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Are you a fan of the Korean beauty buzz? Even my local Superdrug now has a dedicated section. What’s behind the obsession? And are any products really worth it?
Lucy, 50
I flit between loving the K-beauty boom and being a touch scared of it. Loving it because the results can be genuinely excellent: hydrated, luminous, convincingly well-rested skin. But a touch scared because it’s less about an edited, minimalist routine — my kind of skincare — and more about what feels like an all-nighter for your face. Yes, just when I thought we had left the ridiculous 12-step regime behind, it seems it’s back in vogue: see essences, serums, ampoules and dews, featuring ingredients such as snail mucin? Salmon DNA?
To rewind: K-beauty is short for Korean beauty and is a skincare and make-up philosophy that prioritises healthy, glowing, dewy skin. It centres on layering lightweight formulas rather than heavy-handed treatments. So far, so lovely. The catch? The sheer choice. I’ve walked down many K-beauty aisles, and it’s wall-to-wall bottles all promising a variety of… glow. Here’s my advice: edit ruthlessly. Let me help you with a few of my favourites.
Aestura Atobarrier365 Cream Mist (£18, sephora.co.uk) is one of the most satisfying products I’ve ever used. That sounds dramatic — and I’m not even being dramatic. Packed with ceramides, it delivers a fine, cushioning veil of hydration that feels both immediate and oddly mood-altering. I reach for it when I wake up tired (so, daily) and continue throughout the day with enthusiasm. I say that because, well, it’s just a face mist but it somehow feels like a reset button. Refreshing, cooling, calming. Crucially, it doesn’t drench the skin so you can use it over make-up.
Medicube, next. Owned by a Seoul beauty-tech company, it has created a stir — and quite rightly so — with its Zero Pore Pads 2.0 (£24, boots.com). Each one is soaked in exfoliating actives that gently dissolve dead skin cells, leaving skin clearer, smoother and more luminous. And then there are the tweezers they come with. Officially there for hygiene purposes; unofficially, they are a gimmick I’m not embarrassed to say I quite love.
I would also check out Anua — I keep noticing consultant dermatologists raving about the formulas on social media. For context, I consider these experts the Michelin inspectors of skincare. They’ve studied the science of skin for decades so if they’re excited then you know it’s worth it. They’re not swayed by hype or pretty packaging. They have their eyes firmly on the formulation prize. If redness or sensitivity is your concern then I recommend Anua Azelaic Acid 10+Hyaluron Redness Soothing Serum (£22, boots.com). It calms and takes the edge off without fuss.
One more skincare pick. You’ve almost certainly heard me rave about Beauty of Joseon Relief Sun Aqua-Fresh Rice + B5 SPF 50+ (£15.50, boots.com). Three reasons I’m a fan: make-up goes over it seamlessly, it’s completely invisible and it doesn’t aggravate my acne-prone skin. For an SPF, this is no small feat.
K-beauty is big business in make-up too: namely cushion foundations. These sponge-soaked formulas are again designed to lean into that fresh finish rather than anything overly polished or matte. Plenty of British brands have taken notes too. Try the Korean-inspired Sculpted by Aimee Cream Cushion Foundation (£28, boots.com).
So is the K-beauty hype justified? I truly believe they’re ahead of the curve when it comes to innovation. But there’s no need to overhaul your whole bathroom cabinet in the process.
Have a beauty question you need answering? Message Sarah at asksarah@sundaytimes.co.uk or DM @sarahjossel