The K-Beauty trend isn’t slowing down anytime soon – and we’re thrilled about it. Breaking industry standards and winning fans one after another, the Korean beauty care scene is an unstoppable force. Surprisingly, there’s still very little known information about this rapidly evolving trend. Sure, there are numerous Korean beauty brands and products (sheet masks, anyone?) now available in the United States, but how do we separate facts from hype? Just like anything that gains popularity, rumors and misleading information are sure to follow.
We had a chat with our insider source, beauty director Sung Jin Lee of Korean Luxury Magazine, to separate fact from fiction. With an editorial background that includes top Korean publications like Noblesse and Cosmopolitan, Lee not only has a basic understanding of Korean skincare but lives it.
Following the 10-step Korean skincare routine? Is it really a thing in Korea?
I don’t always follow these 10 steps. The “10-Step Regimen” is a term coined by foreigners (particularly Americans), but it’s not a known “thing” in Korea. For me, I usually use: cleansing oil, foaming cleanser, toner, serum, eye cream, face cream, and finally – oil. Lately, people have also incorporated a special boosting serum. Foreigners are usually surprised by these many steps and think they’re too many, but Korean women don’t see it that way. We consider it a standard practice since we’ve been doing it for a long time.
How does “essence” fit into this sequence of steps and how does it differ from a serum?
Generally, a serum contains a higher concentration of nutrients compared to an essence. It’s believed that 3 minutes after washing the face, the skin dries quickly. Typically, it takes more than these 3 minutes to apply most products, so anything that can help retain and hold moisture so the skin stays well-hydrated, like a boosting essence, is highly recommended.
What is the most popular Korean skincare brand right now?
There isn’t a top brand in Seoul right now because there are so many skincare product brands. Women have become very aware of the right products to use for their specific skin type.
And the different trending ingredients?
There isn’t even one popular group or ingredient in Korea right now, but here are some that have become common in Korean skincare products in recent years. Epidermal Growth Factor (EGF) is great for rejuvenating the skin. Also, I’ve noticed a significant improvement in my skin using products with retinol in the late afternoon.
We’ve heard so many rumors and stories about the latest beauty trends right now in Korea. What’s really the most popular?
Glowing and dewy skin. Not just on the surface, but from the inside out.
Out of all the skincare products available, what’s one that you think everyone should invest in trying and why? A good moisturizing cream for the skin is considered a basic necessity for skincare.
