Whether you’re looking to supercharge your skin care routine or scrap it all and start from scratch, you’ve likely considered turning to Korean beauty. Given that the beauty category has completely dominated our TikTok algorithms, you wouldn’t be alone.
“K-beauty has gained popularity largely because it prioritizes skin health, barrier support and prevention rather than quick fixes,” Dr. Alexandra Bowles, a board-certified dermatologist at MONA Dermatology, told HuffPost. “Many Korean skin care brands focus on gentle, layered routines that emphasize hydration, calming inflammation and long-term skin resilience, which aligns well with what dermatologists recommend.” She also credits K-beauty’s popularity with its ability to shift away from overly harsh actives toward formulas that are effective and tolerable for even the most sensitive skin.
With K-beauty, the “promise” is a no-makeup-makeup look characterized by a “glassy” and glossy glow that communicates a look of health and vitality. “K-beauty promotes a highly sought-after ‘glass skin’ aesthetic characterized by extremely hydrated, smooth and luminous skin,” said Dr. Jenna Queller, a board-certified dermatologist and founder of DermWorks. “This ideal has been widely shared across social media platforms, creating a strong aspirational goal.”
K-beauty’s online virality owes to a few factors, according to dermatologists.
Innovation plays a role in K-beauty’s viral popularity on TikTok, too, according to Bowles. “K-beauty brands often introduce new textures, delivery systems and ingredients before they become mainstream elsewhere,” she said. “Social media has helped amplify this, making routines and results more visible and accessible.”
For Queller, one of the most appealing driving factors behind K-beauty isn’t only its accessible results, but its accessible price points. “Many K-beauty products offer high efficacy at competitive price points compared to traditional luxury brands,” she said. “This combination of quality and value makes advanced skin care accessible to a broader demographic.”
What’s more is that products with an international seal of approval (many of which fall into the K-beauty category) tend to get expert vetting. “Dermatologists are aware that products that are FDA-approved outside of the U.S. are superior in their efficacy, especially when it comes to novel sunscreen ingredients that protect in a more broad-spectrum way,” said Dr. Maya Thosani, a double board-certified dermatologist and medical director at Modern Dermatology.
Make sure to pick skin care products that address your concerns, not just what’s trending.
While K-beauty might be sweeping the skin care landscape on our screens and IRL, Queller warned against incorporating its products or techniques into your routine without prior research. “I approve of K-beauty’s philosophy of hydration and gentle care, but consumers should adapt personalized routines to their skin, not blindly follow trends, and expect trending products to meet their individual needs,” she said.
To find out more behind some of the K-beauty products you may have seen on your social media feeds, keep reading for these derms’ breakdowns of how and why they work.
COSRX
A snail mucin essence for glowing skin
“The COSRX snail mucin has been a fan favorite due to its affordability and lightweight hydration,” said Thosani. “COSRX has a line of products that include lightweight snail mucin, more heavy creams and eye creams, but this has gone viral on social media and seems to be globally well tolerated.”
Queller is a fan, too, noting that this essence is one the most famous K-beauty products globally, known for its unique slimy texture and unmatched benefits. “It contains 96% snail secretion filtrate and it aids in skin repair, deep hydration and boosting radiance,” she said. “It helps to reduce redness, and improve skin elasticity, making the skin look plump and youthful.”
Promising review: “I’ve been using the CORSX Snail 96% Mucin Power Essence regularly as part of my daily skincare routine, and it is a product I continue to repurchase. It absorbs easily, layers well with other products and feels hydrating without being heavy. There is no overpowering scent, a feature I appreciate. Using this product, I feel it has helped my skin tone and has helped keep my skin soft. I’ve even had people comment that since I started this product, my skin looks more hydrated since it’s become a part of my routine.” — Maddie May
Beauty of Joseon
A viral sunscreen for sun-safe beauty
“Beauty of Joseon is a Korean beauty brand that also has many products, and a viral hit has been its sunscreen,” said Thosani. “It combines rice and probiotics, it doesn’t feel heavy or greasy and it’s touted for being superior as a sunscreen.”
When shopping, keep in mind that Thosani notes that the Korean versions of Beauty of Joseon sunscreens were banned by the FDA last year because they contained non-FDA approved UV filters. The now-available versions that look identical to the ones sold in Korea are U.S. FDA-approved versions that still feel great against the skin, but that lack the superior UV filters of those available for purchase in Korea.
Promising review: “I really liked it. It’s SPF 50 and the consistency is light; it doesn’t feel heavy on the face, it doesn’t leave a white cast and it gives a total glow. I loved that because my skin is dry in winter and it helps me look amazing. It’s a high-quality product; it didn’t cause any breakouts, and the packaging is very pretty. I just wish it wasn’t a pump cap. The price seems fair to me, and I highly recommend it.” — Kacimo
KAHI
A travel-friendly skincare balm that’s the bomb dot com
“Kahi balms are another product that seems to combine easy travel and hydration in fun forms,” said Thosani. “These balms are lightweight and can be applied as travel balms for on-the-go hydration.” She said they work best applied around the eyes, all over the face, on the lips and “they certainly give that ‘glazed donut’ appearance. These also fit into the viral habit of getting your skin travel-ready for a long flight by doing extensive skin care on the plane!”
