Frequently asked questions
What is the best skin care brand in Korea?
To find the current best skin care brands in Korea, we recommend checking the Olive Young Awards and Hwahae. The former is sponsored by South Korea’s leading beauty retailer, which issues its coveted beauty awards every year and has officially expanded to the US. The latter is an online review platform that shows which best-selling Korean beauty products are trending in real time, giving you an up-to-date glimpse of what shoppers are loving in South Korea right now.
That said, local popularity is just one of many indicators that a product is worth trying. “While this can be a strong indicator of a product’s potential success, it’s not the only factor—I dig deeper to understand why something is trending,” says Charlotte Cho, licensed esthetician based in New York City and cofounder of skin care brand Then I Met You and online K-beauty retailer Soko Glam. To curate the best Korean skin care products for her Soko Glam site, she also pays attention to “delivery systems, absorption technology, and the way a formula interacts with the skin.” She also looks beyond what’s popular in South Korea to what’s trending globally, which can differ. “With the embrace of Korean products by US consumers, we have now reached a point where its popularity in the US is actually more important than the popularity or trend that originates in Korea,” she says.
What’s trending right now in Seoul?
What’s flying off shelves in 2026? Cleansing milks, all things PDRN, and a new category of skin care, hwajalmuk essentials. “We’re seeing increased interest in moisture-focused products like cleansing milk, sun serum, and lip serum,” says Rena Kim, senior communications manager at Olive Young. “The top-searched ingredients over the past two months were retinol, niacinamide, collagen, hyaluronic acid, PDRN, and madecassoside. PDRN rose by more than 90%.” There’s also growing demand for any type of skin care that helps Korean makeup products apply better. “We’ve seen a noticeable rise in searches for the Korean term hwajalmuk, which translates loosely to ‘makeup-ready,’” says Kim. “This reflects interest in skin care that creates a smooth, well-hydrated base so makeup applies evenly and lasts longer. It’s another sign that Koreans are thinking about skin care and makeup as part of one connected routine, rather than separate steps.”
Who should try a Korean skin care routine?
Anyone can benefit from adding Korean skin care products to their daily routine. “From my experience as an antiaging specialist based in Cheongdam, Seoul, I believe Korean skin care’s global appeal comes from its innovation, sensorial pleasure, and results-driven formulations,” says Dr. Hwang. “The routines are often seen as a form of self-care, not just maintenance. There’s also a deep cultural emphasis on prevention—starting early and being consistent—which resonates with people worldwide. Finally, Korean brands offer high-quality ingredients at approachable price points, making advanced skin care accessible to a broader audience.”
What are some antiaging tips recommended by K-beauty experts?
“First, daily sun protection is by far the most important antiaging step,” says Dr. Hwang. “A broad-spectrum sunscreen applied consistently is more valuable than almost any other skin care product.”
Dr. Hwang also recommends prioritizing skin-barrier health. “A healthy, resilient skin barrier often produces better long-term outcomes than aggressive skin care routines,” he says. “Gentle cleansing, adequate moisturization, and avoiding irritation are essential.” If you’re looking for specific ingredients, he recommends anything that “can support collagen production, antioxidant defense, and overall skin quality,” such as retinoids, vitamin C, peptides, or niacinamide. “They should be introduced gradually and used consistently over time,” he says.
What is Korean glass skin?
Korean glass skin refers to the trend of optimizing your skin care routine for dewy, hydrated, ultraglowy skin—like a shiny glass surface. “The concept became popular in K-beauty because Korean skin care has traditionally emphasized prevention, maintenance, and skin quality rather than simply covering imperfections,” says Dr. Hwang. “Korean consumers became increasingly interested in achieving healthy-looking skin rather than relying on makeup for correction.”
In his opinion, glass skin is a result of overall skin health. “When the skin barrier is functioning well, inflammation is minimized, hydration is optimized, and collagen structure remains healthy, then the skin naturally develops the glow that people associate with the glass-skin trend,” he says. If you want an additional boost, we recommend our top pick for glass skin: Anua PDRN Hyaluronic Acid Hydrating Capsule Mist.
Glamour editors have tested hundreds of the most popular K-beauty launches, including snail mucin creams, cleansing oils, lip tints, and cushion foundations. For this story, Glamour contributor Sarah Y. Wu traveled to Seoul for trend research and an on-the-ground look at the most promising Korean skin care products of 2026 for every skin concern: effective cleansing, large pores, dullness, sun protection, and more. During her time there, she spoke with Seoul-based dermatologists, brand founders, and K-beauty experts about the latest breakout launches and enduring cult classics.
When reviewing each product, we make note of its ingredients list, texture, and results to determine which skin concerns it’s best for, whether it’s fragrance free, and its key benefits. We also consult with K-beauty experts and dermatologists specializing in Korean skin care to curate each list and help Glamour readers make the most informed decision.
