Korean beauty, or K-beauty, has taken the world by storm – and, for someone with Korean roots, it’s felt strangely personal.
Growing up in Australia, it wasn’t always easy to feel proud of what made me different.
But now, seeing Korean beauty routines, ingredients like mugwort or fermented rice water, and skincare philosophies embraced widely by beauty-lovers all around the world feels like a quiet celebration of culture (and, honestly, a long-overdue recognition).
But as K-beauty has become more commercialised and globally repackaged, I’ve noticed something.
The products topping beauty charts and flying off shelves in Seoul weren’t always the same ones trending on international TikTok/YouTube or sitting in curated influencer PR boxes.
So, I thought I’d take you beyond the hype and dive into what’s actually loved and repurchased in South Korea today, and where you can pick these up in Australia!
I’ll let you in on my sources
While living in Seoul, a girlfriend introduced me to Hwahae.
Instantly, it became my go-to. With shelves overflowing with options and unfamiliar ingredient names, the app helped me figure out what was actually worth trying.
Think of Hwahae (화해) as a cross between Reddit and an ingredient skincare platform, like INCI decoder.
It’s packed with honest reviews from real, everyday users, searchable by skin type, skin concerns and ingredient preferences.
Biannually, the app publishes the “Hwahae Awards” list to its 11 million+ registered users, offering a snapshot of what’s trending based on real feedback.
Interestingly, products often blow up after receiving high ratings on Hwahae – not from influencer deals.
GlowPick is another popular review app, and if you’ve ever shopped at Olive Young in Korea, you’d have noticed that top-rated products often carry stickers from either app.
These platforms give a pretty good picture of what Korean consumers are loving.
Okay, now let’s get into what you’re actually here for:
The Most Loved Skincare Products in Korea Right Now
Rather than listing every top-rated item and overwhelming you, let’s zoom in on just three categories: moisturisers, sunscreens and a few hidden gems worth knowing about.
Top trending Korean moisturisers
Korean girlies avoid dryness at all costs, especially something called inner dryness (속건조) which is believed to speed up ageing and compromise your skin barrier.
It’s when your skin feels dehydrated or tight on the “inside”, even if it looks oily or balanced on the surface (I struggle with this!).
That’s why their top moisturisers tend to be lightweight and gentle, but deeply hydrating – and these products have the research to back it.
Aestura Atobarrier 365 Cream
According to Hwahae, this cream is a standout for ultra-sensitive skin, even among users who found toners and various “gentle” products irritating.
Many reviewers echoed its hydrating, calming effects.
Backed by Aestura’s 40 years of research, this cream features “long-chain” and “linking” ceramide, which help replenish components often lacking in sensitive, dry skin.
Did I mention the Korean beauty industry is extremely fast-paced and innovative?
S.NATURE Aqua Squalane
This hypoallergenic, unscented cream is an Olive Young sale must-buy according to Koreans.
It’s Olive Young’s number 1 moisturiser, and even helps minimise the look of pores (if that bothers you).
Torriden Dive In Low Molecular Hyaluronic Acid Soothing Cream
Ok I have to admit, this one’s a cult favourite, both in Korea and among in-the-know international beauty lovers.
You may have already heard of it (and for good reason).
It’s been in the top 5 since 2021 and contains 5 types of hyaluronic acid in varying molecular sizes to hydrate multiple layers of your skin.
Most Loved Korean sunscreens
When it comes to sunscreen, Korean consumers are picky – SPF 50+ PA++++, weightless texture, natural finish and non-irritating formula are the bare minimum.
Here are 3 well-loved Korean sunscreens:
Dr.G Green Mild Up Sun+
I have to start with mineral sunscreen – it’s really all I know.
I’m a sensitive skin girlie, and chemical filters don’t work for me.
I discovered Dr.G Green Mild Up Sun+ in Seoul 7 years ago, at a time when I’d basically given up on sunscreen.
Finding a zinc formula that didn’t make me look like a walking moon was near impossible.
But this one?
Light, gentle and still topping the charts today.
I haven’t personally tested the chemical sunscreens listed below, but they’re consistently top-rated by Korean users, especially for their weightless feel.
S.NATURE Aqua 365 UV Sun
D’alba UV Essence Waterfull+
Lightning round: Hidden Gems
Here are 3 lesser-known K-Beauty products that consistently show up among Korean locals.
Sungboon Editor Green Tomato Pore Lifting Ampoule
Have you heard of green tomato as a skincare ingredient?
Here’s an article by @moonfacedoomface on Fully Skincare’s green tomato products: Green Tomato in Skincare? K-Beauty Brand Fully Skincare Heroes The Ingredient.
Dr.G R.E.D Blemish Clear Soothing Cream
Lindsay Calming Herb Modelling Mask Cup Pack
(aka the cooling mask you’ll often receive after any skin treatment in Korea!)
Curious to know more about products like these? Let us know in the comments!
Where to buy Korean Beauty Products in Australia
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Olive Young Global – Keep your eyes peeled for their member events and special deals (they’re genuinely amazing). Plus, shipping to Australia is fast!
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Lila Beauty: A reliable Aussie-based K-Beauty retailer, running since 2017. Great prices and free shipping over $45!
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WCosmetics: With stores in all major cities, check if there’s one near you! Perfect excuse for a midweek lunch-break browse.
Important you know: This article may contain affiliate links.
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