K-beauty goes viral every day, but what Koreans truly rely on is often completely different from what trends online.
If youโre done with overhyped products, this guide uncovers the hidden Korean skincare gems Koreans genuinely trust and repurchaseโno marketing fluff, just real results. Here are the Best Skincare Brands that you should consider in your routine.
FAQ: What Defines the Skincare Koreans Prefer Most?
01. What are the most important factors Koreans look for in skincare?
Korean consumers prioritize skin comfort, long-term effectiveness, and barrier health over instant or aggressive results.
Products that feel gentle yet deliver consistent improvements are especially favored.
02. What types of skincare brands do Koreans trust most?
Brands known for transparent ingredients, steady quality, and data-backed performance tend to earn long-term trust.
This is why review-driven platforms like Hwahae play a key role in skincare decisions.
01. MEDIHEAL
Source: MEDIHEAL official website
In Korea, MEDIHEAL is known as the โpad expert,โ consistently ranking at the top of Hwahae rankings and setting the standard for targeted Korean skincare pads. Loved by locals for fast soothing and firming effects, itโs one of those Korean skincare products Koreans have been gatekeeping because of its performance and accessible price.
1) MEDIHEAL PDRN LIFTING PAD
* 2025 Beauty Awards Targeted Mask Pads 1st Place
Among its many lines, the firming range became especially popular. The PDRN LIFTING PAD ranked No.1 in the Targeted Mask Pad category of the 2025 Hwahae Awards, proving its strong reputation.
2) MEDIHEAL COLLAGEN AMPOULE PAD
* 2024 First Half of the Year Efficacy/Effect Awards Targeted Mask Pads 1st Place
During dry winters, many Koreans reach for the COLLAGEN AMPOULE PAD, applying it before makeup to boost elasticity and hydration at once.
02. SKIN1004
Source: SKIN1004 official website
SKIN1004 MADAGASCAR CENTELLA PROBIO-CICA INTENSIVE AMPOULE
* 2024 First Half of the Year Efficacy/Effect Awards Essences/Ampoules/Serums 1st Place
You might think, โIsnโt SKIN1004 already famous worldwide?โโbut in Korea, the product locals rave about is not the classic Centella Ampoule, but the MADAGASCAR CENTELLA PROBIO-CICA INTENSIVE AMPOULE. This upgraded formula combines fermented centella for deeper calming and Cica ceramide for intense moisture, becoming the real best Korean skincare pick loved by Korean users.
03. irecipe
1) irecipe Ceramide yuja Bio Cleansing Oil
* 2025 Beauty Awards Cleansing Oils 1st Place
If cleansing oils felt too heavy or greasy, youโll love irecipeโa rising Korean skincare hidden gem. Their Ceramide Yuja Bio Cleansing Oil, ranked No.1 in the Cleansing Oils category of the 2025 Hwahae Awards, is non-comedogenic and melts makeup without clogging pores, making it a favorite among Korean users.
2) irecipe AQUA PHYTOPLEXโข Cream In Toner Mist
* 2025 First Half of the Year Efficacy/Effect Awards Face Mists 1st Place
Another standout is the AQUA PHYTOPLEXโข Cream In Toner Mist, a hydrating mist that went viral in Korea after flight attendants began recommending it for in-flight dryness. With its ultra-fine spray and long-lasting moisture, itโs one of the most loved Korean skincare products for daily hydration.
04. S.NATURE
Source: S.NATURE official website
S.NATURE is one of the most consistently top-ranked Korean skincare brands, especially loved for its gentle yet effective squalane-based hydration line. For those seeking Korean skincare locals rely on year-round, the Aqua Squalane line is a trusted favorite among Korean users.
1) S.NATURE Aqua Squalane Moisturizing Cream
* 2025 Beauty Awards Face Moisturizers 4th Place
A deeply hydrating cream formulated with plant-derived squalane to strengthen the skin barrier and lock in long-lasting moisture without heaviness.
2) S.NATURE Aqua Squalane Serum
* 2023 Beauty Awards Essences/Ampoules/Serums 4th Place
A lightweight serum that delivers concentrated hydration with squalane, helping to soothe dryness and improve overall skin balance.
3) S.NATURE AQUA SQUALANE MIST
* 2025 Beauty Awards Face Mists 2nd Place
A fine facial mist infused with squalane to instantly refresh, hydrate, and reinforce the moisture barrier anytime, anywhere.
05. freemay
freemay Olive Cica Calming Ampoule Mask
* 2024 Beauty Awards Sheet Masks 3rd Place
Freemay is a true Korean skincare hidden gem, known for satisfying even the pickiest Korean users. Their Olive Cica Calming Ampoule Mask, rated 4.7 on Hwahae and ranked No.3 in the Sheet Masks category of the 2024 Hwahae Awards, is packed with soothing ingredients like madecassoside and centella, making it a go-to solution for irritated or flushed skin.
06. ISOI
ISOI BLEMISH CARE EYE & WRINKLE PATCH
* 2025 Beauty Awards Targeted Face Masks 2nd Place
In Korea, Isoi is synonymous with blemish careโa trusted brand for sensitive skin users. Their Blemish Care Eye & Frown Patch, awarded No.2 in the 2025 Hwahae Targeted Face Masks category, is loved for targeting under-eye dullness and frown-line wrinkles at once, becoming a real best Korean skincare pick for instant treatment.
Editor’s Note
You may be seeing many of these brand names for the first time. But in Korea, these products are long-loved, award-winning staples trusted by real users. They may still be under-the-radar globally, but we hope you get to experience why Koreans have been quietly keeping them to themselves.
FAQ: Frequently Asked Questions About the Hwahae Awards
01. What Is the Hwahae Award?
The Hwahae Awards recognize products that have been consistently loved by consumers throughout the year, based on trusted review data from over 100,000 real users.
Rather than relying on ads or short-term hype, the awards reflect actual usage experiences, making it easy to identify the products and brands that Korean consumers truly chose and trusted.
02. How Can I View the Hwahae Awards Winners?
To explore the Hwahae Awards winners, visit the Hwahae website and click the Awards tab, or simply use the link provided to view this yearโs winning products.
You can browse not only the 2025 winners, but also past award recipients, and filter by different categories to easily find the award-winning products that best match your needs.
