SEOUL, June 18 (AJP) - As summer intensifies and international tourism to South Korea rebounds, one skincare essential consistently finds its way into visitors’ shopping baskets: Korean sunscreen.
But while global demand for K-beauty SPF products has soared, the formulas that foreign consumers favor often diverge sharply from what Korean shoppers actually use on a daily basis.
Rather than guard their local secrets, beauty insiders say understanding the domestic sunscreen market reveals the sophistication of Korean sun care — one that integrates seamlessly into full beauty routines, emphasizes reapplication, and reflects evolving skin-type preferences.
Scientific consensus has long underscored the benefits of sunscreen: Harvard Medical School research finds that consistent use reduces the risk of skin cancer by more than 40 percent and helps prevent premature aging. Yet Korean consumers have cultivated a level of selectiveness and product layering that few outside the country fully grasp.
When international fans seek out “must-have” Korean sunscreens, they’re often buying products that don’t reflect what Koreans themselves keep in their skincare arsenals.
According to Olive Young, the nation’s dominant beauty retail chain, many local favorites remain relatively obscure overseas — part of what industry professionals describe as a growing “reverse export” phenomenon, where brands become famous abroad before gaining traction at home.
Take AHC Master’s Aqua Rich Sunscreen, for example. A stalwart among older Korean users, the product is known for its rich, hydrating formula and premium finish. Though rarely spotlighted in TikTok routines or Amazon bestseller lists, it remains a household name domestically and enjoys high consumer loyalty among skincare-savvy users who prioritize texture and nourishment.
On the other end of the spectrum is Round Lab Birch Juice Moisturizing Sunscreen, a versatile, skin-friendly formula that has earned a dominant position in the Korean market. The product has repeatedly topped Olive Young’s suncare category and ranks highly on Hwahae, Korea’s top beauty app.
Meanwhile, products like Dalba Waterfull Tone-Up Sunscreen occupy the intersection of skincare and makeup, providing the now-iconic “dewy glass skin” effect while prepping the skin for foundation. The formula is praised for its moisture retention and ease of layering.
“It spreads really well, keeps the skin moisturized, and doesn’t leave a white cast,” said Kang Gyu-bin, a Seoul-based office worker in her twenties. “It works beautifully under makeup.”
However, not all iterations have received equal praise. While the original pink-toned version maintains cult status, newer color variants like the purple edition have drawn criticism for settling into fine lines and making pores more visible.
Perhaps no brand better illustrates the gap between international fame and domestic anonymity than Beauty of Joseon. Its Relief Sun: Rice + Probiotics sunscreen reached the top of Amazon’s sunscreen rankings during Black Friday 2022 but remains relatively unknown in its home country.
Another hallmark of Korean sunscreen culture is its segmentation by skin type. Espoir’s Water Splash Ceramide Sunscreen, for example, offers hydrating benefits but can be too rich for oily or combination skin. Experts recommend patch testing — typically on the neck — before committing to full application. This tailored approach reflects a broader industry philosophy: no one-size-fits-all solutions.
Meanwhile, sun sticks have emerged as one of the most pragmatic solutions for South Korea’s on-the-go urbanites. Bring Green Tea Tree Cica Cooling Sun Stick provides a refreshing, mess-free way to reapply protection without disturbing makeup or staining clothes. Similarly, Round Lab’s Birch Juice Sun Stick mirrors its cream counterpart’s gentle formula in a more portable form.
These innovations, far from being mere trends, speak to a deeper cultural orientation around skincare.
In South Korea, sunscreen is not just a product — it is part of a layered, thoughtful regimen built around effectiveness, texture, and daily lifestyle. For tourists eager to experience the best of K-beauty, knowing what locals actually use may be the ultimate travel souvenir.
reporter
Candice Kim
candicekim1121@ajupress.com
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