It's hardly news that K-beauty has a habit of going viral, whether it’s PDRN skincare, glass hair, snail mucin or the latest must-try treatment flooding your feed. But from these trending moments, a firmly mainstream, flourishing market has established itself in recent years.
Over the first half of 2025, South Korea surpassed the US to claim the spot as the world's second-largest cosmetics exporter, after France. Exports rose 15% in the six months to a record £4.08bn, with much of this growth thanks to strong sales in the US and Europe. Clearly, we're all well and truly on the K-beauty hype train, with this focus on long-term skin health, innovative ingredients and highly tailored routines proving to be a magic formula.
That said, while Korean beauty brands have quickly become a staple on global high streets, in Korea's capital Seoul it's the experiences that people travel from afar for. Scroll TikTok for long enough and you’ll see them – from tech-led facials to intricate colour analysis sessions, each of these treatments promises some version of a reset. Think of it as beauty with a diagnostic edge, being equal parts informative and indulgent.
But can these buzzy experiences actually live up to the hype? I headed to Seoul to try five of the most talked-about K-beauty treatments for myself, and find out what’s genuinely worth your time.
Not planning a trip to Seoul anytime soon? Browse my K-beauty favourites from home:
15-step scalp treatment at Eco Jardin
If, like me, your idea of a good time is having someone pamper your scalp for an extended period, Eco Jardin’s 15-step treatment is hard to beat. A staple among Seoul’s buzziest beauty experiences, this 90-minute head spa is designed to reset your scalp so your hair can grow and behave better.
On arrival, I was offered an iced tea and made to feel welcome by my friendly ‘scalp designer’ Chae Ah and translator. The treatment began with a detailed scalp analysis, complete with close-up images of my flakes in all their glory - an incredibly humbling but useful before-and-after moment (which I've graciously spared you from having to look at).
Thankfully, things got much more relaxing from here. First came an aromatic oil cleanse and exfoliation to purify the scalp, followed by a galvanic sealing brush using red and blue LED light to boost circulation and enhance absorption. An enzyme-based scaling treatment broke down buildup, before a soothing herbal mask calmed any irritation.
The mushroom-esque steam mist cap was a favourite step of mine, being far more relaxing than it might initially appear and helping to prep the scalp for the rest of the treatment. Next, a neck and shoulder oil massage eased tension, before a suction cup massage worked to stimulate circulation and lymphatic flow. A warm towel wrap added to the spa-like vibes.
The cleansing phase included a botanical foam shampoo infused with ginseng, followed by a deep-clean using a Y-stick device to draw out impurities. A second ‘muscle shampoo’ technique focused on circulation while thoroughly cleansing the roots.
Of course, it wouldn’t be the 15-step scalp treatment if I didn’t get to enjoy the now viral waterfall hair rinse for 15 minutes. Listening to classical music while enjoying a full body chair massage, by this point, I was nearly asleep.
The final stages focused on restoring balance: a relaxing scalp massage and acupressure treatment, followed by a final scalp check and tailored aftercare advice. From start to finish, everything smelled incredible: fresh, botanical, and just the right side of invigorating.
So, is this going to transform the health of your scalp long-term? No, because frankly, what does a one-off treatment do? Instead, it’s very much intended as a chance to reset your scalp health. That said, it’s a lovely form of self-care, an incredibly nice way to spend one and a half hours, and my hair did seem shinier for it.
Colour analysis and makeup at Color Place
Undoubtedly one of Seoul’s most viral K-beauty experiences, colour analysis promises to pinpoint the exact colours that make you look brighter, fresher and more yourself. Giving you a cheat code to more considered dressing, experts analyse your skin tone, hair colour and more to select a ‘season’ from spring, summer, autumn or winter and make recommendations on how to complement your features accordingly.
Having been running for 17 years, Color Place is one of the OGs in Seoul’s colour analysis space, with past clients including the likes of BLACKPINK’s Jisoo and Lisa. So if it’s good enough for two of the biggest K-pop idols in the world, you best believe it’s more than good enough for me.
Yet while it’s called a colour analysis, what Color Place offers goes well beyond this. Not only did I leave my appointment with founder Lee Se-ryeong armed with clear guidance on my most flattering shades, but I was also given detailed recommendations on the best blushes for my complexion with specific product advice, glasses shapes that would flatter my face shape, a perfume that would work best for my vibe and even tailored jewellery and nail inspo.
Encouragingly, a lot of it reinforced things I’d been subconsciously doing for years: opting for neutral coloured clothing bases, wearing gold jewellery to complement my olive skin tone and favouring a mini skirt over a midi. Though nonetheless, it was interesting to hear why I’ve subconsciously made those choices, as well as why I’ve never felt I look right in certain colours. That said, when Lee revealed to me that I was a deep autumn, it’s safe to say that my little mind was blown. Somewhere along the way, I think I assumed that having darker features would mean I need bright summer shades to balance this out, but in fact, the opposite is true, and I learned that I’m specifically a warm autumn, meaning rich and earthy tones with golden undertones work best for me.
Overall, I left the appointment feeling more empowered to make choices that make me feel good in my own skin, with a colour swatch in hand to hit Seoul’s shops. Get a colour analysis done properly once and you’ve got that knowledge for life, making it a worthy investment in my opinion and absolutely something you should book in for if you’re planning a trip to Korea’s capital.
After my analysis, Lee’s findings were put into practice with a makeup session in which skilled artist Kyurim painted my face the best it has ever been painted. Mocha mousse was on the menu and within minutes of her starting I knew I was in good hands. Kyurim’s techniques worked to emphasise my natural features and I was so impressed with the final result that I ran straight to the nearest Olive Young to pick up a similar foundation brush to the one she had used. TBC whether I’m able to recreate a similar level of makeup artistry myself.
