Not that long ago, Australian skincare was still lagging behind the rest of the world. Products would ‘tell’ you that they had an effect – but nobody really knew how, why or if it even worked. You would see a moisturizer on the shelf and, hey, it told you that it fixed wrinkles and fine lines. But did it?

From brands that dominated the shelves, such as Clinique, Olay, Estee Lauder – they all had products that promised the world, but delivered minimal results (and not for cheap either). The reason? Because skincare was never taken that seriously by companies. Sure, they put in ingredients that dermatologists recommended, but to go so far as to research, break down ingredients or analyze what they had been doing for decades... that was a different thing altogether. 

And Australians are a laid back people. Despite having some of the harshest UV radiation in the world, only 38% of Australian adults use a daily sunscreen. Having a good moisturizer was probably the height of what went into daily skincare, with perhaps a face cleanser or a bit of extra sun protection at the beach. Australian beauty standards were tilted towards the natural; with a tilt towards health and warmth (even with all our imperfections). 

In South Korea, the standards of beauty were high pressure. Often deeply stressful and stringent to users, flaws were unacceptable and led many to adopt intensive skincare routines and seek out treatments for spots, lines and even skin tone. For comparison to the Australian vibe, a study found up to 90% of Korean adults (who responded) use a daily sunscreen. How you look changes a lot in Korea and can even lead to family pressures, affecting your job and prospects. 

Although toxic in nature, this energy was immediately tipped into deep competition in South Korean cosmetic companies. You were not going to be able to compete without producing results. Companies went deep into research – and once an active was discovered to have good effect (i.e. niacinamide, AHA/BHA, vitamin C) they were labelled clearly on the bottle to market how it could change your face. 

People were after results – and even if a product made your skin ‘feel nice’, users were hungry for more. They wanted visible improvements to their skin and this changed what was expected of companies. 

So, how has this standard of Korean skincare imploded Australia’s standards? Well, with a focus on nature-based and healthy ingredients coupled with pure results – it was not hard to find K-beauty irresistible. With a $10 billion USD industry in exports alone, Korean beauty spread an allure of affordable skincare that showed real-time results and changes to skin texture. 

Worldwide, people were less excited to buy something that didn’t show improvements and companies recognized this. How many of your favourite brands now have a ‘Vitamin C serum’ or a ‘Hyaluronic acid cream?’ It’s probably close to all of them. With data to back up the benefits of natural ingredients such as green tea, ginseng and rice extracts – western companies were rapidly starting to integrate this into their usual products. 

They wanted their market share back, but when K-beauty has been doing all this better and longer, western companies have a while to play catch-up. Without the societal pressures to achieve lasting and dramatic results, it's not likely that Australian skincare will be able to reach the same heights for a long time. While Korean skincare has moved to investigating stem cell cultures, spicules, high-technology devices and micro-collagen – other companies cannot afford to stay the same. 

Although it can be argued that following Korean beauty standards would be ultimately detrimental to a lot of us (I much prefer to maintain our love of fit, healthy and happy individuals over unattainable beauty traits), it cannot be denied that their skincare standards are much higher. South Korea is experimenting with skincare in a way nobody else is right now – and it doesn’t look like a competitor is coming out anytime soon. 

So, if you are looking for the most exciting skincare out there – it has to be K-Beauty. There is something for every skin type, skin problem and even just personal preference.  

Curious to learn more? Follow our guide on how to create your own custom Korean beauty routine for your skin-type and problems.

Excited to start your skincare journey? Check out our range of only the best of Korean skincare - delivering high-quality products from Seoul directly to your door.

Is Korean skincare safe? 
Korean skincare holds great value to natural and nature-based ingredients – making them less likely to use irritating preservatives, unnatural colors or harmful chemicals. South Korea also has a complete ban on animal testing, meaning a lot of their products immediately qualify for cruelty-free status. Korean skincare also specializes in sensitive skincare – with a variety of brands that are carefully formulated to be allergen-free, soothing and strengthen damaged skin barriers. 

It is important, however, if you receive any items out of date or damaged brand seals to return it to the store – as this can compromise the brand’s quality. 

Why is Korean skincare so good? 

South Korea has high standards of beauty, and the quality of skincare needs to match it. It’s created an innovative new market – where brands have high competition to be the best, produce quality products and create visible results. Users also value nature-based ingredients and soothing plant-based additions. Brands who have achieved high quality products often go viral – and a lot of products have exciting actives that noticeably change your skin. From microneedles in the form of spicules, to capsule creams and combining make-up and skincare items – K-beauty has thoroughly shaped how we think about modern skincare and beauty. 

What is the best K-beauty products? 

If you are looking for quality skincare, K-Beauty has your back! But there is so, so much – so obviously, not all of it is life changing. It’s good to small and experiment with minis and work your way up to what works for you. If you struggle with acne, start with a gentle AHA/BHA cleanser. 

If you are looking to lift fine lines, a bakuchiol serum or cream is a perfect place to start (for non-irritating plumping of fine lines). For dark spots vitamin C or glutathione serum is a great addition. And for general hydration and calming of skin; keep an eye out for soothing herbal additions from heartleaf to centella to mugwort.