In 2025 we set out on a journey. We worked with five of the best influencers in Korean skincare and asked: What's missing?
New brands are launching every day. We said: let's strip this back to the fundamentals, the Korean beauty rituals that are hundreds of years old.
Korean beauty isn't new...
Long before serums and sheet masks, Korean women cleansed their skin with mung bean powder and rinsed it with rice water: gentle, patient care, repeated every day. These rituals were refined over generations, and they're where our belief in glass skin comes from
At the heart of every Yuri Nuri range is centella asiatica. It's known as tiger grass, from the legend that wounded tigers rolled in it, and it has been used across Asia for centuries to calm the skin.
