I'm so happy to introduce Glow Theory, the first dedicated K-beauty retailer in South Africa. My aim with this site is to create a one stop shop for all your beauty wants and needs, and I hope you leave happier (and glowier) than when you landed on the site!

I first started to conceptualise this store back in late 2015 - I'd been using an almost exclusively Korean skincare routine for about 6 months, and it was the only thing that had managed to turn my skin around from the hormonal mess it had become after I changed medications. My friends noticed this and started to ask me what I was using. Soon, I became the local K-beauty dealer, ordering products from Korea for my friends, putting skincare routines together for them, and getting everyone addicted to sheet masks and snail mucin.

Eventually, I was ordering so many products every month that dealing with shipping wait times, lost packages, customs fees, and the fluctuating rand became frustrating. I searched online and found no South African stores selling Korean beauty, and I eventually realised if I wanted K-beauty to be easily accessible in South Africa, I'd need to do it myself! In 2017, Glow Theory was born.

My goal is to stock a wide range of the most highly rated Korean cosmetics available, at the most affordable prices in South Africa. I personally test everything myself, and am always trying out new and innovative products so that I can bring you the most current and effective products Korea has to offer.

If you've never tried K-beauty before, you can check out our intro to K-beauty here, or dive into our Cult Favourites section, which includes all of the most highly rated and popular K-beauty products. You can also browse products by skincare routine or skin concern, or check out the latest and best K-beauty makeup.

I'm so excited to introduce you to K-beauty, and look forward to curating only the best and most interesting products for you, as well as sharing tips and the latest K-beauty news in The Glow Guide. You can email me on hello@glowtheory.co.za at any time if you have questions, or send a message via social media - I'd love to chat to you!