The popularity and prevalence of the K-beauty industry and skin care products has been mainstream in the US for years, and the buzz around Korean beauty isn’t getting any quieter. Whether it’s a viral ingredient like snail mucin or a lightweight sunscreen that boasts tons of UV protection, it can feel like a challenge just to keep up with what’s trending and what actually works.

“K-beauty emphasizes consistency and care, making it approachable for beginners and transformative for long-term skin health,” says Dr. Zion Ko Lamm, a board-certified internal medicine specialist and Korean beauty expert. “If you’re new to K-beauty, I recommend starting with a simple, foundational routine that focuses on hydration and skin barrier support. The key is to start small and gradually build your routine as you learn what works for your skin. Focus on hydrating, soothing ingredients and avoid overwhelming your skin with too many new products at once.”

Although finding K-beauty stateside has become easier, there’s also been an uptick in counterfeit Korean beauty products, which means that shoppers have to stay vigilant. “While Amazon is convenient and a place I go to the most, it’s important to buy from authorized retailers or well-reviewed sellers to avoid counterfeit products,” Ko Lamm says. “Look for labels like ‘ships from’ and ‘sold by Amazon’ for added security.” She says that Soko Glam, Olive Young, iHerb, YesStyle and Stylevana are other retailers that she trusts and has ordered K-beauty products from.

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