The Secret to Dr.G's Success as Korea's No. 1 [1] Skincare Brand—Just How Good Is Their Dermatologist-Developed Sunscreen?

UV rays are a major culprit behind skin aging and a host of other skin issues. With UV levels on the rise each year, we've entered an age where year-round UV protection is no longer optional, but essential. In this climate, the sunscreens from Dr.G, a skincare brand that enjoys immense popularity in the beauty powerhouse of South Korea, are making a significant splash in the Japanese beauty market.

We sat down with a marketing representative to get the scoop on Dr.G's sunscreens. We discussed the brand's unique approach, driven by dermatologists, learned how to pick the right one from their three bestselling sunscreens, and even delved into the different attitudes toward UV protection in Japan and Korea.

The term 'dermo-cosmetics' comes from the word 'dermatology.' While not an official cosmetic classification like 'quasi-drugs' in Japan, it's a category that's gaining traction for products developed or supervised by dermatologists.

"Dr.G is a dermo-cosmetic brand launched by Dr. Ahn Gun-young, the founder of Gowoonsesang Clinic, South Korea's first aesthetic dermatology clinic. In product development, we cherish the essence of dermatological science and back our skincare's efficacy with scientific data.

Rather than just pursuing immediate results or high functionality, we've dedicated ourselves to developing formulas that are safe even for sensitive skin, guided by our philosophy: Beautiful skin for all. We conduct daily research at our in-house labs, applying the data and insights we gather to create our cosmetics."

At the heart of Dr.G's philosophy is the deeply personal mission of its founder, Dr. Ahn Gun-young.

"Dr. Ahn suffered a severe burn in his childhood and felt self-conscious about the scar for a long time. Burned skin is incredibly sensitive and especially vulnerable to UV damage.

Dr. Ahn's research was driven by his firsthand understanding of just how crucial UV protection is. Our commitment to creating gentle formulas for sensitive skin, based on dermatological science and the skin's own mechanisms, and our slogan "Beautiful skin for all", are all rooted in this personal history."

For Bright, Healthy Skin: Dr.G's 3-Step Care Proposal

Dr.G champions a fundamental three-step routine for maintaining healthy, radiant skin: "exfoliation," "hydration," and "UV protection."

"From a dermatological standpoint, the first crucial step is exfoliation to support the skin's natural turnover process. Next is to hydrate the skin thoroughly without causing irritation to maintain its barrier function. Finally, using a sunscreen that's gentle yet offers powerful UV protection is essential for shielding the skin from sun damage. At Dr.G, we offer a lineup of products designed to support this three-step routine."

Many people turn to 'special care' items like serums and face masks when they want brighter skin. But Dr.G advocates for a simple, sustainable, three-step routine that's easy to follow every day.

Sunscreen is a non-negotiable part of this routine. All three sunscreens in the Dr.G lineup are specifically formulated to be gentle on sensitive skin. Another great feature is that you can choose the perfect one for your specific skin type and concerns.

"Our most fundamental and bestselling product is the Green Mild Up Sun+. It’s specifically designed for sensitive skin, using a mineral (physical) sunscreen formula with UV-scattering agents rather than chemical UV absorbers. This allows it to effectively block UV rays while minimizing irritation.

We also focused on the skin's barrier function, incorporating a moisturizing ingredient called ectoin. It protects the skin from external irritants and has a soft, barrier-cream-like texture that spreads incredibly well. It’s comfortable enough to use on both your face and your entire body."

"The Red Blemish Soothing Up Sun” is ideal for those whose skin easily becomes flushed or overheated, as well as for anyone whose makeup tends to break down due to sweat.It is part of our flagship “Red Blemish” line and is formulated with our signature “10-CICA Complex,” which helps hydrate and care for breakout-prone skin. The ten types of Cica ingredients work together to soothe skin that is sensitive to heat and irritation.

It's also infused with the hydrating ingredient panthenol, which quickly absorbs to moisturize the skin and provides a pleasant cooling sensation. It leaves the skin feeling dewy and hydrated but with a clean, refreshing finish, which has made it a big hit with men, too."

The “Brightening Up Sun+,” recognizable by its orange packaging, features a light peach-beige tint that naturally brightens the complexion and keeps your skin looking radiant throughout the day.

With just this sunscreen, you can achieve a complete base without the need for foundation, making it a popular choice for those concerned about dullness or who prefer a fresh, natural-looking finish. It offers a smooth, non-greasy texture that adheres comfortably to the skin.

Dr.G’s sunscreens offer powerful UV protection: the “Brightening Up Sun+” features SPF50+ PA+++, while two other variants provide SPF50+ PA++++.

However, achieving this level of protection alongside dermatology-based skincare benefits and a gentle formula suitable for sensitive skin has not been an easy process.

“For any sunscreen, UV protection is the top priority. However, when we aim to create a comfortable texture and incorporate skincare ingredients, it can sometimes affect the product’s ability to block UV rays effectively, as well as the overall stability of the formula.

For example, our ‘Red Blemish Soothing Up Sun’ is composed of over 90% skincare ingredients. Striking the right balance between such a high concentration and reliable UV protection presents a significant challenge. Our researchers continue to refine the formula through extensive testing and iteration to achieve an optimal texture and skincare performance—without compromising UV protection.”

In Korea, It's Just What You Do: The Growing Divide in UV Care Awareness Between Japan and Korea

In Japan, the idea of using sunscreen year-round is becoming more common, with an increasing number of users among both men and women. In Korea, on the other hand, awareness of UV protection seems to be ingrained in daily life from a very young age.

"While my impression is that daily sunscreen use isn't yet widespread among students in Japan, in Korea it’s considered completely normal for even young children to put on sunscreen before heading outside. Sunscreen is deeply integrated into the skincare routine, and many people are diligent about reapplying it."

According to Matsuo, "Skinification" has also become a major trend in Korea in recent years.

"The skinification trend is growing within the skincare market. We're seeing more products with advanced functions like anti-aging and photoaging care, going beyond simple soothing or moisturizing. Right now, brands are expected to continue expanding the functionality of their products.

In makeup, there is also a growing trend toward time-saving routines. Instead of using foundation, many people opt for tinted sunscreens like the “Brightening Up Sun+” to even out their complexion, blur the appearance of pores, and achieve a naturally flawless look.

Looking ahead, I believe we'll see even more skinification in the sunscreen category. The market will become more dynamic as functions and formulas continue to diversify."

Having earned significant trust in Korea and proudly holding the title "No.1* SkinCare Brand in Korea," Dr.G continues its expansion as a global brand.

“Dr.G advances its research and development based on dermatological science while closely listening to the needs and concerns of our users. We aim to be a brand that continues to earn trust by delivering on our promise of ‘beautiful skin for everyone’—not only in Korea, but also in Japan and across the global market.”

Currently, Dr.G has enlisted Korean actor Byeon Woo-seok as its global ambassador. To connect more closely with Japanese fans, the brand has also welcomed Keigo Sato from the group JO1 as an ambassador. Built on a foundation of dermatological science, Dr.G's sunscreens have always pursued the perfect balance between user comfort and high functionality. They are poised to offer a fresh perspective on how we choose our UV protection in the future.