By The Milk News Desk
NEW YORK – August 17, 2025
The Korean skincare routine has gained international acclaim for its meticulous and multi-step approach to achieving clear, radiant skin. Originating from South Korea, this regimen typically involves up to 10 steps that prioritize hydration, prevention, and personalized care tailored to individual skin types and concerns.
✨ Philosophy
- Focus on layering hydration and using targeted treatments.
- Emphasizes thorough cleansing, gentle exfoliation, and preventative care rather than quick fixes.
- Uses lightweight, innovative products such as essences, sheet masks, and serums.
🧴 The Classic 10-Step Routine
- Oil-Based Cleanser → Removes makeup, sunscreen & sebum.
- Water-Based Cleanser → Cleanses remaining impurities.
- Exfoliator (1–2x per week) → Removes dead skin cells, boosts cell turnover.
- Toner → Restores pH balance, preps skin for absorption.
- Essence → A unique Korean product, hydrates & enhances skin repair.
- Serum / Ampoule → Targets specific concerns (acne, pigmentation, aging).
- Sheet Mask → Provides deep hydration & treatment.
- Eye Cream → Protects delicate under-eye area (dark circles, puffiness).
- Moisturizer → Locks in hydration, strengthens the barrier.
- Sunscreen (SPF) → Essential daily step for UV protection & anti-aging.
🔄 Customization
- The 10-step routine is flexible—many people adopt a 5-step version to start.
- Products vary based on skin type (oily, dry, sensitive, combination).
- Oily skin → lightweight gels/toners.
- Dry skin → richer moisturizers and oil-based cleansers.
- Korean skincare encourages personal adaptation, not rigid adherence.
⚖️ Benefits & Criticisms
✅ Pros
- Improves overall skin health with consistent hydration.
- Prevents premature aging.
- Highly customizable and empowering.
⚠️ Criticisms
- Can feel overwhelming for beginners.
- Potential for over-exfoliation or irritation with improper use.
- Not always necessary for people with simple skin needs.
💡Top 5 K-beauty Brands by Sales Momentum and Reviews
Based on recent US market signals across major channels (Sephora retail leadership, Amazon sales/ratings velocity, and e-commerce growth cohorts), these five Korean beauty brands stand out for both strong sales performance and consistently positive reviews.
1) Laneige
- Sales signals: Identified as Sephora’s top-selling K‑beauty brand in the US, reflecting sustained retail dominance and broad consumer appeal.
- Review strength: Hero products like Lip Sleeping Mask post high ratings and large review counts at major retailers, reinforcing repeat-buy behavior.
2) COSRX
- Sales signals: A leading skincare brand on Amazon US with notable market share; its Snail Mucin 96 Essence was the #1 selling beauty item during 2024 Prime Day and holds the #1 facial serum spot, indicating exceptional velocity.
- Review strength: Massive review volumes and strong average ratings across Amazon bestsellers lists underline high customer satisfaction.
3) Beauty of Joseon
- Sales signals: Included among the top Korean brands in US e‑commerce cohorts with rapid sales growth, per reporting that cites Euromonitor; part of a group that grew online sales 71% over two years.
- Review strength: Viral SPF and serums maintain high ratings and strong social validation, contributing to sustained conversion.
4) Medicube
- Sales signals: Named among the top Korean brands in US e‑commerce cohorts alongside Beauty of Joseon and Biodance, reflecting sharp online sales expansion.
- Review strength: Device-linked and treatment SKUs generate strong user feedback cycles that boost ratings and repurchase in DTC and marketplaces.
5) Biodance
- Sales signals: Part of the same top-performing US e‑commerce cohort; its sheet masks have surged on Amazon, with high monthly unit sales reported by third-party tracking.
- Review strength: The Bio‑Collagen Real Deep Mask has rapidly accumulated strong ratings and search volume, signaling both discovery and satisfaction.
🌍 Global Impact
- The routine has become a hallmark of modern beauty culture, inspiring brands worldwide.
- Popularized trends like “glass skin”.
- Reinforced the value of self-care and prevention in skincare.
✅ In short: The Korean skincare routine is a much-admired, multi-step method that emphasizes hydration, prevention, and customization. While the full 10 steps aren’t necessary for everyone, its flexible philosophy makes it a powerful approach to healthier skin.