Which country is strongly associated with the beauty trend called K-beauty?

K-beauty is strongly associated with South Korea, where the term describes skincare and cosmetics developed there. The “K” stands for “Korean,” much as in K-pop and K-drama.

K-beauty is known for routines emphasizing cleansing, hydration, brightening, and a healthy-looking glow rather than relying only on heavy foundation. Popular products include essences, serums, sheet masks, cushion compacts, BB creams, and high-SPF sunscreens.

The trend grew internationally alongside the Korean Wave, or Hallyu, as Korean music, television dramas, celebrities, and brands reached audiences worldwide. BB cream helped introduce many Western consumers to Korean-style multitasking skincare around the early 2010s.

A common mix-up is treating K-beauty as a single look or mandatory routine. In practice, it is a broad industry and approach associated with South Korea, and routines vary by product, skin type, climate, and personal preference. “Glass skin” is one popular aesthetic, not the definition of every K-beauty product.