There is an idea that one can tell someone's age based on their neck wrinkles, so K-beauty is now trying its hand at a solution for smoothing out the lines.
The neck is emerging as a new focus for anti-ageing skincare, with K-beauty brands releasing more products designed to address wrinkles, loss of elasticity and dryness in the area often overlooked in daily routines.
While facial skincare has long dominated the beauty market, consumers are paying attention to other visible areas of the body for anti-ageing and youthful looks.
Wrinkles naturally form with age, but repeated movements, sun exposure and habitual posture can exacerbate their formation.
Much of the growing attention is centred on "tech neck", referring to horizontal lines associated with a prolonged downward-looking posture when using smartphones and other digital devices.
The posture involves a forward-leaning head position and rounded shoulders, making apparent neck lines a growing concern among consumers seeking to prevent the visual signs of ageing.
Read more: Handcare 101: Why your hands deserve the same beauty treatment as your face
The growing interest is also reflected in consumer searches.
According to Olive Young, searches on its online mall from January to October rose 290% on-year for "neck patches", 159% for "neck cream" and 80% for "neck masks".
South Korean fashion and beauty retailer Musinsa said that "neck wrinkles" searches increased by 40% from Sept 1 to Nov 8 compared to the same period last year.
Seasonal changes add another reason for people to pay attention to neck care.
As temperatures and humidity fall, the skin loses moisture more easily, leaving its surface drier and making existing lines appear more prominent.
The neck is particularly susceptible to external conditions because its skin has a thinner dermal layer and fewer sebaceous glands than the face.
Hydrogel patches are among the products gaining attention. The patches are designed to adhere to the neck, offering a convenient way to moisturise with skin-conditioning ingredients.
Biodance recently launched two types of neck patches on Amazon. Both use ingredients such as elastin, matrixyl and epidermal growth factor, which are commonly used in skincare products for hydration and wrinkles.
The patches are shaped to cover areas from the jawline to the collarbone and feature 3,200 microdots to improve adhesion.
Mediheal has expanded its neck care products with derma neck patches and serums formulated with phyto collagens, triple peptides, adenosine and panthenol.
The cream helps to retain moisture, while the wide-format patches allow users to wrap them around the neck for areas that can be difficult to reach with conventional patches.
The design is intended to stay in place overnight without sticking to the hair.
Read more: Ask The Expert: Do you really need sheet masks in your skincare routine?
Other brands are taking a different approach by combining skincare formulations with massage tools to help with circulation and better absorption of the creams.
Sungboon Editor's gua shua cream comes with a built-in tool designed to help with application and massage. Its formula contains 30 types of peptides and panthenol, targeted at skin hydration and the appearance of wrinkles.
CKD, the derma-cosmetics brand under Chong Kun Dang Healthcare, combines cream formulation with a gua sha applicator for its neck cream.
The product targets skin elasticity and firmness, in addition to minimising irritation for the delicate skin area.
Lagom's collagen lifting neck cream goes one step further, combining firming and moisturising functions with squalane, an ingredient used to support the skin barrier. – The Korea Herald
