The rise of clean beauty in Korea: towards a more responsible kbeauty?

For several years, the clean beauty wave has been gaining ground in the Korean skincare world, marking a decisive turning point in product formulation, brand communication, and consumer expectations. Known for its elaborate routines, innovative textures, and visible results, kbeauty is now adapting to a new requirement: transparency, safety, and sustainability.

What is clean beauty?

It refers to a cosmetic approach that favors safe formulations, free from controversial ingredients (such as parabens, sulfates, or silicones), while ensuring effectiveness and sensoriality. This movement has developed in response to a growing demand from consumers: to better understand what they apply to their skin and to avoid potentially harmful or irritating substances.

Although the concept is not subject to a universal regulatory definition, it is part of a desire to offer beauty that is more respectful of health and the environment.

How is kbeauty taking on clean beauty?

K-beauty , known for its multi-step routines and focus on prevention and radiance, has gradually incorporated the principles of clean beauty. In Korea, brands are realizing the need to reformulate their products, simplify their ingredients, and, most importantly, make labels more readable.

The turning point is perceptible on several levels:

• Safer ingredients : Parabens and artificial fragrances are no longer at the top of the list. Instead, natural extracts, often derived from Korean medicinal traditions, are preferred.
• Increased transparency : brands no longer hesitate to detail INCI lists and highlight key ingredients.
• More responsible marketing : miracle promises give way to concrete and measurable commitments.

Korean brands pioneering clean beauty

Several iconic kbeauty brands have established themselves as benchmarks, combining effectiveness, gentleness and ethics.

Purito

Known for its simple and safe formulations, Purito has earned the trust of clean skincare enthusiasts thanks to its fragrance-free, essential oil-free, and often vegan products. The Centella Unscented Recovery Cream , for example, moisturizes and soothes without irritating sensitive skin, while being part of an eco-responsible approach.

Isntree

Specializing in moisturizing and soothing skincare, Isntree offers products with a gentle pH, rich in natural active ingredients such as hyaluronic acid and green tea extract. The Green Tea Fresh Toner , formulated without controversial ingredients, is a good example of this desire to combine naturalness, effectiveness, and respect for the skin.

Beauty of Joseon

By combining ingredients from traditional Korean medicine (hanbang) with modern concerns, Beauty of Joseon embodies clean and heritage kbeauty . Its Dynasty Cream , enriched with niacinamide, squalane and rice water, is a perfect example of effective, clean and sensory skincare.

Anua

Anua quickly established itself with its minimalist and soothing ranges. The brand favors simple ingredients, like Heartleaf , known for its calming properties. Their Heartleaf 77% Soothing Toner , formulated without perfume or alcohol, has become a bestseller among sensitive skin.

The return to traditional ingredients

One of the most exciting aspects of this shift is the return to the roots: the rediscovery of ingredients used in Korean medicine for centuries. Fermented plants, ginseng, propolis, rice, and even artemisia are being brought back into fashion in gentle, modern, and uncluttered formulations.

This return to nature is in line with current expectations for a more conscious, less processed beauty, based on ancestral know-how.

Towards more sustainable cosmetics

Beyond formulations, Korean-style clean beauty also extends to packaging and environmental commitments. Several brands are focusing on:

• recyclable or refillable packaging,
• a reduction in plastic,
• responsible manufacturing processes,
• cruelty-free or vegan labels.

Even if everything is not yet perfect, the trend is there, and young Korean brands are immediately integrating these principles into their development strategy.

The role of Korean and international female consumers

This change of direction is not only the result of an industrial choice: it is also driven by consumers , both Korean and international. More informed and more demanding, they no longer hesitate to consult INCI lists, compare certifications, and boycott brands deemed non-transparent.

Social media plays a fundamental role in this awareness. Reviews, ingredient analyses, and comparative reviews give consumers the tools to make better choices and encourage brands to reinvent themselves.

Clean beauty: a fad or a real transformation of kbeauty?

The transition to clean k-beauty appears to be sustainable. It's no longer a niche but a profound evolution. Brands understand that clean beauty isn't just about removing a few ingredients: it's a comprehensive approach, involving the entire production chain, from the selection of raw materials to the recycling of packaging.

Kbeauty thus retains its DNA: innovation, the search for efficiency and sensory pleasure. But it adds a new dimension: responsibility .

A cleaner, more conscious kbeauty

Clean beauty has redefined the standards of kbeauty , promoting more respectful, safer, and more sustainable treatments. This shift toward responsible beauty doesn't mean sacrificing effectiveness or pleasure, but rather, adopting a more humane and transparent approach.

And good news: you can find many clean and trendy Korean brands on our beautylau.fr store, as well as tips for building your ideal routine. We select uncompromisingly formulated skincare products that are both gentle on the skin and respectful of the environment. Don't hesitate to visit our blog or take our skincare quiz to discover the products best suited to your skin type.