How Korea Became the Silicon Valley of Skincare

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South Korea’s capital has long been known for its adventurous food and fashion trends, but the semi-recent globalization of BB creams has put Seoul on the map for a different reason: its expanding skincare market. The Asian city has become a destination for a variety of scientifically advanced, nicely packaged, and relatively affordable skincare products—and there seems to be more and more hitting U.S. stores everyday. “The popularity stemmed, mainly, due to two factors: dedication and innovation,” says Cindy Deily, Sephora’s senior director of skincare merchandising. “Korean women have long been a true authority on skincare by design, the ritual of the regimen is passed down generation to generation; they are exceptionally educated and dedicated to the care of their skin, leveraging multiple products to achieve the desired results.”

For example, Sephora has devoted an entire page of its website to what they refer to as “K-beauty.” It’s where we’ve learned of some of our favorite Korean brands like Caolion and Tony Moly. “We know that discovering what is best for your skin and skin concerns can be confusing and complicated, which is why we have a page dedicated to K-Beauty on Sephora.com, fabulous services in store like our Skincare IQ, and offer samples both in-store and online to discover which K-Beauty product is right for you,” Deily explains. “Korea is a hub of skincare innovation; it’s the silicon valley of skincare formulas, ingredient technologies, application concepts, and unique packaging.”

Aside from BB Cream, there are a number of other should-be staple products that have originated in South Korea. A prime example is the sleep mask, which is applied at nighttime over your usual serums and creams; It’s a particularly useful mechanism for delivering extra moisture, thanks to its stickier texture that won’t allow it to wipe off all over your pillowcase. And for daytime, there’s a growing category called skin finishers, which is a staple of every Korean beauty routine. It’s called a finisher because it goes on last over your other serums and creams and promises a dewy glow that lasts for hours—ideal for those who aren’t so fond of foundation.

To that end, Deily points out that Korean women have become famous for their extended skincare routines, which can sometimes be as many as 12 steps long. “Although that sounds daunting, each step only takes a minute or two so it really doesn’t add that much time,” she says. “The biggest thing we can learn and adopt into our regimens is the dedication to cleansing, moisturizing and wearing sunscreen. I know it sounds like skincare 101, but Korean women show that dedication pays off.” Korean skincare enthusiasts practice the art of double cleansing, which ensures that their skin is cleansed and prepped to allow the rest of their products to work properly. That’s followed by several steps of hydration: misting, essence, and moisturization. “They hydrate through several steps to ensure that their skin isn’t parched and remains glowing,” she adds. “And most importantly, they protect their time and regimen investment by wearing sunscreen diligently.”

Try this at home: Here’s our vetted list of the best K-beauty products on the market.

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