K-beauty star Irene Kim launches skincare brand Skit, emphasizes mindful routines

South Korean influencer Irene Kim, known for her global work with brands like Estee Lauder and Chanel, has ventured into entrepreneurship with her new skincare line, Skit. The brand, built on the philosophy of simplicity and emotional connection to daily routines, aims to offer a more mindful approach to beauty.

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Skincare isn’t just a routine, it’s part of how you live.

"Skincare isn't just a routine, it's part of how you live," Kim explained in an email interview. Skit debuted with hydrating gel mask patches and has expanded to a three-step system including an essence toner, serum, and barrier cream. Kim intentionally designed the products to feel "real, emotional and beautifully simple with great formulas," steering clear of overly clinical or serious aesthetics.

Kim's current beauty philosophy prioritizes consistency and skin recovery over chasing fleeting trends. "I used to chase trends and stronger treatments for faster results," she admitted. "Now, I focus on recovery and listening to my skin. Skin moves through phases, and beauty is about understanding that rather than trying to control it."

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I didn’t want to create something that felt overly serious or clinical. I wanted it to feel real, emotional and beautifully simple with great formulas.

Her daily routine centers on three core steps: prep, correct, and protect. Hydration and proper skin preparation are paramount, especially when dealing with makeup, travel, and stress. Kim advocates for pressing essence directly into the skin with hands rather than using cotton pads, believing a less rushed approach enhances absorption. She also highlights the importance of barrier care, utilizing ingredients like panthenol, centella asiatica, ceramide, and hyaluronic acid to support and calm the skin, alongside diligent sun protection.

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I used to chase trends and stronger treatments for faster results. Now, I focus on recovery and listening to my skin. Skin moves through phases, and beauty is about understanding that rather than trying to control it.

When traveling, Kim packs products that help calm and reset her skin, including Skit's own Clover Patches, a calming cream, and a recovery serum. She also relies on masks during flights or upon arrival at her hotel to maintain her skin's balance. Physical protection, such as hats and sunglasses, and avoiding direct sun exposure are also integral parts of her strategy.

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I don’t believe in doing more. I believe in doing what works, and it always comes back to three steps: Prep, correct and protect.