Sheet masks, cushion foundations, snail serum, bee venom treatments, 10-step skincare, “glass skin.” Does any of this sound familiar? If you spend just a little bit of time scouring the internet, you will definitely hear about one (or more) of these Korean beauty trends that have infiltrated international markets for several years now. So, let’s talk a little bit about the Korean beauty industry. Ready to dive in?

What is Korean beauty?
With an emphasis on dewy, naturally luminous skin, the Korean beauty industry is no longer a movement that’s just floating around specific communities. It seems that Korean beauty wave, aka the “Hallyu wave” is now a mainstream function of today’s beauty standards! Just about everywhere in the United States and even now in Europe and Asia, you can find Korean cosmetics everywhere and at a range of price points!

Why are Korean beauty products so popularised?
The popularisation of Korean beauty products may have been influenced by the simultaneous popularisation of Korean animated media, soap operas/dramas, and widely celebrated K-pop. When it comes to numbers, the Korean diaspora account for seven million people worldwide! Two million of which settled in the USA and China – this is significant! Add globalisation, social media, the ease of international travel (amongst other things), we are undeniably all more interconnected. We are no longer limited to the physical movement of people or goods and we have access to almost everything we could want these days via the internet.

One of the main tenants of the Korean beauty wave that we’re here for is a large focus and emphasis on healthy skin and healthy skin practices. Considering our skin is one of our largest organs, our hopes are that this trend will help consumers understand that skincare is paramount to makeup application. The more access to SPF, moisturiser, and preventative formulas, the better!

TOP-RATED K-BEAUTY PRODUCTS TO SWEAR BY
Korean skincare is here to stay – and we’re more than okay with that, because it’s not just a trend but a cherished way of caring for your skin. Even better news: K-beauty products are becoming more widely available by the day. We've tried hundreds of Korean skincare brands and products and we know there are still many more to try, but these products below are the ones that make us melt, peel, glow, and repair – in the best ways.

LANEIGE Lip Sleeping Mask
The cult-favourite lip mask from LANEIGE is everything you could want in a lip balm, with all the sweet goodness of a lip gloss from the beauty supply store, but without the stickiness. Sweet fragrance aside, the antioxidant-rich mask can recover even the driest and cracked lips, so you better stick up for winter now. The only struggle you'll have is deciding which flavour to buy.

Peach & Lily Transparen-C Pro Spot Treatment
Our current must-have is this vitamin C treatment. It is perfect for delivering results you want to see for stubborn spots while keeping it gentle for your sensitive skin.

AMOREPACIFIC Moisture Plumping Nectar Cream
Pro tip: Apply this cream in front of a vanity mirror while you’re wearing a silk robe and feel like a movie vixen from the '20s. The silky formula stays firm when applying and covers every inch without needing to go in for a second round for pesky dry patches.

Soon Skincare Micro-Hole Hydrogel Collagen Mask
A flimsy and slippery sheet mask has got to be one of the biggest pet peeves in skincare (besides a broken serum pump). If you haven’t had the honour of using a gel mask over a sheet mask, pick up a few of these collagen infused masks, because you’ll never go back to the paper thin mess that you’ve probably torn in the past.

Banila Co. Clean It Zero Cleansing Balm
Hypothetically speaking, if you also found yourself insanely nostalgic after finding out that Cynthia Ervio and Ariana Grande were cast in the upcoming movie adaption of Wicked the Musical, and then you decided to paint your entire face with a lime green cream paint courtesy of Danessa Myricks, you might be wondering how to get it all off without sacrificing a layer of skin. Long-winded “hypothetical” aside, Banila’s cleansing balm will get rid of the toughest glitters, paints, and eyelash glue without clogging pores or irritating your already sensitive skin.

Glow Recipe Watermelon Glow Niacinamide Dew Drops
Glow Recipe has made a very valid point for watermelon products, thanks to their award-winning favourites containing a summer-favourite snack. The Vitamin A and C-enriched watermelon combined with the skin texture-improving niacinamide are no match for our enlarged pores every time we use this serum.

THE NEXT BIG THINGS IN K-BEAUTY
1. The big hanbang
Pronounced hahn-bahng – but you will know that very well, very soon – these are traditional Korean medicinal ingredients, like lotus and ginseng.

Acwell, for example, uses traditional herbs and licorice extract. Hanbang materials usually have great antioxidant and anti-inflammatory effects.

2. Slime for a change
What's the next snail mucin, that gloopy (and hydrating) secretion we've seen in so many Korean sheet masks and serums? Well, snail mucin. But minus the snail part. The younger generation of Koreans cares more about animals and, as a result, vegan skin care is top of mind.

You're going to see brands rolling out 'phytomucin,' a vegan alternative, in the next year. It can be made from wild yam, okra, or seaweed. Seaweed and okra have similar moisturising and firming benefits as snail secretions, and wild yams may have antioxidant and moisturising benefits.

3. Dry ideas
As waterless formulas – which could help lower the beauty industry's environmental footprint – gain popularity, freeze-dry technology will continue to blossom. One technique that has not yet come to the rest of the world but is popular in Korea is to steam an ingredient nine times and use ultrasonic technology to extract the essence with the most potency.

4. Mask marvels
One constant in Korean culture is masking – sheet masks, yes, but also the surgical variety.

Recently, antibacterial mists for decontaminating masks between uses have hit the market in Korea, but proceed with caution when you inevitably see them here. We are in favour of anything to help prevent maskne, but skin bacteria are only one component. Other factors include occlusion and friction from a mask, even heat and humidity under a mask. Plus, spraying a liquid onto paper masks may compromise their integrity.

5. Tech futures
As more Koreans use gadgets like LED masks as part of a daily routine, one last prediction is: Your next big Korean skin-care trend may not be in the form of an essence, mist, or serum. It is going to come from a top electronics company, such as Samsung or LG.

THE 10-STEP SKINCARE ROUTINE
It would be remiss to speak of K-beauty without mentioning the 10-step skincare routine, where all steps work on revving skin up to become the brightest and most hydrated version of itself.

1. Oil cleanser: Massaged onto a dry face, this first step removes makeup, sebum, and sunscreen.
2. Water cleanser: Water, or foam cleanser, is used after oil cleanser to remove sweat and impurities.
3. Exfoliator: Sloughs off dead skin cells.
4. Toner: Hydrates skin and prepares skin for further treatments.
5. Essence: A watery lotion that is part toner and part serum (but not a cleanser), it delivers hydration and helps with cell turnover.
6. Serums and ampules: Concentrated gels specific to individual needs; acne, anti-aging, brightening, etc.
7. Sheet mask: To be applied once or twice a week, sheet masks deliver concentrated serums to address specific issues.
8. Eye cream: Hydrates and protects the delicate area around the eyes.
9. Moisturiser: Designed to seal in all of the previous steps and address individual moisture needs.
10. Sun protection: Because all of the other steps won’t be effective if our skin is exposed to harmful UV rays.