If you still associate K-beauty with a 10-step regimen, you’re only getting part of the story. Sheet masks, pimple patches and double cleansing have become familiar parts of our routines. Now, attention is turning toward Korean skin treatments, “slow aging” and hair care that borrows from what we already do for our faces.
On a recent episode of The Beauty Authority, we caught up with two people who have helped shape that evolution: Sarah Chung Park, known as the “Godmother of K-Beauty,” CEO of Landing International and creator of K-Beauty World, and Michelle Lee, former Allure editor-in-chief and Landing International’s chief marketing officer. We talked about what Americans have misunderstood about the 10-step routine, what’s worth paying attention to now and why so many beauty lovers want to experience Korean beauty firsthand.
Watch our conversation below, and keep scrolling for the key takeaways.
You Don’t Need to Count Your Steps
The lasting lesson of the 10-step routine was learning how to layer skin care. “The whole 10-step thing was truly a little bit misunderstood,” says Lee. Starting with lighter, hydrating formulas and working up to richer textures is now familiar advice, but the number of products you use should depend on your skin. “It’s more about understanding what your skin needs in that moment.”
Chung Park breaks it down into four basics: cleanse, hydrate, treat and protect. Some steps might involve more than one product, depending on whether you’ve worn makeup, are heading outside or getting ready for bed. Her bigger concern? People may be overtreating their skin and not hydrating it enough.
‘Slow Aging’ Starts With Prevention
Lee points to “slow aging” as a term showing up in Korean beauty stores, including dedicated sections at some larger Olive Young locations. The idea is to maintain healthy skin for as long as possible, a philosophy she says has long been part of Korean beauty.
That also means understanding where skin care fits alongside in-office treatments. In Korea, Chung Park explains, clinic visits are often part of regular upkeep. When friends send her dramatic skin care before-and-after photos asking whether a product could really do all that, she’s quick to temper expectations. “There’s really only so much that you can do with topical skin care.”
It’s Not Just About New Ingredients
Some of the products Lee and Chung Park are most interested in offer new ways to apply familiar formulas. Lee points to cushion compacts, popular in Korea for foundation and sun protection, as a format that still hasn’t caught on as widely here. Chung Park is watching multipurpose balms and targeted treatments that make touch-ups easier throughout the day.
Overnight collagen masks are another standout for Chung Park. Along with milky toners and new textures, they’re giving shoppers more options for building a routine around what they like and what their skin needs.
Your Hair Routine May Be Next
“I’m personally kind of obsessed with K-hair right now,” says Lee. She sees Korean hair care as a category worth watching, particularly as familiar skin-care formats make their way into hair and scalp products. “We see things like ampules and essences and milky toners for hair,” she says.
For Lee, whose hair has become drier as she’s gotten older, the appeal is personal. She likes being able to layer products to address that dryness, including hair oils that add fragrance while also conditioning.
TikTok Is Changing More Than Our Shopping Lists
Chung Park credits TikTok with helping drive K-beauty’s second wave by giving brands a way to reach consumers directly. Lee sees its influence in product development, too. A visible before-and-after or interesting package, like a cleansing balm with a grinder, can help a product stand out.
It’s also making people curious enough to book a trip. Seeing someone visit a Korean skin clinic or shop for products in Seoul makes the experience feel more accessible. As we discussed in the episode, a decade ago, we were excited to see Korean beauty products arrive here. Now, we want to go there and discover them ourselves.
Watch the full episode of The Beauty Authority above for more.
