Welcome to Polished with Elise Wilson, where Daily Mail’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.
If beauty had a capital city, I truly believe it would be Seoul.
Last month, I was lucky enough to travel there with W Cosmetics to see what Korean consumers are actually buying right now, what ingredients beauty brands are betting big on, and which products are about to land on Australian bathroom shelves.
After spending a week visiting skincare labs, touring flagship stores and meeting some of the country’s biggest beauty innovators face-to-face, one thing became abundantly clear – K-Beauty is in it’s era.
While many of us are still trying to achieve the elusive ‘glass skin’ look that put Korean beauty on the global map, Seoul’s biggest brands are already focused on what’s next.
From biotech ingredients and beauty devices to smarter formulations that deliver more results with fewer steps, they’ve thought of everything.
And for Australians feeling the pinch of rising living costs, there’s another reason the category continues to boom.
K-Beauty remains one of the few corners of the beauty industry where innovation and affordability genuinely go hand in hand.
‘Last month, I was lucky enough to travel there with W Cosmetics to see what Korean consumers are actually buying right now, what ingredients beauty brands are betting big on, and which products are about to land on Australian bathroom shelves’ – Beauty Expert Elise Wilson
From biotech ingredients and beauty devices to smarter formulations that deliver more results with fewer steps, they’ve thought of everything. Pictured: Elise’s beauty haul from six days in Seoul
Korean cosmetics exports recently surpassed $US10 billion globally, while Australia has quietly become one of the biggest K-Beauty markets per capita outside South Korea itself.
So, after spending a week immersed in the world’s beauty capital, here’s what I learned.
The 10-step routine is officially out
One thing that surprised me was how practical Korean consumers have become when it comes to beauty.
The famous 10-step routine that helped put K-Beauty on the map hasn’t disappeared entirely, but it certainly isn’t the goal anymore.
Instead, brands are talking about what insiders call ‘intentional maximalism’, which is ultimately fewer products, smarter ingredients and multi-tasking formulas that work harder.
Korean 10-step skincare routines are allegedly out, with brands now calling it ‘intentional maximalism,’ encompassing fewer products, smarter ingredients and multi-tasking formulas that work harder
PDRN is the ingredient of 2026
If there was one ingredient I heard about repeatedly throughout the trip, it was PDRN.
You’ve probably already seen it popping up across social media. Otherwise known as polydeoxyribonucleotides, this ingredient is derived from salmon DNA, and it is known for helping support skin regeneration, hydration and repair.
At Mary & May, one of Korea’s most respected clean beauty brands, I had the chance to learn more about their growing PDRN franchise and even view the tiny micro-spicules (more on those here) used within some formulations through a microscope.
Watching these microscopic delivery systems up close was fascinating and helped explain why Korean brands have become so good at getting active ingredients where they need to go deep inside our skin, not just the surface level.
Skincare ingredient PDRN was a standout. Otherwise known as polydeoxyribonucleotides, it is derived from salmon DNA known for helping support skin regeneration, hydration and repair. Pictured: Mary & May Spicule PDRN Creams ($16 ea)
Beauty devices are getting seriously impressive
As someone who’s tested more beauty gadgets than I’d care to admit over the years, it takes a lot to impress me.
But Medicube’s new AGE-R Booster Pro X2 certainly did.
The viral Korean brand gave us a demonstration of its latest device (launching in Aus later this month), which combines multiple technologies designed to enhance product absorption, improve facial contours and deliver professional-style treatments from home.
Viral Korean brand medicube now has one of the most powerful skin-boosting devices on the market. The AGE-R Booster Pro X2 (launching later this month) is designed to enhance product absorption, improve facial contours and deliver professional-style treatments from home
What struck me wasn’t just the technology itself, but how naturally Korean consumers incorporate beauty devices into their routines.
In Korea, skincare and beauty tech aren’t viewed as separate categories. They work together. And judging by the crowds around Medicube’s displays, demand isn’t slowing anytime soon.
Be warned though, this new tech will set you back over $450.
Barrier health is the new anti-ageing
Another major shift I noticed was the focus on strengthening skin rather than aggressively correcting it.
For years we’ve been sold the idea that stronger acids, stronger retinols and more active ingredients automatically equal better skin, but Korean brands seem to be taking a much different approach.
Another major shift I noticed was the focus on strengthening skin rather than aggressively correcting it. Korea’s leading dermatologist-developed skincare brand Dr. G, has built an entire business around repairing the skin barrier
Dr. G, Korea’s leading dermatologist-developed skincare brand, has built an entire business around repairing the skin barrier and calming inflammation before tackling concerns like pigmentation, acne or ageing.
Their cult R.E.D Blemish Clear Soothing Cream ($47) remains one of the country’s most-loved products, while their Royal Black Snail line, which is a personal favourite, continues to attract loyal fans looking for hydration, elasticity and skin repair.
