The K-beauty edit: Korean skincare worth the hype
Written byEloise Wright
Reviewed byH&B Regulatory Affairs
The secret to glowing skin? K-beauty has it. Find the best Korean skincare brands, viral beauty products and picks for your ideal routine
Our top picks
On-the-go freshness
Medicube
Medicube Zero Pore Pads 2.0 (70 pads)
£22.99
Soothing hydration
SKIN1004
Skin1004 Madagascar Centella Ampoule for All Skin Types 100ml
Payday Event
£19.96
£24.95
Easy, gentle SPF
BEAUTY OF JOSEON
BEAUTY OF JOSEON Relief Sun : Rice + Probiotics SPF50+ PA++++ 50ml
£15.50
K-beauty has officially gone mainstream – and for good reason. Short for Korean beauty, it’s rooted in South Korea’s trendsetting skincare and cosmetics scene, where lightweight layers, glow-first formulas and clever textures lead the way. From Korean skincare and Korean sunscreen to viral Korean beauty products, the appeal is simple: products that feel fun, fresh and easy to build into a routine.
But what makes the difference? It’s skincare with innovation at its core, which is a big part of the category’s scroll-stopping appeal. Beyond the impact of K-beauty influencers, sponsorship and product exposure, what moves these products from social buzz to basket so quickly is that the proof is in the pudding (or the formula, in this case).1
Why is Korean skincare so popular?
Korean skincare earns its keep by tapping into what most beauty shoppers are truly looking for: long-term skincare – from supporting your barrier to harnessing a visible glow. Rather than relying on one ‘do-it-all’ product, K-beauty often calls for a routine-based approach, where the steps of cleanser, essence, serum, moisturiser and SPF each have a clear role to play. A featherlight Korean sunscreen, a soothing centella ampoule or a glow-giving serum can make a routine go from good to great.
K-beauty also often promotes the idea of SPF being a daily essential, which is strongly supported by current research.2,7 Indeed, regular use of sunscreen helps to protect against UV-related skin damage and photoageing, with studies also continuing to explore popular K-beauty ingredients like niacinamide, centella asiatica, retinoids, peptides and probiotic-derived cosmetic ingredients for their roles in skincare formulation.2,7
It's these science-backed ingredients and formulations that help K-beauty earn its repeat-purchase sparkle.
Our K-beauty product edit
These are some of our K-beauty favourites, fresh on the shelves – with each step of your routine in mind.
A handy swipe-and-go Korean skincare step for anyone who loves that fresh, just-cleansed feeling. Medicube Zero Pore Pads 2.0 are designed to fit neatly into a routine after cleansing, helping skin feel smoother and prepped before serum or moisturiser. These pads are a brilliant starter product for anyone exploring K-beauty because they make routine-building feel simple, speedy and satisfying. Use as directed on the pack, avoid the eye area and follow with SPF in the daytime, especially if using exfoliating products.
A glossy, pink-toned serum from one of the Korean skincare brands making serious noise online. Medicube PDRN Pink Peptide Serum brings together a trend-led format with a little extra shelf-appeal.
Formulated with peptides, it taps into ingredients widely used in cosmetic skincare and studied for their role in anti-ageing formulations.7 Apply as directed after cleansing and before moisturiser, then keep the rest of the routine simple if your skin is new to active-led serums like this.
If there’s one Korean sunscreen that explains the hype, it’s this one. Beauty of Joseon Relief Sun: Rice + Probiotics has become a K-beauty favourite thanks to its lightweight feel, everyday-wear appeal and modern skincare-meets-SPF positioning. Daily sunscreen is one of the most important steps in a skincare routine, so apply generously as the final step in your morning routine, reapply regularly and pair with shade, clothing and sunglasses when spending time in strong sun.2
This simple centella ampoule is an easy K-beauty addition for routines that could benefit from a calming step between cleansing and moisturising. Its lightweight texture makes it easy to slot into morning or evening routines, especially when skin feels like it needs a pared-back, soothing layer.3 Use after cleansing, then follow with moisturiser – and SPF in the morning.
Snail mucin remains one of the biggest K-beauty skincare trends, and this lightweight cream shows exactly why. Formulated with 88% snail mucin alongside peptides, panthenol and allantoin, it helps leave skin looking smoother, softer and more hydrated without feeling heavy. The gel-cream texture sinks in quickly, making it a smart pick for skin that feels dehydrated or overworked.
Mixsoon Bean Essence is made for people who love a dewy finish. It’s a K-beauty go-to that feels like a step up from the usual serum, with a uniquely bouncy texture that glides over skin and helps create that fresh, glassy-looking finish. It’s a strong routine-builder for days when you want that fresh, bouncy-looking finish without adding too many extra steps. Use as directed on clean skin, then layer with a gentle moisturiser or SPF in the morning.
An advanced, high-impact Korean skincare serum for seasoned K-beauty lovers who are looking to add to their routine. KSECRET SEOUL 1988 Serum combines retinal liposome with black ginseng in a night-time-friendly format.
Made with retinoids – the skincare overachievers loved by dermatologists for helping to soften fine lines and fade the look of dark spots over time.5 The secret to success? Start slow and let your skin ease in. Use at night as directed, follow with SPF the next morning and avoid use during pregnancy or breastfeeding unless advised by a healthcare professional. Your future glow will thank you.
