Gucci may be the hottest thing on the runway (especially those ubiquitous loafers), but in the beauty world, it’s all about Korean beauty products. Sheet masks have gone from creepy-looking things that only the most inquisitive beauty lovers tried to products that we all buy in bulk.
It’s not just our love affair with K-beauty that has…
What's Next in Korean Beauty
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Filter Creams
Forget social media filters, Korean makeup is making it possible to achieve picture-perfect skin in real life. Hannah Hatcher, global educator for Jane Iredale Cosmetics, tells us, "Thanks to Snapchat, we all want to look like we have that flower crown filter on at all times. These creams will act like a typical moisturizer, but help blur out any imperfections and leave the skin looking dewy and well-filtered. They achieve this look by incorporating ingredients that have some luminosity to them, like pearl powders or pearl extracts." Lioele Gold Snail BB Cream ($38), for example, uses gold extracts and snail mucin to blur imperfections and heal skin.
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Jamsu
Jamsu isn't a product, it's a technique. And it's one that the experts say has the potential to become as big as contouring or baking. Jamsu stands for "diving" or "submerging" and describes the process of setting makeup by dunking your face in an ice bath. Really. To achieve the look, apply foundation and concealer followed by baby powder, then submerge your face in an ice bath for around 10 to 30 seconds.
If the idea of a face ice bath sounds too intense, Hatcher says an easy alternative is to keep a makeup setting spray — she recommends Jane Iredale Cosmetics' POMMISST Hydration Spray ($30) — in the fridge and finish your beauty routine with that.
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Solid Soap Sticks
Korean beauty popularized the waterless trend and now Anna-Marie Solowij, co-founder of BeautyMART, tells us to look out for "soapy sticks" or solid cleansers. "These solid balm sticks contain no water, but when used on wet skin, suds up to cleanse. Brands [with solid cleansers] include SU:M37, Belif and Boscia," she says. Belif The True Tincture Cleansing Stick ($28) provides a gentle cleanse thanks to chamomile flowers and also helps to reduce redness and dryness.
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Lip Powders
There are several types of lip formulations on the market, from lip oils to creamy lipsticks. You can now add lip powders to the list, thanks to Korean makeup brands. The products start off as a powder but become creamy upon application. Despite the name, they do not give lips a powdery finish. Instead, they leave behind a light-as-air matte pigment. Solowij recommends RiRe's lip powders, but Touch In Sol and CLE have their own versions. Sephora has even released its own line of Lip Powders ($12).
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New Cushions
Fans of cushion compacts can soon fill their entire makeup bags with cushion applicators. Cushion technology has expanded beyond foundation and powders into eyeshadows, lip products and more. And one of the latest innovations has to do with the cushion itself. Missha recently launched The Original Tension Pact ($25), which the company says is "the first of its kind and the next generation of cushion compacts." Densely woven tension nets filter foundation evenly for light and superior coverage. Keep an eye out for other products that are focused on the actual cushion as much as the formula inside.
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10-Step Scalp Care
K-beauty lovers know that a 10-step cleansing regimen is the secret to flawless skin, and now, according to Solowij, this philosophy is expanding into hair care. "Your scalp is skin too, and the K-beauty obsession with skin care is starting to filter through to the hair and scalp, with hair essences and hair waters making their way into the standard routine of exfoliators, masks, oils, cleansers, serums, and more," she says. For those who haven't yet tried them, scalp exfoliators are a good place to start because they are available from Korean and Western beauty brands. There are also essences and waters available, such as the Skinfood Argan Oil Silk Hair Essence ($14) from Korean beauty site Soko Glam.
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Cooling Products
Cooling products are a big Korean skin care trend this summer, according to Sarah Chung from Landing International, who curated the K-beauty selection at Ulta. Cooling products help soothe irritation and inflammation that can result from exposure to heat or other environmental stressors. TonyMoly Magic Food Cucumber Water Gel ($9) utilizes the calming effects of cucumber to treat sunburns and heat rash.
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Natural and Clean Ingredients
The entire beauty industry has really started focusing on natural ingredients and Korean beauty is definitely part of the shift. Jillian Wright, celebrity esthetician and co-founder of Indie Beauty Expo, says, "Korean beauty isn’t all glitz, glamour and weird ingredients and applications. In fact, K-beauty is entering the natural realm with more innovative product offerings and ingredients that are cleaner." She cites brands like Children of Stars, AKAR and Whamisa as leaders of the trend. K-beauty site Glow Recipe makes it easy to find clean options because it only stocks natural products like the Whamisa Organic Sea Kelp Facial Sheet Mask ($14).
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Quirky Sheet Masks
Sheet mask addicts have plenty to look forward to in terms of style, formula and fit. Instagram-worthy novelty masks are appearing alongside traditional utilitarian masks. Think emoji themes, animals and adorable prints. Panda lovers will find it hard to resist the SNP Animal Panda Brightening Mask Sheet ($5) thanks to its sweet design and brightening results.
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Superior Fit Sheet Masks
There are also innovations in terms of formulas and materials. Natural Korean skin care site Glow Recipe recently curated a double layered mask. The Make P:rem Firming Layering Double Mask ($9) contains two separate sheet masks that are meant to be layered. Tension fibers help to visibly lift the face and allow the product to absorb into skin better.
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Superior Fit Sheet Masks
Additionally, Soko Glam recently began stocking a knitted mask. The Neogen White Truffle Hydramax Knit Mask ($6) is made out of a knitted material that helps the mask adhere to the face and neck better, increasing product absorption and effectiveness.
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Anti-Pollution Products
Pollution can wreak havoc on skin. Cho Hee Jung, online business team assistant manager for Vitabrid C12, says anti-pollution products are in high demand. "With increasing environmental pollution and levels of fine dust, anti-pollution skin care management is on the rise. People are looking for more products that can protect the skin from environmental factors and cleanse the dirt trapped in pores." Look out for anti-pollution products in a variety of forms, including serums, day creams and even sheet masks like the Laneige Anti-Pollution Sheet Mask ($5.89).
