KBeauty

“Kbeauty” most commonly refers to K-beauty (Korean beauty) — the skincare and cosmetics trend originating from South Korea.

Known for:

• Multi-step routines — often 10+ steps (double cleansing, toning, essences, serums, sheet masks, moisturizers, SPF)
• Innovative ingredients — snail mucin, propolis, centella asiatica, rice water, fermented extracts
• Focus on “glass skin” — a dewy, hydrated, luminous complexion rather than heavy coverage
• Sheet masks & cushion compacts — products that became global staples thanks to K-beauty
• Gentle, preventive approach — emphasizing skin health over covering flaws

Popular brands include Cosrx, Beauty of Joseon, Innisfree, Laneige, Sulwhasoo, and Dr. Jart+.