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.