While women in Seoul have long favoured Asian herbs and botanicals, they’re now looking for products that also incorporate a clean, minimalist approach. If jazz is about the notes you don’t play, then this latest Korean beauty trend is about the ingredients you don’t use.
For those of you who love those bubbling, frothing sheet masks and innovative new textures for which Korean skincare is famous—don’t worry. It’s still all there but the new focus is about stripping back any nasty Equipping them with the know-how is top Korean beauty app, ‘Hwahae’, which meticulously audits the safety of every K-beauty product.
ingredients so that you can 10-step without worrying. As some of the most fastidious consumers in the world, Korean women are looking deeper into beauty ingredients lists and shifting away from parabens, fragrances and artificial preservatives.
The move towards safe, minimal ingredients has seen a surge in the popularity of smaller, new generation K-beauty brands.
These boutique cosmetic companies are actively listening to consumers who are demanding products that are completely safe, eco-friendly and won’t sensitise their skin. Above all, because these brands have deeper ingredient expertise, the products are super effective and look at the long-term health of your skin rather than just short-term gains. So, if you’re looking to clean up your top shelf K-beauty-style, here are six brands to get you started.