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It’s easy to find Korean beauty products in NYC—the Willy Wonka–esque products can be found in Urban Outfitters at Herald Square and beauty supply stores like Sephora. And now that a few recent K-beauty stores have opened in Koreatown and Queens, you don’t have to go overseas to nab the trendiest products in cute-as-hell packaging. So why is Korean beauty all the rage? We asked Alicia Yoon—founder of e-store Peach and Lily—to explain the hype and she tells us, “Innovation is happening at a dizzying rate in Korea. They’ve mastered the formulations to be lightweight, nourishing and I’ve received so many testimonials from customers saying their skin has actually improved.” Okay, sign us up! Oh, and did we mention you can grab super-hydrating sheet masks from a few K-beauty brands for two dollars apiece? Yow!