Korea is a nation obsessed with a flawless complexion; most women follow an elaborate 10-step skincare routine and avoid sun exposure like the plague. With the highest rate of plastic surgeries in the world, it’s no surprise that it’s at the forefront of beauty technology. There’s a cosmetic store on practically every block selling all types of miracle products: sheet masks, snail repair creams, ampoules, and makeup in peachy, pastel palettes. It can be daunting to know how to begin with the hundreds of K-beauty brands on the market. Start at Olive Young, LOHB, or Aritaum – a cross between Sephora and a drugstore – that carry a multitude of big brands. Those who prefer a more natural, eco-friendly approach should visit Belif or Innisfree.