My constant search for a Good Skin Day often takes me around the world. I’ve traveled to Paris to boost my radiance factor by 60 percent and hopped flights to Italy, Antigua, and Switzerland to discover soothing, hydrating, and nourishing skincare staples. But my most recent travels—and a commitment to staving off Botox for another five years—brought me halfway across the world to the beauty capital: Seoul, South Korea.
Recognized as global aesthetics hub with treatments years ahead of what you'll find in the United States, South Korea's beauty market is projected to reach nearly $16 billion in 2025. The country is home to an influx of plastic surgery innovation (you’ll find doctor’s offices on every corner), a booming makeup and fragrance scene (it’s dubbed K-Beauty’s second wave), and an evolving, constantly innovating luxury market led by Sulwhasoo, a Seoul-based heritage brand founded in 1932.
