Korean skincare has gone from niche to everyday in New Zealand, and once you try it, it's easy to see why. K-beauty is all about healthy, hydrated, glowing skin, with gentle formulas that feel as good as they work.
We've been searching for Korean beauty brands that live up to that promise, and we're excited to bring three of them to New Zealand, exclusively at Icon Haircare & Beauty: Tovegan, FROM9 and P'ffeel. All three are genuine K-beauty brands, made in Korea. In this guide we explain what K-beauty actually is, introduce each brand, and share a simple routine to get you started. If you've been looking for the best Korean skincare in NZ, this is a good place to start.
What Is K-Beauty?
K-beauty is short for Korean beauty: the skincare and cosmetics made in South Korea, and the philosophy behind them. Where many Western routines focus on fixing problems as they appear, Korean skincare is built around prevention and long-term skin health.
A few ideas sit at the heart of it:
- Skin first, makeup second. The goal is healthy, hydrated skin that needs less coverage. Think "glass skin": clear, smooth and naturally luminous.
- Layering light products. Instead of one heavy cream, a Korean skincare routine layers thin textures (toner, essence, serum, moisturiser) so each one absorbs properly.
- Hydration and the skin barrier. Well-hydrated skin with a strong barrier is calmer, more resilient and ages more slowly.
- Gentle over harsh. Low-irritation formulas, mild cleansers and soothing ingredients like centella asiatica are favoured over stripping products.
- Innovation. Korean labs are known for new textures and ingredients, from fermented extracts to wrapping masks.
Why Is K-Beauty So Popular?
Korean skincare products tend to be effective, pleasant to use and well priced. The routines are flexible, too: you don't need ten steps to see a difference. That mix of results and ritual is why K-beauty has built such a loyal following in NZ and around the world.
Kind to Your Skin, and Kinder Choices Too
Many Korean beauty brands now lead with plant-based ingredients and gentle, low-irritation formulas. Botanicals like hibiscus, centella, tea tree and orange do the heavy lifting, often without artificial fragrance or colourants.
If vegan or cruelty-free products matter to you, it pays to check the label. "Made in Korea" doesn't automatically mean cruelty-free: South Korea restricts animal testing for cosmetics, but the law has exceptions. Some popular K-beauty ingredients, like snail mucin and collagen, also come from animals.
The good news: Tovegan is 100% vegan and cruelty-free, and FROM9 offers a range of vegan products. We'll cover them in detail in our upcoming vegan Korean skincare guide.
Meet Our Korean Beauty Brands
We've chosen three Korean beauty brands that each bring something different to your routine. Each one is made in Korea and available in New Zealand only at Icon Haircare & Beauty. Here's a quick introduction; we'll go deeper into each one in its own post.
Tovegan: 100% Vegan, Fruit-Powered Skincare
Tovegan is a 100% vegan and cruelty-free Korean skincare brand. Its Color Food Collection swaps water for concentrated plant extracts, so every bottle carries more of the good stuff. The Red Remedy Toner is 83.91% hibiscus extract, and the Orange Oasis Serum is 80.7% orange extract.
Tovegan uses EWG Green Grade ingredients, skips artificial fragrance and colourants, and is suitable for sensitive skin. The brand also donates part of its proceeds to communities in Africa.
Also in the range: Tovegan Blue Balancing Foam Cleanser 150ml ($38.90).
FROM9: Rare Botanicals, Calm Skin
FROM9 comes from a Seoul-based natural-ingredient research lab. It sources rare botanicals from where they grow, such as Alaskan glacier water, Icelandic hot-spring water, Kenyan tea tree and chaga mushroom, and pairs them with clinically tested, low-irritation formulas, many of them vegan.
FROM9 keeps routines simple across three lines:
- PLIOR: gentle hydrating and calming care for sensitive skin, including a calming sun serum.
- SOS: targeted Korean skincare serums and creams with vitamin C, vitamin B12, retinol and PDRN for dullness, blemishes and fine lines.
