How to incorporate Korean skincare routines into your daily life involves understanding the core principles of K-beauty, selecting the right products for your skin type, and consistently following a multi-step process that prioritizes hydration, protection, and gentle exfoliation.

Ready to achieve that coveted K-beauty glow? This guide breaks down how to incorporate Korean skincare routines into your daily life, tailored for the US market, making radiant and healthy skin accessible to everyone.

Understanding the Korean Skincare Philosophy

Korean skincare isn’t just about products; it’s a holistic approach focused on achieving healthy, radiant skin through consistent care and attention. This philosophy emphasizes prevention over correction and prioritizes gentle, hydrating ingredients.

Before diving into specific products and steps, it’s crucial to understand the core principles that underpin K-beauty. This section will explore the key components of this philosophy and how they can be translated into your daily routine.

The Focus on Prevention

Unlike some Western skincare approaches that focus on treating existing problems, K-beauty emphasizes preventing issues before they arise. This means prioritizing sun protection, hydration, and a gentle approach to exfoliation.

Hydration is Key

Hydration is the cornerstone of Korean skincare. Products are layered to provide maximum moisture, ensuring the skin remains plump, supple, and healthy. This emphasis on hydration helps maintain the skin’s natural barrier function, protecting it from environmental stressors.

  • Consistent hydration prevents fine lines and wrinkles.
  • Well-hydrated skin appears more radiant and youthful.
  • Proper hydration enhances the effectiveness of other skincare ingredients.

In essence, the Korean skincare philosophy is a commitment to consistent, gentle care that nurtures the skin’s natural health, leading to a radiant and youthful complexion.

Building Your Korean Skincare Routine: A Step-by-Step Guide

A typical Korean skincare routine involves multiple steps, each designed to address specific needs. While this may seem daunting, it can be customized to fit your lifestyle and skin concerns. This section will guide you through each essential step.

This step-by-step guide will break down the core components of a K-beauty routine, from double cleansing to sun protection. Each step is designed to work synergistically, maximizing the benefits for your skin.

Step 1: Oil-Based Cleanser

The first step in the double cleansing method, an oil-based cleanser removes makeup, sunscreen, and excess sebum without stripping the skin’s natural oils.

Step 2: Water-Based Cleanser

Following the oil cleanser, a water-based cleanser removes any remaining impurities, such as sweat and dirt, leaving the skin clean and refreshed.

A close-up shot of a woman gently massaging an oil cleanser onto her face. Her eyes are closed, and she appears relaxed. The focus is on her hands and the texture of the cleanser on her skin.

Step 3: Exfoliator

Exfoliation removes dead skin cells, revealing brighter, smoother skin. Chemical exfoliants like AHAs and BHAs are popular in K-beauty for their gentle yet effective results.

  • Exfoliate 1-2 times per week to avoid irritation.
  • Choose a gentle chemical exfoliant suitable for your skin type.
  • Avoid harsh physical scrubs that can damage the skin.

By following these steps in order, you can help create a skincare routine that will keep your skin looking refreshed, clear, and vibrant.

Selecting the Right Products for Your Skin Type

Choosing products suited to your skin type is crucial for achieving the best results. Whether you have dry, oily, combination, or sensitive skin, understanding your specific needs will help you select the most effective products.

Different skin types require different approaches and ingredients. Using the wrong products can lead to irritation, breakouts, or simply ineffective results. This section will provide guidance on selecting the right products for your skin type.

Dry Skin

Focus on hydrating ingredients like hyaluronic acid, glycerin, and ceramides. Rich creams and facial oils are also beneficial for dry skin.

Oily Skin

Opt for lightweight, oil-free formulas that won’t clog pores. Look for ingredients like salicylic acid and tea tree oil to control excess sebum.

Combination Skin

Use a balanced approach, targeting specific areas with appropriate products. For example, use a lighter moisturizer on oily areas and a richer cream on dry areas.

  • Patch test new products to avoid allergic reactions.
  • Read ingredient lists carefully to identify potential irritants.
  • Consider consulting a dermatologist for personalized recommendations.

Understanding your skin type and finding products that match these needs will help you build an effective skincare routine that can provide moisture without leaving your skin feeling oily.