Korean skincare routines are known for prioritising hydration at every step, including cleansing. This low-pH cleanser helps remove grime, excess oils and daily buildup while supporting the skin’s moisture balance. Coconut-derived cleansing ingredients leave skin feeling fresh rather than tight, while hyaluronic acid and natural moisturising factors help keep hydration locked in after rinsing.
When skin feels stressed, over-exfoliated or prone to visible redness, this soothing moisturiser steps in with comforting hydration. The lightweight cream texture feels nourishing without becoming overly rich, making it ideal for daily layering. Designed with blemish-prone skin in mind, it helps support a calmer and more balanced-looking complexion while sitting comfortably beneath SPF or makeup.
A Korean sunscreen for anyone who wants high-protection SPF without the heavy, chalky feel. IUNIK Centella Calming Daily Sunscreen offers SPF50+ PA++++ protection in a lightweight cream texture, with centella asiatica extract and a natural-looking finish that makes daily use feel easy.
Apply as the last step in your morning Korean skincare routine, use enough product for full coverage and reapply during the day, especially after sweating, swimming or towel drying.
How to build a Korean skincare routine
A Korean skincare routine doesn’t have to mean 10 steps. Start with the basics – cleanse, hydrate, moisturise and use Korean sunscreen every morning, then add one targeted product at a time depending on what your skin needs. For a simple routine, try cleanser, essence or ampoule, serum, moisturiser and SPF. If you’re using exfoliating pads or retinal, introduce them slowly, avoid over-layering strong actives and give your skin time to settle before adding anything new.
K-beauty FAQs
Korean skincare can be a great fit if you like lightweight textures, hydrating layers and ingredient-led routines. As with any beauty category, the best Korean skincare product is the one that suits your skin type, your routine and how consistently you’ll use it.
Look for products that match your needs rather than buying purely because something has gone viral. If your skin is delicate, start slowly, patch test new products and avoid introducing several active-led formulas at the same time.
K-beauty is the bigger umbrella term for Korean beauty, covering Korean skincare, Korean makeup, Korean cosmetics and beauty trends from South Korea. Korean skincare is the part of K-beauty focused specifically on routines with multiple steps such as cleansing, hydration, moisturisers and SPF.
In practice, most people searching for K-beauty are looking for Korean skincare brands and products that support a fresh, dewy-looking routine. That’s why this edit focuses mainly on skincare, with Korean sunscreen, essences, serums, ampoules and pads taking centre stage.
Start with the products you’ll use most often – perhaps a gentle cleanser, a hydrating serum or ampoule, a moisturiser and a Korean sunscreen for daytime. Once the basics are in place, you can explore exfoliating pads, retinal serums, peptide formulas or glow-boosting essences.
For example, Beauty of Joseon Relief Sun or IUNIK Centella Calming Daily Sunscreen make strong SPF choices, while Skin1004 Madagascar Centella Ampoule acts as a gentle but efficient layer. If you’re more experienced with the actives found in K-beauty products, KSECRET SEOUL 1988 Serum is a stronger night-time option you could introduce carefully.
The final say
K-beauty is popular for a reason – it makes skincare easy to personalise and it helps that the products are fun to use and look at. Whether you’re starting with a Korean SPF, trying a glow-giving essence or building out a fuller Korean skincare routine, the best approach is to choose products that suit your skin, introduce them gradually and see what works for you. If you’re curious about other ways to improve your skincare, check out our edit on the best retinol creams, discover our hydration heroes or browse our favourite SPFs.
Disclaimer –
This article provides informational advice and is not a substitute for medical care. Curated by experts for accuracy, we take great care to ensure the information is up-to-date and relevant. However, you should always consult your GP or healthcare professional before using supplements or alternative products, particularly if you have medical conditions or are under supervision.
1. Wang L, Lee JH. The impact of K-beauty social media influencers, sponsorship, and product exposure on consumer acceptance of new products. Fashion Text. 2021;8:15. doi:10.1186/s40691-020-00239-0.
2. Salih H, Psomadakis C, George SMC. Sunscreens: a narrative review. Skin Health Dis. 2024;4(6):e432. doi:10.1002/ski2.432.
3. Arribas-López E, Zand N, Ojo O, Snowden MJ, Kochhar T. A systematic review of the effect of Centella asiatica on wound healing. Int J Environ Res Public Health. 2022;19(6):3266. doi:10.3390/ijerph19063266.
4. Sjöberg T, Fsahaye A, Nilsson EJ, Letasiova S, Namro I, Visdal-Johnsen L, et al. Niacinamide and its impact on stratum corneum hydration and structure. Sci Rep. 2025;15:5119. doi:10.1038/s41598-025-88899-0.
5. Zasada M, Budzisz E. Use of retinoids in topical antiaging treatments: a focused review of clinical evidence for conventional and nanoformulations. Adv Ther. 2022;39:5351–5375. doi:10.1007/s12325-022-02319-7.
6. Rusu A, Tanase C, Pascu GA, Todoran N. Recent advances regarding the therapeutic potential of probiotics in dermatology. Microorganisms. 2023;11(5):1305. doi:10.3390/microorganisms11051305.
7. He B, Wang F, Qu L. Role of peptide-cell surface interactions in cosmetic peptide application. Front Pharmacol. 2023;14:1267765. doi:10.3389/fphar.2023.1267765.
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