Ten years ago, having South Korean beauty products on your holiday wish list would be considered niche. But with k-beauty entering the mainstream in recent years, they’ve become some of the most coveted gifts under the tree. From sumptuous serums to juicy jelly masks, k-beauty is booming in popularity for promising dewy, glassy skin and a youthful radiance. Last year, the k-beauty market was valued at $12 billion and is projected to reach $25 billion by 2032.
A large contributor to the growth is the United States, where Korean beauty products have become more accessible coupled with an increased interest among American consumers in the beauty rituals of Koreans. From viral trends like ‘slugging’ and ‘glass skin’ on TikTok to celebrities promoting their favorite salmon sperm products, k-beauty is now a top shelf item.
Whether you’re shopping for yourself or someone else, it can be challenging to choose from the countless k-beauty brands available. The market is an overwhelming mix of brands originating in South Korea, with labels that can be hard to understand, and American-owned brands inspired by Korean beauty that source from Korea. There are the viral sensations that blow up briefly and tried-and-true household names, but it can be hard to tell the difference. We’ve done the work for you with curated list of some of the most underrated products on the market.
AIREM Essentials Mini Discovery Trio ($149)
Formulated by facial plastic surgeon Dr. Eunice Park, this line of medical-grade formulas combines clinical research and cutting edge aesthetic treatments with Korean beauty rituals to deliver real results. With many of their products designed to recover from and enhance the benefits of treatments performed in their aesthetic spas, they replenish nutrients and boost the skin’s natural processes resulting in luminous, glowing skin. The serums are their most popular products for everyday use. This set combines their three bestsellers in a mini, travel-compatible kit. The C-Ray utilizes vitamins C, E, B3 and B5 to stimulate collagen production, the Halo uses hyaluronic molecules to hydrate and the Lunamide contains ceramides to regenerate and strengthen the skin for a youthful glow.
Superegg Sound Renewal & Duru Pouch ($69.70)
The idea for Superegg was hatched from, you guessed it—an egg. Eggs have featured in Asian beauty practices since the first millennium. During the last century of the Korean Joseon Dynasty, eggs were mixed in liquor and applied to the face for glossy skin. Fast forward to 2020, licensed esthetician Erica Choi launched Superegg—a line of products utilizing plant-based ingredients to match an egg’s nutritional value, delivering restoration and balance to the skin. One of their bestsellers is the Sound Renewal, a nourishing moisturizer of botanical extracts and antioxidants that freshen the skin. It comes in a convenient duru pouch, a significant Korean accessory that historically was used to carry small valuable items on the waist of trousers and skirts. Today, it’s used as a decorative handbag charm and makes for a thoughtful, convenient way to carry hydration on-the-go.
Dr. Jart+ Vital Hydra Solution™ Hyaluronic Acid Gift Set for Glowing Skin ($30.80)
Founded in Seoul in 2005, Dr. Jart+ was one of the first to formulate BB cream as a skincare-makeup hybrid for South Korean women. In the near-two decades since, they’ve become a beloved brand for their ceramidin complex (a blend of five ceramides that hydrate the skin), cicapair (a soothing, correcting formula using tiger grass) and cryo masks. They sell holiday bundles for all three of these categories but a standout gift for those seeking hydration through the dry winter months is this Hydra Solution set. It includes a full size cream moisturizer, mini plump treatment essence and two face masks, all with the Vital Hydra Solution formula popular for delivering that glass skin glow.
Kahi Wrinkle Bounce Multi Balm ($22.99)
With celebrities like Kim Kardashian and Jennifer Aniston touting the benefits of salmon sperm facials, sodium DNA extracted from the fish has become one of this the most coveted ingredients this year. It’s the key ingredient in this balm and when combined with collagen and fermented oil from nutrient-rich Jeju island, reduces fine lines and helps give a radiant glow. Unlike some Korean beauty rituals that require multiple products, this is a one-stop-shop as its a moisturizing lip balm, eye cream, neck cream, makeup base and face mist all in one. The convenient tube format makes it easy to keep skin hydrated on-the-go too.
House of Dohwa Rice Makgeolli Essentials ($111.99)
What makes this vegan clean Korean beauty brand unique is their main ingredient—rice bran extract made from domestically harvested Korean rice that has been preserved for hundreds of years. This essentials set contains four products inspired by the ancient Korean rice wine drink makgeolli. It includes a 200ml toner to replenish elasticity, 30ml serum for a nutrient boost, 60ml moisturizer for delivering hydration and 30ml eye cream to help improve fine lines. When used together, they claim the four-step routine supports collagen and elastin production resulting in a luminous glow. For an added touch, you can have the gift set wrapped in refined bojagi, a traditional Korean fabric.
d'Alba Piedmont White Truffle Essential Gift Set ($59.99)
While d’Alba was of the top three bestselling brands at the popular beauty store Olive Young in South Korea last year, it continues to fly under the radar in North America. What makes their products so beloved by Koreans? White truffles sourced from Piedmont, Italy which are rich in vitamins C and B12, minerals, and amino acids. The unsuspecting ingredient is combined with tocopherol (vitamin E) to create “trufferol,” as founder Ban Seong-yeon calls it, which boosts skin’s elasticity. This set includes the white truffle spray serum, double serum & cream, 2-in-1 aqua serum, intense cream and all-in-one serum spray.
MISSHA Time Revolution Best Seller Set ($74.20)
Since launching in 2020, MISSHA has developed a cult-following for many of their products, including their BB cream, of which they’ve sold 100 million units worldwide. Their standout line is the Time Revolution formula which has won several awards. What makes it so effective is artemisia, a medicinal plant (also known as mugwort), that they source from Ganghwa Island and ferment three times in various temperatures in a Korean ceramic pot to attain a richer and thicker fragrance. The soothing ingredient is the main star of their Time Revolution products which include everything from a cleanser to a mist to a sheet mask. This kit contains the first essence, night repair ampoule and night repair cream for a complete bedtime routine.
OxygenCeuticals Age Defying Caviar Kit ($150)
This Korea-based brand specializes in post-treatment skincare solutions that utilize oxygen to heal and repair the skin. But you don’t have to have recently had a major treatment or operation to benefit from their cutting edge oxygen-based solutions. Their products are formulated with deep sea water rich in concentrated minerals and salts, and a high oxygen content, resulting in quicker absorption, moisture retention and boosted skin immunity. One of their bestsellers is the age defying caviar cream, which uses caviar, niacinamide and adenosine to speed up hydration and improve skin elasticity and firmness. This kit combines the popular cream with their caviar protein fluid for an easy complete skin routine.
