BEAUTY
K-BEAUTY CRIB SHEET
These Korean beauty stars are your gateway to coveted glass skin
One prefix that imparts instant kudos to any beauty product? “Korean”. Although brands such as Dr Jart and Erborian are already familiar favourites and the (wholly unachievable) “ten-step routine” entered the vernacular in 2014, it’s in 2025 that Korean beauty is really having a moment. Brands such as Anua are available alongside UK heritage brands such as No 7 – Boots has reported that one Korean beauty product sells almost every 15 seconds – while buzzy ingredients such as PDRN (polydeoribonucleotide, derived from salmon DNA) have swept through cyberspace.