GLAMOUR has updated its guide to Korean cosmetics (K-beauty), listing 21 brands and shops. First published on 17 October 2024 and updated on 9 January 2026, the article explains why trends such as “Glass Skin”, Double Cleansing and sheet masks are so prominent — and what people are discussing now.
What Defines K-Beauty: Mindset, Prevention and Innovation
K-beauty remains a social media favourite: according to GLAMOUR, #koreanskincare has more than 800,000 posts on TikTok. South Korea is described as a driver of new ingredients, formulas and techniques.
The focus, according to the expert quoted in the article, Tania Moser (managing director of the K-beauty online shop Love My Cosmetics), is a different approach to skincare. Skincare is less of a “chore” and more of a deliberate ritual, centred on what the skin really needs. If you are interested in how to make routines like these practical over the long term, a routine you can stick with offers a useful perspective.
Prevention is another clear theme. Moser discusses long-term skincare, including ways to help prevent visible signs of skin ageing. Sun protection is described as central; the article says many K-beauty products have SPF 50 without feeling heavy or greasy.
The third pillar is innovation: according to Moser, developments in Korea move “much faster” than in Europe. Overall, the article portrays K-beauty as gentle, focused on hydration and preventive — in contrast with Western skincare, which more often addresses existing concerns with stronger active ingredients.
Brands, Routines and Trends: From Cosrx to PDRN and Exosomes
The GLAMOUR guide, first published on 17 October 2024 and last updated on 9 January 2026, brings together a brand list, a routine framework and current buzzwords. Tania Moser of Love My Cosmetics is again cited as an expert.
The brands in the selection each have a clear profile. They include Cosrx as a beginner-friendly brand, with its viral snail mucin essence; Beauty of Joseon, with traditional ingredients such as ginseng and rice water; and Purito, with its “Clean Beauty” approach and focus on skin-barrier care.
Dr. Jart+ also features as a major name: the article says it was founded in Seoul in 2005 and links the brand with BB cream and lines such as “Cicapair” and “Ceramidin”.
For routines, GLAMOUR describes layering products from lighter to richer textures, and Double Cleansing as a two-step cleanse: oil-based first, then water-based. If you know the idea of “cleansing thoroughly without overwhelming the skin” from the studio, you may recognise parallels with an Aquafacial .
For current trends, Moser mentions “PDRN” (DNA fragments, which may also be plant-based or produced biotechnologically) and “exosomes”, which she describes as increasingly popular. This context matters to beauty clients because these terms often appear in product descriptions and shape expectations about treatments and skincare routines at the studio.
The GLAMOUR update shows how strongly K-beauty is understood as preventive, multi-step skincare — and how quickly new terms such as PDRN and exosomes enter beauty communications. That is exactly where the trend pressure many clients feel begins. Sometimes it helps to keep the basics calm and simple — for example, with a classic facial treatment and a manageable routine.
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If you would like to keep up, you can read regular updates on beauty and skincare trends there.