“Instead of strong active ingredients that are more closely associated with Western beauty brands (think Retinol or exfoliating acids), there is a clear emphasis and preference for natural ingredients when it comes to Korean skincare”.
“Just browse through any Korean skincare aisle and you’ll find plenty of products featuring Centella Asiatica (aka Cica, a herb that’s great at decreasing inflammation or redness), Birch Juice (also referred to as Birch Tree Sap or Birch Tree Water, known for its ability to deeply hydrate and purify skin), or even the famous Snail Mucin (a cult-favourite K-Beauty ingredient that hydrates, soothes and repairs skin)”.
“Korean skincare also frequently draws inspiration from traditional beauty practices that have been passed down through generations. I think brands like Beauty of Joseon and Pyunkang Yul are great representations of this”.
“These brands harness ingredients with roots dating back thousands of years in South Korea, like Ginseng, Mugwort or fermented extracts, combining time-honoured knowledge with modern innovations to create a harmonious blend of old and new”.