The Korean obsession with great skin is all about that bounce — dewy, taut complexions that sing with hydrated resilience. There’s even a whole set of vocabulary surrounding this trend, with onomatopeias like “chok chok” (“moist”), “taeng taeng” (“taut”), and “jjon jjon” (“taut” or “moist” in reference to skin) to describe the enviable spring of a flawless visage. If 2014 was the year of the butt elsewhere in the world, in Korea it was about the bounce of an entirely different set of cheeks.
This trend means Korean shelves are full of products with markedly different textures than those of the West. Some of these formulas even jiggle — dare I say, twerk — while others are less literal about the bounce aspect.
Moisturizing creams rule this category. Of all the steps in the lengthy Korean skin-care regimen, this is one I’ll never skip. As Derek Zoolander put it, “Moisture is the essence of wetness, and wetness is the essence of beauty.” To that aim, Korean “bounce creams” aim to be light, refreshing, and above all, ultra-hydrating. While some can melt like butter or jiggle like Jell-O, most have a gel-like, almost watery creaminess similar to Kiehl’s Ultra Facial Oil-Free Gel Cream. This lightweight texture means they're great for skin types that can't handle the typical heaviness of traditional moisturizing creams.