Hydration and Layering: The 7-Skin Method and Beyond

The concept of layering products is central to Korean skincare, particularly when it comes to hydration. The 7-skin method, which involves applying toner multiple times, is one popular technique, but there are other ways to achieve optimal hydration.

Layering products allows you to build up hydration gradually, ensuring that your skin is thoroughly moisturized without feeling heavy or greasy. This section will explore the benefits of layering and alternative hydration techniques.

The 7-Skin Method

This technique involves applying a hydrating toner up to seven times, allowing each layer to absorb fully before applying the next. This can significantly boost hydration levels.

Layering Essences and Serums

Essences and serums are concentrated treatments that target specific concerns. Layering these products after toner can enhance their efficacy and provide additional hydration.

A woman's hand carefully dispensing a small amount of serum from a dropper onto her fingertips. The background is blurred, highlighting the serum and the texture of her skin.

Incorporating Facial Oils

Facial oils can be used as the final step in your routine to seal in moisture and provide a protective barrier against environmental stressors.

  • Adjust the number of layers based on your skin’s needs and the climate.
  • Choose lightweight, hydrating products for layering.
  • Observe how your skin responds and adjust your routine accordingly.

Layering will provide you with much needed moisture and proper hydration with products that will not feel heavy on your skin.

Sun Protection: A Non-Negotiable Step

Sun protection is crucial in any skincare routine, but it’s particularly emphasized in K-beauty. Consistent sunscreen use helps prevent premature aging, hyperpigmentation, and other forms of sun damage.

Protecting your skin from the sun is essential for maintaining its health and appearance. This section will discuss the importance of sunscreen, how to choose the right product, and how to incorporate it into your daily routine.

Choosing the Right Sunscreen

Look for broad-spectrum sunscreens with an SPF of 30 or higher. Korean sunscreens are often formulated with lightweight, non-greasy textures, making them comfortable for daily use.

Applying Sunscreen Correctly

Apply sunscreen liberally to all exposed skin, including your face, neck, and ears. Reapply every two hours, especially if you’re sweating or swimming.

Sunscreen as the Final Step

In your morning routine, sunscreen should be the final step, applied after moisturizer. This ensures that it forms a protective barrier against UV rays.

Sunscreen is not a step to skip if you want to have rejuvenated and youthful looking skin.

Adapting Korean Skincare to the US Climate and Lifestyle

The US has diverse climates and lifestyles, which can impact your skincare needs. Adapting your Korean skincare routine to suit your specific environment and daily habits is essential for achieving the best results.

Environmental factors like humidity, temperature, and pollution can affect the skin differently. This section offers practical tips on how to adjust your K-beauty routine to address these challenges in the US.

Adjusting for Different Climates

In dry climates, focus on hydration and use thicker moisturizers and facial oils. In humid climates, opt for lighter formulations and avoid over-layering products.

Dealing with Pollution

In urban areas with high pollution levels, incorporate antioxidant-rich products into your routine, such as vitamin C serums, to protect against free radical damage.

Balancing Work and Skincare

Simplify your routine on busy days by using multi-tasking products, such as BB creams with SPF, and focus on the essential steps: cleansing, moisturizing, and sun protection.

  • Listen to your skin and adjust your routine as needed.
  • Pay attention to seasonal changes and how they affect your skin.
  • Don’t be afraid to experiment and find what works best for you.

Adapting will help you keep a simple schedule and still maintain a high-quality, effective regimen that you enjoy.

Key Point Brief Description
💧 Hydration K-beauty focuses on consistent and deep hydration for healthy skin.
☀️ Sun Protection Daily sunscreen use prevents aging and sun damage.
🧴 Layering Applying multiple layers of hydrating products for optimal moisture.
🧪 Exfoliation Gentle exfoliation 1-2 times a week to remove dead skin cells.

Frequently Asked Questions

What is the most important step in a Korean skincare routine?

Sun protection is arguably the most critical step. Consistent sunscreen use prevents premature aging, hyperpigmentation, and sun damage.

How often should I exfoliate my skin?

Exfoliate 1-2 times per week using a gentle chemical exfoliant like AHA or BHA to remove dead skin cells without causing irritation.

Can I use Korean skincare products if I have sensitive skin?

