From purple toothpaste to a 21st-century take on the gua sha technique, check out the South Korean products that are changing the whole beauty landscape

NEED TO KNOW

• The South Korean beauty industry is diving deeper into an all-rounder routine that involves taking care of the face, body, hair and teeth
• According to dermatologist Dr. Jane Yoo, brands are merging categories to create products that extend beyond what the U.S. has seen before
• “True wellness requires looking at the whole system rather than just offering temporary fixes,” says HY Lee, VP of Innovation LG H&H USA, which brings cosmetic innovations worldwide

There’s more to K-Beauty than the viral 10-step skincare routine.

For over a decade, the Western beauty industry has soaked up South Korea beauty innovations. And if there’s one message ringing true in 2026, it’s that the trends of today go way beyond an intentional face routine. That’s especially seen at LG Beauty, where brands are debuting launches that touch hair, body and dental care, in addition to facial-forward formulas that promise hydrated and bouncing skin.

HY Lee, VP of Innovation at LG H&H USA (a division of the South Korea-headquartered company that brings cosmetic innovations worldwide) says that it’s no longer about studying “categories in isolation,” because “skin, hair, oral, and inner health are all deeply linked.”

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Explains Lee, “True wellness requires looking at the whole system rather than just offering temporary fixes, and true Korean beauty is a holistic approach.”

New York-based board-certified dermatologist Dr. Jane Yoo, who specializes in cosmetic and surgical dermatology, adds that the face was “always the superstar” in terms of how we looked at skincare. But now, “the scalp and body care are having a moment, so attention is being given to the same concerns that we had in the face: barrier health, exfoliation and targeted actives.”

“Korea has a long tradition of body and hair care: the jjimjilbang culture (in reference the popularity of bathhouses) of full-body exfoliation, [the use of] camellia oil and ginseng for hair and a robust market in hair-loss and scalp-care products,” adds Yoo. “What is new is that it has gone mainstream internationally and is now framed in the language of skin science.”

“I think the shift comes from a couple of things,” she further explains. “Consumers are far more ingredient-literate and apply facial skincare logic to other places on their head and body. Concern about hair thinning and scalp health has increased over the past decades. Wellness and self-care routines have expanded beyond the face. And K-Beauty has proven it can deliver innovation and results in skincare, so people trust it to do the same for the rest of the body.”

The products below will give you a look at how all the at-home treatments LG is tapping into.

Treatments for Your Scalp

According to Dr. Yoo, hair follicles are a “direct route” formulas take to the skin. Dr. Groot follows the philosophy of “scalp biology comes first, hair quality is the consequence.” The haircare company has had plenty of viral TikTok moments in recent years (if you follow hair influencer Bretman Rock, you well know), but its innovation has been around for 20 years.

Its curated hair-thickening system is designed to promote hair growth head-on and addresses everything from an oily scalp and build-up (studies show that the Scalp Revitalizing Solution Shampoo removes gunk by almost 80 percent and the Conditioner reduces sebum by nearly 75 percent) to reducing breakage and redness while boosting hydration in targeted areas with the Hair Thickening Roll On Serum. Dr. Yoo says that caffeine is one of the key ingredients that promotes scalp care and Dr. Groot’s lineup has just that.

The products’ custom orange-floral scent complete the entire at-home experience, which means you’ll actually be excited come hair-wash day.

Buy It! Dr. Groot Thicken & Smooth at Home and On The Go Bundle, $71; lgbeauty.com

Gua Shua for Your Body

High-tech tools, like toothbrushes with built-in cameras and LED therapy masks, may have infiltrated the beauty scene, but ancient beauty techniques like gua sha still have stake. But beyond the virality of gua sha face tools, often used to define facial features by promoting lymphatic drainage and blood flow, is a new massage cream that comes with its very own sculpting applicator.

B.clinicx’s Magnesium + Escin body cream is squeezed out of a curved tip that makes getting in the nooks and crannies of the leg to reduce swelling a walk in the park. “The key benefit is effortlessly incorporating a soothing body massage into a busy daily routine,” says Lee.

Not only does the applicator score a 10/10, the formulation also drives results home. Escin, a derivative of horse chestnut, addresses inflammation, per WebMD. Meanwhile, the glycerin-and-magnesium-packed cream doubles down on the sensorial aspect as it warms on contact. According to Lee, using the cream for four weeks resulted in “twice the visible reduction in calf puffiness compared to the untreated area.”

Buy It! b.clinicx’s Magnesium + Escin body cream, $30; nordstrom.com

Purple Toothpaste for Your Teeth

If you’re blonde, you know how important purple shampoo is in your routine. Well, the experts at LG Beauty are applying the same concept of color theory to dental care.

Teeth whitening products have been commercialized for decades. (You may have seen black or charcoal tooth paste on your wellness browse.) But purple-tinted whitening products are rising as a new way to address tooth discoloration in a daily routine.

Euthymol’s whitening tooth paste neutralizes the color of stained yellow teeth, caused my everyday activities like drinking coffee, with a purple pigment. Using SHMP (short for sodium hexametaphosphate) as an alternative to hydrogen peroxide aids in stain removal, even after brushing, and prevents stains from becoming more noticeable — meaning results lasts even after your daily brush.

Buy It! Euthymol Purple Whitening Tooth Paste, $15; amazon.com

Essence Mist for Your Skin

This essence isn’t like any you’ve seen before.

This summer, The Face Shop debuted a new addition to its Rice Water collection: this mist you apply after cleansing and toning, or whenever your skin needs a refresh. Its unique formulation, which turns the formula’s jelly texture into a fine mist, gives skin a glass-like finish.

Thanks to the brightening Rice Active Complex, which consists of eight rice ingredients, the plumping peptides (bye stubborn lines!) and the jojoba oil, which balances the skin’s oil production, you can prep your skin like a pro in a matter of seconds.

Buy It! The Face Shop Rice Water Ready Glowy Essence Jelly Mist, $19; lgbeauty.com

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