Korean skincare, or K-Beauty, is becoming increasingly popular even in Europe, for several reasons.

Korean cosmetic brands invest heavily in research and development, regularly introducing new technologies . As a result, Korean cosmetics are often ahead of those from Europe and elsewhere.

Additionally, unlike sometimes aggressive Western routines, K-Beauty favors natural ingredients and progressive treatments to improve skin health over the long term. Korean skincare makes a point of offering products suitable for all skin types, including the most sensitive. In addition, the layering steps focus primarily on hydration and protection of the skin barrier , aiming for skin that glows with vitality. According to them, good skin health also requires natural and quality ingredients. Thus, it is not uncommon to find rice, ginseng, green tea, or even snail slime in Korean products.

Another reason why K-Beauty is so popular is obviously the influence of the Hallyu wave (K-Pop, K-Dramas, K-Food, etc.). South Korea is promoting its "Idols" with flawless skin (or " Glass Skin "), which motivates consumers to adopt these routines.

Glass Skin is all about flawless skin with an even, radiant, and youthful complexion. K-beauty therefore emphasizes the application of skincare from adolescence, favoring a prevention- based approach.