Yes, but choose products with gentle, soothing ingredients like centella asiatica and avoid harsh chemicals. Always patch test new products.

What is the purpose of an essence in a K-beauty routine?

Essences are lightweight, hydrating treatments that help prepare the skin for serums and moisturizers, enhancing their absorption and efficacy.

How can I adapt my K-beauty routine for dry climates?

In dry climates, focus on layering hydrating products and using richer moisturizers and facial oils to lock in moisture and protect your skin from dryness.

Conclusion

Incorporating Korean skincare routines into your daily life can significantly improve your skin’s health and radiance. By understanding the core principles, selecting the right products for your skin type, and adapting your routine to your environment, you can achieve a glowing complexion. Remember to focus on hydration, sun protection, and gentle exfoliation for best results.

Matheus Neiva

Matheus Neiva has a degree in Communication and a specialization in Digital Marketing. Working as a writer, he dedicates himself to researching and creating informative content, always seeking to convey information clearly and accurately to the public.

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class="post-1721 post type-post status-publish format-standard has-post-thumbnail hentry category-k-drama-reviews"> <div class="container"> <div class="row"> <div class="col-md-8 col-lg-8 mx-auto"> <div class="section section-featured js-section-featured"> <div class="card card-featured card-top m-0"> <div class="card-body"> <h1 class="card-title">Korean Skincare in the US: Your Daily Routine Guide</h1> <div class="card-text"></div> <div class="card-author"> <p>By: <b>Matheus Neiva</b> on November 30, 2023 </p> </div> </div> <div class="card-preview mt-8"> <img class="card-pic" src="https://newsdoramauniverse.com/wp-content/uploads/2025/08/newsdoramauniverse.com_14_1754466852_5469fb7a_cover.jpg" alt="Korean Skincare in the US: Your Daily Routine Guide" /> </div> </div> </div> <div class="section section-content"> <div class="center"> <div class="content"> <p class="summarization"><strong>How to incorporate Korean skincare routines into your daily life</strong> involves understanding the core principles of K-beauty, selecting the right products for your skin type, and consistently following a multi-step process that prioritizes hydration, protection, and gentle exfoliation.</p> <p> <!-- Título Principal SEO: Korean Skincare in the US: A Practical Guide --></p> <p>Ready to achieve that coveted K-beauty glow? This guide breaks down <strong>how to incorporate Korean skincare routines into your daily life</strong>, tailored for the US market, making radiant and healthy skin accessible to everyone.</p> <p></p> <h2>Understanding the Korean Skincare Philosophy</h2> <p>Korean skincare isn&#8217;t just about products; it&#8217;s a holistic approach focused on achieving healthy, radiant skin through consistent care and attention. This philosophy emphasizes prevention over correction and prioritizes gentle, hydrating ingredients.</p> <p>Before diving into specific products and steps, it&#8217;s crucial to understand the core principles that underpin K-beauty. This section will explore the key components of this philosophy and how they can be translated into your daily routine.</p> <h3>The Focus on Prevention</h3> <p>Unlike some Western skincare approaches that focus on treating existing problems, K-beauty emphasizes preventing issues before they arise. This means prioritizing sun protection, hydration, and a gentle approach to exfoliation.</p> <h3>Hydration is Key</h3> <p>Hydration is the cornerstone of Korean skincare. Products are layered to provide maximum moisture, ensuring the skin remains plump, supple, and healthy. This emphasis on hydration helps maintain the skin&#8217;s natural barrier function, protecting it from environmental stressors.</p> <ul> <li>Consistent hydration prevents fine lines and wrinkles.</li> <li>Well-hydrated skin appears more radiant and youthful.</li> <li>Proper hydration enhances the effectiveness of other skincare ingredients.</li> </ul> <p>In essence, the Korean skincare philosophy is a commitment to consistent, gentle care that nurtures the skin&#8217;s natural health, leading to a radiant and youthful complexion.</p> <h2>Building Your Korean Skincare Routine: A Step-by-Step Guide</h2> <p><!