From glass skin to intensive 10-step routines, Korean skincare has taken off in the past few years, via social media trends, all because of its incredible results. Rooted in Korea’s centuries-old beauty philosophies and propelled by cutting-edge skincare innovation, K-beauty – Korean beauty – blends skincare ritual with results in a way that feels both mindful and modern.
The K-beauty obsession has impacted travel too, with people visiting Seoul as a kind of skincare pilgrimage – a city where sheet masks, skin clinics, and spas are as much a part of the itinerary as street food and shopping. But to truly understand why K-beauty continues to captivate the world (and our travel wish lists), we asked some incredible experts at the heart of the movement to share their beauty hacks and insights into K-Beauty.
Jae Jeong
Founder & CEO of skincare brand, Haruharu Wonder
What’s the very first thing you do for your skin when you wake up, and why?
“I always start the day by double cleansing, even in the morning. I firstly use our Haruharu Wonder Black Rice Moisture Deep Cleansing Oil, followed by the Black Rice 5.5 Soft Cleansing Gel. It may sound excessive to some, but it’s my favourite ritual to gently remove any overnight buildup and prep my skin for hydration.”
Why is having good skin such a big part of the culture in Korea?
“In Korea, skincare is more than a routine; it’s a reflection of self-care and respect. From an early age, we learn that taking care of our skin is part of living well, not vanity. It’s about consistency, balance, and feeling good in your own skin. It might seem that the beauty standard here is high – and that is true – but I believe this is changing, and the conversation is gradually shifting from perfection to self-expression and wellbeing.”
Beyond skincare, what wellness rituals keep you grounded?
“I start my day with light stretching, warm water with lemon, and a few minutes of gratitude. When possible, I take quiet walks or tea breaks as I find that small pauses help me stay present amid a fast-paced schedule.”
What’s always in your travel bag?
“I always travel with a hydrating mist and nourishing lip balm – they live in the seat pocket on long flights because cabin air is brutal and my skin needs the moisture. I also hydrate constantly, move during flights, and bring a silk pillow cover, which keeps both skin and sleep quality in check. I also carry lavender oil to help me unwind anywhere in the world.”
How does the Korean approach to beauty differ from Western routines?
“K-Beauty is rooted in prevention and patience. We focus on nourishing the skin barrier and layering hydration for lasting results, rather than seeking instant fixes. It’s a mindset of care, not correction. For me, beauty begins with empathy – listening to your skin, your body, and your emotions. When we approach self-care with gentleness and curiosity, every day becomes a little more wonderful.”
What are three K-Beauty Products everyone should know about?
“From Haruharu Wonder, our Black Rice Probiotics Barrier Essence, it truly embodies ‘visible results, gentle care.' But I also admire Sulwhasoo’s First Care Activating Serum for its timeless approach and Laneige’s Lip Sleeping Mask for making daily care feel luxurious."
Hyejin Nam
Founder of skincare brand Thank You Farmer
What wellness rituals keep you grounded?
“In recent years, I’ve made wellness a real priority, exploring different practices to find a balance that feels genuine and sustainable for me. To manage mental stress, I unwind with gentle yoga before bed, choose healthy ingredients for our meals, and end the day with a single line of journaling. On weekends, I love taking short trips with my daughter to enjoy nature or cultural experiences. These moments keep me grounded and inspired in both life and work.”
What’s always in your travel bag?
“In my wash bag is a Thank You Farmer Rice Pure Watery Mist to keep my skin refreshed mid-flight, sheet masks to soothe and restore my skin after long days, and most importantly, sunscreen. I always apply the Thank You Farmer Sun Project Water Sun Screen SPF 50+ before heading out and carry a sun stick for easy reapplication on the go. My non-beauty travel kit is all about small comforts that make a huge difference to me when travelling. I always bring my own pillow; it helps me sleep better and adjust quickly, no matter the time zone. Quality sleep is key for jet lag and recovery, so I keep a simple routine: taking daily supplements and doing a quick stretch before bed to keep my energy balanced throughout the trip.”
What’s the most exciting thing happening in Korean Beauty right now?
“One of the most exciting shifts in K-Beauty right now is how brands are responding to changing weather patterns and seasonal extremes. Korea traditionally had four distinct seasons, but spring and autumn are becoming shorter while the hot, humid months are lasting longer. As a result, there’s a growing focus on products that protect and balance the skin against heat, humidity, and fine dust, reflecting how skincare evolves with real environmental needs. The usual seasonal rhythm is also shifting. Heavy moisturisers were once a staple from September, and lighter formulas dominated spring and summer, but that clear divide is fading as consumers adapt their routines more fluidly throughout the year.”
What are the three K-Beauty products everyone should know about?
“If I had to choose just three, I’d start with our Thank You Farmer Rice Pure Essential Toner. Made with our exclusive rice extract, it’s a lightweight, non-sticky milky toner that absorbs beautifully to leave the skin smooth, hydrated, and visibly brighter. Another great product is Sulwhasoo’s First Care Activating Serum, a timeless classic that represents the premium side of K-Beauty, blending traditional Korean herbal ingredients with modern skincare science. And finally, Laneige’s Lip Sleeping Mask. A cult favourite that leaves lips soft and nourished overnight, showcasing K-Beauty’s ability to combine simplicity with powerful results.”
