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.
There are few things that will make a beauty editor drop everything mid-scroll… but spotting Kmart Australia casually stocking some of the most viral Korean skincare brands on the planet is one of them.
I knew it was big when I first reported on the retailer’s surprise K-beauty drop back in March, but what I didn’t expect was just how quickly I’d become so personally invested.
As I’m sure you all would know by now, K-beauty isn’t just another trend. It’s a multi-billion-dollar global industry built on a completely different philosophy to the quick-fix, high-strength, often over-stripping formulas we’ve grown used to in the West.
I nearly fell off my seat 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.
Their philosophy is all about hydration, skin barrier health and layering lightweight products to achieve that lit-from-within ‘glass skin’ finish.
And judging by the fact Australia is now one of the biggest consumers outside of South Korea, we’re clearly buying into it in a big way.
So, when a budget giant like Kmart enters the chat – with products starting at just a few dollars may I add – it’s not just exciting, it’s game-changing. Especially in this economy.
There are few things that will make a beauty editor drop everything mid-scroll… but spotting Kmart Australia casually stocking some of the most viral Korean skincare brands on the planet is one of them – Daily Mail’s beauty expert, Elise Wilson
Although, fair warning if you’re planning to stroll into your local store and casually pick these up, good luck. Shelves have been wiped clean faster than a Sephora sale.
My insider tip is to skip the lines and go straight online. Every SKU is still sitting pretty there (for now).
Naturally, I did what any self-respecting beauty columnist would do – ordered a decent haul and spent weeks putting it through its paces while on holiday in the far less forgiving Tasmanian climate.
And while not everything lived up to the TikTok hype, there were some standout stars I’d happily repurchase… even at double the price.
Let’s start with the ones that genuinely impressed me, shall we.
I’ve long been curious about the cult of snail mucin (yes, really), and the COSRX Advanced Snail Mucin Gel Cleanser ($28) completely converted me.
It’s one of those deceptively simple formulas that doesn’t foam aggressively or leave your skin squeaky – which, as I always remind people, is not ever the goal.
Instead, it leaves your skin feeling clean but comfortably hydrated, like it hasn’t just been stripped of everything good.
The COSRX AHA/BHA Clarifying Treatment Toner ($25) is what I’d call a ‘gentle overachiever’. It quietly exfoliates, refines texture and keeps breakouts at bay without sending your skin into a full-blown meltdown
Another quiet achiever was the SOME BY MI 30 Days Miracle Cream ($30) – a blend of AHA, BHA and PHA that somehow manages to exfoliate and soothe at the same time
Staying in the same family, the COSRX AHA/BHA Clarifying Treatment Toner ($25) is what I’d call a ‘gentle overachiever’.
It’s not going to tingle your face off, but that’s exactly why it works. It quietly exfoliates, refines texture and keeps breakouts at bay without sending your skin into a full-blown meltdown, which is something my mid-30s complexion deeply appreciates.
And then there’s the product that TikTok originally made me buy – the COSRX Advanced Snail 96 Mucin Power Essence ($28).
It may sound off-putting – the whole snail slime concept isn’t exactly glamorous – but it’s incredibly plumping, deeply hydrating, and leaves your skin with that subtle, glossy finish that makes it look noticeably healthier instantly.
The Purederm Collagen Eye Zone Masks might just be the best $4 I’ve spent in a long time. Are they life-changing? No. Do they de-puff, hydrate and make you feel like you have your life together on a random Tuesday morning? Absolutely. Sometimes that’s all we need
The thought of snail slime on the face sounds off-putting, but it’s plumping, it’s hydrating, and it gives that subtle, glossy finish that makes your skin look healthier within days. Pictured: The wider range of Kmart’s K-Beauty sheet masks and pimple patches now available from just $2.50
Another quiet achiever was the SOME BY MI 30 Days Miracle Cream ($30) – a blend of AHA, BHA and PHA that somehow manages to exfoliate and soothe at the same time.
This is classic K-beauty territory – skin actives, but make them gentle. After daily use, I noticed fewer clogged pores and a more even texture without the usual irritation I’d expect from acids.
And for something completely different, the Purederm Collagen Eye Zone Masks might just be the best $4 I’ve spent in a long time.
Are they life-changing? No. Do they de-puff, hydrate and make you feel like you have your life together on a random Tuesday morning? Absolutely. Sometimes that’s all we need.
But of course, not everything can be a hero.
The Purederm Watermelon Gel Lip Masks ($6) were undeniably fun – glossy, Instagram-ready and very much giving ‘self-care content creator’ energy – but in terms of actual hydration, they didn’t quite deliver. Cute? Yes. Transformative? Not so much
The Purederm Watermelon Gel Lip Masks ($6) were undeniably fun – glossy, Instagram-ready and very much giving ‘self-care content creator’ energy – but in terms of actual hydration, they didn’t quite deliver. Cute? Yes. Transformative? Not so much.
Same goes for the Purederm Charcoal Deep Purifying Black O2 Bubble Mask ($3.50).
Watching it foam up on my face was so satisfying (and excellent for content), but when it comes to actually clearing pores, I didn’t notice a dramatic difference.
For $3.50 though, I’m not mad about it, but I wouldn’t rely on it for serious skin results.
The same goes for the Purederm Charcoal Deep Purifying Black O2 Bubble Mask ($3.50)
Watching it foam up on my face was so satisfying (and excellent for content), but when it comes to actually clearing pores, I didn’t notice a dramatic difference. For $3.50 though, I’m not mad about it, but I wouldn’t rely on it for serious skin results
What this entire experiment really confirmed for me is why K-beauty has exploded the way it has.
It’s not just the quirky ingredients or the aesthetic packaging, it’s the accessibility.
The fact you can build an entire, effective skincare routine for under $100 is almost unheard of in today’s beauty landscape, where a single serum can easily set you back that much.
And now, with Kmart bringing brands like COSRX and SOME BY MI into the mainstream, the barrier to entry has basically disappeared.
For anyone who’s been curious about K-beauty but overwhelmed by where to start, this is it. This is your low-risk, high-reward entry point.
As for me? My bathroom shelf is starting to look less like a Western beauty counter and more like a Seoul skincare lab – and I’m not mad about it.
In fact, at this rate, I may never financially recover from my K-beauty phase.
But at under $28 a product… I’m willing to take that risk.
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.
