If beauty fills your feed on social media, you’ve more than likely come across the term ‘glass skin’. It’s not just a TikTok trend or something coined by Hailey Bieber. It’s actually a Korean beauty term to describe clean, clear, dewy (almost reflective) skin.
Thanks to social media, the K-beauty and skincare industry has risen in popularity in the Western world. And the numbers back it up — the global K-beauty market is projected to reach a market size in 2032 of USD $16.1 billion.
This isn’t just any odd coincidence. Isabella Loneragan, dermal therapist and founder of Ragan Skin, told PEDESTRIAN.TV that holistic approaches to skin health are becoming more popular.
“People are moving away from harsh, one-size-fits-all treatments and embracing routines that focus on hydration, nourishment and prevention, which are all central to the Korean skincare philosophy,” she said.
Korean Skincare vs Western Skincare — Key Differences
While Western skincare focuses on correcting existing issues like acne, pigmentation and aging through targeted treatments, Korean skincare leans towards prevention through hydration and gentle care.
“Korean routines are typically multi-step (up to 10), layering lightweight products like essences, ampoules, and sheet masks to achieve ‘glass skin’,” Isabella explained.
“Western routines are usually three to five steps, prioritising results with ingredients like retinol, glycolic acid, and vitamin C.”
Korean skincare is also known for using innovative, natural ingredients that focus on deep hydration and strengthening the skin barrier. Snail mucin (yes, the snail slime), fermented extracts, and Centella asiatica (often shown as ‘cica’ on packaging) are some of the most common ingredients you’ll come across when trawling the internet for K-beauty products.
Is Korean Skincare Better Than Western Skincare?
Despite being worlds apart and having two different objectives, neither Korean or Western skincare trumps the other.
“It’s about understanding your skin’s needs and choosing what works best for you,” Isabella explained.
So, what’s the way to go? While Western skincare is great at targeting specific skin concerns with powerful actives, Korean skincare is great for people with younger skin or more sensitive skin types who need calming ingredients.
“Personally, I believe a hybrid approach is ideal,” Isabella said. “Combining the long-term, nourishing philosophy of Korean skincare with the powerful actives of Western skincare can deliver truly transformative results.”
She continued: “It shouldn’t ever be about following trends but rather, understanding your skin biology and treating it with both science and a holistic wellbeing approach to skin health.”
The Best Korean Beauty and Skincare Brands 2025
If you’re starting out on your K-beauty journey, seeing all the unfamiliar brand names can be pretty overwhelming. We’ve done the digging, and found 13 of the best Korean beauty and skincare brands to put on your radar, stat.
Cosrx
Cosrx is one of the most popular Korean skincare brands out there. It went viral for its Advanced Snail 96 Mucin Power Essence, a lightweight, hydrating essence powered by — you guessed it — snail mucin. It may sound weird to put snail goo on your face, but don’t knock it ‘til you try it.
The brand’s appeal goes far beyond snail goo. Cosrx is loved for its minimalist formulations, affordable price points, and focus on sensitive, acne-prone skin.
Our top picks:
- Cosrx Advanced Snail 96 Mucin Power Essence, $19.50 (usually $38)
- Cosrx Snail Mucin 92% Repair Cream, $24
- Cosrx Acne Pimple Patch Absorbing Hydrocolloid, $19.75 (usually $44)
Beauty of Joseon
Beauty of Joseon is renowned overseas for its lightweight, glowy sunscreen that gives you that “glass skin” look that’s heavily praised in K-beauty. However, reputable Australian stockists like Adore Beauty and Priceline don’t sell it because it hasn’t gone through Australia’s SPF-testing processes just yet.
While you can’t get your mitts on one of their best-sellers, the brand still has plenty of other highly praised products available, like the Dynasty Cream. Hydrating and nourishing, this moisturiser combines ingredients from traditional Korean medicine (Hanbang) alongside more modern ingredients like niacinamide to restore your skin’s barrier.
Our top picks:
- Beauty of Joseon Dynasty Cream, $49
- Beauty of Joseon Revive Eye Serum: Ginseng + Retinal, $36
- Beauty of Joseon Ground Rice and Honey Glow Mask, $39
I’m From
I’m From was the very first Korean skincare brand I used, and when I tell you it transformed my skin, it transformed my skin. My skin barrier was pretty cooked from over-using retinol and over-exfoliating, so when I was given the I’m From Rice Toner and serum, I stripped it back to basics and just used these, plus a moisturiser. One week in, and my skin barrier had never looked better. I loved it so much, I’ve repurchased it five times.
The Rice Toner contains 77.78 per cent Goami rice extract to help improve hydration and your moisture barrier. It’s I’m From’s best-selling product, but don’t sleep on the rest of their range, too.
Our top picks:
- I’m From Rice Toner, $32.30 (usually $46)
- I’m From Honey Mask, $47 (usually $60)
- I’m From Mugwort Essence, $38 (usually $66)
Medicube
If Korean skincare graces your For You Page, chances are you’ve come across Medicube. This is one of Korea’s leading skincare brands, combining medical-grade technology and dermatological science to get that dewy, radiant skin look. They’re best known for their Age-R Booster Pro, an all-encompassing skincare device that delivers electroporation, microcurrent, EMS, electric needles, LED and sonic vibration to help skincare absorption. It looks weirdly futuristic… because it kinda is.
