Korean skincare products have rapidly gained popularity, driven by the Korean Wave (Hallyu), and have successfully penetrated Sweden, a market known for its preference for minimalist and eco-friendly products. This thesis examines the reasons for the rise of Korean skincare brands in Sweden, focusing on the relationship between their marketing strategies and consumer preferences. The study utilizes the 4Ps marketing mix framework (product, price, place and promotion) and the Consumer Decision Process (CDP) theory to explore how Korean brands have adapted their strategies to cater to the needs of Swedish consumers. Semi-structured interviews and secondary data analysis revealed that the attractiveness of Korean skincare products in Sweden mainly stems from their innovative formulations, reasonable prices, and emphasis on natural ingredients and sustainability. Social media and opinion leader marketing have become its key promotional tools, effectively increasing brand awareness and trust in the Swedish market. Although limited physical store coverage poses a challenge for brand expansion, a strong digital presence built through e-commerce compensates well. This study reveals how Korean skincare brands have successfully dealt with cultural differences to gain a foothold in the Swedish beauty market and launch intense competition against local brands.