From collagen masks to glow-boosting serums, these must-haves are the South Korean products everyone is talking about — as well as some underrated gems.
K-beauty brings a little bit of Seoul into your everyday routine, with glowing skin, playful makeup and indulgent self-care moments that feel like a treat for yourself.
From sheet masks that double as a mini spa session to serums that promise a luminous, glass-like glow, there’s a reason the trend has captured the attention of beauty-lovers worldwide.
According to Straits Research, the global market is set to reach $18.3bn (£13.9bn) by 2030, growing at 9% a year — and here in the UK, Superdrug recently launched more than 400 K-beauty products online and in-store.
Whether you’re a devoted mask enthusiast, a glow-chasing serum fan or just looking for the perfect hydrating SPF, there’s a K-beauty gem waiting to elevate your routine.
Read more: How to transition your skincare for autumn — top tips and products
Best K-Beauty serums and toners
Celimax The Real Noni Energy Ampoule
Alethea Demetriou, lead product specialist at Pureseoul, revealed that this is one of the bestselling serums in South Korea right now. The UK is typically two years behind on K-Beauty trends, and so we can predict this will explode over here in the future.
The 72% noni extract soothes, brightens and deeply hydrates. Meanwhile, the vegan collagen and panthenol boost elasticity and calm tired skin.
Anua Peach 70 Niacin Serum
Brightens and hydrates with peach extract and niacinamide. Ideal for radiant, glass-like skin.
TirTir Ceramic Milk Ampoule
Similar to Rhode Glazing Milk, this creamy serum moisturises and boosts your glow. Perfect for layering under makeup or wearing solo.
Read more: 7 best Rhode dupes — cheap alternatives from lip balm to Glazing Milk
Medicube PDRN Pink Peptide Serum
Salmon and rose PDRN even skin tone and strengthen the barrier. Improves elasticity and dark spots for healthier looking skin.
Torriden Dive-In Low Molecular Hyaluronic Acid Serum
Another recommendation from Alethea, this serum is hydrating and lightweight, plumping and smoothing skin overnight. It leaves a soft, dewy finish ready for makeup in the morning.
Haruharu Wonder Black Rice Hyaluronic Toner
A light, refreshing toner packed with nourishing ingredients. Perfect for hydrating and prepping skin.
Biodance Vita Niacinamide Gel Toner Pads
Refine tone, texture and radiance in one step. These glow-boosting pads are a trending addition to any routine.
Read more: Boots skincare swaps — hacks that can save you up to 53% on hyaluronic acid and razors
Best K-Beauty cleansers and moisturisers
Round Lab 1025 Dokdo Cleanser
Slightly acidic and foamy, it removes impurities without over-drying. Keeps skin’s moisture balance intact.
Dr Althea Pure Grinding Cleansing Balm
Viral for a reason, this balm melts away makeup while staying gentle on sensitive skin. Infused with 14 nourishing ingredients.
Curél Intensive Mositure Facial Cream
Rich in ceramides, this cream replenishes moisture for soft, plump skin. One of my all-time favourite moisturisers.
TirTir Ceramic Cream
Deeply hydrating and nourishing, it locks in moisture and promotes a healthy glow. Promises ‘porcelain’ skin after use.
Read more: 9 best Superdrug dupes 2025 — Paula’s Choice and Dior alternatives
Frudia Green Grape Pore Peeling Pads
Exfoliating pads soaked in 89% green grape extract refine pores and soothe skin. They deliver hydration and nutrients for radiant skin.
Cosrx Acne Pimple Master Patch
Hydrocolloid patches visibly flatten blemishes overnight. Weightless and effective, perfect for spot treatment.
Buy from Look Fantastic for £5.99
Cosrx The Peptide Collagen Hydrogel Eye Patch
Formulated with peptides and collagen to depuff and hydrate the under-eye area. Leaves eyes looking youthful and refreshed.
Best K-Beauty face masks
Medicube PDRN Pink Collagen Gel Masks
This colour-changing jelly mask goes from pink to clear, showing optimal absorption while boosting elasticity. Infused with salmon PDRN and collagen for luminous, firm skin.
Biodance Bio Collagen-Real Deep Mask
A gel-to-sheet mask that hydrates, smooths and plumps for a glass-skin finish. Oligo hyaluronic acid softens and refines the look of fine lines.
Buy from Look Fantastic for £14.90
VT Reedle Shot 100 2-Step Mask
A combination essence and sheet mask that nourishes, balances tone and smooths texture. Ideal for that coveted glossy, dewy finish.
Best K-Beauty SPFs
Thank You Farmer Sun Project Water Sun Cream Spf50+
Hydrating, lightweight and dewy, this SPF leaves no white cast. Perfect for dry or dehydrated skin types.
Tocobo Blur Finish Sun Cushion SPF50+
Blurs imperfections while keeping skin protected on the go. A mattifying, handbag-friendly SPF essential.
Beauty Of Joseon Relief Sun Rice + Probiotics Spf50+
A featherlight, chemical sunscreen that absorbs quickly. Leaves skin smooth without pilling or giving a white cast.
Best K-Beauty makeup
TirTir Mask Fit Ai Filter Cushion
Snap it up before it sells out — this viral foundation blurs imperfections, minimises pores and smooths uneven texture, giving you a real-life filter effect.
Fwee Lip&Cheek Blurry Pudding Pot
A whipped formula that melts into skin for a natural, soft flush on both lips and cheeks. Comes in 20 blendable shades for every mood.
@kkrystalmarie trying @fwee blurry pudding pot and they are SO cutie and squishy 😍😍 #koreanmakeup #amazonbeauty #amazonmusthaves #kbeauty
Laneige Lip Glowy Balm
Enriched with murumuru and shea butter, it hydrates and delivers a subtle tint with glossy shine. My handbag essential for instant lip refreshment.
Alternative Stereo Lip Potion Steaming Milk Balm Lip Mask
A luxurious overnight treatment that plumps and hydrates dry lips. Wake up with silky smooth, soft lips ready for any lipstick.
Amuse Dew Tint
This watery lip tint leaves lips glossy, hydrated and soft while giving a long-lasting stain. It’s perfect for a fresh, everyday look.
Feature image: Brands
