One of the most exciting aspects of Korean beauty is that there is so much of it to choose from. It’s also the most frustrating—oftentimes the treatments and ingredients that become popular in the U.S. aren't the latest and greatest in Korea. Thanks to regulations and a lack of shelf space in major retailers, we’re often only exposed to a tiny fraction of the innovation that’s available. So, while you may know your Beauty of Joseon and your Medicube and your Fwee, there is a whole world of products that likely haven’t even registered on your K-Beauty radar.
After multiple visits to Seoul and more stops in Olive Young (the largest beauty retailer in Korea) than is healthy for a person whose credit card balance looks like mine, I’ve seen what's actually trending in Korea—and many of those brands are relatively unknown to the U.S. audience.
