Why choose Korean Beauty?

To put it simply, Koreans are among the world's pickiest beauty consumers with one of the highest standards. To quote directly from Charlotte Cho, cofounder of Soko Glam and Then I Met You: "Koreans are serious about their skincare…. They also know what they want, like innovation, gentle ingredients, pleasing packaging, and they don't want to pay a fortune for it."

Even though the extremely high standards are difficult to meet, the Korean beauty business is driven to keep up with them. Furthermore, Korean customers have an insatiable hunger for skincare products, which helps finance a lot of R&D. Thousands of beauty brands are vying for consumers' attention, creating a highly inventive and competitive industry that is at the forefront of the beauty industry.

So, what sets Korean skincare apart?

In Korea, there's a strong focus on preventing skin issues and dedicating time to skin care. It involves prioritizing hydration, sun protection, and product formulation. This leads to products that are usually gentle, rarely harsh and have a soft, smooth texture, which most people prefer.

This is a very different approach to some of our available skincare products in Australia where loads of active ingredients like retinol, acids etc are included in one product to tackle specific skin problems like pigmentation, wrinkles, acne, or eczema. But chasing quick fixes might not be so great for your overall skin health in the long run.

Taking care of your skin is like taking care of a cherished garden. It requires time and attention to find the right products that suit your skin. In Korea, they really invest in skincare routines, whether it's three steps or 12 steps."

Starting out on your skincare journey can be a bit daunting, but fear not! We've reached out to a bunch of experts for their top picks in K-beauty products.

Our Top Picks

• Best Cleansing Oil: Anua - Heartleaf pore control cleansing oil

• Best Foaming Cleanser: COSRX - Low pH Good Morning Gel Cleanser

• Best Toner: COSRX - Full Fit Propolis Synergy Toner

• Best Moisturiser: Beauty of Joseon – Dynasty Cream

• Best Sunscreen: IsNtree - Hyaluronic Acid Watery Sun Gel

• Best Essence: Mixsoon – Bean Essence