Early global interest in Korean beauty was largely driven by affordability and novelty. In the early 2010s, Korean products stood out because they were different and cheap. They had cute or novelty packaging and interesting formats that many westerners hadn't seen but overseas awareness didn't automatically lend itself to long-term credibility. Instead, K-Beauty was largely seen as 'niche' with cutesy products that didn't hold mainstream appeal. 

This began to change in the mid 2010s, with the rise of new brands that better matched what global and foreign consumers were looking for. The popularity of skincare on social media platforms led to an increase in consumer education. They wanted products that not only looked good on the shelf but also wanted products that performed consistently and met their standards. This is where “Made in Korea” really began to shift from a trend to a trust signal.

When it comes to the beauty industry, Korea’s real strength lies in its ecosystem. Unlike many developed countries, which have given up or exported manufacturing, Korea maintains a competitive domestic industry, characterised by innovative trends, cutting edge machinery & R&D and fast iteration cycles. This industry not only helped Korean brands scale internationally but also global brands who increasingly started looking to Korea for a read on "what's next".

Bubble Tea Steam Cream

The cult-favourite moisturiser that helped put Jelly Ko on the map, our moisturiser is packed with over 10 active ingredients and is built for dull, dry, dehydrated, perimenopausal and mature skin.

Best Sleep Mask

A cult favourite overnight jelly face mask that goes to work while you go to sleep. It nourishes, hydrates and cocoons skin during your skin's Golden Time (from 10pm to 2am) so that you wake up skin that's softer, smoother, more hydrated and nourished. 

Best Lip Glaze

This glossy, cushiony lip mask works 24/7 to help lock in moisture and leave lips feeling softer and smoother.

Best Refillable Skincare

The refill version of our #1 best-seller Bubble Tea Steam Cream, took home last year's award for sustainability and performance, doubling as a travel pack to slot into your bag on holidays. 

Thinking about manufacturing your beauty products in Korea? This session gives founders and brand owners clarity on what it takes to bring a product to life in one of the world’s most advanced skincare markets, with practical guidance on everything from briefing labs, to compliance, MOQs, timelines, IP, packaging, sampling and what to expect when dealing with factories.

A fast, practical clinic matching call for people who are coming to Korea for cutting edge treatments and want reputable dermatology clinics aligned to their skin history, goals and budget. This is designed to save you hours of research and help avoid common red flags, especially in clinics marketing heavily to foreigners on social media. 

Lauren offers practical 1:1 Korean skincare guidance for people who want a routine that makes sense. This session is designed to reduce overwhelm and build a realistic routine aligned with your skin goals and lifestyle. This is not a medical or diagnostic consultation.

A focused strategy session for beauty and wellness professionals who need Korea-side clarity on sourcing, exporting, market research and how the industry in Korea works commercially. Whether you are looking for wholesale partners, coming to Korea to learn a new skill or investigate leads, this session is designed to cut through noise and map practical next steps.