In any case, I left the session genuinely inspired to experiment more with makeup after seeing what a difference a few subtle changes can make. While it’s not something I’ve ever thought to do before, having practical advice from a pro goes a long way.
One step closer to looking like a K-pop idol
Facial at Inko Seoul
If you’re in Seoul and looking for non-invasive skincare that still delivers results, Inko Seoul in Gangnam is very much for you. The gloriously pink location sets the tone and on arrival, you’re welcomed with a hand scrub and herbal tea before filling out a quick questionnaire.
As a self-confessed skincare novice, I appreciated the fact that everything is guided by a skin analysis. Mine showed combination skin in need of hydration, with visible pores and early fine lines. During my consultation, Jesper tailored the treatment accordingly to my own personal concerns, opting for their premium glow package and cold plasma treatments. So what does that actually entail?
The treatment itself is thorough: after an initial cleanse, therapist Seonhwa used rice enzymes to further cleanse before moving into galvanic cleansing and pore scraping (AKA the most satisfying thing ever), followed by ultrasound lifting to promote collagen production. Cold plasma targets acne bacteria, before a magnetic infusion device delivers a tailored capsule to boost elasticity. To finish, Seonwha massaged finishing cream and SPF into my skin which in itself felt like magic.
But while the treatment might have finished there, my Inko Seoul experience did not, because after my facial, specialist Iisup sat down with me to make tailored recommendations on what products I should be using and when, allowing me to leave with the perfect Olive Young shopping list of products that will actually work with my skin. He also patiently answered all my basic K-beauty questions, from if my skin would benefit from snail mucin treatments to whether a viral face mask I’d seen was actually worth the hype. And given how overstimulating your first trip to Korea’s go-to K-beauty chain can be, I was incredibly grateful for the steer.
Immediately after my facial my pores looked noticeably smaller, while my skin felt glowier, and when I went to apply my cream that evening I couldn’t help but feel how smooth and soft my skin was compared to the day prior. Overall, I loved how personal this treatment felt from start to finish and it left feeling like my skin had benefited from a much needed reset.
Gels, foams, and oils for a clear canvas.
Detox and full body massage at Spa Gogyeol
Stepping into Spa Gogyeol’s Seocho branch, I felt the stress of my day immediately melt away. Designed to feel like a traditional Korean hanok in the heart of Seoul, warm wood tones, stone textures and soft lighting prompt your body to slow down from the moment you enter the spa.
Though Spa Gogyeol offers a variety of facial and body care treatments, having been travelling for a long time and in desperate need of some muscle tension release, I opted for their 120 minute detox and full body massage package. On arrival I completed a form with the areas I’d like to focus on, desired pressure and any key concerns before I was then guided to the Crystal room for my treatment.
Here, therapist Gemma expertly worked her way through every muscle in my body in order to release tension and boost lymphatic flow, with a particular focus on reducing swelling in my legs which were no doubt feeling the effects of being on my feet most days for the past three months. A holistic Korean-style treatment, Gemma’s technique was incredibly intentional and detailed, with each movement feeling firm yet controlled, balancing my body’s needs with pure relaxation.
After teetering dangerously close to falling into the clutches of sleep during my massage, it was time for the detox instalment of my treatment which consisted of a body wrap combined with heat to promote sweating and support circulation. After 10 minutes of sweating my way to zen, I had a shower before Gemma applied moisturiser to complete the treatment. As I was getting dressed, my body felt less swollen, more grounded and generally quite lovely. I found it incredibly hard to believe that I was in the centre of buzzy Seoul given the sense of calm that enveloped me.
To conclude the experience I was given traditional Korean tea and sweets to unwind with which I sat happily with for a while to soak up the immaculate vibes a little longer. Truly, my only regret is not booking in for a longer treatment because no part of me wanted to leave Spa Gogeyol. A real treat for the senses and one that I would absolutely rebook the next time I’m in Seoul.
Meet the non-invasive method that rebalances from the inside out.
Potenza at Reone
As someone who has never so much as looked at a needle, I have to admit that I was a little anxious the morning of my Reone Clinic visit. When I arrived I had zero wait time, being taken for a skin analysis and consultation right away.
What originally appealed to me about Reone was the fact that they're a team of board-certified dermatologists (not always a given in Seoul) and use this initial skin scan to inform recommended treatments, however it's worth doing your research in advance too as this consultation is fairly brief.
Given how common cosmetic procedures are in Korea (reportedly, one in every 77 South Koreans has had some sort of cosmetic work), clinics here are different from the UK in that these procedures are standard everyday practices. You're not going to be walked through processes as much as you might in a domestic clinic, so with that in mind it's best to go with a clear idea of what treatment you want ahead of time so you can make an informed decision rather than feeling rushed in the moment.
In my case, I wanted to try K-beauty staple Potenza. A minimally-invasive microneedling treatment, before the procedure is carried out, skin is numbed with a topical cream (left on for at least 45 minutes) before a device delivers microneedles and radiofrequency to to tighten skin, improve texture, and boost collagen and elastin production.
I'd be lying if I said I wasn't a little alarmed by how angry my face was looking after the treatment, though thankfully this was followed up with a cooling face mask to help bring down redness. Sure enough, a couple hours later I was strolling the streets of Seongsu-dong with no problem.
While I didn't see immediate results following this, weeks on I do feel as though my pores are visibly smaller than they had been prior, with my attentive toner-heavy aftercare likewise playing a part in maximising results.
That said, Potenza is something you should really aim to do 3-5 times for optimal results. So while this isn't a treatment I'd recommend as part of a beauty tourism stop, if you have a little longer to invest in a set of treatments I can definitely see the long-term benefits of this.
From PDRN skincare to TikTok-viral aegyosal pens.
