Beauty of Joseon
Relief Sun: Rice + Probiotics SPF50+
The sunscreen that redefined SPF. Lightweight, invisible on all skin tones, with traditional Korean rice extract.
📱 100K+ videos📸 890K
December 2025 Issue • Data sourced from Olive Young, Hwahae, Coupang
The
지금
K-Beauty Magazine
Issue No.
01
Cover Story
Advanced Snail 96 Mucin Power Essence
The #1 viral essence with 96% snail mucin. Intense hydration and skin repair that transformed the global skincare conversation.
Discover COSRXEditor's Letter
The New Era of
Korean Beauty
In 2025, Korea solidified its position as the world's second-largest cosmetics exporter, with $3.6 billion in Q1 alone. The U.S. market saw a remarkable 53% year-over-year growth.
This issue presents the products that are defining the global beauty conversation—curated from Korea's most trusted sources: Olive Young, Hwahae, and Coupang.
$3.6B
Q1 Exports
53%
US Growth
7.7M
#KBeauty Posts
The Edit
December's Must-Have Products
Beauty of Joseon
Glow Serum: Propolis + Niacinamide
Where traditional Hanbang meets modern science. 60% Propolis and 2% Niacinamide for luminous, acne-fighting skin.
📱 32M+📸 950K
The Ritual
2025 K-Beauty Routine
한국에서 유행하는 "스킵케어" 트렌드. 더 적은 단계로 더 건강한 피부를.
☀️
The 3-Step Morning
Cleanser (or water) → Serum → Sunscreen. That's it.
🌙
The 4-Step Night
Double Cleanse → Toner → Treatment → Moisturizer.
👂
Listen to Your Skin
Redness or irritation? Cut back. Healthy glow? You're doing great.
✨
Quality Over Quantity
One excellent serum beats five mediocre ones.
Total: 5-7 min
The modern Korean morning routine focuses on protection and lightweight hydration. In 2025, the trend is "Skip-Care" – using fewer, smarter products.
Pro Tips
- ✦2025 트렌드: 3-step routine (Cleanser → Serum → Sunscreen) is the new standard
- ✦Listen to your skin – skip steps if it feels overloaded
- ✦Humid days? Go even lighter with just sunscreen