The International beauty community, both industry veterans and consumers, has been fascinated by Korean beauty for several years now. But why the fascination? What makes it different from the cosmetics we get in stores in South Africa? Read on to find out!

We've all experienced the disappointment of a beauty product that over-promises and under-delivers. This familiar let-down is far less common with Korean beauty products, due to the ingredient-focused, nature-inspired formulas they feature and the diverse range from which you can choose.

As women around the world are now discovering, following a Korean skincare routine can be nothing short of life-changing. Cutting-edge formulas, affordable pricing, and fun packaging are just some of the reasons to love K-beauty. But the area in which it really stands out and the reason we love it so much? IT WORKS.

Koreans spend more on cosmetics than any other population in the world, and it shows - both in the quality of their skin and in the innovation this demand for excellent beauty products has created. While the average Korean woman is not obsessed with finding the perfect all-in-one product, they are insistent on excellent quality, innovative formulations, and having a diverse group of cosmetics to choose from. This demand has resulted in K-beauty being a decade ahead of the global beauty industry. Sheet masks, BB creams, essences and bubble masks - all of these originated in Korea. From clever packaging to new exciting formulas, we can't wait to see what they come up with next!

The K-beauty routine revolves around a "skin first" philosophy, the concept being that you make sure your canvas for makeup is as close to flawless as possible so that makeup applies and wears beautifully without necessarily needing to hide anything. The idea here is that you have radiant, healthy skin for a lifetime, rather than only looking good in the moment. We all know that this flawless skin doesn't happen overnight. This is why Korean companies focus on customisable skincare routines featuring targeted product formulations and high-powered ingredients, instead of a one-size-fits-all approach.

The Korean skincare routine is known for requiring some time and commitment every day, and while a K-beauty routine can range from a simple 3-step routine to over 10 steps, many adherents have spoken about the mental health benefits of committing to a self-care routine that is enjoyable and effective. We love using these few minutes every morning and evening to decompress and reflect on the day, calm the mind, or focus on what's ahead. You can always count on a good sheet masking session to leave you relaxed and glowing!

These are just a few of the many reasons to love K-beauty. If you have any questions, we'd love to chat! Email us at hello@glowtheory.co.za or message us on Instagram, Facebook or Twitter.