Korean beauty and skincare are popular due to a combination of factors including innovative formulas, a focus on long-term skin health rather than just quick fixes, and the cultural influence of K-pop and K-dramas. The products are known for being high-quality, affordable, and featuring unique ingredients and advanced technology, while social media and celebrity endorsements have made the aesthetic highly aspirational. 

Innovation and effectiveness

• Cutting-edge technology: Korean brands invest heavily in research and development to create unique and effective formulas.

• Innovative ingredients: They combine traditional, natural ingredients like ginseng and fermented rice with modern science to create products that are both effective and gentle.

• Focus on prevention: The philosophy emphasizes consistent, long-term care for healthy, preventative skin rather than just covering imperfections. 

Cultural and social impact

• K-pop and K-dramas: Celebrities and the aspirational image of flawless skin in Korean media have driven global interest and made the products desirable.

• Social media influence: Beauty influencers and enthusiasts share detailed tutorials and reviews on platforms like YouTube and Instagram, creating a buzz and a sense of community around the products.

• Glass skin trend: The K-beauty "glass skin" aesthetic—which emphasizes a dewy, luminous, and healthy-looking complexion—has become a global beauty standard that many seek to achieve through these routines. 

Accessibility and approach

• Customizable routines: The famous multi-step routines can be adapted to individual needs, with options for those with more or less time.

• Affordable luxury: Many K-beauty products offer a high-quality experience at a more accessible price point than some Western luxury brands.

Variety of products: There is a vast range of products for every skin type and concern, from cleansers and toners to serums, masks, and spot treatments.