I'm 32, and this top-selling K-beauty brand is the foundation of my skincare regimen—here's the reason why.

      (Image credit: Erin Jahns) Those who know me are aware that I adhere to a straightforward "if it ain't broke, don't fix it" philosophy regarding my beauty routines, particularly skincare. After struggling with breakouts throughout my 20s, I eventually embraced a minimalistic product regimen, with plenty of guidance from various facialists, which significantly improved my skin condition. For about five years now, I’ve enjoyed clear skin, and throughout that time, my morning and evening product lineup has remained almost entirely the same. But… there is a caveat! Last fall, I had the opportunity to visit Seoul, South Korea, alongside the leading skincare brand, Sulwhasoo. Although I had heard positive things about the brand, I had never given their products a try. However, after spending a week experiencing the brand and using the new Concentrated Ginseng Rejuvenating Collection twice daily, I realized these formulations were precisely what my skin in its 30s needed. While my skin hasn’t shown significant aging signs, I have begun to notice the subtle emergence of fine lines and an overall duller, drier appearance.

      Having used several of Sulwhasoo's top-selling items for more than six months now, I can confidently say they have positively transformed my skin, prompting me to share my experience. Moreover, unlike other recent products I've cautiously introduced into my routine over the years, the Sulwhasoo formulas have not caused any breakouts or irritation. Below, I outline the four primary reasons Sulwhasoo has become an essential part of my daily skincare regimen. Keep reading!

      #1: Exceptional Ingredients & Research Development

      When it comes to innovative skincare advancements and buzzworthy, highly effective ingredients, K-beauty brands lead the industry. I was already aware of this before visiting Seoul, but seeing Sulwhasoo's headquarters and laboratories firsthand highlighted how groundbreaking the brand is in terms of its heritage and product research. Sulwhasoo emphasizes various key ingredients across its skincare lines, but Korean Ginseng—a standout ingredient in the K-beauty world—is undeniably its most researched and celebrated component.

      "Ginseng is a plant rich in saponin, a proven anti-aging ingredient," says Michelle Shieh, Sulwhasoo's Senior Manager for Scientific Communications. "Our research highlighted the skin benefits of this saponin, resulting in our development of Ginsenomics." Shieh explains that while Ginsenomics has impressive bioactivity, it exists only in minimal amounts that can be used by the body after conversion by digestive enzymes, meaning it isn’t usable by the skin in its natural form. This led Sulwhasoo to create a patented 'bio-conversion' technology that replicates the enzymatic process, concentrating the ingredient for effective use in skincare. "Through our ingredient research and studies, we found its capability to repair and enhance damaged collagen in the skin," Shieh adds. "When included in a formulation, it visibly helps restore skin elasticity and lift, resulting in hydrated and radiant skin." (This is why I’m so fond of the Concentrated Ginseng Rejuvenating Collection.)

      #2: The Double Cleansing Method

      I admit I can be somewhat lazy regarding my beauty routines. While I can be annoyingly selective about the products I use, I prefer to keep it simple and spend the least amount of time possible on my routines. Consequently, the popular K-beauty double cleansing method never really appealed to me—until I visited Seoul and tried the brand’s luxurious Gentle Cleansing Oil ($40) and Gentle Cleansing Foam ($38) each night. I quickly realized how much I enjoyed embracing the double cleanse ritual, as well as how improved my skin felt and looked. "Double cleansing is an essential step in Korean skincare," Shieh explains. "It starts with a cleansing oil to remove oil-based impurities like makeup, sunscreen, and excess sebum, followed by a cleansing foam to clear away any leftover impurities." Whether you already double cleanse or are just starting out (like I did), I highly recommend the combination of these products. (They also work well individually if you’re pressed for time.)

      #3: Amazing Serums & Treatments

      Prior to my Seoul trip, I believed I had my perfect skincare routine set. However, after experiencing one of the best facials ever at Sulwhasoo’s Spa and Flagship Store and experimenting with several new serums and treatments, I realized I needed to make some changes. "Following a double cleanse with products that offer anti-aging and hydrating ingredients is crucial for promoting visibly plump and youthful skin," Shieh confirms. I've been incorporating the Sulwhasoo staples listed below for almost nine months, and my skin has never looked this hydrated, bouncy, and dewy.

      #4: The Importance of Consistency

      Despite my initial love for Sulwhasoo's Concentrated Ginseng Rejuvenating Collection last fall, it takes months—