Why are Korean skincare products so popular in the Western world, you ask? “Because [they’re] simple, effective, and offer formulations and innovations that are ahead of their time,” says Julia Marinkovich, UK representative at COSRX.

According to Julia, in South Korea, skincare is considered as a great investment and is as vital to people as good nutrition and exercise. “Clear, glowing skin is a sign of skin health, and everyone strives for this,” she says. “That’s how trends like glass skin have taken off across the globe.”

She also highlights that Korean products tend to have straightforward formulas with minimal sets of ingredients that instead focus on using highly effective natural ingredients. “Western skincare typically focuses on exfoliating to re-new our complexion, whereas Korean skincare is centred around adding essential nutrients back into the skin,” Julia explains. “ It’s much gentler, as it uses a hydration-first approach, rather than a prominent focus on acids and retinols.”

"Speed of innovation, trust and expertise in formulation – and a ‘root cause" philosophy,’ says Gracie Tullio, Co-Founder & Creative Director at PURESEOUL. "Western routines have traditionally been reactive: you get a pimple, you treat the pimple. In Korea, that ‘fix the real issue"’ mindset runs through everything.

"Okay, so you have a breakout. It’s because you're hormonal and producing more sebum than usual. The response isn't just a spot treatment: it's layering in a BHA a week earlier, easing off dairy for a week, and swapping to a lighter gel moisturiser. That approach on a product level forces you to actually pay attention to your skin and your body, and you start to learn what works for you and what doesn't.

“I can't leave this question without also mentioning the wider environment for beauty in Korea, though.” Gracie adds. “It is an extremely competitive market. Korean consumers have high expectations, which forces brands to constantly innovate at accessible prices and keep pushing packaging and efficacy further. On top of that, the government backs brands and manufacturers with huge grants, and there are highly specialised labs for everything. Want one of those boba textured creams? There’s a specialist for that. This combination of expertise and funding support is a part of why Korea has been behind some of the biggest research and development breakthroughs in beauty over the last 20 years.”

If you’re curious about the most popular skincare brands in South Korea, you’ll want to check the Olive Young Awards and Hwahae. The former is South Korea’s leading beauty retailer, which issues its coveted beauty awards every year. The latter is an online review platform that shows which best-selling Korean beauty products are trending in real time.

That said, popularity in South Korea is just one of many indicators that a product is worth trying. “While this can be a strong indicator of a product’s potential success, it’s not the only factor — I dig deeper to understand why something is trending,” says Charlotte Cho, a licensed aesthetician based in New York City and cofounder of Then I Met You and Soko Glam.

To curate the best Korean skincare products for Soko Glam, an online K-beauty retailer, she also pays attention to “delivery systems, absorption technology, and the way a formula interacts with the skin.” She also looks beyond what’s popular in South Korea to what’s trending globally, which can differ. “With the embrace of Korean products by US consumers, we have now reached a point where its popularity in the US is actually more important now than the popularity or trend that originates in Korea,” she says.

There are a wide range of ingredients that Korean beauty brands turn to that are not so common to see among Western brands. “Right now, it's all about PDRN,” Gracie told me. "It's derived from salmon DNA and became famous for being an in-clinic solution for repair and regeneration. It's been one of the key drivers behind the ‘glass skin’ trend and has gone on to inspire thousands of PDRN serums and creams that you can enjoy without a trip to the clinic.

"What's interesting is that the PDRN trend has actually already died down in Korea. It peaked there about two years ago but captivated customers globally, so brands have kept leaning into it for us and American consumers. That continued love from customers outside Korea has pushed brands to get creative, developing vegan, plant based alternatives to the original salmon DNA version.

"Banana PDRN is my favourite spin off of the trend. We stock a Banana PDRN Lip Oil from
Amuse, made using banana skin and banana flower instead of salmon, and it's such a fun, nostalgic product with an incredible scent and a great story."

Another one of these wildly-popular Korean skincare ingredients is, brace yourself, snail mucin. “While some may be repulsed by the idea of snail mucin, most are amazed at the skin-boosting benefits of it,” shares Julia. “Not only does it provide intense hydration and nourishment, but it also helps to build up the skin’s moisture barrier to plump and soothe skin.”

Elsewhere, note hydrolysed collagen (it's having a "real resurgence"," says Gracie, “in newer formats than people are used to, such as jelly mists and hydrogel sheet masks,”) as well as Centella Asiatica (AKA Cica/Centella) – a plant that has been used in Eastern medicine for centuries to help treat wounds and care for the skin, thanks to its antioxidant, anti-inflammatory and anti-bacterial properties. “It  has many natural benefits from being packed full of amino acids, beta-carotene, fatty acids, and phytochemicals, including vitamins C, A, B1, and B2,” Julia adds.

Let’s clear one thing up: You don’t need every product on this list to build a Korean skincare routine. Nor do you need 10 steps, as was once popular in the early days of K-beauty. “The 10-step routine introduced many people to the concept of layering skincare and the potential steps one could use to achieve their skin goals, but it was never meant to define a skincare ritual or force a set structure,” says Cho.

“In 2025, we’re seeing a shift toward intentional skincare – fewer steps, but more effective, multifunctional formulas. Skin-barrier support, hydrating layers, and targeted treatments are now key pillars.” That’s why our list includes plenty of products that target multiple needs, like a sunscreen that doubles as a skin tint, a cleanser you can use as a face mask, and a face serum that helps brighten and calm simultaneously.

• Gracie Tullio, Co-Founder & Creative Director at PURESEOUL
• Y. Claire Chang, MD, a board-certified dermatologist at UnionDerm in New York City.
• Christina Chung, MD, a board-certified dermatologist at Schweiger Dermatology in Pennsylvania.
• Charlotte Cho, a licensed esthetician based in New York City and cofounder of Then I Met You skin care brand and Soko Glam online beauty retailer.