Welcome to Polished with Elise Wilson, where FEMAIL’s qualified makeup artist and hair stylist answers your questions, shares advice and trials the up-and-coming beauty and skincare trends so you don’t have to.
When it comes to beauty, the Koreans are more than 10 skincare steps ahead of the game.
While we’ve all been obsessing over the next miracle serum or lining up for a $300 facial, they’ve quietly been perfecting the art of eternal youth and their now world-famous trademark – glass skin.
You know, the kind of skin that looks like a doll; it’s poreless, luminous and impossibly smooth, like it’s lit from within.
For someone like me who’s spent well over 15 years professionally chasing glow, radiance and the elusive fountain of youth, I find it both fascinating and mildly humiliating to realise just how behind we’ve been.
The numbers don’t lie either – I nearly fell off my seat last month when I found out the K-Beauty craze has become one of the biggest exports for South Korea.
We’re talking cosmetics at a record high of more than $US10 billion globally ($15.2 billion) in 2024 and climbing.
And while I’d long considered it a niche, slightly overwhelming corner of the beauty world, it’s suddenly everywhere in Australia.
Beauty stores specialising in Korean skincare and cosmetics have popped up around all our big cities (I can highly recommend a lunchtime peruse of W Cosmetics if you’re wanting to kill some time), while mainstream retailers like Sephora and Adore Beauty have expanded their shelves to accommodate the hype.
When it comes to beauty, the Koreans are more than 10 skincare steps ahead of the game
I was stunned to learn K-Beauty has become one of South Korea’s biggest exports, with cosmetics hitting over $US10 billion ($15.2 billion) in 2024 – and Australia now the world’s second-highest K-beauty spender per capita
The hype has caught on quickly with my own friends now speaking fluently now about snail mucin, black rice and even PDRN (that’s salmon sperm DNA, if you’re new here) ingredients in their every day routines
Which I guess does back up another fact I stumbled across – Australia is now the second-highest spending K-beauty market per capita globally, behind only South Korea itself. I’m kind of proud.
My own friends, the very same ones who used to whinge about dullness, pigmentation and fine lines, are now walking around with impossibly dewy complexions.
The secret, I quickly discovered, wasn’t an expensive treatment or a high-end DIY beauty tool, but a TikTok-fuelled dive (which is where every beauty aficionado goes for intel now) and a k-beauty spending spree.
They speak fluently now about snail mucin, black rice and even PDRN (that’s salmon sperm DNA, if you’re new here), with the sort of enthusiasm usually reserved for new restaurants or holiday plans.
But the real kicker is that they’ve all achieved their glow-ups for a fraction of what we typically spend here.
A simple vitamin C serum in Australia can set you back $90 or more, but they’ve been raving that their entire Korean skincare routine now costs less than that.
I wrote an article last week about my favourite beauty dupes, so naturally this cost-saving aspect alone was singing to me.
So if you’re feeling a little out of the loop like I was until recently, or thinking of making the switch, I’ve pulled together even more compelling reasons that may just sway you.
And while we’ve all been obsessing over the next miracle serum or lining up for a $300 facial, the genius Korean have quietly been perfecting the art of eternal youth and their now world-famous trademark – glass skin
Power-packed ingredients
Yes vitamin C and retinol are impressive, but K-beauty brands thrive on unique, science-backed, natural ingredients that deliver real, visible results.
Snail mucin, bee venom, cica (short for Centella Asiatica), fermented rice water, and ginseng are just a few of the heavy hitters that have become cult favourites.
These ingredients don’t just sound exotic – they actually work, with centuries of tradition and modern science backing them up.
Cica, for instance, is beloved for soothing redness and repairing skin barriers, while snail mucin (yes, from actual snails) is packed with peptides, antioxidants, and boosts collagen.
Ginseng on the other hand, is a popular and proven hero in anti-ageing for boosting skin circulation and fighting oxidative stress.
While ‘buzzworthy’ PDRN (polydeoxyribonucleotide) – a cutting-edge ingredient derived from salmon sperm DNA – is famed for fast skin regeneration.
K-beauty goes beyond vitamin C and retinol, using natural, science-backed ingredients for real results. PDRN, from salmon sperm DNA, helps regenerate skin fast, while cica soothes redness and repairs the skin barrier
There’s also Snail mucin (yes, from actual snails) that is packed with peptides, antioxidants, and boosts collagen, as well as been venom, fermented rice water, and ginseng among others
Formulas that go deeper
K-beauty isn’t about quick fixes; the philosophy focuses on prevention and long-term results rather than patching up problems after they appear.
Think lighter textures that layer seamlessly (which is the very reason for their beloved 12-step routines) and essences that prep your face to absorb every drop of goodness from serums and creams.
As for professional treatments, they’ve pioneered a buzzy new ingredient ‘spicules’ which have been dubbed the new microneedling.
They aren’t injectable per se… they’re a million microscopic, needle-like structures massaged into the skin, designed to refresh your complexion by working beneath the surface for a visibly smoother finish.
Sourced from hydrolysed European freshwater sponges, each spicule is packed with skin-loving proteins, minerals, and silica that naturally stimulate skin regeneration.
Brands like Dr. Althea are also totally vegan-friendly, and if snail mucin is not your vibe, then try Mixsoon’s Bean Essence – a dreamy, cruelty-free alternative that delivers that same bouncy, hydrated skin.
Spicules, the latest Korean skincare ingredient, are massaged in with a rich cream for glass-like skin. Made from microscopic European freshwater sponges, they’re now available in professional treatments and for use at home
Brands like VT Cosmetics Reedle Shots (pictured) use micro-mineral ‘needles’ to deliver ingredients deep into the skin. With 237,500 Cica Reedles per bottle, it claims to improve texture, calm breakouts, and boost radiance
Affordable luxury
I mentioned before that many of our western skincare favourites often dip into triple figures, while Korean beauty’s most raved-about formulas retail usually between only $15 and $40.
That means an entire skincare routine – we’re talking cleanser, toner, essence, serum, moisturiser, sunscreen – can cost less than the price of a single prestige serum here.
I really love that it prides itself in taking care of your skin in the long run. Which thankfully won’t send you broke with those kind of price tags.
Western skincare favourites often dip into triple figures, while Korean beauty’s most raved-about formulas retail usually between only $15 and $40
Innovative packaging
It feels like we’re still in the ‘pump or jar’ era, but Korea is already lightyears ahead
It feels like we’re still in the ‘pump or jar’ era, but Korea is already lightyears ahead.
Korean brands are leading the charge with biodegradable cartons, refillable pouches, and glass bottles that are both beautiful and better for the planet.
They also feature things like airless pumps that preserve actives, and sheet masks that hug every contour of your face.
Australia’s K-beauty obsession isn’t just a passing fad, it’s a full-blown boom that shows no signs of slowing.
So, while I may be late to the Korean beauty glow party, I’m officially on board.
My bathroom shelf now proudly houses a line-up of serums, essences and sunscreens with names I can’t always pronounce, but results I absolutely can’t deny.
Disclaimer:
The views and opinions expressed in this article are solely my own and do not reflect those of any brands or companies mentioned. This content is not sponsored or endorsed.
