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The next wave of Korean beauty is here – and it’s bigger than ever
Boutiques are springing up everywhere offering a dizzying array of jelly moisturisers, feather-light sunscreen and face masks for every skin type
A branch of Korean beauty boutique Pure Seoul recently opened near my home in Brighton, stocking a dizzying array of niche skincare and makeup products – cushion foundations, feather-light sunscreen, jelly moisturisers and eleventy billion varieties of face mask. Brands like Laneige (pictured), famous for excellent hydrating products and fun lipbalms, Beauty of Joseon (impeccable sunscreens) and COSRX(specialising in sensitive and acne-prone skin) are available on the UK high street. British brand Vieve’s new Super Skin Nova(£39), a glowy moisturising primer balm with a glassy finish (gorgeous worn alone on no-makeup days, as well as under foundation to give it more life), performs just like a Korean formula because it was developed and made there.
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