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From Skin Patches to Haircare, These Are the K-Beauty Products That Are Actually Popular in Korea

If you purchase an independently reviewed product or service through a link on our website, WWD may receive an affiliate commission. K-beauty has gone from a niche category to a global industry, with Korean skin care, fragrances, wellness products, makeup, and haircare now being fixtures on shelves around the world. In 2025, South Korea exported a record $11.43 billion worth of cosmetics to over 200 countries, and it’s safe to say beauty giants took notice. Sephora and Ulta now maintain dedicated K-beauty sections online, besides carrying extensive selections in their brick-and-mortar locations as well. Much of the K-beauty momentum can be linked to Korean beauty influencers and content creators on social media, not to mention K-pop stars: whose routines and product recommendations have helped introduce Korean beauty to audiences far beyond the country. I first understood the appeal of K-beauty when I became an Emirates cabin crew member. My colleagues would stock up on skin care gems during trips to Seoul, convinced that Korea was home to some of the most innovative options in that space. There was good reason for such confidence. Korean skin care tends to emphasize hydration, barrier support, gentle formulations, and sun protection. It’s also loaded with ingredients such

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