These Korean Beauty Brands Are The Ones To Know If You Want Flawless Skin

K-Pop might be dominating playlists (you’ve probably caught *that* catchy ‘Going Up, Up, Up’ track on repeat), but it’s K-Beauty that’s been quietly revolutionising the skincare world. With more than 20,000 Korean beauty brands now on the market and the sector forecast to hit a staggering $15 billion in revenue by the end of 2025, it’s clear this global skincare phenomenon is here to stay.



What makes K-Beauty so irresistible? It’s the fusion of holistic Eastern wisdom, natural botanicals, and cutting-edge scientific innovation – a blend that delivers the coveted glass-like, poreless skin adored worldwide.

If you’re new to the movement and not sure where to start, here’s your ultimate guide to 12 cult K-Beauty brands and their hero products – from glow-boosting serums to barrier-strengthening essences – that will transform your routine and your skin.

3 Cultural Moments That Put K-Beauty on the Map

The Rise of Glass Skin (2017)

Social media fell in love with the ultra-dewy, poreless “glass skin” trend — and K-Beauty became the blueprint for glowing complexions worldwide.

The 10-Step Routine Revolution

A global awakening to multi-step skincare rituals transformed how we think about layering – hydration, essence, ampoule, and beyond.

From Seoul to Sephora

Korean brands like Laneige, COSRX, and Glow Recipe went from insider favourites to global bestsellers, proving K-Beauty’s staying power in every beauty aisle.

Best Brands

Beauty of Joseon

Celebrated for blending traditional Korean herbal medicine (hanbang) with modern formulations, Beauty of Joseon reimagines ancient skincare rituals for contemporary routines. Its cult Glow Serum with Propolis & Niacinamide delivers radiance and balance, earning viral status for its brightening, calming results.
SHOP: Glow Serum with Propolis & Niacinamide, £15

Laneige

Known for its focus on hydration science, Laneige pioneered ‘Water Science’ technology, creating lightweight, moisture-rich products that flood skin with long-lasting hydration. The bestselling Lip Sleeping Mask has achieved cult status for transforming dry, flaky lips overnight into smooth, pillowy softness.
SHOP: Lip Sleeping Mask, £21

COSRX

COSRX is loved for its minimalist, science-backed formulas that target common concerns with gentle yet effective actives. The Advanced Snail 96 Mucin Power Essence remains a global bestseller, renowned for healing and hydrating even the most sensitive or compromised skin.
SHOP: Advanced Snail 96 Mucin Power Essence, £21

Innisfree

Harnessing ingredients sustainably sourced from Korea’s Jeju Island, Innisfree is celebrated for its eco-conscious ethos and naturally active formulas. Its Green Tea Seed Serum is a K-Beauty icon — antioxidant-rich and deeply hydrating, perfect for restoring skin’s balance and glow.
SHOP: Green Tea Seed Serum, £31

Glow Recipe

Playful yet potent, Glow Recipe pairs sensorial formulas with clinically effective actives to make skincare joyful and results-driven. The Watermelon Glow Niacinamide Dew Drops are a fan favourite, delivering instant glass-skin luminosity with a juicy, lightweight finish.
SHOP: Watermelon Glow Niacinamide Dew Drops, £32

Dr. Jart+

A pioneer in dermatological skincare meets design, Dr. Jart+ is known for its clinically tested, dermatologist-developed formulas wrapped in pop-art packaging. The Cicapair Tiger Grass Color Correcting Treatment is its hero product — instantly neutralising redness and soothing irritation for a perfected, calm complexion.
SHOP: Cicapair Tiger Grass Color Correcting Treatment, £40

Sulwhasoo

Luxury K-Beauty at its most refined, Sulwhasoo merges time-honoured Korean ginseng therapies with advanced anti-ageing technology. Its signature First Care Activating Serum primes and revitalises skin, boosting radiance while improving the efficacy of every product layered after.
SHOP: First Care Activating Serum, £84

Some By Mi

With a focus on visible transformation through gentle exfoliation, Some By Mi’s formulas use fruit acids and botanicals to clarify and renew the skin barrier. The bestselling AHA BHA PHA 30 Days Miracle Toner has become a global phenomenon for smoothing texture and clearing congestion without irritation.
SHOP: AHA BHA PHA 30 Days Miracle Toner, £15

Anua

Minimalist and mindful, Anua formulates skincare with high concentrations of natural ingredients and zero unnecessary additives. The Heartleaf 77% Clear Pad is its hero – calming inflammation, balancing oil, and strengthening the barrier with lightweight, refreshing hydration.
SHOP: Heartleaf 77% Clear Pad, £22

Erborian

Bridging the best of Korean skincare innovation with French pharmacy beauty feels, Erborian is celebrated for its hybrid formulas that sit between skincare and makeup. The cult CC Creme SPF25 is a global favourite – a radiance-enhancing complexion perfector that adapts to skin tone for a flawless, natural glow.
SHOP: CC Creme SPF25, £38

Medicube

Medicube takes a clinical approach to K-Beauty, formulating dermatologist-tested products that deliver measurable results for acne, pigmentation and texture. Its Zero Pore Pad 2.0 is a best-seller, powered by AHA and BHA to sweep away dead cells, tighten pores and reveal smoother, clearer skin.
SHOP: Zero Pore Pad 2.0, £24

Axis-Y

Loved by Gen Z skincare enthusiasts, Axis-Y champions climate-conscious, barrier-strengthening formulas designed for humid, pollution-prone environments. The Dark Spot Correcting Glow Serum has earned cult status for brightening pigmentation and restoring an even, luminous complexion through niacinamide and plant-based actives.
SHOP: Dark Spot Correcting Glow Serum, £19