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Korean skin care has become a global phenomenon since its popularity surged in 2015, and for good reason, too. Known for its innovation in ingredients and technology, viral trending releases and glass skin philosophy, K-beauty continues to advance every year. From lightweight essences to bumper packs of sheet masks, as well as an arsenal of cult-favorite sunscreens, Korean skin products are designed to provide hydration, barrier support, and fend off signs of aging and environmental damage — all while making routines feel like rituals.
Beyond 10-step K-beauty routines, Korean brands excel at creating products that gently (or instantly) force you to reevaluate your current routine, whether you’re a minimalist who sticks to cleansers and SPFs or someone with a growing shelf of serums and masks.
The use of targeted ingredients, such as fermented extracts, Centella Asiatica, and advanced UV filters, often makes these products stand out against Western counterparts. And they sometimes come at a more affordable price.
With the recent launch of the South Korean beauty megastore olive young In the US, shopping for K-beauty online has never been easier. Another favorite K-beauty retailer of mine is Listen Listen (a boutique based in New York), which is also conveniently shipped and is a reliable source of knowledge – it’s especially easy to be fooled into purchasing fake remakes of viral K-beauty products online.
With so many launches and so much hype, it’s hard to stay on track with the latest K-beauty viral hits and tried-and-true originals. The number of formulas is overwhelming, but I’ve carefully selected products that are guaranteed to be a crowd pleaser and will fit seamlessly with the rest of your routine.
The best Korean skin care products for 2025 are:
- best oil controller – Dr. Ceuracle Jeju Matcha Clay Pack: $17.98, Amazon.com
- Best Korean Serum SPF – SKIN1004 Madagascar Centella Hyalu-Sika Water-Fit Sun Serum: $20.49, Amazon.com
- best milky toner – Laneige Cream Skin Serapeptide Toner and Moisturizer, $36, sephora.com
- best moisturizer – Purito Seoul Oat in Calming Gel Cream: $15.99, sentimenti.com
- Best for glass skin – Mixsun Bean Essence: $23.88, Amazon.com
how i tested
Each brand included below has been a solid Korean beauty favorite of mine for at least a few years, and I’m happy to say that I’ve successfully recommended each one to other people and haven’t received any negative reviews yet. As well as covering new launches from brands, I’ve added cult favorites and buzz-worthy internet sensations from the TikTok and Reddit communities, and considered key ingredients, common threads, sustainability and results.
For reference, I occasionally get perioral dermatitis, but often easily get contact dermatitis (texture and redness) from the wrong product. I avoid most acids, essential oils and harsh cleansers, and oil and balm cleansers. But my skin reacts well to brightening ingredients, mild AHAs, hydrating formulas, and anything soothing or calming—so anything included in this guide passes the sensitive skin test by my standards.