Korean Beauty has become big business over the last year.
From golden phase skin and lengthy Korean skincare regimes to K beauty boxes and glass skin, you can't move for beauty inspo from the East.
If you want to jump on the K-Beauty bandwagon but can't afford a flight to Korea, Superdrug is here to help.
The purse-friendly high street store has launched an entire K-Beauty section to its stores with five new Korean skincare brands joining the roster.These K-beauty boxes are a skincare lover's dream
One of the brands being launched at the beauty store includes Scinic, which promises to minimise pores and help to reduce signs of psoriasis, eczema and rosacea.
South Korea's cosmetic exports have increased 10-fold over the past seven years, and with products ranging from face creams to masks, K-beauty is responsible for some of the most Instagrammable inventions on the market.
K beauty started the sheet mask trend, which feature heavily in the new Superdrug range. Key ingredients include egg, coffee, caviar and green tea, all of which claim to help create a perfect complexion.A Guide to Korean Beauty
Predicted best-sellers include the Scinic Dual Rubber Mask, which will cost £6.49 and is a full rubber mask that promotes the stimulation of collagen, as well as working as an anti-inflammatory for skin conditions including eczema.
Others include the Sooae Hydrogel lip mask (£3.99), which soothes and plumps lips, and the Sooae V line chin up mask (£3.99), which claims to lift and firm the chin and jawline, giving your face that enhanced contour and a perfect 'V-line'.
Simon Comins, Superdrug Commercial Director, said: “Beauty enthusiasts today want innovation and if they can share it on Instagram then even better. There have been so many amazing products which have launched in the Far East and we are delighted to be bringing these to the UK.”
The new K Beauty fixture will be home to brands Scinic, Soave, SNP, Dewytree and JinJu all of which are exclusive to Superdrug in the UK.
Celebrities including Emma Stone, Jessica Alba, Kate Hudson, Chrissy Teigen and Lady Gaga have all said they are fans of a K-beauty regime, and if they're anything to go by, we'll definitely be giving it a try.We asked the experts if you really need an essence in your skincare regime