If you haven’t heard the term K-Beauty or Korean Beauty by now you’ve officially been living under a rock.
It's no exaggeration to say that the world is K-Beauty obsessed.
Plus, with dozens of brands and thousands of ‘must try’ K-Beauty products it's hard to know where to start.
Not only were we the first dedicated online K-Beauty store to launch in Australia back in 2014, we are the only online K-Beauty store in Australia with an office and staff on the ground in Korea. Our goal from Day 1 has been to curate a selection of the best K-Beauty products on offer that are perfect for people Down Under.
On our site, we've simplified how to use the various products, as well as why we love them so that your journey into K-Beauty is as fun and rewarding as possible.
K-Beauty is the term used for cosmetics and skincare companies that are founded in South Korea. The Korean Beauty and cosmetics industry focusses on achieving glassy, plump skin.
So, what does that mean?
Essentially, Koreans are focussed on achieving clear, hydrated, youthful looking skin rather than piling on layers of foundation and makeup. Rather than opting for harsh treatments, they focus on establishing proper and consistent skincare routine. This helps to avoid skin damage and treat the signs of ageing.
Korean skincare routines focusses on double cleansing, clarifying, toning and layers of hydration. However, as we know each person’s skin is completely individual and requires a unique and tailored routine it's important to choose the right products.
We are here to help you discover your perfect skin story with curated offerings and a tailored service just for you.
We are a team of Aussies and Koreans that have been working in K-Beauty for over a decade. Our Founder, Lauren Lee, learned the Korean language so that she could bring the best of Korean beauty back to Australia for her friends and family.
These days, we have team members based in Seoul, Brisbane and Sydney. The STYLE STORY website focusses on educating and guiding our customers as their skincare companions. There are functions on our website to help you shop by skin care concerns like; dry, dull, acne-prone, anti-ageing, pigmentation and oily skin types or to shop by ingredients like Green Tea or Vitamin C.
Last year, we also introduced the Korean Beauty Show Podcast, which gives you the chance to come with us for half an hour a week and deep dive into the world of K-Beauty.
On the podcast, we discuss the latest news headlines in K-Beauty, trends that are popping up on the ground in Seoul, as well as everything from tips for busy mums to busting blackheads.
K-Beauty is at the forefront of innovative technology and the industry is constantly innovating to create newer and better formulas. To keep you up to date and to help you discover new products, every purchase at STYLE STORY comes with free samples.
One of our favourite things about Korean cosmetics is that they have a focus on natural ingredients backed by science. Rather than using harsh chemicals, K-Beauty products are packed with nutrient-rich ingredients like sea buckthorn, liquorice and tea tree. Oh, and animal testing of cosmetics is illegal in Korea so you can shop K-Beauty products without sacrificing your love of animals.
Shop cruelty-free products right here.
If you are just starting out on your K-Beauty journey or even if you just want to discover some new things, please reach out to us. We are always so happy to chat with you and we love working together to find the perfect happy ending to your skin care story.
"K-Beauty is at the forefront of innovative technology and the industry is constantly innovating to create newer and better formulas."- STYLE STORY K-Beauty
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