The brands everyone will be talking about soon
One brand that kept coming up in conversations was Chasin’ Rabbits, but not just for its cute name.
Still relatively under the radar internationally, it has quickly become one of Korea’s most exciting emerging brands and prides itself as cruelty free and mostly vegan.
Its Bunny Line Smoother ($28) – a cooling rollerball serum designed to instantly refresh and de-puff tired skin – is already destined for TikTok fame.
One brand that kept coming up in conversations was Chasin’ Rabbits, but not just for its cute name. It has quickly become one of Korea’s most exciting emerging brands and prides itself as cruelty free and mostly vegan. Products start from $14
Another name is dermo-cosmetic brand Dr. Melaxin. Their Peel Shot Exfoliating serums ($38) have exploded online thanks to their ability to visibly lift away dead skin cells while leaving skin smooth and hydrated underneath
Another name is Dr. Melaxin, and not just because rap artist Cardi B has been raving about the South Korean dermo-cosmetic brand.
Their Peel Shot Exfoliating serums ($38) have exploded online thanks to their ability to visibly lift away dead skin cells while leaving skin smooth and hydrated underneath.
Plus a new body version already has significant buzz, and I was lucky enough to be one of the first in the world to get my hands on a sample! It’s very fun to use.
Why Anua continues to dominate
Few brands embody modern K-Beauty quite like Anua though.
What started with its now-famous Heartleaf range has evolved into one of Korea’s biggest skincare success stories, and has just named Kendall Jenner as the face.
The brand’s popularity exploded during the pandemic as consumers became increasingly focused on calming irritation and protecting their skin barrier.
Since then, they’ve has expanded into brightening, hydration and anti-ageing categories while maintaining the gentle formulations that made it famous in the first place.
They’ve even started a brand collab with franchises like K-Pop Demon Hunters, offering larger bottle sizes and limited-edition packaging for die-hard fans.
Few brands embody modern K-Beauty quite like Anua though. What started with its now-famous Heartleaf range has evolved into one of Korea’s biggest skincare success stories, and has just named Kendall Jenner as the face
Anua has started a brand collab with K-Pop Demon Hunters, offering larger bottle sizes and limited-edition packaging for die-hard fans
The makeup trends replacing glass skin
Of course, skincare is only half the story, and the makeup trends emerging from Seoul were equally fascinating.
If you’ve spent years chasing ultra-reflective glass skin, prepare for an update.
Industry insiders are now talking about ‘Cloud glow’ skin, which is a softer, more sophisticated evolution of the trend.
Instead of looking wet or overly glossy, the goal is skin that appears softly luminous and Paris-filtered.
For makeup aesthetics, industry insiders are now talking about ‘Cloud glow’ skin, which is a softer, more sophisticated evolution of the ‘glass skin’ trend. Instead of looking wet or overly glossy, the K-Beauty goal is skin that appears softly luminous and Paris-filtered
Join the discussion
Is K-Beauty’s focus on innovation and affordability changing how you see your own skincare routine?
The makeup brands to buy
At Dear Dahlia’s stunning flagship store in Sinsa-dong, I attended a masterclass that perfectly showcased where Korean makeup is heading.
The luxury vegan brand focuses on beautiful liquid blushes, skin-like bases and nourishing lip products leading the way.
Meanwhile, Clio Cosmetics continued to prove why it’s remained Korea’s number-one makeup brand for decades.
Add Dear Dahlia to your shopping list. The luxury vegan brand focuses on beautiful liquid blushes, skin-like bases and nourishing lip products leading the way
Clio Cosmetics (pictured) continued to prove why it’s remained Korea’s number-one makeup brand for decades. Their cushion formulas provide coverage while still looking impossibly natural – a combination Korean brands seem to have perfected long before the rest of us
Its famous Kill Cover Cushion Foundation set ($48) somehow manages to provide coverage while still looking impossibly natural – a combination Korean brands seem to have perfected long before the rest of us.
Then there was Laka, which is the country’s first gender-neutral makeup brand which specialises in lip products and perfectly colour matching to every skin tone.
Staff told me one of its latest launch, ‘Twin Lip’, sold out within a day thanks largely to TikTok hype alone, which I guess is the power Korean beauty now holds globally.
Laka specialises in lip products and perfectly colour matching to every skin tone. One of its latest launch, ‘Twin Lip’, just sold out within a day thanks largely to TikTok hype alone, which I guess is the power Korean beauty now holds globally
What’s next?
After spending a week talking to the people creating these products, I’m convinced K-Beauty’s biggest strength isn’t a single ingredient, trend or viral product.
It seems that while much of the world is still catching up on glass skin, Seoul is already looking towards biotech ingredients, personalised formulations, sustainable packaging and entirely new ways of approaching beauty.
I haven’t even touched on the skin treatments yet, but judging by what I saw in the Korean cosmetics world, the future looks very bright indeed. I can’t wait to share more.
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.
