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Is A-Beauty The New K-Beauty?

Over the past decade, K-beauty has taken the world by storm. Whether you live in Adelaide, London, or New York, you can't walk into a department store without finding a dedicated K-beauty section filled with world-famous Korean beauty brands that are used by Koreans and non-Koreans alike all around the globe. While Australian beauty brands haven't taken off yet to the same degree, we're sure it's only a matter of time. At Oz Hair & Beauty, we love A-beauty and we're confident that sooner or later, the rest of the world will too. 

What is K-beauty? 

Alongside K-pop and K-drama, K-beauty is another extremely popular export from Korea that has achieved worldwide success over the past decade. K-beauty refers to the huge number of successful Korean beauty brands, which include Cosrx and Dr. Jart+. Initially aimed at Asian customers living across the world, over the past few years, K-beauty brands have expanded their target audience to include customers of all races and backgrounds around the world. 
K-beauty brands differentiate themselves from their competitors in part because of their unique formulations aimed at Asian skin, but also because of their use of traditional products common in Eastern skincare and medicine but as yet relatively unknown in Western medicine, such as snail mucin or snail jizz as we like to call it. 

Why we love A-beauty 

As experts in Australian beauty, no one knows better than we do how high the quality of Australian beauty products is. Part of the success of the K-beauty industry was driven by the local market in Korea, where extreme competition drove innovation and forced Korean brands to research, develop, and launch new products onto the market much more quickly than traditional beauty brands in the West have ever had to do. 
Here in Australia, we may be starting to see a similar phenomenon closer to home: the number of A-beauty brands that are releasing exciting new products that showcase cutting-edge beauty technology is growing every year. Australian consumers, who now have access to the wealth of global beauty brands available in the international market, including those coming from Korea, are becoming more and more discerning in their search for luxurious, science-driven beauty that really works. 
Since the days of Charles Darwin and before, explorers and scientists have long understood that Australia's diverse natural ecosystem is home to hundreds of species of flora and fauna that aren't found anywhere else in the world. Today, A-beauty brands are harnessing the power of natural Australian ingredients to offer effective skincare products that can't be produced anywhere else in the world. 

Our favourite A-beauty brands 

At Oz Hair and Beauty, we make it our mission to discover the best of A-beauty from across Australia. We stock haircare and skincare products created by scientists, dermatologists, and visionaries. But that doesn't mean that we don't have our favourites: if you asked us to pick some of those brands that will be leading the A-beauty revolution? It would be these. 


A'kin is a fantastic example of how natural plant extracts found only in Australia can be combined into unique formulations that cleanse and enhance the skin without the addition of artificial ingredients and chemicals. 


Salon Only 

Inspired by the Australian outback Salon Only is a fusion of luxury, science and natural goodness. Enhanced with Australian botanicals and an advanced combination or keratin proteins that revives and restructures hair from deep within for amazing results. These Australian-made products are infused with an abundance of native botanicals with incredible health benefits.  



Made with the care and attention that only a boutique haircare company can provide, Nak haircare products are designed by Australians for Australians. Inspired by Australia’s own special place in the world, Nak’s salon-quality haircare products draw from our uniquely sun-kissed earth, endlessly blue skies, larger-than-life landscapes and surrounding oceans. In addition to being completely free from animal testing, the Nak signature range is also free from sulphates and parabens. 


Muvo ticks all the boxes for us with no hidden nasties, recyclable and biodegradable, vegan-friendly and definitely not tested on animals. Muvo is 100% Australian owned with products that genuinely perform and leave your hair feeling and looking incredible. Our fave is the Muvo Ultra Rose Shampoo and Conditioner. Wash weekly or as required to take your blonde hair from dusty rose to bright pink, while hydrating to ensure optimum hair health and maintain moisture.  



Coming from a long line of Australian hairdressing heritage Evo came to be the first professional haircare brand committed to making a change in haircare and the world. If you’re after quality haircare without the miracle cures, gimmicks, hyped-up ingredients or answers to love, life and other woes…then Evo should be your pick. 



Proving that beauty and skincare isn't just about what you put on your face, Vitafive is a socially-conscious, forward-thinking brand that combines scientifically-tested vitamin formulations with eco-friendly packaging. Combining convenience, flavour, ethics, and science, Vitafive is a great example of how Australian beauty brands are beginning to think about the future. 


Founded in Melbourne in 2006, Muk is an Australian haircare brand that combines science-led formulations with simple, fun, no-nonsense branding. Muk is a refreshing break from brands that rely too much on scientific jargon to sell units, instead going back to the basics and creating products that work, and letting the results sell themselves. Muk is dedicated to cruelty-free products that harness the power of classic, effective ingredients like argan oil to put the self-care back into haircare. 

Kevin Murphy 

Just like A'kin, Kevin Murphy haircare is another brand that takes advantage of the wealth of natural treasures that the Australian landscape offers to beauty enthusiasts. Using ingredients like murumuru butter to create unique products that offer 'skincare for your hair', Kevin Murphy isn't a scientist, but he's definitely a visionary. If someone is going to bring timeless Australian remedies to the international market, it'll be this company. 

Hey Bud 

Hey Bud sells itself as Australia's #1 hemp skincare brand, but we think they could be the world's #1 skincare brand within the next few years. Hey Bud is one of the world's earliest adopters of hemp as an effective ingredient in skincare, and the 'before' and 'after' images of their products prove just how incredible their results are. Nobody is matching Hey Bud when it comes to hemp skincare, which itself is an up-and-coming segment of the global beauty market. 

What's in store for A-beauty in the future? 

A-beauty might not be an international phenomenon just yet, but at Oz Hair & Beauty we're dedicated to giving Australian beauty brands the platform they need to succeed. We work with the best beauty brands from across Australia, including science-driven, clinical brands and brands that concentrate the power of the Australian wilderness into a single bottle. If you're looking for unique, effective Australian beauty products made by local brands, shop our range online today.