When K-beauty burst onto the U.S. scene in 2011 (BB cream was responsible for the boom), we had no idea what was to come, but we knew it was exciting. Since then, we’ve been introduced to new ingredients, textures and formats we never knew existed, but were all the rage overseas. Now, more than a decade later, we’re more connected than ever to the latest products going viral and selling out in Seoul. Thanks to Amazon and niche K-beauty e-tailers, we have access to brands that aren’t available in elsewhere (though Sephora and Ulta Beauty have expanded their K-beauty offerings in a big way as of late). Here, three leading experts in the space share the underrated K-beauty products they love, and why they deserve a spot in your routine.
Featured Experts
- Charlotte Cho is the founder of Soko Glam
- Daniella Jung is the founder and head curator of MUSKAT and Most Inc., and founder and CEO of NuTexture
- Sarah Chung Park is the founder and CEO of Landing International and creator of K-Beauty World