- SIGNATURE: premium essentials, including a cleansing oil and foam cleanser.
Want the full routine in one go? Try the FROM9 Calm & Restore set ($95.85).
P'ffeel: The Collagen Mask Treat
P'ffeel brings a salon-style treatment home with its peel-off collagen wrapping masks. Apply as the last step of your evening routine, leave for 30–40 minutes while the gel forms a film, then peel away to reveal hydrated, plumper-looking skin. Choose from Caviar, Gold Pearl and Red Bean, or try a mini kit first.
The name says it all: peel away stress, fill your skin with care, and feel confident. Each mask uses low-molecular fish collagen for deep hydration (so note that P'ffeel isn't vegan).
Add the P'ffeel Collagen Wrapping Mask Trial Mini Kit 7g to any order for just $5.00. It's the easiest way to find your favourite.
*Offer applies automatically in your cart when conditions are met. Limited to one per order.
Shop NowA Simple Korean Skincare Routine
You don't need ten steps. This five-step Korean skincare routine covers the essentials using our three brands:
- Oil or balm cleanse (evening). Melt away sunscreen and makeup with Tovegan White Wholesome Cleansing Balm or FROM9 Signature Cleansing Oil. Looking for an oil cleanser in NZ? Either is a great start.
- Water-based cleanse. Follow with a gentle foam or gel cleanser: Tovegan Blue Balancing Foam Cleanser, or FROM9 Plior Calming Gel Cleanser for sensitive skin.
- Tone. Pat on Tovegan Red Remedy Toner or FROM9 Plior Calming Toner to hydrate and prep.
- Treat with a serum. Choose by concern: Tovegan Orange Oasis Serum or FROM9 SOS VITA-C 21 Serum for brightness, FROM9 Plior Calming Serum for sensitivity.
- Moisturise, then protect (morning). Seal in hydration with FROM9 Plior Calming Cream, and finish mornings with FROM9 Plior Calming Sun Serum (SPF50+).
Weekly treat: finish one evening a week with a P'ffeel Collagen Wrapping Mask.
K-Beauty FAQs
What is K-beauty?
K-beauty means Korean beauty: skincare and cosmetics from South Korea, built around prevention, hydration and gentle layering.
Is K-beauty cruelty-free?
Not always. South Korea restricts animal testing for cosmetics, but there are exceptions. Look for brands that clearly state they are cruelty-free, like Tovegan. Our upcoming vegan Korean skincare guide goes deeper.
Are Korean beauty products vegan?
Some are, many aren't. Common animal-derived K-beauty ingredients include snail mucin, collagen, honey and propolis. Tovegan is 100% vegan, and FROM9 offers a range of vegan products.
Are Korean beauty products safe?
Korean skincare is regulated in Korea, and the brands we stock describe their formulas as clinically or dermatologically tested. As with any new product, patch test first if you have sensitive skin.
Is Korean skincare better?
It's not about better, it's about approach. K-beauty's focus on hydration, gentle formulas and prevention suits a lot of skin types, which is why so many people love it.
Are your Korean skincare products genuine?
Yes. Tovegan, FROM9 and P'ffeel are genuine Korean brands, made in Korea, and Icon Haircare & Beauty is their exclusive stockist in New Zealand.
Where can I buy Korean skincare in NZ?
Right here. Icon Haircare & Beauty is the exclusive New Zealand home of Tovegan, FROM9 and P'ffeel. We're an online store, so you can shop from anywhere, with fast delivery across New Zealand.
Start Your K-Beauty Journey
Whether you're new to Korean skincare or already a fan, Tovegan, FROM9 and P'ffeel make it easy to build a gentle routine you'll look forward to, with a little pampering on the side. Shop our Korean cosmetics online, with fast delivery across New Zealand, from Auckland to Invercargill.
Stay tuned for our in-depth guide to each brand and our vegan Korean skincare edit, coming soon.
