5 Korean Beauty Brands You Need to Add to Cart

Honestly, what did we do before K-beauty? Over the past decade, South Korean skincare has transformed once-niche ingredients, unfamiliar product formats and elaborate routines into global beauty obsessions. Snail mucin has earned a permanent place on bathroom shelves, sheet masks have become a self-care staple and “glass skin” is now part of our everyday beauty vocabulary. Gone are the days of bribing loved ones to bring back a suitcase full of skincare from South Korea – many of the products once only available overseas are now at Chemist Warehouse.

But K-beauty’s influence runs much deeper than whatever is trending on TikTok. Korean skincare has helped raise our expectations of what an everyday product can deliver – combining targeted ingredients, innovative technology and sensorial textures in formulas that remain refreshingly accessible.

From established names such as COSRX to newer social media sensations including Biodance and Medicube, consider this your introduction to some of the category’s most talked-about brands – and the hero products worth putting on your radar.

What is K-beauty?

K-beauty is short for Korean beauty and broadly refers to beauty products, ingredients and approaches to skincare originating in South Korea. While it first made its mark in Australia during the height of the famous 10-step skincare routine, you can breathe a sigh of relief – an overflowing bathroom cabinet is no longer a prerequisite.

At the heart of K-beauty is a skincare philosophy centred on consistent, gentle care. Rather than waiting for a concern to appear before reaching for a targeted treatment, the approach aims to support the skin over time, with hydration and barrier care playing a central role. Part of its appeal also lies in the sheer variety available – from cleansing oils, balms and foaming cleansers to milky toners, essences, ampoules, serums, moisturisers, eye creams and every conceivable kind of mask.

That doesn’t mean you need to abandon your current routine, either. A K-beauty cleanser, treatment or mask can be introduced one product at a time, depending on your skin concerns and what is already sitting on your shelf. The trickiest part might simply be deciding which brand to try first – and where your new product fits into the order. Let us help you with that.

SKIN1004

The name SKIN1004 is pronounced “skin cheonsa” – cheonsa is both the Korean pronunciation of 1004 and the word for “angel”. Centella Asiatica is the star of the brand’s skincare. Sourced from Madagascar, the soothing botanical – also known as cica – is paired with ingredients such as niacinamide, hyaluronic acid and ceramides across lightweight formulas centred on hydration, calm and a healthy-looking glow. From cleansing foams and ampoules to gel creams, and masks, the range makes it easy to introduce cica at almost any stage of your routine.

Product spotlight: Madagascar Centella Hyalu-Cica First Ampoule

Described by the brand as a “step zero”, SKIN1004 Madagascar Centella Hyalu-Cica First Ampoule is applied directly after cleansing to hydrate and prepare the skin for whatever follows. The watery formula combines centella asiatica with five forms of hyaluronic acid, birch sap and ivy extract, absorbing quickly without leaving a heavy or sticky finish.

How to use: After cleansing, smooth a small amount evenly over the skin and gently pat until absorbed. Follow with toner and the rest of your routine.

Beauty of Joseon

Inspired by hanbang – traditional Korean herbal ingredients and beauty practices – Beauty of Joseon brings ingredients such as rice, ginseng and propolis into conversation with contemporary skincare favourites including niacinamide and retinal. The result is a collection of elegant, thoughtfully formulated products that feel as good on the skin as they look on the shelf. Refined packaging, accessible prices and an easy-to-layer approach have earned the brand a devoted global following.

Product spotlight: Revive Eye Serum Ginseng + Retinal

As avid readers here in the Content team, we’re all too familiar with the consequences of staying up for just one more page. Thankfully, Beauty of Joseon Revive Eye Serum: Ginseng + Retinal makes a convincing case for faking a full eight hours of sleep. Currently Chemist Warehouse’s bestselling K-beauty product online, the silky formula pairs 10% ginseng root extract with 2% retinal liposome to hydrate the delicate eye area and soften the appearance of fine lines.

How to use: At night, after your serum and before moisturiser. If you’re new to retinal, begin with two or three nights a week and increase gradually as tolerated

Biodance

Biodance became a global name after creators wearing its now-famous hydrogel mask on long-haul flights took over social media. Known for ampoules, toner pads and masks designed to support hydration and glow, the brand combines beloved ingredients such as hyaluronic acid, ceramides and niacinamide with playful textures and formats that make the ritual part of the appeal. Whether you wear yours at 30,000 feet or save it for the comfort of home is entirely up to you.

Product spotlight: Bio-Collagen Real Deep Mask

You’ve probably seen the deeply satisfying videos: the Biodance Bio-Collagen Real Deep Mask starts opaque and gradually turns transparent as you wear it. The viral hydrogel mask is infused with collagen extract, oligo-hyaluronic acid and fermented ingredients to hydrate the skin and improve the appearance of elasticity and pores. Leave it on for three to four hours – or embrace the full K-beauty ritual and wear it overnight.

How to use: Apply to clean skin after cleansing and, if desired, toner. Remove the protective films, position both sections over your face and leave on for three to four hours or overnight. Once the mask has turned transparent, gently remove it and pat in any remaining essence – no rinsing required.

Medicube

With more than 1.4 million posts under the Medicube hashtag on TikTok – and a growing list of celebrity fans – the Korean skincare brand is no stranger to going viral. You may recognise its AGE-R beauty devices, but Medicube is making just as much noise with its skincare. The technology-led brand pairs targeted actives and emerging ingredients with colourful packaging and playful, sensorial formulas – from whipped, bubble-like textures to creams filled with tiny capsules that burst as they’re applied. Its distinctive pink PDRN range spotlights one of K-beauty’s most talked-about ingredients.

Product spotlight: PDRN Pink Peptide Serum

If PDRN suddenly seems to be everywhere, Medicube PDRN Pink Peptide Serum is a fitting introduction. Short for polydeoxyribonucleotide, PDRN is made from DNA fragments and is often derived from salmon. This lightweight serum pairs it with peptides and niacinamide to hydrate the skin, improve the appearance of uneven tone and support a firmer, even-looking complexion. In other words: glass skin in a very aesthetic pink bottle.

How to use: After cleansing and toning, smooth a small amount evenly over your face and gently pat it in. Follow with moisturiser morning or night.

COSRX

Since launching in 2013, COSRX has earned cult status by stripping skincare back to the essentials. Its minimalist, ingredient-led formulas target specific concerns without unnecessary complexity, using recognisable actives such as salicylic acid, niacinamide and centella asiatica – plus the snail mucin range that helped put the brand on the global beauty map.

Product spotlight:Advanced Snail 96 Mucin Power Essence

Once considered one of K-beauty’s more unusual ingredients, snail mucin is now closer to a skincare staple – and COSRX Advanced Snail 96 Mucin Power Essence helped put it on the map. Made with 96.3% snail secretion filtrate, the lightweight essence helps hydrate the skin and improve the appearance of texture and post-breakout marks. It’s designed for all skin types, especially sensitive or post-acne skin, offering a lit-from-within glow.

How to use: After cleansing and toning – and then as a general rule, apply it after anything thinner and before anything thicker.

Glow-getter

Will your next skincare favourite be a silky retinal eye serum, a barely-there ampoule or a hydrogel mask worn at 30,000 feet? There’s only one way to find out. Shop bestselling K-beauty brands and the latest additions to the range in store and online at Chemist Warehouse.

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