Promising review: “I love love love the KAHI Wrinkle Bounce Multi Balm Stick! This little product does everything it promises. The texture is silky and hydrating without feeling greasy, and it glides on so easily. I’ve noticed my skin looking smoother and more refreshed, especially around fine lines. I also really like that it’s an all‑in‑one hydrating balm — perfect for on-the-go touchups. My makeup sits better, and my skin feels moisturized all day. The PDRN collagen boost is a great bonus, and I can definitely see why this Korean skincare gem is so popular. Highly recommend if you want something simple, effective, and easy to use. I’m obsessed!” — Megan K.
Baimei
A gua sha jade roller kit to de-puff skin
“Gua sha and jade rolling are another viral trend that traditionally comes from Chinese medicine, but that has been viral in K-beauty for using with the products to create a ‘snatched’ look, eliminate puffiness and essentially do a lymphatic massage for reducing swelling and improving tightness along the jawline,” said Thosani. This viral set includes a gua sha and jade roller to efficiently target either large swathes of skin across your body or tight corners around your face, neck and jawline to help boost the efficacy of your favorite K-beauty products and feel your absolute best.
Promising review: “I recently purchased the Baimei IcyMe Gua Sha & Jade Roller set, and it has completely transformed my skincare routine! This set is not only beautiful but also incredibly effective. The jade roller feels amazing on my skin, providing a soothing and cooling sensation. I’ve noticed a significant reduction in puffiness and an overall improvement in my skin tone. The gua sha tool is easy to use and helps with lymphatic drainage, giving my skin a lifted appearance. I appreciate that the set comes with clear instructions on how to use each tool effectively. It’s become my favorite self-care ritual, and I look forward to using it every day. If you’re looking, this will enhance your skincare routine and achieve that coveted glow.” — Ally smith
Anua
A noncomedogenic cleansing oil
Skip your harsh foaming cleanser and opt for something derm-approved. “This product has gone viral for its ability to deep-clean pores and remove sebaceous filaments, which are often mistaken for blackheads,” said Queller. She adds that it effectively dissolves makeup, sunscreen and impurities without clogging pores thanks to its key ingredient heartleaf extract, which offers anti-inflammatory and antibacterial properties to soothe irritation and calm acne-prone skin.
Promising review: “I’ve repurchased this multiple times because it works so well for my skin. It removes makeup, sunscreen and buildup easily without feeling heavy or greasy. The texture is lightweight and emulsifies nicely with water, so it rinses clean and doesn’t leave any residue behind. It feels gentle on the skin and doesn’t clog my pores or cause breakouts, which is a big plus for me. I also love how calming it feels. My skin always feels clean, soft and balanced after using it. If you’re looking for a reliable oil cleanser that’s effective but gentle, this one is definitely worth trying!” — vina
JiYu
A 100-pack of polishing pads
“Centella asiatica-based products are also everywhere right now, and for good reason,” said Bowles. “They help calm redness, strengthen the skin barrier and reduce sensitivity.” These polishing pads complete with firming Centella asiatica, calming niacinamide and soothing snail mucin are everywhere on TikTok right now for creating a clean, bright canvas that primes the skin for subsequent moisturizers and sunscreen in your routine. Designed to boost collagen, promote cell turnover and treat blemishes, they’re a spa day in a single swipe.
Promising review: “JiYu toning pads are the best toning pads I have ever used. They are non-irritating, refreshing and leave your face feeling so clean, soothed and calm. I can tell my dark spots have faded and my face appears smoother. These are a definite yes for my skin care routine forever.” — Ann G. Wood
Mixsoon
A fermented bean essence that gets you glowing
“Fermented ingredients, which are common in K-beauty, can improve absorption and deliver antioxidants more efficiently,” said Bowles. Beloved by K-pop icons, Korean celebrities and makeup artists alike, the Mixsoon Bean Essence has scored a devout following for its blend of four fermented ingredients. Star components include fermented bean, barley, pomegranate and Korean pear to exfoliate, optimize skin tone, hydrate and promote a lit-from-within-glow.
Promising review: “This essence of Mixsoon has been a total discovery. In addition to moisturizing super well, it also works as a gentle exfoliant. When I apply it and massage it a little, it helps to remove dead cells without irritating, leaving my skin smoother, softer and with a very beautiful shine. The texture is light, does not leave a sticky feeling and absorbs quickly. In a few days I noticed the skin more uniform and with better texture. I love that it is effective but at the same time gentle, perfect for use every day or as a light exfoliation several times a week. A complete and excellent quality product! I would buy it again without thinking about it.” — Arlettys
Illiyoon
A baby-safe ceramide-rich hydrating cream
“Many of the viral K-beauty products I’m seeing focus on skin barrier repair and hydration, such as ceramide-rich moisturizers,” said Bowles. This cult-favorite moisturizing cream from Korean brand Illiyoon fits the bill with its unscented formula rich in plant-sourced ceramides. It promises to deliver up to 100 hours of hydration while reinforcing the skin’s barrier to ward against irritants. Plus, it’s safe enough for use on babies’ delicate, sensitive skin.
Promising review: “Love this cream, especially during the winter. It’s thick but not greasy and absorbs into the skin leaving it feeling protected, hydrated and soft. A little bit goes a long way. I use it on my face and hands and have noticed a difference.My preschooler has also been using a small amount for a dry, irritated patch on her hand and it seems to alleviate some of the itchiness. Unscented, gentle and not sticky at all.” — EssDee
