Korean beauty, known as K-beauty, represents a harmonious blend of tradition and innovation, harnessing naturally derived ingredients found on the Korean peninsula. K-Beauty encapsulates not only cosmetic products crafted in Korea, but also the beauty, wisdom, and philosophy underpinning Korean skin culture. Rooted in centuries-old practices and integrating this ancient wisdom with modern scientific advancements, K-beauty offers a holistic approach to skincare that prioritizes effectiveness and nature. Korean beauty products advocate for nurturing the skin to gradually and naturally achieve desired results. By focusing on a multi-step skincare regimen and products that promote long-lasting skin health, using non-irritating ingredients, K-Beauty has captured the attention of a diverse range of age groups globally.

Key trends in K-Beauty culture revolve around a multi-step regiment which fosters a healthy skin barrier and achieves a radiant glow, or, more commonly know as ‘“Glass Skin”. Strengthening the skin barrier helps prevent issues like irritation, acne, and premature wrinkles, while a glowing complexion reflects well-nourished and plump skin. The sought-after dewy finish, characterized by a hydrated and smooth texture, contributes to a rejuvenated and healthy appearance.