An oblique notion only a several years ago, Korean beauty has now nurtured a heathy and growing following in the United States.
From sheet masks to serums, the US market, in 2016, ranked the third largest importer of Korean skincare products. Nordstrom and Target have carried Korean beauty lines for now. Ulta is the latest store to stock its shelves with premium Korean potions. Indie e-commerce websites such as SokoGlam and Peach & Lily retail Korean beauty alongside giants like Amazon. A scrum of bloggers painstakingly try, review and advise on Korean skin products.
More than the mystic feel to it, Korean beauty seems to satiate a modern-day hanker for a thorough yet enjoyable routine that not only serves the skin’s specific needs but also build inner esteem. Haute Beauty summarizes the philosophy behind the trend, exploring some of the most hyped K products.
Cleanse and cleanse some more
Korean women – and men, for that matter – are big on scrubbing their skin squeaking clean. Their “double cleansing” technique is well known for its ability to strip away not only makeup but also any locked-in grime.
Try: Etude House Wonder pore freshner – a watery emulsion removes makeup, controls sebum and balances the Skin’s pH.
Vant Phyto Facial Foam Cleanser – a facial cleanser whose gentle powdered charcoal formula exfoliates and clarifies the skin.
Serums for Everything and Anything
Koreans in generally shun moisturizers for more potent serums. Concentrated lightweight potions that easily penetrate the pores, serums address specific skin issues.
Try: Danghwa Whal Myung Skin Elixir – coming from one of the oldest Korean beauty brands, it is a toner, serum and oil in one.
It’s Skin Power 10 Licorice Formula – a night serum, it fights breakouts while brightening and nourishing the skin.
Mask it Up
Before any other product made it into the US, Korean sheet masks were already popular. Used mostly to infuse moisture, they also cure various skin issues.
Try: Glow Recipe 10 Day to Glow Mask Hydrogel Beauty Mask Set – it is intended to mend and revitalize the skin in less than two weeks.
A’Pieu Milk sheet mask– this set of seven masks comes in flavors of milk, strawberry, chocolate milk, banana milk and coconut, which soften and smoothen the skin.
Massage, do not Rub
Facial massages comprise an essential part of any Korean beauty regimen. Draw circular movements all over your face with your index and middle fingers to stimulate blood circulation. Avoid excessive rubbing (the same rule holds when applying products), as Koreans believe it leads to premature wrinkles.