-- Sugestão de Vídeo: Inserir aqui um vídeo do YouTube sobre Korean skincare routine --></p> <p>A typical Korean skincare routine involves multiple steps, each designed to address specific needs. While this may seem daunting, it can be customized to fit your lifestyle and skin concerns. This section will guide you through each essential step.</p> <p>This step-by-step guide will break down the core components of a K-beauty routine, from double cleansing to sun protection. Each step is designed to work synergistically, maximizing the benefits for your skin.</p> <h3>Step 1: Oil-Based Cleanser</h3> <p>The first step in the double cleansing method, an oil-based cleanser removes makeup, sunscreen, and excess sebum without stripping the skin&#8217;s natural oils.</p> <h3>Step 2: Water-Based Cleanser</h3> <p>Following the oil cleanser, a water-based cleanser removes any remaining impurities, such as sweat and dirt, leaving the skin clean and refreshed.</p> <p><img decoding="async" src="https://newsdoramauniverse.com/wp-content/uploads/2025/08/newsdoramauniverse.com_14_1754466852_5469fb7a_internal_1.jpg" alt="A close-up shot of a woman gently massaging an oil cleanser onto her face. Her eyes are closed, and she appears relaxed. The focus is on her hands and the texture of the cleanser on her skin." class="aligncenter size-large"/></p> <h3>Step 3: Exfoliator</h3> <p>Exfoliation removes dead skin cells, revealing brighter, smoother skin. Chemical exfoliants like AHAs and BHAs are popular in K-beauty for their gentle yet effective results.</p> <ul> <li>Exfoliate 1-2 times per week to avoid irritation.</li> <li>Choose a gentle chemical exfoliant suitable for your skin type.</li> <li>Avoid harsh physical scrubs that can damage the skin.</li> </ul> <p>By following these steps in order, you can help create a skincare routine that will keep your skin looking refreshed, clear, and vibrant.</p> <h2>Selecting the Right Products for Your Skin Type</h2> <p>Choosing products suited to your skin type is crucial for achieving the best results. Whether you have dry, oily, combination, or sensitive skin, understanding your specific needs will help you select the most effective products.</p> <p>Different skin types require different approaches and ingredients. Using the wrong products can lead to irritation, breakouts, or simply ineffective results. This section will provide guidance on selecting the right products for your skin type.</p> <h3>Dry Skin</h3> <p>Focus on hydrating ingredients like hyaluronic acid, glycerin, and ceramides. Rich creams and facial oils are also beneficial for dry skin.</p> <h3>Oily Skin</h3> <p>Opt for lightweight, oil-free formulas that won&#8217;t clog pores. Look for ingredients like salicylic acid and tea tree oil to control excess sebum.</p> <h3>Combination Skin</h3> <p>Use a balanced approach, targeting specific areas with appropriate products. For example, use a lighter moisturizer on oily areas and a richer cream on dry areas.</p> <ul> <li>Patch test new products to avoid allergic reactions.</li> <li>Read ingredient lists carefully to identify potential irritants.</li> <li>Consider consulting a dermatologist for personalized recommendations.</li> </ul> <p>Understanding your skin type and finding products that match these needs will help you build an effective skincare routine that can provide moisture without leaving your skin feeling oily.</p> <h2>Hydration and Layering: The 7-Skin Method and Beyond</h2> <p>The concept of layering products is central to Korean skincare, particularly when it comes to hydration. The 7-skin method, which involves applying toner multiple times, is one popular technique, but there are other ways to achieve optimal hydration.</p> <p>Layering products allows you to build up hydration gradually, ensuring that your skin is thoroughly moisturized without feeling heavy or greasy. This section will explore the benefits of layering and alternative hydration techniques.</p> <h3>The 7-Skin Method</h3> <p>This technique involves applying a hydrating toner up to seven times, allowing each layer to absorb fully before applying the next. This can significantly boost hydration levels.</p> <h3>Layering Essences and Serums</h3> <p>Essences and serums are concentrated treatments that target specific concerns. Layering these products after toner can enhance their efficacy and provide additional hydration.