From TikTok tutorials to hit TV K-dramas, K-Beauty has exploded onto the beauty-scene. The once-niche skincare subculture has evolved into a global movement, reshaping how consumers think about beauty, self-care, and skincare science. But where did this determination for dewy, glowy skin originate - and why has it become such a dominant force in the beauty industry?  

With LOOKFANTASTIC’s Buying team championing K-Beauty’s global growth, we delve into the cultural drivers and emerging brands shaping the category. 

The Skin First Philosophy 

At the heart of K-Beauty lies the skin-first philosophy - a simple yet transformative idea that true beauty begins with healthy skin. 

“Skin-first” relates to skin health being the number one priority of Korean skincare. It aims to reduce or completely remove the use of makeup to cover any blemishes or imperfections. Skincare solves the problem, whereas makeup covers it up.   

This means that your skincare routine may become more involved, but your makeup routine may start to dwindle.    

“K Beauty focuses on traditional ingredients alongside cutting edge science, they take a gentle yet effective approach to skincare, with most Korean skincare focusing on skin barrier and hydration." (Lauren Starkey – Skincare& Body Senior Buyer)    

This approach has inspired consumers worldwide to rethink their routines - often replacing heavy coverage with multi-step rituals that focus on cleansing, nourishment, and protection. 

Tradition Meets Innovation 

One of the key factors behind K-Beauty’s influence is its ability to fuse ancient wisdom with cutting-edge science. Many formulations blend traditional Korean ingredients - such as ginseng, green tea, and Centella Asiatica - with advanced biotechnology, creating products that feel both familiar and futuristic. 

“K-Beauty focuses on traditional ingredients alongside cutting-edge science,” Starkey continues. “They take a gentle yet effective approach, with most Korean skincare focusing on the skin barrier and hydration.” 

The main thing that sets K-Beauty apart from western skincare is the ingredients. From natural, animal-derived ingredients like snail mucin and PDRN, to more common findings like hyaluronic acid and niacinamide, you can read our full breakdown of K-Beauty ingredients here. 

While product innovation plays a huge role, K-Beauty’s rise is equally rooted in culture. Korean pop culture - spanning K-Pop, K-Dramas, and fashion - has driven a wave of global curiosity. Social media videos showing the results of using Korean skincare are all the convincing it takes to make a K-Beauty purchase.  

Viewers and fans, inspired by the luminous complexions of Korean celebrities, have sought to replicate that signature “glass skin” glow. 

Demystifying K-Beauty at LOOKFANTASTIC 

LOOKFANTASTIC’s content-led approach was designed to demystify K-Beauty. The concept of “Skincare School” during the launch really focused on the education aspect, showing curious customers that the only unusual thing about these pieces is our lack of knowledge. 

The sell-out K-Beauty box was also a great introduction for those who want to dip their toes in without committing to the entire 10-step routine. Through education-first campaigns and curated brand storytelling, LOOKFANTASTIC continues to lead the conversation on the category’s evolution. 

Brands Defining the K-Beauty Space 

From cult classics to breakout successes, K-Beauty brands are becoming household names. Some of the most recognisable now available on LOOKFANTASTIC include: 

LANEIGE – famed for its ultra-hydrating Lip Sleeping Masks and dewy skin essentials 

Beauty of Joseon – a social media favourite, best known for its lightweight SPF formulas 

Medicube – a sell-out success from launch day, known for high-performance dermocosmetic solutions 

Biodance – creators of the viral collagen sheet mask that turns clear overnight 

SKIN1004 – celebrated for its minimalist packaging and use of natural Madagascan Centella Asiatica 

Dr.Jart+ – pioneers of creative skincare, recognised for their innovative masks and barrier-repair ranges 

For those new to the category, Sophie Gosnay, Skincare Buyer at LOOKFANTASTIC, recommends starting with three brands known for quality and accessibility: 

“Focusing on all things skin barrier repair, Biodance has gentle products that enhance your skin’s natural glow. Innisfree, inspired by Jeju Island, offers eco-conscious, beginner-friendly formulas like the Green Tea Seed Hyaluronic Cream. And SKIN1004’s Centella range is perfect for soothing and healing irritated skin.” 

What’s Next for K-Beauty? 

As we look ahead to 2025, the influence of K-Beauty shows no signs of slowing down. Key trends to watch include: 

1. Glass and Mirror Skin: 
These signature looks - defined by skin so smooth and luminous it reflects light - remain the gold standard of skincare results. 

2. Elevated Suncare: 
“Korean beauty treats suncare as an essential part of your skincare routine,” says Starkey. “Whether in cream or stick format, it’s always effective yet lightweight, often featuring SPF 50+ and PA++++ for maximum protection.” 

3. Sleep-Centric Skincare: 
Overnight masks and “sleeping packs” are seeing renewed interest, offering deep hydration and repair while you rest. The Medicube Collagen Night Wrapping Mask is perfect for beginners - it hydrates, plumps, and rejuvenates the skin while you sleep.” 

4. Probiotic and Fermented Formulas: 
Microbiome-friendly skincare is becoming central to K-Beauty’s next evolution, as brands continue to explore gentle ways to support skin resilience. 

For those seeking a glow that lasts beyond trends, Meg Carins, Skincare Junior Buyer, recommends: 

“The HaruHaru Wonder Black Rice Probiotics Barrier Essence delivers deep hydration and luminosity, while the Black Rice Bakuchiol Eye Cream brightens and soothes the under-eye area.” 

K-Beauty’s rise reflects a broader shift in global beauty values - from surface-level perfection to holistic, sustainable self-care. Its blend of cultural authenticity, innovation, and transparency has transformed not just skincare routines, but the beauty landscape itself. 

Through education, curation, and accessibility, LOOKFANTASTIC continues to champion this movement - helping customers discover the products, philosophies, and rituals behind the world’s most radiant skin. 

Explore more: 

LOOKFANTASTIC’s Guide to K-Beauty 

K-Beauty Ingredient Breakdown: What Works for Your Skin Type