K-beauty has already supercharged sheet masks (if it's not made from hydrogel, we don't want to know), overhauled how we care for our skin barrier, and brought toner pads bang up to date – and now it's coming for our hair, our fragrances and even our beauty treatments. Here, we dive into the latest categories in which Korea is killing it.
Korean haircare: focusing on the scalp
Korea is taking over our haircare routines – in particular our scalp care – with searches for Korean haircare increasing 111% in the past year, according to Boots.
© Getty Images"K-beauty reshaped skincare through education and routine-building, and now we’re seeing the same mindset applied to hair," says Melody Yuan, the founder and chief executive of the K-beauty retailer Skin Cupid.
She explains that K-hair is all about preventative care. "Much like Korean skincare, K-hair is centred around maintenance and long-term health rather than harsh treatments or quick fixes.
“As Korean haircare gains influence, we’ll see more open conversations around scalp care and a much more proactive approach to maintaining healthy hair.”
Gracie Tullio, the co-founder and creative director of the K-beauty emporium PureSeoul, agrees that K-hair is set to take over. She says: "As Korean skincare philosophies have become globally embedded, it’s only natural that they extend into haircare."
© Getty ImagesK-hair zooms in on scalp care, with routines that incorporate scalp scalers, sprays and packs, all designed to cleanse, soothe and balance the roots from which our hair grows.
Gracie adds that formulations with collagen, centella asiatica, niacinamide and even vegan PDRN – a compound traditionally derived from salmon DNA – are used in hair and scalp treatments in Korea, so expect to see the skinification of haircare to continue well into the summer months.
Wondering what to add to your basket to get in on the trend for K-hair? We rate Narka's Core Rebuild Gentle Satin Essence, £19. This product mirrors skincare in both ingredient profile and positioning, with coconut oil and squalene in the line-up for glossy, smoother hair.
To soothe scalp irritation, try Growus's Sea Salt Therapy Scalp Scaler, £15. Salicylic acid and niacinamide team up to soothe irritation and regulate oil production for happier hair.
For anyone new to scalp scrub, we recommend the Aromatica Rosemary Salt Scrub Shampoo, £24. It's a scrub meets shampoo with a unique foaming formula, infused with caffeine and biotin for a cleansed, refreshed scalp.
K-fragrance: telling stories through scents
The fragrance world is leaning away from heavy, heady scents in favour of lighter, fresher fragrances – and that's exactly what Korean perfume houses specialise in.
K-fragrance was originally seen as closer to hygiene than a way to express yourself, with scents worn subtly as opposed to something to be noticed – hence their penchant for ultra-discreet notes reimagined in modern ways, with clean, crisp structures at the forefront.
"K-fragrance was originally seen as closer to hygiene than a way to express yourself, with scents worn subtly as opposed to something to be noticed"
Storytelling is key for K-perfume, too, with fragrances designed to evoke nostalgia for everyday life. Leading the way is Nonfiction, with imaginative scents such as Gentle Night, £99, which mimics the gradual turning of day into night, while In the Shower, £129, creates the feeling of taking a brisk walk in the woods after morning rainfall.
© Getty ImagesOur top pick is Young Memories, blending mint, basil, cedarwood and crushed wildflower to create a scent designed to smell like carefree days. It's not yet available in the UK, but when it finally gets here, expect to feel refreshed in the way running through a meadow feels.
For a fresh scent, try Anillo's Shower Time, £45, which embodies crisp air and clean skin, and Chwi's Daenamu (£60), which delivers a cool, calm and collected vibe inspired by a bamboo forest.
Korean lash lifts for longer lashes
© miljkoThe warmer months encourage us to be the lowest-maintenance versions of ourselves, and K-beauty has just the treatment in the form of the Korean lash lift (KLL), which lengthens lashes and makes mascara redundant, tapping into the shift towards understated, natural-looking beauty.
Explaining the difference between traditional lifts and KLL, Jaimineey Patel, the head of treatments at Blink Brow Bar, says: "Traditional lash lifts tend to focus on creating a more pronounced curl. In contrast, Korean lash lifts are designed to lift the lash from the root, elongate it and direct it for a more tailored finish.
“The result is a softer, more refined look that enhances the natural lash rather than dramatically reshaping it."
In addition, KLL uses a gentler formula than traditional lash lifts, which helps to maintain your lashes’ pH balance, resulting in less damage.
"More clients are specifically requesting the treatment by name," Jaimineey says of the rising demand for KLL treatments. "Many who have previously had traditional lash lifts are switching over, looking for something more natural with a softer grow-out."
Which of the up-and-coming K-beauty trends are you most excited to try?
