When it comes to skin care, South Korea is ahead of the rest of the world. And I mean way ahead. Western companies are only just getting to grips with ingredient-focused skincare, but Korean beauty brands have already got it locked down.

In Korean culture, there’s a huge emphasis on looking your best. Some mistakes this for vanity, but it runs deeper than that. Koreans believe that taking care of your appearance is beneficial for your inner well being. “Look good, feel good,” to put it simply.

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Korean Skincare

Skincare is a luxury in western culture. In Korea, it’s a basic hygiene ritual, like showering or brushing your teeth. It’s not a purely feminine interest, either. Korean men embrace skin care and spend more on beauty products than any other male population in the world.

Korean skin care is all about powerful, natural ingredients that are effective, yet gentle. Honey, ginseng, aloe vera and even snail mucin are among the most popular ingredients. Yeah, okay, I know that last one sounds a bit gross… but snail secretion is amazing for your skin. It boosts collagen production, promotes cell regeneration and it’s incredibly hydrating.

Korean Makeup

In a similar vein, Korean makeup is about achieving a soft, flushed aesthetic. There’s no Kardashian contour here and you can forget your matte full-coverage foundation – it’s all about smooth, glowy, “glass” skin. 

Korean beauty is about looking cute, rosy and natural – you want people to believe that you really did wake up like this. Pastels and neutrals beat out neon-brights and glitter every time.

Now that you’re up to date, let’s dive into the best Korean beauty brands you need to check out. 

Cosrx

Cosrx are a Korean skincare staple and a great place to start if you’re new to Korean beauty brands. They’re affordable with a minimalist philosophy and they cater to all skin types. I love their AHA/BHA clarifying toner because it’s such a gentle, yet effective, way of chemically exfoliating your skin. It’s best to follow up with one of their nourishing skin masks, such as the overnight honey one.

Skinfood

This Korean beauty brand takes “you are what you eat” to a whole new level. Lettuce, black pomegranate, gold caviar and egg white among their most-used, skin-nourishing ingredients. Skinfood is an absolute must if you want to achieve the glowing, glass skin look that’s all the rage in K-beauty right now. 

3CE

3CE – or Three Concept Eyes – is one of the best Korean beauty brands out there. It’s a cute, girlish brand that delivers high-quality makeup products and they’ve recently branched out into skincare, too. Their Back to Baby BB primer range helps to create a luminous, fresh-faced makeup base, whilst their lip tints are popular with Korean influencers. Their multitasking White Milk Cream moisturizer is another cult favorite – it’s a cushion sunscreen that reduces wrinkles and brightens the skin in one fell swoop. 

Purito 

Purito is the ultimate responsible skincare brand. All Purito products are vegan, cruelty free and packaged in recycled materials. The brand also donates a portion of their profits towards animal welfare and environmental charities. 

Ethically, it’s a 10/10, but the products themselves are even better. 

Purito isn’t a quick fix. This brand is all about overall skin health and that’s a long game. Skin care products that give you immediate, dramatic results are often doing more harm than good. Think of it as a fad diet vs. a long term healthy lifestyle change. 

Purito don’t include ethanol, fragrance, mineral oil, parabens or silicone in any of their products, which is great news for your skin. Instead, they use powerful natural ingredients such as snail mucin. Here are my Purito faves:

Dr Jart +

If you’re not familiar with Dr Jart+, it’s the brand that introduced BB creams into the American market back in 2011 and had the whole world going crazy for low-maintenance makeup. It’s also famous for its kooky rubber masks and innovative skin care formulas. The Tiger Grass Color Correcting treatment has a cult following because it’s such an effective rosacea treatment. What’s even cooler still is that the product is green on first application but turns beige and adapts to your skin tone. 

9Wishes

The number 9 symbolises perfection in Korean culture. It’s a bold claim, but 9Wishes skincare products really do deliver. They produce some truly incredible serums, such as the Calm Ampule Serum, which is a total skin-soothing treat. It contains 55% Centella Asiatica Leaf Water, which is one of the most sought-after natural ingredients out there, just FYI. 

Banila Co

Banila is a Korean beauty brand with a skincare-focused approach to makeup, something we’re starting to see more of from Western beauty brands too. (I’m looking at you, Charlotte Tilbury…) Banila say that taking your makeup off is just as important as putting it on, so it makes sense that their Zero Cleansing Balm is insanely popular, with one sold every three seconds. Their Radiant CC Cream is the key to a flawless, dewy base and their blushes are perfect for adding a subtle flush of color that lasts all day. 

Espoir 

Espoir is one of the most sought-after Korean beauty brands, especially its Be Glow foundation. I also love the Contour Blush powders, which are perfect if you want to subtly slim down your face. Meanwhile, if you’re after the glass-skin look, the Dewy Glow face balm is your new best friend. 

For more on all things skin care and beauty related, check out my list of the top skincare products that deliver real results.