The popularity of K-Beauty has skyrocketed over the last few years, with dedicated retailers cropping up across the city.
On Charing Cross Road, for instance, you’ll often find teenagers playing hooky and queuing up outside the beloved PURESEOUL to pick up a pastel-hued miniature shopping basket. With one arm outstretched, skincare and makeup lovers will scoop bundles of their favourite products off the shelves and into their baskets before plopping them onto the counter and racking up a steady bill.
Beloved for its ritualistic multi-step routines, it’s the skin-first philosophy at the core of K-Beauty that has captured the hearts and minds of all ages and genders across the globe. Whether it be makeup or skincare, products are formulated in a manner which is not only kind to skin, but entirely beneficial.
What’s more, the rise of K-pop has seen Korean stars make their mark on Western social media, with the public seeking to emulate the glowing complexions afforded by K-Beauty products hailing from Seoul and beyond. From BLACKPINK’s Jennie and her recently announced ambassadorial role for Chanel and Chanel Beauty, to her bandmate Lisa being named MAC Cosmetics' new Global Brand Ambassador - the influence of K-beauty on popular brands on the other side of the globe is simply unmatched.
K-Beauty encourages its consumer base to take care of their skin above all else, and though those 12-step morning routines may seem excessive – they really pay off.
Keep scrolling for all the iconic K-Beauty products currently discounted in the Amazon Spring Deal Days.
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COSRX Advanced Snail 96 Mucin Power Essence 100ml
Was: £21.99
Buy now £11.09, Amazon
Erborian - Skin Therapy - Multi-perfecting face oil-serum
Was: £52
Buy now £44.20, Amazon
COSRX Advanced Snail 92 All in one Cream
Was: £27
Buy now £12.90, Amazon
COSRX Advanced Snail 92 All in one Cream
Was: £35
Buy now £17.49, Amazon
Erborian - BB Cream With Ginseng - Complexion Cream - "Baby Skin" Effect - Korean Cosmetic Treatment
Was: £20.50
Buy now £15.78, Amazon
Erborian CC Cream with Centella Asiatica – Lightweight Skin Perfector Tinted Moisturiser and Brightening Face Cream
Was: £20.50
Buy now £18.50, Amazon
