The global popularity of Korean cosmetics is no accident. In South Korea, skincare is a deeply rooted practice, long predating current trends. This daily routine, passed down from generation to generation, combines traditional medicine and ancestral know-how. Inspired by the principles of hanbang — natural remedies from Eastern pharmacopoeia — Korean skincare routines are an integral part of daily life.
At the time of the dynasty Joseon (1392–1897), skin was considered a reflection of morality and inner balance. Cleanliness, clarity of complexion, and simplicity of care reflected Confucian values such as restraint, self-discipline, and family respect. Well-groomed skin was not only a sign of beauty, but also a social marker, reserved for those with the time and resources.
Women, especially in wealthy circles, used ingredients such as rice, honey, camellia, and ginseng, associated with the idea of prevention rather than correction. Facial and body care was part of a quest for balance between health, appearance, and harmony.
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K-beauty: deeply cultural roots
During the Joseon Dynasty (1392–1897), good appearance was not simply a matter of aesthetic taste; it reflected moral and social principles linked to the Confucian thought that was dominant at the time. Beauty, in this context, was a visible extension of personal conduct and inner harmony.
An expression of virtue
In the Confucian mind, qualities such as cleanliness, restraint, and discipline were essential. Clear, well-groomed skin was seen as a sign of an orderly mind and a balanced life. Physical appearance reflected one's moral state, and thus took on a powerful symbolic dimension.
A status marker
Joseon society was strictly hierarchical. Women of noble descent (yangban), in particular, were expected to reflect their rank through their appearance. A meticulous grooming routine, a radiant complexion, and refined attire signaled a certain social standing, made possible by the time and resources devoted to self-care.
Between social demands and family respect
Maintaining one's appearance wasn't just a personal ideal. For young women, it was also a way to express respect for their parents and family, particularly in preparation for marriage. Presenting themselves as clean, discreet, and well-groomed was part of the expectations associated with their social role.
Health and balance at the heart of beauty
Skin care was based on natural ingredients from Korean medicinal tradition: rice, red beans, camellia, honey, ginseng, etc. Far from being purely aesthetic, these care gestures aimed to preserve health, in a logic of prevention and balance between body and mind.
Through this ancient concept, beauty was part of a holistic vision of the human being, where appearance, health, ethics, and social connection were closely linked. This perspective on skincare and the skin, still alive in Korean culture, continues today to influence the practices and values embedded in contemporary Korean cosmetics.
Beauty of Joseon
The K-Beauty trend: when routine, science and pleasure combine for a perfect complexion
In the world of beauty, the K-Beauty trend continues to seduce. This phenomenon is based on three pillars: the multiplication of steps, the search for radiance (the famous "glass skin"), and the science behind skin well-being.
This cult of perfect skin has fueled an innovative industry that invests heavily in cosmetic research. It's this rigorous approach, blending ancient rituals, cutting-edge science, and sensory aesthetics, that has made K-Beauty brands shine internationally.
Beauty of Joseon : heritage and simplicity inspired by the Joseon dynasty
Founded in 2016, this brand offers a contemporary take on the skincare practices of the Joseon era. It draws inspiration from the beauty rituals of Korean noblewomen, drawing on ingredients from medicinal traditions such as ginseng, rice, and royal jelly.
Among the most popular products:
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Relief Sun: Rice + Probiotics SPF50+, a light sunscreen formulated with fermented rice;
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Ginseng Essence Water, a lotion concentrated in root extract;
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Glowing Serum, a unifying treatment based on propolis and niacinamide.
The brand adopts a sober and functional approach, faithful to the idea of natural and respectful beauty.
Laneige
Laneige : hydration in the spotlight since 1994
Launched in 1994 by the Amorepacific group, Laneige is dedicated to skin hydration. It became known for its formulas based on "Water Science", a technology developed to maintain the skin's water balance.
Among its flagship products:
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Water Sleeping Mask, a light-textured night mask;
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Lip Sleeping Mask, a nighttime lip treatment, highly valued for its richness in antioxidants;
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BB Cushion, one of the first cushion foundations, which changed makeup application habits.
Laneige has successfully combined performance, comfort and accessibility, focusing on luminous and hydrated skin.
Biodance
Biodance : the new generation bio-collagen mask
A more recent brand, Biodance has found its place by focusing on functional and technical cosmetics. Its flagship product, the Bio-Collagen Real Deep Mask, is a fabric mask concentrated in hydrolyzed collagen. Used before a ride or to soothe the skin after a long ride, it provides immediate hydration and a feeling of freshness.
Biodance stands out with its refined and effective formulas, designed for visible effects without the superfluous.
Roundlab
Round Lab : the science of the sea for the skin
Founded in 2017, Round Lab draws its resources from Korea's natural landscapes, particularly Dokdo Island. The local mineral water, rich in trace elements, is incorporated into several product lines.
La sunscreen 1025 Dokdo Sun Cream is particularly recognized for its lightness, high protection and gentle formulation enriched with niacinamide, panthenol and hyaluronic acid.
The brand also offers birch and algae-based tonics, with a minimalist aesthetic, without marketing overload or superfluous ingredients.
Medicube
Medicube : the fusion of medical and beauty
Designed by a team of dermatologists, Medicube focuses on skincare tailored to blemish-prone skin or skin prone to skin imbalances. The brand develops products directly related to the issues observed in the office, while also making certain home technologies accessible.
Among its products:
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Red Erasing Cream, anti-blemish cream based on niacinamide;
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Zero Pore Pads, exfoliating discs combining AHA, BHA and PHA;
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Age-R Booster Pro, a microcurrent device for personal use.
The approach is based on precise, rigorous cosmetics, inspired by medical protocols, without ever neglecting the sensory dimension of the treatment.
Contemporary Korean cosmetics draws on an ancient cultural heritage, enriched by ongoing research in dermatology and formulation. The brands mentioned above share a common goal: to create products that fit into a daily skincare routine, with pleasant textures, visible results, and careful attention to composition.
More than a passing trend, this vision of skincare is becoming a true way of life—where taking care of oneself doesn't respond to external injunctions, but to a search for lasting well-being and respect for one's own rhythm.
Ema Lynnx
