People With the Most Radiant Complexions Swear By Korean Skincare—Start Here


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For years, experts have considered Korean skincare to be the gold standard of quality and efficacy. And while lately, the signature 12-step routine has been falling out of popularity in favor of simpler and more succinct routines (at least Stateside), Americans still tend to look to K-beauty for the best products and techniques.

Yet just like with anything else in life, approaching something new that you're wholly unfamiliar with can feel overwhelming and intimidating. That includes Korean skincare. With so many brands, products, ingredients, and devices, it can be difficult to know where to start. Well, that's where we come in. Our philosophy is to start with a few tried-and-true brands. Dip your toe in, familiarize yourself with each of their product offerings, and then build from there, pushing further into the market until you feel like a bona fide K-beauty expert in your own right. So without further ado, keep scrolling to see 20 of our favorite Korean skincare brands.

1. Peach & Lily

2. Glow Recipe

3. Lagom

4. Mizon

5. May Coop

6. Shangpree

7. Peach Slices

8. Saturday Skin

9. Neogen

10. I'm From

11. Good Light

12. Klairs

13. AmorePacific

14. CosRx

15. Dr. Jart+

16. Innisfree

17. Laneige

18. Belif

19. Sulwhasoo

20. Venn

Next, the most sought-after skin experts predict 2022's biggest trends

Kaitlyn McLintock
Associate Beauty Editor

Kaitlyn McLintock is an Associate Beauty Editor at Who What Wear. Although she covers a wide range of topics across a variety of categories, she specializes in celebrity interviews and skincare and wellness content. Having lived in Los Angeles and Austin, Texas, she recently relocated back to her home state of Michigan where she works remotely. Prior to Who What Wear, she freelanced for a variety of industry-leading digital publications, including InStyle, The Zoe Report, Bustle, Hello Giggles, and Coveteur. Before that, she held a long-term internship and subsequent contributor position at Byrdie. When she's not writing, researching, or testing the latest and greatest beauty products, she's working her way through an ever-growing book collection, swimming in the Great Lakes, or spending time with family.