Whether it's viral skin care ingredients such as snail mucin or PDRN, innovative formats like cushion compacts or the global influence of looks like glass skin, Korea's influence on western skin care has been momentous.
But beyond skin care, another category is in the middle of a tidal wave of disruption by K-beauty brands too: Sun care.
"Korean sun care has been trending in the west for the last five years, with noticeable momentum in the last three,” explains Felicity Loftus, Marketing Team Lead at UK-based K-beauty retailer PureSeoul.
“It’s reshaped the way we think about sunscreen, replacing thick, sticky formulas with lightweight, skin-friendly options that are easy and comfortable to wear every day.
“These advanced formulations don’t just protect but make the SPF step feel like a natural extension to your skin care routine.”
Kline + Company stated in its recent webinar K-Beauty's US Revival: Predicted Fad or Long-Term Trend? that in the US too, “Sunscreens have surged in popularity, with tinted formulas and sun sticks capturing consumer interest like never before, especially favourites like Beauty of Joseon.
“Its viral sunscreen has quickly won over TikTok users with its lightweight formula and skin-nourishing ingredients, solidifying its position as a must-have product.”
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