South Korea has long been associated with the frivolous side of skincare, where fun formulations and attention-seeking ingredients take centre stage. But now, K-beauty has grown up, and a new school of sophisticated brands are landing on our shores from the home of beauty innovation. Gone are the snail-infused serums and novelty masks: now, no-nonsense ingredient lists and boundary-pushing potency leads the way.
In the UK, K-beauty’s coming of age hasn’t gone unnoticed and, according to Newby Hands, global beauty director at Net-A-Porter, today's best Korean skincare brands have clear luxury credentials. “Venn is a great example of this. It’s free from fragrances, parabens, silicone, phthalates and sulphates, ” she says. Similarly, Charlotte Cho's Then I Met You is a highlight in Cult Beauty's exclusive roster, while Dr. Jart has garnered a loyal cult following for its redness-reducing formulations.
Refreshingly, the new guard of Korean beauty brands also largely rejects the excessive 10-step routine that first put South Korea on the skincare map. “We are seeing far more brands entering the market with a ‘less is more’ approach to packaging and streamlining the traditional ‘8-10’ step regime, ” explains Hands.
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Below, discover the story behind the most noteworthy K-Beauty products to try now, from a ginseng-powered eye treatment to the mineral-rich cleanser for dry, dull skin.
Femmue is characterised by its use of the finest flower extracts – including incredibly high doses of precious camellia seed oil, which often headlines the most premium big-brand ingredient lists.
Of course, you should never judge a skincare product by its packaging, but the shelf appeal of the brand’s minimalist jars is hard to resist. That said, this balance-restoring face mask also delivers in the performance stakes: with kaolin clay, humectant glycerin and that signature softening flower extract, it'll clear congestion while simultaneously calming redness.
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Brought across the pond by Cult Beauty, Thank You Farmer introduces itself as Korea’s ‘most natural’ skincare line. Whether that’s true is up for debate, but the success of its cult moisturiser-meets-sunscreen is clear to see.
With hundreds of rave reviews, this light yet hydrating factor-50 shield simply works. It'll keep you protected from UV rays without making skin greasy or encouraging breakouts. Not enough for you? Let the pleasing price seal the deal.
Founded by a dermatologist (and purchased by Estee Lauder in 2019), Dr. Jart has a strong cult following for its redness-reducing Cicapair line.
Where To Buy Korean Skincare In The Uk?
The top seller, this green pigmented cream contains cica (also known as tiger grass, or centella asiatica), which is said to bring down inflammation, alongside barrier-strengthening ferments. Used alone or under make-up, it's a fast-acting saviour for those prone to flushing.
Eschewing the extensive multi-step routines that South Korea is famed for, Venn encourages a less-is-more approach to skincare. After all, when your face oil or serum is catering for your complexion’s every need, there’s hardly a need to chase it with half a dozen more products.
Everything in the tightly curated line is sharply considered: the All-In-One Cleanser not only removes make-up, but balances, calms and respects the skin’s crucial pH, too. As for a hero product, this elasticity-boosting oil serum, created with painstakingly fermented plant extracts, is famous for more than its bright-red hue.
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Charlotte Cho is the entrepreneur behind Soko Glam – a site credited with fuelling the global K-beauty boom – so it makes sense that her brand should be leading the wave of next-gen Korean skincare.
Now finally available on our shores, Then I Met You is a tight edit of daily essentials with just the right amount of whimsy. The must-try is the Living Cleansing Balm: a rich, herbal make-up melter that's loaded with essential fatty acids to condition the skin.
For skincare that blends light-hearted appeal with serious results, meet Glow Recipe. This popular K-Beauty brand blends fruit extracts with smart, industry-leading ingredients to deliver products that perform without feeling clinical.
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Huxley’s packaging may be sophisticated, but it’s the ingredients that really excel here. Each formula is based around the oil pressed from the prickly pear cactus, sourced from the Sahara desert and famed for its ability to hold water.
You could get into bed with the sleep mask, but the fastest route to consistently hydrated, balanced skin is likely via the serum-textured Grab Water Essence. It combines the natural cactus extract with brightening Japanese bamboo and a host of plant-based antioxidants.
Boasting an A-list client book and lengthy waiting lists, Shangpree’s Seoul spa is legendary for its transformative treatments. Thankfully, you can now purchase many of the brand's most loved products to use at home.
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Steeped in a potent mineral-rich essence, the Gold Hydrogel eye masks are brilliant for reviving tired eyes, instantly making the skin look brighter and fresher.
Black pearl and pure gold might be the most glamorous ingredients, but we're actually more impressed by the high levels of hyaluronic acid and super-moisturising Irish moss. Expect brighter eyes and plumper skin in minutes.
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Getting hold of K-beauty in the UK used to be a notoriously tricky task. It wasn’t always obvious where these products were coming from or whether you’d be hit with a ridiculous delivery/customs fee in the process of receiving them. Luckily, in 2021 it has become easier than ever to shop your favourite Korean brands from retailers located right here in the UK.
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So, if you’re thinking about buying a few Korean makeup or skincare products, here are the top 12 websites I suggest browsing. Whenever I’m looking for a specific K-beauty item I always turn to the places below!
PURESEOUL is a London-based company that sources their products directly from Seoul. Here you’ll find a selection of your favourite Korean brands like Etude House, Innisfree and Laneige. They have a mix of novelty makeup stuff AND skincare classics so you’ll always find something that takes your fancy!
Delivery is super quick – my parcel came in 2 days! And they include a couple of free samples so you can test out other K-beauty products before buying.
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Also be sure to check out their skincare bundles that are specially curated to suit different skin needs e.g. brightening, anti-ageing etc. A lot of the time they’re discounted so the value for money is amazing!
Likeskin was founded in 2019 by owner Rita who wanted to make K-beauty and J-beauty products more accessible to UK consumers. Her business journey has been documented on TikTok so be sure to follow her here. She regularly records videos of orders being packaged up … so who knows, you might even be able to see yours on there!
The website is really easy to navigate and the product selection is massive. I also really like that there’s a review section so you can see which items other people have tried and loved.
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Kōsame Beauty is an online store that’s dedicated to Korean skincare – you’re not going to find any makeup here! Because of this, they’ve been really careful about the products they’ve selected to sell. Each brand page has its own bio with a bit about the philosophy of the company and the ingredients they use. In fact, you’ll notice that many of these companies are actually vegan and cruelty-free.
Kōsame encourages shopping by skin concern so if you have oily or sensitive skin, for example, it’s really easy to find which products are best suited to you.
Skinsider is another London-based retailer that aims to make K-beauty more available to the western (specifically European) market. Like Kōsame, you’re unlikely to find any makeup on the site. But they do have a varied selection of skincare products.
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They sell a good range of popular K-beauty favourites, alongside products from some lesser known brands. I also like that they have a whole section dedicated to vegan skincare.
Skin Cupid was created to help K-beauty lovers across the UK gain access to their favourite makeup and skincare products in the smoothest, simplest way. All products are sourced directly from Korea and dispatched from Skin Cupid’s base in London.
The Skin Cupid team ensures customers that they only stock products they love, and they test nearly all the products they sell to make sure that they’re the best quality. Plus, they have a really informative TikTok account that’s super useful if you’re stuck deciding which products to buy.
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