From BB cream and 10 step skincare routines to slugging, so many of the skincare products and trends we love have become so popular because of Korean beauty innovation. The Korean beauty philosophy – one of gentle skincare that delivers deep hydration and a lit-from-within glow – has captivated the rest of the world for years. Not surprising when you consider the Korean skincare industry alone comprises thousands of brands. The problem? Said brands have been tricky to find locally. Enter: Amazon Australia’s new K-Beauty store.

The store features some of the best K-Beauty brands in existence, including cult favourites The Face Shop, Klairs, Hahn’s Peptide, Schwanen Garten, Cosrx, DR.JART +, Neogen, CNP, Some By Mi, Tony Moly and many more. If you’re already a convert, you’ll find many of your go-to K-beauty products ready and waiting for you to add them to your next order. Not yet initiated? Let’s look at K-Beauty in a bit more detail below.

What is K Beauty

What is K-Beauty?

Simply put, K-Beauty refers to beauty products that come from Korea. But dig a little deeper, and you’ll find that Korean skincare and cosmetics brands share more in common than just the place they’re manufactured. Primarily, they are formulated to enhance the condition of the skin. Even active skincare products focus on nourishment and protection first. K-Beauty has a gentle, long-term approach to improving the skin where the end goal is good health via a personalised regimen made up of any number of cleansers, toners, essences, serums, ampoules, treatment products, masks, moisturisers and oils. Oh, and there are beauty gadgets too!

Why are Korean beauty products so good?

Skincare has been an accepted part of daily self-care in Korea for hundreds if not thousands of years (traditional ingredients like rice and camellia are still used in home preparations and store-bought products). It follows that Korean consumers are better informed than most. They also have a big appetite for innovation but still demand gentle products that respect the skin. As a result, K-Beauty brands invest in serious research and development to create standout products that – in most cases – can be used by people of all skin types. There’s a big focus on creating flexible formulas that can be utilised in different ways depending on the skin’s condition and needs. For instance, a hydrating serum that can be layered to deliver less or more moisture.

You’ll no doubt be familiar with the notoriously lengthy 10-step skincare routines that made K-Beauty famous in the West but don’t be fooled – Korean skincare isn’t that prescriptive. It revolves around the idea that your skin is unique and should be treated as such. The multi-step routine idea really just represents the belief that skincare should consist of numerous layers that are personalised to your skin’s fluctuating needs.

K Beauty Essentials

Which products are K-Beauty essentials?

The answer to this will be different for everyone, but there are a few key products K-Beauty is well known for. There are gentle cleansers formulated to gently whisk away grime without stripping natural oils, and toners that help balance the skin’s pH. Essences are a type of watery serum, usually packed with ingredients that help to bind moisture to the skin in the hopes of promoting luminosity. Masks – from sheet and rubber masks to rinse-off formulas and overnight masks – are often used to deliver another dose of nourishment. Next comes moisturiser and/or facial oil to seal it all in. The result? Dewy skin that glows with good health.

Here, you’ll find a few shining examples of each of these product categories.


Some By Mi Miracle Bye Bye Blackhead Miracle Green Tea Tox Bubble Cleanser

A foamy cleanser that uses willow bark (a natural BHA) to clear away blackheads.


Klairs Supple Preparation Unscented Toner

A soothing, fragrance-free formula that’s infused with hyaluronic acid to deeply hydrate your complexion.


Cosrx Advanced Snail 96 Mucin Power Essence.

Made with snail mucin, an unusual but potent (and popular!) ingredient that promises to calm skin.


Innisfree Jeju Super Volcanic Pore Clay Mask.

Based on mineral-rich volcanic mud, this mask is a winner for exfoliating and absorbing excess oil.


Mizon All In One Snail Repair Cream.

More snail mucin! At a very high percentage (92% of the formula) for hydrating and refining skin.

Inspired to level up your skincare routine? Head over to our K-Beauty store to shop products like these.