absolutely—and here’s why. K-Beauty is known for its gentle, multi-tasking ingredients that are designed to layer seamlessly, making them ideal for sensitive skin or anyone who values a skin-first approach. One of the things I love most is the incredible variety and innovation. Whether it’s unique textures, smart ingredient combinations, or cutting-edge formulations, K-beauty brands are constantly pushing the envelope.

If you already have a good grasp on which actives work for your skin concerns, and you enjoy exploring new products that feature them, K-Beauty will be a very exciting playground for you. Plus, most K-Beauty products come at a friendly price point—making them a great alternative to luxury products or a smart way to balance out your routine with budget-conscious options.

As always, if you’re ever unsure about a new product, patch testing is your best friend—and when in doubt, consulting a dermatologist is never a bad idea.