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K-beauty was once seen as a niche trend, but then it put sheet masks and BB creams on the beauty map (the map being country-wide #shelfies) and everyone wanted in. K-beauty made its mark here in Britain thanks to its innovative products that often promise clear, glowing, glass-like complexions, as well as novel delivery mechanisms and quirky packaging (we're looking at you, The Ooozoo, Tony Moly and Laneige).
Blackpink's Jennie Kim – who recently performed alongside her bandmates in their UK festival debut at BST Hyde Park – even gave away her K-beauty secrets. Taking to the Korean show "Get it Beauty", via Hello! India, Kim revealed that she double cleanses: first with an oil-based cleanser, then with a water-based one. Even Sydney Sweeney has fallen in love with K-beauty, as the face of skincare brand Laneige.
And, despite Korean beauty having been on our radar for a while now, its popularity sees no signs of waning. That's because the active formulas really work, and the brands constantly innovate. These days, clean beauty is top of many minds, and if you're trying to clean up your beauty act, K-beauty brands like Saturday Skin and Thank You Farmer deliver results without compromise.
Keep reading to discover the 11 K-beauty products that we think are well worth adding to your shopping list.
— Additional reporting by Amy Lawrenson