We’ll be the first to admit that when the world became obsessed Korean beauty in 2015, we thought it was a fad. Sure, the products were innovative and the trends on-point, but the beauty industry has a tendency to fall in and out of love with trends at an alarming rate. However, we’re happy to report that we were wrong—K-beauty is here to stay. When it comes to skincare, the Koreans don’t mess around. “Koreans are well-known for their famous 10-step routine,” Ruby Wang, founder of Nudie Glow, tells ELLE. “However, on a day-to-day basis, most Koreans actually have a pretty simple five to six step routine, consisting of the daily essentials such as double cleansers, toner, essence, moisturiser and sunscreen.”
As a result of their cultural obsession with ‘glass skin’, the K-beauty industry is high tech and ahead of the curve. Did you know that a good portion of popular Western skincare categories started out in Korea? Case in point: BB creams and sheet masks.
We’re itching to know what the K-beauty industry has in store for us. Here, Ruby uses her insider knowledge (and crystal ball) to explain what’s next:
Skin barrier creams
Mark your calendars: we’re living in the year of the skin barrier. “For 2018, I feel that there will be a big focus on skin barrier and how to protect the skin from external environment such as pollution,” Ruby explains. “The skin barrier is the outermost layer of your skin that works to retain moisture levels while protecting the skin from irritants and potential harmful bacteria. When it is weakened, it can result in dry, flaky and irritated skin.”
While we love exfoliating with acids (see: glycolic acid and salicylic acid) overdoing it can irritate skin and weaken the all-important skin barrier. But if you’ve gone too far with AHAs and BHAs, there is a way back. “To strengthen the skin barrier, you should avoid harsh cleansers/exfoliators and any potential irritants,” Ruby explains. “Using products with antioxidants and hydrating ingredients in your routine will also help.”
“So this year, we can expect to see more companies focusing on introducing products that are gentle, with antioxidant and hydrating ingredients that work to protect the skin barrier and more suitable for sensitive skin.”
Powerful antioxidants
Antioxidants are more powerful than ever. “One new K-beauty product I am excited about is the J. ONE Red Jelly Pack—from the same company who made the popular J. ONE Jelly Pack ($45 at Nudie Glow),” Ruby says. “It will be launched mid-2018. The J. ONE Red Jelly Pack contains the super powerful antioxidant astaxanthin, one of the strongest antioxidants in nature. Astaxanthin works to counteract dull, aged skin.”
The next-gen of acids
Introducing PHAs: the latest and greatest chemical exfoliants. According to Ruby, “PHA (Polyhydroxy acids), are a third-generation peeling ingredient that have the same effectiveness as AHAs and BHAs but less irritation.”
“PHAs are also known for effective moisturising for the skin with their anti-inflammatory and antioxidant properties. COSRX has produced two new PHA products: the yet-to-be-realeased Low pH PHA Barrier Mist and the PHA Moisture Renewal Power Cream ($27 at Nudie Glow), formulated with 3% PHA to exfoliate skin while still allowing to retain its moisture. They will be great for sensitive skin.”
Best K-Beauty brands
So… which brands will we be buying next? “Based on the above, the brands to watch are J.ONE and COSRX, even though they have already gained a large cult following, coming out with these new products will allow them to stay ahead in the market.”
From: Elle Australia
