Known for its gentle but highly effective ingredients and innovative formulas, Korean cosmetics are currently among the top 10 global beauty markets — in 2017, the Korean cosmetics marke was worth over $13 billion. While Korean cosmetics have always existed in Korea, they hit the U.S. and the rest of the world in 2011.

Licensed estheticians Charlotte Cho and Alicia Yoon, founders of Soko Glam and Peach & Lily, respectively, have both contributed greatly to the growth and visibility of Korean cosmetics in the United States.

To help you navigate the expansive world of Korean cosmetics, we have listed the best Korean cosmetics influencers and artists to follow on social media to get you started.

Follow these Korean cosmetics experts if you are in love with K-beauty

Korean cosmetics

The Beauty Breakdown (YouTube)

The Beauty Breakdown, which boasts over 543,000 subscribers, is one of three channels created by YouTube sensation, blogger, and writer Morgan Alison Stewart. Videos cover skincare regimens, new products, and even some fashion revolving around the world of Korean cosmetics.

Makeup Model Yoon A Ra (Instagram)

This famous makeup model has over 252 THOUSAND Followers! Sharing a lot of makeup must haves from her own collection, she also posts many outfit coordination for you to be inspired by from your next shopping trip to Korea! She shares great skin product recommendations for sensitive skin, and is frank about food she eats while she is on her diet! Also an expert “selfie” taker! Her tip is to take it from the left hand angle, and uses camera 360 app to take her photos.

Fashion CEO Park Hyun Sun (Instagram)

This beautiful and professional expert CEO shares her own beauty tips and secrets, and also her daily life! It is also great to see a mix of clothing that you can buy yourself on her website, as well as the daily life of a fashion CEO in Korea.

Liah Yoo (Instagram)

Beauty blogger-turned-beauty entrepreneur, Liah Yoo is a Youtuber, social media influencer and founder of Krave Beauty. A South Korean based in New York City with her products formulated in Korea, Yoo subscribes to a much simpler and “slower” skincare approach that challenges her country’s multi-step routines. Instead, she develops and reaches for products that don’t have too high of a percentage of active ingredients and that don’t exfoliate, focusing on gentle cleansing, deep hydration and SPF.

Claudia Christin (Instagram)

Born and raised in Indonesia, Claudia Christin is a medically trained dermatologist and brand consultant. Christin’s interest in K-beauty started when she had a series of bad breakouts at school. But it wasn’t until she moved to South Korea in 2017 that she felt the need to share her encyclopaedic knowledge with the world, which she continues to do today via Instagram. Head there now for science-backed tips on skincare layering and how to treat hyperpigmentation and acne.

Dayeong (Youtube, Facebook and Instagram)

For the latest in beauty, hair, and makeup—with a touch of family and daily life—check out Dayeong. She shares makeup recommendations and reviews on her Facebook and Instagram pages, and uploads her latest beauty tutorials and shopping hauls on her YouTube channel, Dayoung DAYEONG. Wherever you catch her, you’ll also be treated to an up-close and personal look at her day-to-day life as a young mom in South Korea.

Joan Kim (YouTube)

Joan is a Korean-American living in Seoul. Originally from Los Angeles, Joan moved to Seoul for a teaching year and has stayed ever since. She has a passion for Korean skincare and make-up and is known for helping followers to master the dewy Korean makeup trend.

Dawn Lee (YouTube)

During her career as a YouTuber, Dawn was diagnosed with lymphoma, a type of blood cancer. Instead of taking a break, the beauty guru decided to share her cancer and chemotherapy story on her channel, spreading positivity and delivering an empowering message about breaking beauty standards. The creator is loved for her down-to-earth honesty on her daily life.

Leean (YouTube)

Racking up views with some of her earliest makeup and hair tutorials in 2017, Leean has become one of the most exciting Korea-based YouTubers in recent years. In addition to posting her college life vlogs, travel videos and beauty tutorials, the influencer also shares some of her hobbies including drumming and dancing on her channel.

Jude Chao (Instagram, blog)

“My take on K-beauty is inclusive and flexible,” says American-Taiwanese blogger Jude Chao. “I want my readers to find ways to feel beautiful and good in their skin, no matter their personal definition of beauty.” Chao started sharing her knowledge about K-beauty via her Fifty Shades of Snails blog, where she covers everything from skincare to mental health. Today, she’s just as active on Instagram where she breaks down the latest trends.