Korean suncreams are highly sought after for their dual benefits: they not only provide effective sun protection but also nourish and care for the skin.
Many formulas are enriched with powerhouse ingredients like centella asiatica, niacinamide, and vitamin C, which work to soothe irritation, brighten the complexion, and strengthen the skin barrier -even while you're exposed to the sun.
Yuan also points out that Korean suncreams frequently feature advanced, photostable chemical filters that deliver reliable broad-spectrum protection. Additionally, many formulations blend these advanced chemical filters with physical blockers such as zinc oxide, providing enhanced and enduring defence against harmful UV rays.
"Korean suncreams, however, always indicate this protection level using the PA (Protection Grade of UVA) rating system. This makes it much easier to know if the suncream you’re buying offers the right amount of defence against UV rays for your needs."
Other notable features include lightweight formulas that "feel more like a serum than a chore", making suncare a more enjoyable part of daily routines.
This is particularly significant as online retailer Face the Future previously revealed that 32% of UK consumers prioritise moisturiser over suncream (23%), while 55% apply sun protection daily.
"Sunscreen has traditionally been seen as purely functional, something you slap on reluctantly at the beach. Consumers are now demanding more from their SPF: lighter textures, added skincare benefits, and a finish that feels more like a luxury serum than a sticky necessity. We’re seeing the ‘skincarification’ of suncream – particularly for the face, but increasingly for the body too," consumer and retail trend analyst Wizz Selvey tells TheIndustry.beauty.
"South Korea has a global reputation for cutting-edge skincare innovation, and SPF is taken seriously there, not just for health reasons, but also as part of beauty ideals like achieving radiant, even-toned and fair skin. Protection from the sun is not just practical, it’s fashionable.
"British consumers are catching on and looking to countries like Korea, where sun care is more integrated into daily routines and comes with a greater variety of textures, for different skin types and advanced skincare ingredients."
It’s not just suncream that’s trending
That's right - Korean beauty continues to dominate the overall global skincare industry, with the market expected to reach $18 billion USD by 2029.
This growth is driven by rising demand for innovative ingredients, the popular dewy "glass skin" aesthetic, and multi-step skincare routines.
And the UK is no exception, with Gen Z and millennial consumers increasingly seeking skincare products that are gentle, effective, and visually appealing.
"K-beauty brands have spent a lot of time building trust within their own nation. The market is so technologically advanced, and a great deal of effort went into getting the nation to love them - and that has spread to everyone else. It's really powerful," says industry thought leader Tracey Woodward.
"K-beauty is all about trust and innovation. Years ago, the spotlight was on America, but that has shifted. Now, K-beauty is becoming more significant year after year."
Founded in 2020, Skin Cupid has established itself as a trusted platform for Korean skincare enthusiasts. It boasts exclusive partnerships with some of the region's most sought-after brands, including Anua, Ongredients, Nacific and Kundal, which are popular both in Korea and internationally.
Earlier this year, the retailer signed a 10-year lease for its debut UK flagship at Ilona Rose House on London's Charing Cross Road. It will occupy a unit spanning 3,000 sq ft, strategically located just 100 metres from Tottenham Court Road Station.
