Korean beauty brands have gained global recognition for their affordable yet innovative products that promise to deliver the coveted 'glass skin' look, thanks to unique and advanced ingredients. Seoul has emerged as the world's beauty capital, attracting tourists seeking cutting-edge plastic surgery and their favorite K-beauty items. While many of these products were once exclusive to Korea, enthusiasts no longer need to travel abroad to access salmon sperm skincare or professional-grade at-home devices.
Olive Young Makes US Debut
Olive Young, South Korea's largest health and beauty retailer—often affectionately called the 'K-beauty Toys R Us'—opened its first US store over the weekend in Pasadena, California. The launch drew more than 6,000 eager shoppers who lined up around the block. The 8,647-square-foot flagship offers over 5,000 products from 400 K-beauty brands. A second location is planned for Century City, Los Angeles, and nationwide online shipping is already available.
Salmon Sperm Skincare and More
One of the most talked-about ingredients is PDRN, a regenerative compound derived from salmon sperm DNA fragments, known for boosting collagen and reducing inflammation. Sephora carries popular vegan options like Glow Recipe PDRN Repair ($30). Glow Recipe's founders, Christine Chang and Sarah Lee, also created Niacinamide Dew Drops ($20), inspired by K-pop makeup artists who mix skincare with makeup for a natural glow.
Ginseng remains a major trend, prized for anti-aging and brightening effects. Beauty of Joseon Revive Retinol Firming Moisturizer ($24) is a Sephora favorite, while the brand's Revive Eye ($17) is popular among K-pop idols like BTS's V for combating dark circles. The luxury Sulwhasoo Concentrated Ginseng Rejuvenating Cream ($260) has fans like Girls' Generation's Im Yoona and BLACKPINK's Rosé.
Techniques and Devices
K-beauty also emphasizes unique techniques. The seven-layer hydration method involves applying multiple layers of toner or essence. Another hack: soaking cotton pads in bottled water and placing them on the face after washing. At-home devices like Thome's Glow Device Signature ($299), available exclusively at Olive Young US, use ultrasound technology to improve skin smoothness and glow.
Haircare is also booming, with Mise En Scène Perfect Serum Original ($18.20) gaining popularity for repairing damaged hair without weighing it down. Celebrities like Cardi B swear by BIOHEAL BOH's Probioderm 3D Lifting Cream ($34) for an instant lift, while Kendall Jenner promotes Anua's PDRN Spray ($21) for hydrated, dewy skin.