Mina Lee
Skincare expert and aesthetic practitioner
What’s the very first thing you do for your skin when you wake up – and why?
“The first thing I do is a gentle cleanse, always with lukewarm water. Overnight, your skin is busy repairing itself, and you want to start the day by sweeping away sweat and impurities without disrupting that delicate barrier. It’s a way of ‘resetting’ the skin before layering on hydration.”
What do people misunderstand about Korean beauty regimes?
“In Korea, skin is seen as the canvas for everything else. Healthy, luminous skin has always been associated with vitality and respect for yourself. It’s deeply cultural and mothers pass down rituals to daughters, and it’s considered an act of self-care and even community, not vanity.”
Beyond skincare, what wellness rituals keep you grounded?
“I try to eat intuitively, with a focus on vegetables and fermented foods like kimchi that support the gut-skin connection. Movement is also essential – whether that’s yoga or walking outside – and I always take time for quiet reflection or breathwork before bed. These small rituals are as important for the skin as any serum or balm.”
What’s always in your travel wash bag? What are the products you couldn’t leave behind?
“Hydration and puffiness are always my biggest concerns when I travel, so my essentials are a good hyaluronic acid, a nourishing cleanser, and a hydrating essence. At the moment, I’m loving the Neal’s Yard Remedies Hyaluronic Acid Hydrating Booster, which is organic and gives an instant plumping effect; the Neal’s Yard Remedies Frankincense Intense Triple Action Cleanser, which melts away impurities without leaving skin tight; Flights and hotel air can be incredibly dehydrating, so having products that both comfort the skin and soothe the senses – the frankincense aroma is naturally calming – makes all the difference.”
How does the Korean approach to beauty differ from Western routines or philosophies?
“K-beauty is preventative – it’s about caring for your skin’s long-term health, not just treating problems as they appear. Western routines can sometimes be more corrective. In Korea, we build resilience by layering hydration, protecting the barrier, and tailoring rituals to the seasons and environment.”
What are the three K-Beauty products everyone should know about?
“A hydrating essence like this one by Beauty Of Joseon is the heart of every Korean routine. Neal’s Yard Remedies Frankincense Intense Essence, brings a very Korean approach to clarity and balance with botanicals. Sulwhasoo Concentrated Ginseng Rejuvenating Emulsion is also a favourite of mine for hydration.”
Charlotte Cho
Founder of Then I Met You
What’s the very first thing you do for your skin when you wake up?
“After I drink a large cup of warm water, the first thing I do is a gentle double cleanse. Overnight, your skin still produces oil and sweat, so I like to refresh it without stripping it using the Then I Met You Living Soothing Tea Cleansing Gel. It’s my little reset moment before I start layering hydration.”
What wellness rituals keep you grounded?
“With two young kids, it's hard to find moments of quiet, to be totally frank. But the way I stay grounded is to connect with my kids on a deeper level over the weekends. The weekends are my time when I feel I'm rushing less, and I don't really open my laptop and focus on work, which gives me more focused time with my kids. Also, I’m very intentional about connecting with friends; that sense of jeong (a Korean word for deep emotional connection) is my version of wellness.”
What’s always in your travel wash bag?
“I can't live without the Then I Met You Living Cleansing Tonic. It's a supercharged micellar water that cleanses and hydrates my skin in one go and doesn't feel oily. You just douse a cotton round or tissue with the tonic and swipe across the skin to remove impurities.”
How does the Korean approach to beauty differ from Western routines or philosophies?
“Western beauty routines often focus on fixing something, or turning back the hands of time. Korean skincare is more about prevention and consistency, which means maintaining skin health through gentle care, hydration, and layering. It’s a more patient, long-term philosophy that celebrates progress, not instant results.”
What are your ultimate non-beauty travel hacks – the small things that make a huge difference?
“For the US traveller, global entry and TSA pre-check are a must because they help you speed through the lines and get yourself out of the airport as quickly as possible! Now that I am 40, I am more conscious about fitting more protein and fewer carbs in my diet. I try to bring something nutritious on the plane that is healthy, rather than rely on the food they provide on the plane.”
What are the three K-Beauty products everyone should know about?
“I’ll start with one from Then I Met You, our Living Cleansing Balm, a sensorial cleansing sorbet that melts away everything while nourishing your skin barrier. Once you try it, you'll never go back. The Rom&nd Glasting Melting Balm from the Soko Glam K-Beauty Edit with SpaceNK is that perfect glossy, glassy lip with a cushiony texture that makes your lips look naturally plump. The Neogen Real Ferment Micro Essence has been a longtime staple in my routine for over 10 years! It’s packed with fermented ingredients that deeply hydrate and bring back that healthy, translucent glow we call in Korea, ‘honey skin.’”