The K-beauty trend refers to the globally popular philosophy and approach to skincare originating from South Korea. This trend emphasises healthy, nourished and naturally radiant skin, with skincare routines built around multiple carefully designed steps.
It is recognised for innovative formulations, the use of specific ingredients such as hyaluronic acid, ginseng, snail mucin, or fermented extracts, as well as unique product textures like essences, ampoules and sheet masks.
The K-beauty trend popularised multi-step routines, especially the famous 10-step Korean facial skincare regimen, which has shaped how skincare is viewed worldwide today. The focus is not on quick fixes but on the long-term maintenance of skin health and beauty, making it one of the most influential movements in modern cosmetics.