Our top picks:
- Medicube Age-R Booster Pro, $280 (usually $650)
- Medicube Collagen Jelly, $25.95 (usually $59)
- Medicube PDRN Pink Collagen Gel Mask, $33.64 (usually $53.76)
Innisfree
Innisfree is a vegan, planet-conscious K-beauty brand known for its nature-forward formulas and eco-friendly ethos. The brand is particularly known for its green tea-infused skincare, harvested from Korea’s Jeju Island. All Innisfree’s products are gentle, lightweight and designed to be layered so you can go to bed looking like a glazed donut and wake up with the same bright, dewy skin. Their makeup isn’t one to skip over, either.
Our top picks:
- Innisfree Green Tea Seed Hyaluronic Serum, $45
- Innisfree Green Tea Enzyme Vitamin C Brightening Serum, $55
- Innisfree Dewy Tint Lip Balm – Love Beige, $26
Mediheal
Mediheal’s toner pads have taken the Korean beauty and skincare world by storm. The range features a bunch of different toner pads catering to skin concerns from acne to dullness. Swipe them on your face morning or night as a toner, or leave them to sit for 15 minutes as a makeshift mask.
Our top picks:
- Mediheal Madecassoside Blemish Pad, $49
- Mediheal Collagen Ampoule Pad, $49
- Mediheal Vitamide Brightening Pad, $49
Parnell
Parnell is a Korean beauty and skincare brand that not only creates incredible skincare, but combines it with their makeup, too. Their most popular product is their Cicamanu Serum Cushion, a cushion foundation infused with a hydrating serum. It has lightweight coverage to help even out skin tone, and it genuinely feels like you’re wearing nothing on your face. It’s my go-to for everyday makeup.
Our top picks:
- Parnell Cicamanu Serum Cushion, $27.09 (usually $45.64)
- Parnell Cool Calming Mask (Panthenol + Heartleaf), $37.39 (usually $45.64)
- Parnell Cicamanu 92 Serum, $22.39 (usually $38.04)
Laneige
Laneige needs no introduction. This brand went viral for its hydrating Lip Sleeping Mask back in 2020, and it’s been a mainstay in beauty routines around the world ever since (mine included).
But Laneige doesn’t stop at lips — the brand has mastered the bedtime skincare department. Think of Laneige as your go-to for juicy, bouncy, well-rested skin — no 10-step routine required.
Our top picks:
- Laneige Lip Sleeping Mask, $31
- Laneige Bouncy & Firm Sleeping Mask, $55
- Laneige Water Bank Blue Hyaluronic Moisture Cream Refillable, $57
Mixsoon
Soybeans are the name of the game at Mixsoon — a minimalist Korean skincare brand that’s quickly become a quiet achiever in the barrier-care space. Best known for its Soybean Essence, this brand focuses on simple, potent ingredients that work to deeply hydrate, nourish, and repair the skin.
What sets Mixsoon apart is its stripped-back philosophy: no fluff, no filler — just high-quality formulations that let key ingredients shine, making it great for sensitive skin types.
Our top picks:
- Mixsoon Bean Essence, $63.90
- Mixsoon Bean Cream, $63.90
- Mixsoon Glacier Water Hyaluronic Acid Serum, $41.90
TirTir
TirTir is best known for one thing: its Mask Fit Red Cushion, a viral foundation that’s taken over TikTok and been praised by influencers including Mikayla Nogueira. Beloved for its lightweight, long-wearing formula and skin-like finish, this cushion compact delivers serious coverage without the cakey feel.
But TirTir isn’t just a one-hit wonder. The brand also offers skincare products that complement its makeup range, with a focus on hydrating and soothing formulas that prep the skin for a flawless base. If you’re after that “glass skin, but make it makeup” vibe, TirTir nails the balance between skincare and cosmetics.
Our top picks:
- TirTir Mask Fit Red Cushion Foundation, $48
- TirTir Hydro Boost Enzyme Cleansing Balm, $58
- TirTir Ceramic Cream Light, $67
Sulwhasoo
While most Korean skincare and beauty brands sit in the affordable price range, Sulwhasoo is a heritage brand that’s been around for almost a century. Ginseng is its primary ingredient throughout its products, which is a natural anti-aging remedy that helps improve skin elasticity. It costs a pretty penny, but it’s worth every cent.
Our top picks:
- Sulwhasoo Gentle Cleansing Foam, $53
- Sulwhasoo First Care Activating Serum VI, $146
- Sulwhasoo Essential Comfort Firming Cream, $159
Torriden
Torriden believes you should care for your skin the same way you care for the planet — thoughtfully, gently, and with intention. The brand is known for its vegan-friendly, clean formulations that deliver visible results without overcomplicating your routine.
Its standout product? The Dive-In Low Molecular Hyaluronic Acid Sheet Mask. If your skin is screaming for hydration, this is your answer. It’s cooling, nourishing and a great self-care moment.
Our top picks:
- Torriden Balanceful Cica Serum, $35
- Torriden Dive-In Low Molecular Hyaluronic Acid Mask 10pc, $45
- Torriden Solid-In Ceramide Cream, $40
Peach & Lily
Peach & Lily is a godsend for sensitive skin. The brand combines clean beauty formulas with Korean skincare innovation to deliver products that are gentle, effective, and seriously glow-inducing. Founded by esthetician Alicia Yoon, Peach & Lily prioritises barrier support, hydration, and brightening — all without harsh ingredients or fragrance overload.
Our top picks:
- Peach & Lily Hydrobubble Deep Foam Cleanser, $50
- Peach & Lily Glass Skin Discovery Kit, $67 (usually $112)
- Peach & Lily Snail Rescue Ultimate Eye Gel, $24
Looking for more skincare tips? We recommend learning how to build a skincare routine catered to your skin type.
Image Credit: @becamichie / Pinterest / @notbbyambi
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