Boutiques are springing up everywhere offering a dizzying array of jelly moisturisers, feather-light sunscreen and face masks for every skin typeKorean beauty, AKA K-beauty, exploded circa 2015, but its second wave is tidal. There are a dozen or more K-beauty boutiques (all heaving) within a stone’s throw of Leicester Square in London. A branch of Korean beauty boutique Pure Seoul recently opened near my home in Brighton, stocking a dizzying array of niche skincare and makeup products – cushion foundations, feather-light sunscreen, jelly moisturisers and eleventy billion varieties of face mask.Even Boots has stated that Korean skincare accounts for more than a tenth of its total skincare sales, with a Korean product sold every 30 seconds. Brands like Laneige (pictured), famous for excellent hydrating products and fun lipbalms, Beauty of Joseon (impeccable sunscreens) and COSRX (specialising in sensitive and acne-prone skin) are available on the UK high street. Continu...
K-beauty's second wave is booming, with numerous boutiques opening and Korean skincare accounting for a significant portion of sales in major retailers like Boots. K-beauty emphasizes barrier care with gentle ingredients and elegant textures, contrasting with the Western approach of quick, minimal skincare routines. Popular brands include Laneige, Beauty of Joseon, and COSRX.
