Jelly Ko began as an indie Korean skincare brand created to serve dull, dry, dehydrated and mature skin, with products packed and shipped by hand in the early days. The brand has now reached a new milestone. In a recent feature in German beauty magazine SEDUCTION, Jelly Ko Founder & host of the #1 rated K-Beauty podcast, the Korean Beauty Show, Lauren Lee, was interviewed as a K Beauty expert, and  Jelly Ko Dewy Glaze Toner  was highlighted as the top pick for the Glass Skin look. 

From Trend to Second Wave

Around a decade ago, Korean skincare moved from a niche curiosity to a global conversation. Cushion foundations, feather light sunscreens and fermented essences became familiar staples on vanities worldwide. Brands grew from cult favourites into widely recognised names. However, at the time, many observers assumed K Beauty would be a short term trend.

The feature also highlights another important driver of the second wave; namely, Korea’s research and development ecosystem. This is not only set up to move quickly but also to respond to feedback and release formulas that are both effective and relatively accessible in price. This combination of global demand, viral content and fast product development keeps K Beauty firmly in the spotlight.

Beyond Cute Jars: A More Scientific K Beauty

The first global wave of K Beauty was visually distinctive. Many consumers were first introduced to the category through creams packaged in panda shaped jars, products that mimicked eggs or fruit, and designs that were almost toy like. While memorable, this type of packaging left many with the impression that K-beauty was childish or not to be taken seriously. As a result, the industry gradually stepped back to make room for more minimal aesthetics and stronger focus on formulation.

In her interview, Lauren discussed how today’s K Beauty landscape leans more heavily into dermatology inspired actives and advanced textures. Ingredients such as PDRN, exosomes and spicules have attracted attention for their potential to support skin rejuvenation and refinement, although the jury is still out how well these ingredients work in topical skincare as opposed to in-clinic: 

The most meaningful innovation sits in areas that can appear modest at first glance like barrier care and sunscreen textures. Ingredients such as  ectoin and beta glucan are strong examples of this shift toward supporting and protecting the skin barrier over the long term.

The 10 Step Routine Myth

One of the most recognisable K Beauty concepts in Western markets is the so called 10 step routine. In her conversation with SEDUCTION, Lauren clarifies that this was never a mandatory standard within Korea. Instead, it arose as a convenient way to explain Korean style layering to new audiences.

In practice, Korean skincare is far more flexible. Steps are added or removed depending on the skin’s condition, the season and individual goals. Some evenings may involve only a few layers, while others call for more. The effectiveness of the routine depends less on the number of products and more on how they work together.

Lauren also draws a contrast between many Western routines and typical Korean approaches. Western routines often concentrate on treating concerns once they are visible, such as breakouts, pigmentation or pronounced lines. K Beauty, on the other hand, is grounded in prevention and long term skin health. The focus is on maintaining a strong barrier, keeping hydration levels high and providing daily protection so that fewer issues arise in the first place.

Discipline Over Quick Fixes

The SEDUCTION feature also highlights the role of consistency. The refined, luminous look often associated with K Beauty is rarely the result of a single product. Instead, it comes from daily, gentle care over time.

Lauren explained that professional treatments such as skin boosters, laser toning or radio frequency microneedling can certainly be useful additions for some individuals. However, they are most effective when built on top of a solid everyday routine. Regular cleansing that does not strip the skin, reliable sunscreen use and well designed hydrating layers create the base on which these more intensive options can build.

Future Directions for K-Beauty

Looking ahead, Lauren points to several areas where she expects further evolution. Next generation sun care is one of them. Serum like SPF textures, hybrid formulas that address both UV exposure and heat, and finishes that wear comfortably all day are likely to become increasingly common.

Another area is sophisticated barrier support. Formulas that bring together humectants, amino acids and barrier focused actives such as ectoin and beta glucan continue to gain momentum. Alongside this, there is growing pressure for more thoughtful approaches to packaging and materials.

Refillable formats and lower waste packaging are priorities for many newer brands. Jelly Ko already offers multiple refillable products and continues to explore ways to minimise waste while maintaining product integrity and the sensorial experience that customers enjoy.

Dewy Glaze Toner in SEDUCTION

On the same page as Lauren’s interview, SEDUCTION selected Jelly Ko Dewy Glaze Toner as its recommendation for a glass skin inspired glow. The magazine highlighted it as a product that helps achieve the refined, hydrated finish that many people now associate with Korean skincare.

Dewy Glaze Toner is a toner-essence hybrid. The texture is plush enough to feel like a light serum yet fluid enough to layer, which allows users to build hydration without heaviness. The formula reflects Jelly Ko’s core philosophy. Hydration is non negotiable, barrier support is central and radiance is the natural result of consistent care.

Acknowledging SEDUCTION and the Jelly Ko Community

Being featured in a premium German publication is a meaningful moment for a founder led indie brand. We extend a warm thanks to journalist Sylvia Buchacher and the editorial staff at SEDUCTION for including Lauren’s perspective and for spotlighting our brand.