At Soko Glam, our goal is to inspire good skin habits. We believe skin care is a personal journey that should evolve with you and with our trusted curations, we’re here to guide you through that process for only good (skin) days ahead.
Shop Soko Glam

How a Korean Body Scrub Turned Me Into a K-beauty Addict

This story was originally published on Very Good Light, a leading men’s and grooming site for Gen Z and millennials.

We often get inquiries asking about the idea of Korean skin care for men. Well, read Brian Nussbaum’s story about how going to a Korean spa turned him into a serious K-beauty addict and you’ll realize that Korean skin care is for everyone.

It’s 11am on a Saturday morning and I’m walking into Wii Spa, a traditional Korean Spa in Los Angeles, for the first time. I’m a little nervous, but I just read the chapter on Korean spas in my skin care bible, The Little Book of Skin Care, by Charlotte Cho, so I’m feeling pretty confident. I get inside, check-in and head to the locker room when the realization that I’m about to spend the next few hours walking around naked sinks in.

This spa is the real deal and you are required to enter naked. I’m very comfortable with my body, but I don’t usually leisurely stroll around naked unless in private. I start to put on the provided T-shirt and shorts and realize that will make me stand out more in a room of naked men. I come to the conclusion that I need to suck it up and charge it. I take a deep breath, strip, do a quick pep talk, and walk into the steamy chamber of showers, baths, spas, and saunas. I join a group of middle-aged Korean and European men in the massive jacuzzi pool, anxiously waiting for my name to be called for my traditional Korean body scrub.

Soon enough, I hear my name and I’m trudging to the other side of the room to meet a Korean man who ushers me on to what appears to be a wet, plastic-covered massage table—in plain view of every person in room.

In case you aren’t familiar with a traditional Korean body scrub, let me break it down for you: You get on the table face down, a bucket of water is dumped on you, and you are scrubbed head-to-toe. The process is repeated on the front side of your body, followed by a neck massage, shampoo, and final rinse. I feel awkward at first but as soon as the treatment begins I’m able to find a relaxing space in my head. I realize that this is normal, I’m the one freaking out, and I need to feel more comfortable.

I feel my body being intensely scrubbed from head-to-toe, no spot left untouched. Water is poured on top of me with a hose, like I’m cattle or livestock, to rinse off the copious amounts of dead skin being sloughed away by this man’s exfoliating mittens. The sensation is slightly uncomfortable, painful at times, but as I see these literal balls of dead skin falling off the table it feels oddly satisfying. All the spots I can’t reach alone are covered and suddenly the process just feels rhythmic and oddly normal.

While I feel slightly violated as my legs are pulled open and my inner thighs targeted, I quickly get over it realizing these men do this treatment all day long. I flip over, the process is repeated on the front of my body, and soon enough, it’s over. I get off the table, a little dazed, and go to rinse off in the shower.  As I lather up, I gasp in amazement—my skin is as smooth as a newborn baby and I am positively glowing. I leave the spa for the day a few hours later and start going once a month – I’m hooked. You might ask yourself, “what’s a nice white Jewish boy doing in a place like this?” When you become a full K-Beauty convert like I have, you’ll understand—until then, I’ll do my best to guide you.

A post shared by BRIAN NUSSBAUM (@bpnuss) on

It all started when I read a Man Repeller article in 2015 about sheet masks and was referred to Soko Glam. I bought my first sheet mask from there (still my favorite one to this day, the Manefit Bling Bling Hydrogel Mask) and was hooked. I loved putting on a mask, taking a creepy selfie, and then reading all the “WTF?!” comments that followed. My friends thought I was being “extra,” but little did they know they would soon be asking me for help.

Now, I know a lot about skin, but this Korean beauty information was all new to me. I started to actively read The Klog, and I eventually purchased an eye cream, then a gentle face wash, and quickly became fascinated with the Korean 10-step skin care routine. The regimen seemed intensive yet completely practical, so I wanted to give it a try. I’ve always had good skin and wasn’t ready to invest in a whole new line of products. I ended up winning an Instagram giveaway through Soko Glam and the transformation into a full K-beauty convert began.

I began to explore more products and treatments from overnight sleep treatments, spot acne masks, and serums made using ingredients such as real diamond powder. I was skin-obsessed and took it to the next level. I went out on a mission to buy a cute desktop humidifier for my office. I started to frequent K-Town and discovered my favorite skincare shop where I proceeded to befriend the entire staff. I take pride when my friends working there now squeal “Chok chok!” when they see me (basically a Korean saying for clear, dewy skin).

The products and techniques work and my skin is living proof of that! With all of this going on in my life, my friends and family were bewildered with my latest obsession. I work in fashion so they’re used to my eccentric and eclectic interests, inspirations, but this was another level they hadn’t really experienced from me.

My skin is glowing and has a dewy sheen at all times, a direct result of the products I use. I’ve converted at least 10 different individuals to the regimen and every single person comes back to me (even after the first 2-days) in disbelief of how amazing their skin feels. It works! If I didn’t believe in it, I wouldn’t be so passionate about it. To this day, I still receive a daily text or direct message from a friend or acquaintance asking me about Korean skin care for men and what they should buy off Soko Glam or if a $15 hydrogel mask is really worth it.

I think that my greatest takeaway personally has been the Korean double cleanse— first step clean with oil cleanser, second step clean with a water-based cleanser. That and sheet masks, of course!

Most importantly, K-beauty has taught me the art of self-care and self-love: I look forward to the end of the day when I take an extra few minutes to check in with myself and my body. It’s a beautiful experience that has shown me how to care for myself as a grown man. These days, I’ve created my own step-by-step regimen, incorporating all that I’ve learned from my Korean skin care education.

+ What is your favorite Korean skin care for men? Let us know in the comments!
join the conversation

related stories