Shades: Typically, everyday shades tend to skew more natural and muted in Korea, to accentuate natural beauty. “The most popular lip shades are are rose, peach, fig, grape—and they tend to be fairly sheer,” says Lee, who adds that K-beauty is just starting to get more experimental with bolder colors.

Lucy Smith has been reviewing skincare and make-up since 2020 and has garnered quite the breadth of experience across beauty brands in that time. She’s reviewed the best hyaluronic acid serums, best moisturisers for oily skin and more, so when it comes to investing money in good, quality skincare, she knows what to recommend.

In my opinion, there’s one category that truly never misses and that’s K-beauty — specifically Korean skincare. So, naturally, it’s at the top of my wish list when it comes to shopping for skincare during Amazon Prime Day 2025. That’s right, the ...

Hosting five of the brand's most popular and nourishing formulas, this gift set is the answer to plump, hydrated skin

When it comes to innovative skincare that’s gentle yet highly effective and (actually) affordable, there’s one that reigns supreme: Korean beauty. Famous for its multi-step routines and focus on deep hydration,

Gone are the days when a 10-step skin-care routine was considered the “standard” of K-beauty. Now, the most viral products target multiple concerns to help simplify your daily ritual. Whether you’re in the market to try a new product for spring or ...