Korean skincare has reshaped global beauty standards with its commitment to innovation, precision, and a deep respect for heritage. Known for delivering visible results, K-beauty goes beyond trends, offering meticulously crafted solutions that prioritise healthy, radiant skin. At its core lies a simple yet profound philosophy: treat the skin, not just the surface. This ethos has earned Korean skincare its reputation as the gold standard for those pursuing the coveted “glass skin” effect.
Having recently returned from Cosmoprof Asia in Hong Kong, it’s clear that the influence of K-beauty is the most significant trend shaping the skincare industry. From its iconic 10-step routines and prolific sheet masks to cutting-edge serum technology and heritage-rich ingredients, K-beauty is only beginning to make its mark on global skincare. Here, we spotlight four standout players redefining the category.
Sulwhasoo: Tradition Meets Modern Skincare
Sulwhasoo is synonymous with Korean skincare’s roots in hanbang, or traditional Korean herbal medicine. As one of the country’s most renowned luxury brands, Sulwhasoo integrates centuries-old knowledge with cutting-edge science.
Their First Care Activating Serum is a cornerstone of many skincare routines, designed as a pre-treatment step to boost absorption and amplify the benefits of subsequent products. The serum features JAUM Activator™, a proprietary blend of five medicinal herbs carefully prepared to promote skin balance and resilience.
This focus on harmony and its hero ingredient, Korean ginseng, make Sulwhasoo a standout in luxury skincare.
AHC: From Aesthetic Clinics to Everyday Routines
AHC began as a professional skincare line for high-end aesthetic clinics in Seoul. Today, it is globally recognised for delivering clinic-grade results in accessible formats.
In their latest category launch, AHC has redefined brightening skincare with its Niacin Biome range, an innovative collection designed to strengthen the skin’s microbiome while addressing uneven tone and dullness. At the heart of this range is the Niacin Biome Mela Scissors Max Essence, a formula featuring 5% pure niacinamide and AHC’s proprietary Niacin Biome Complex. This combination not only brightens the skin but also protects it from environmental stressors, helping to maintain its natural balance.
Inspired by professional aesthetic treatments, this essence provides clinic-grade results, delivering visibly brighter and more even-toned skin over time.
Available at Priceline, AHC’s commitment to accessible luxury is evident in the Niacin Biome range, offering consumers an effective solution that bridges professional expertise and everyday skincare.
Innisfree: Sustainability Meets Skincare
For eco-conscious beauty and great value, Innisfree offers products inspired by and sourced from Jeju Island’s lush landscapes. Their Green Tea Seed Hyaluronic Cream is a standout cult product, blending green tea extract with hyaluronic acid to provide lasting hydration while strengthening the skin’s barrier.
“Innisfree’s commitment to sustainability starts with the way we grow and harvest our ingredients,”Choi Ming Jun, Head of Innesfree. This approach ensures each product is as environmentally responsible as it is effective, aligning with growing consumer demand for ethical beauty. The brand’s dedication to sustainability and affordability has made it a beloved addition to Priceline’s K-beauty offerings, catering to a broad audience without compromising on quality.
SumaNurica: Science-Driven Solutions
Biotech brand, SumaNurica combines Korean skincare traditions with advanced biotechnology. The Australian-Korean brand is known for products like its GHK-Cu Repairing Serum, which features copper peptides, niacinamide, and hyaluronic acid to repair and rejuvenate the skin.
One of its latest innovations is a synthesised collagen that mirrors the natural collagen composition of baby skin. This 100% hydrophilic formulation incorporates type I and type III collagen in a precise 0.96:1 ratio, restoring elasticity and suppleness that diminish with age. “We aim to develop products that deliver measurable results, backed by science,” says SumaNurica’s founder, Jason Sun.
Where to Start your KBeauty Adventure?
If you are looking to elevate your skin radiance without a full 10 step K-beauty ritual, these breakout products provide a perfect dip of the toes into this category (at any budget) to achieve healthier, brighter skin.
SumaNurica GHK-Cu Repairing Serum
Rejuvenate your skin with SumaNurica’s GHK-Cu Repairing Serum. Featuring copper peptides, niacinamide, and a bio-identical collagen blend, this lightweight serum strengthens the skin barrier, reduces fine lines, and boosts elasticity. It absorbs effortlessly, leaving a smooth and hydrated finish.
Innisfree Green Tea Seed Hyaluronic Cream
Deliver long-lasting hydration with Innisfree’s Green Tea Seed Hyaluronic Cream. Infused with sustainably grown Jeju green tea and hyaluronic acid, this cream locks in moisture, soothes skin, and protects the skin barrier. Its silky texture and refreshing green tea scent create a luxurious skincare experience.
$43 | 50 ml
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Sulwhasoo First Care Activating Serum VI
Enhance your skincare regimen with Sulwhasoo’s First Care Activating Serum VI. This pre-treatment serum, powered by JAUM Activator™, a blend of five medicinal herbs, hydrates, balances, and revitalises the skin. With a lightweight, silky texture and herbal scent, it prepares the skin for optimal absorption of subsequent products.
$146 | 90 ml
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AHC Niacin Biome Mela Scissors Max Essence
Brighten and even your skin tone with AHC’s Niacin Biome Mela Scissors Max Essence. Formulated with 5% pure niacinamide and a Niacin Biome Complex, this lightweight essence reduces blemishes, prevents new spots from forming, and restores radiance. Its smooth texture absorbs quickly, leaving skin luminous and refreshed.
$69 | 30 ml
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