The K-Beauty Brands and Trends Coming to America

Korean Beauty, otherwise known as K-Beauty, will either have you enticed by the cute, bubbly packaging or it’ll have you rolling your eyes at its over-the-top “Hello Kitty” vibes. Aesthetics aside, K-Beauty has exploded throughout the U.S., and if you don’t believe us, check out The Cut’s article “What You Don’t Know About the Rise of Korean Beauty.” K-Beauty is known for having odd ingredients, such as salmon eggs and snail slime, but these ingredients prove to be extremely useful as they hydrate, nourish, and help troubled skin. If you’re curious to check out K-Beauty brands and trends coming to America, join us! Here at Cliché, we have a few we’re curious to try out, too. After all, isn’t playing with beauty half the fun?

Milk and Jelly
As mentioned before with Korean ingredients, Korean sheet masks are notorious for having oddly intriguing names like Holika Holika Pig-Collagen Jelly Gel Mask and Imselene Donkey Milk Holic Sleeping Mask Pack. An even bigger trend than your average sheet mask is lace masks like Banila Co It Radiant Lace Sheet Mask ($5). Lace supposedly adheres better to the contours of our skin and lasts longer (masks can be worn as long as 20-30 minutes), and the ingredients are able to absorb into the skin much better. The mask can be applied after your usual skincare routine and can then be washed off in the morning. Donkey Milk, an ingredient in the Banila Co It Radiant Lace Sheet Mask, has anti-aging properties and high vitamin content, so good-bye dry skin and hello radiance!

Get Your Patch On
Another popular item in Korea and similar to the sheet masks are patches. This type of mask is particularly useful for areas of specific concern. Etude House Firm Neck Patch ($8.50) is great for those seeking a more youthful looking neck, while Missha Cooling Skinny Leg Patch is nice for those hot summer nights when you need to relax and cool down. There are also patches for wrinkles, fine lines, lips, nails, and feet.

Eggs Supreme
Products outside facial masks include Besolbo Royal Salmon Egg Return Cream & Sleeping Renewal Pack ($15). Salmon eggs act as a key ingredient and work to regulate moisture and nutrient production so that it can enhance the color and texture of your skin while helping with acne, fine lines, dark spots, and wrinkles (troubled skin, be gone!). This pack is especially useful for those with hypersensitive, mature, or dull skin.

Tinted Lips
As for a K-Beauty item too good to pass up, there’s Berrisom’s Oops My Lip Tint Pack ($32). Its non-smudging, 12-hour, smooth, non-fading formula proves to be almost like a lip tattoo. It’s important when applying it to add a layer or two so that when it dries in 5 to 10 minutes, the layer can be gently peeled from the corner of your lips. If used correctly, you might find yourself asking: what are liquid lipsticks?
Beauty Gurus
If you’re interested to learn more about Korean Beauty, we recommend Charlotte Cho, founder of Soko Glam, writer of “The Klog,” and author of The Little Book of Skincare: Korean Beauty Secrets for Healthy, Glowing Skin ($17.11), who shares all her beauty secrets that include—no surprise—her skin-first philosophy. We also recommend Korean Beauty Secrets: A Practical Guide To Cutting-Edge Skincare & Makeup ($16.12). Kerry Thompson, beauty writer of Skin & Tonics, provides scientifically-informed reviews and skincare tips. Meanwhile, Coco Park, beauty writer of The Beauty Wolf, offers her lifelong knowledge within the beauty industry, specifically Korean Beauty.
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K-Beauty Brands & Trends Coming to America: Photos Courtesy of Soko Glam, Memebox & Amazon. Featured image courtesy of Moonshot Cosmetics