The Eastern skincare product has gained popularity online as it leaves people with a “hydrated” glow, according to shoppers
Boots customers are raving about a product that’s become a hit thanks to an online trend of introducing the Western world to beauty tips from the East. Those seeking the coveted “glass skin” look have been singing the praises of a particular “thick and luxurious” face cream.
The glass skin trend comes from Korean beauty (K-beauty). It refers to skin that appears incredibly smooth, clear, and radiant, much like a polished piece of glass. The look is marked by a vibrant, healthy glow that seems to emanate from within, with very few visible imperfections such as pores or blemishes.
As of July 4, 2025, Boots is treating its online customers to a 10% discount on selected Korean beauty products, with some items priced as low as £9. The Beauty of Joseon Dynasty Cream, usually retailing at £21 for a 50ml pot, has been marked down to just £18.90.
Boots describes this “all-in-one cream” as packed with “good-for-skin ingredients” like rice bran water, ginseng water, squalane, and niacinamide. The brand notes: “These ingredients help to keep your skin healthy, hydrated, and balanced. The firm texture sinks into your skin, providing moisture and nourishment from deep within.”
Designed for everyday use, the moisturising cream has gained a mass of positive five-star reviews from shoppers, reports the Liverpool Echo. One customer said: “I have hyper-sensitive skin, and it helps soothe it. I put it after vitamin C serum before going to bed. It’s not perfumed, which is great.”
Another added: “It makes my skin refreshed and looks glowy. Definitely will buy again!” A third chimed in: “Keeps my skin hydrated and sits beautifully under makeup – it’s my go-to daily moisturiser!”
Some customers encountered problems, with one buyer claiming: “It has a weird consistency and isn’t hydrating at all; the product just sits on top of your skin and leaves it sticky.” Another suggested: “It feels very hydrating but so sticky on my face after an hour or so, since I have oily skin. My skin has also broken out, and I do have acne-prone skin, but before using this cream, I had no spots at all!”
But most Boots customers reported far more favourable experiences. A different five-star reviewer shared: “Best moisturiser I’ve used in a long time, and I’ve tried a few! It feels thick and luxurious. It does take a few minutes to soak in, but it leaves the most beautiful glass skin behind, that feels hydrated all day!”
And, one more added: “Very good cream! It’s not sticky, and your skin looks hydrated and nice. I totally recommend it.” Similar Korean products are available at other UK retailers. Superdrug sells APLB Glutathione Niacinamide Facial Cream (£9), and Amazon offers this Etude House SoonJung Barrier Intensive Cream (£13.39).
What makes Korean skincare so popular?
Korean skincare’s appeal lies in its emphasis on cutting-edge, powerful, yet mild formulas. These products frequently feature distinctive ingredients and a comprehensive multi-stage regimen aimed at promoting lasting skin wellness and achieving a luminous “glass skin” appearance.
Women’s Health reports that Korean skincare has become a hit because some of its ingredients blend age-old natural extracts with cutting-edge compounds. The products aim to pamper the skin gently, reducing redness and swelling, yet still promise impressive outcomes.
The worldwide craze for K-pop and K-dramas has showcased the coveted “glass skin” look and the skincare secrets behind it to a massive audience, thanks to the power of the internet. Beauty influencers have been instrumental in the rise of K-beauty, sharing reviews and beauty regimes for their followers.