[BE:SSOBLY]Why the World Is Falling in Love with Korean Sunscreens: What Makes Them So Popular Abroad?

 

Sunscreen is no longer optional—it's essential. However, how people perceive and use sunscreens varies greatly by country. In this article, we compare the sunscreen habits of Korean and international consumers and explore what makes one approach more appealing than the other. Korean news outlets have recently reported a surge in global demand for Korean sunscreens, and this growing trend signals a shift not only in product popularity but also in global skincare culture. Let’s take a deeper look into why this is happening.

Usage Habits: Daily vs. Occasional

In Korea, sunscreen is considered a daily essential regardless of the season or weather. It's a fundamental part of skincare routines, often reapplied even indoors—especially on days with high UV levels or air pollution. Sunscreen is viewed as more than just protection; it’s an indispensable step in everyday skincare.

Internationally, sunscreen use has traditionally been limited to summer or outdoor activities. Daily application is still uncommon, with most people only using it at the beach or while playing sports. However, there's a growing awareness of the importance of UV protection in preventing skin cancer and premature aging, leading more people to include sunscreen in their daily skincare routines.

Texture Preferences: Koreans Love Lightweight Formulas

Korean consumers prioritize lightweight and non-sticky textures. Since sunscreen is often applied before makeup, products that absorb quickly and don't leave a white cast are preferred. Korean brands have responded with innovative formulations that blend smoothly and don’t disrupt makeup.

Abroad, sunscreens have often been heavy and chalky due to regulatory restrictions on UV filters, favoring mineral-based ingredients. However, demand for lighter and more breathable textures is rising. With the influence of K-beauty through social media and beauty blogs, many international consumers are now seeking that signature Korean "barely-there" feel.

Multi-Functionality: Korean Skincare Goes Beyond UV Protection

Korean sunscreens frequently offer benefits beyond sun protection—such as moisturizing, brightening, anti-aging, and tone-up effects. For example, applying just sunscreen after toner and lotion can act as both protection and makeup base, saving time and simplifying morning routines.

While international brands often rely on moisturizers or foundations with added SPF, interest in multifunctional sunscreens is growing. Products that correct skin tone or add glow are becoming more popular, showing a shift from single-purpose to all-in-one solutions.

Product Variety: Tubes, Sticks, Cushions & More

Korea offers a wide variety of sunscreen formats, from classic tubes to sticks, cushions, sprays, and powders. Sunscreen sticks are especially popular for their hygienic, hands-free application and ease of reapplying over makeup. Cushions, too, are favored by younger users for their portability and convenience.

International markets mostly still favor traditional lotions and sprays, with cushions being rare. But stick-type sunscreens are gaining traction for sports and travel use, and Korean-style packaging formats are gradually becoming more common—especially through online platforms like Amazon where K-beauty products are widely accessible.

Purchase Motivation: Whitening vs. Health Protection

Korean consumers emphasize brightening and prevention of hyperpigmentation, preferring products with SPF 50+ and PA++++ ratings. Sunscreens are a key tool in preserving a clear, youthful complexion and are used throughout the year—not just during summer.

Internationally, sun protection is more associated with preventing skin cancer. Products with SPF 30 or higher are seen as essential during prolonged outdoor exposure. Recently, interest in anti-aging and skin tone correction is increasing, prompting a shift toward products with added skincare benefits.

Eco-Friendly Trend: Reef-Safe & Clean Beauty

Reef-safe sunscreens are growing in popularity internationally, and some regions have even banned sunscreens with ingredients harmful to marine life. Our online store proudly offers a reef-safe sunscreen that meets these environmental standards, using ocean-friendly ingredients ideal for eco-conscious consumers.

This product—BE:SSOBLY Reef-Safe Sunscreen—features organic (chemical) UV filters and natural ingredients sourced from Jeju Island. It’s gentle on sensitive skin and offers strong SPF 50+ and PA++++ protection with a lightweight finish perfect for use under makeup. As awareness of ingredient safety rises, both in Korea and abroad, preferences are shifting toward naturally derived, non-irritating formulations.

Demand for vegan and clean beauty sunscreens is also increasing in Korea. Many brands now highlight EWG Green Grade ingredients and cruelty-free philosophies, aligning with consumers who value environmental ethics and sensitive skin-friendly products.

Purchase Channels: Korea Goes Mobile, International Still In-Store

In Korea, online shopping dominates sunscreen purchases. Promotions like 1+1 deals and influencer recommendations drive traffic, with consumers often comparing reviews and prices across mobile platforms. Live commerce and social media marketing have solidified a mobile-first buying culture.

Internationally, physical stores like Walmart, ULTA, and Sephora remain strong, but the growth of online shopping—especially post-pandemic—is undeniable. Consumers are increasingly relying on reviews, unboxing videos, and expert recommendations before making purchases.

 

 Insights

Though Korean and international sunscreen habits differ, the gap is narrowing. Korean sunscreens are gaining traction globally due to their lightweight textures and multifunctionality, while international consumers are adapting to daily-use routines influenced by K-beauty trends.

Sustainability and ethical branding are also becoming decisive factors. Today’s consumers are more mindful not just of what a product does, but what it stands for. Sunscreen culture is evolving—from basic protection to holistic skincare and responsible consumption.

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