</p> <p><img decoding="async" src="https://newsdoramauniverse.com/wp-content/uploads/2025/08/newsdoramauniverse.com_14_1754466852_5469fb7a_internal_2.jpg" alt="A woman's hand carefully dispensing a small amount of serum from a dropper onto her fingertips. The background is blurred, highlighting the serum and the texture of her skin." class="aligncenter size-large"/></p> <h3>Incorporating Facial Oils</h3> <p>Facial oils can be used as the final step in your routine to seal in moisture and provide a protective barrier against environmental stressors.</p> <ul> <li>Adjust the number of layers based on your skin&#8217;s needs and the climate.</li> <li>Choose lightweight, hydrating products for layering.</li> <li>Observe how your skin responds and adjust your routine accordingly.</li> </ul> <p>Layering will provide you with much needed moisture and proper hydration with products that will not feel heavy on your skin.</p> <h2>Sun Protection: A Non-Negotiable Step</h2> <p>Sun protection is crucial in any skincare routine, but it&#8217;s particularly emphasized in K-beauty. Consistent sunscreen use helps prevent premature aging, hyperpigmentation, and other forms of sun damage.</p> <p>Protecting your skin from the sun is essential for maintaining its health and appearance. This section will discuss the importance of sunscreen, how to choose the right product, and how to incorporate it into your daily routine.</p> <h3>Choosing the Right Sunscreen</h3> <p>Look for broad-spectrum sunscreens with an SPF of 30 or higher. Korean sunscreens are often formulated with lightweight, non-greasy textures, making them comfortable for daily use.</p> <h3>Applying Sunscreen Correctly</h3> <p>Apply sunscreen liberally to all exposed skin, including your face, neck, and ears. Reapply every two hours, especially if you&#8217;re sweating or swimming.</p> <h3>Sunscreen as the Final Step</h3> <p>In your morning routine, sunscreen should be the final step, applied after moisturizer. This ensures that it forms a protective barrier against UV rays.</p> <p>Sunscreen is not a step to skip if you want to have rejuvenated and youthful looking skin.</p> <h2>Adapting Korean Skincare to the US Climate and Lifestyle</h2> <p>The US has diverse climates and lifestyles, which can impact your skincare needs. Adapting your Korean skincare routine to suit your specific environment and daily habits is essential for achieving the best results.</p> <p>Environmental factors like humidity, temperature, and pollution can affect the skin differently. This section offers practical tips on how to adjust your K-beauty routine to address these challenges in the US.</p> <h3>Adjusting for Different Climates</h3> <p>In dry climates, focus on hydration and use thicker moisturizers and facial oils. In humid climates, opt for lighter formulations and avoid over-layering products.</p> <h3>Dealing with Pollution</h3> <p>In urban areas with high pollution levels, incorporate antioxidant-rich products into your routine, such as vitamin C serums, to protect against free radical damage.</p> <h3>Balancing Work and Skincare</h3> <p>Simplify your routine on busy days by using multi-tasking products, such as BB creams with SPF, and focus on the essential steps: cleansing, moisturizing, and sun protection.</p> <ul> <li>Listen to your skin and adjust your routine as needed.</li> <li>Pay attention to seasonal changes and how they affect your skin.</li> <li>Don&#8217;t be afraid to experiment and find what works best for you.</li> </ul> <p>Adapting will help you keep a simple schedule and still maintain a high-quality, effective regimen that you enjoy.</p> <p><!-- Início da área da tabela minimalista --></p> <div style="text-align: center; margin-bottom: 20px; margin-top: 20px;"> <!-- Tabela principal --></p> <table style="border-collapse: collapse; margin: 0 auto; display: inline-table; border: 1px solid #000000; font-family: Arial, sans-serif; font-size: 14px;"> <!-- Cabeçalho da Tabela --></p> <thead> <tr style="background-color: #000000; color: white;"> <th style="text-align: center; width: 30%; border: 1px solid #000000; padding: 8px;">Key Point</th> <th style="border: 1px solid #000000; padding: 8px; text-align: center;">Brief Description</th> </tr> </thead> <p> <!-- Corpo da Tabela --></p> <tbody> <!-- Linha 1 --></p> <tr style="border-bottom: 1px solid #000000; background-color: #f9f9f9;"> <td style="font-weight: bold; text-align: center; border: 1px solid #000000; padding: 8px;">💧 Hydration</td> <td style="border: 1px solid #000000; padding: 8px;">K-beauty focuses on consistent and deep hydration for healthy skin.</td> </tr> <p> <!-- Linha 2 --></p> <tr style="border-bottom: 1px solid #000000;"> <td style="font-weight: bold; text-align: center; border: 1px solid #000000; padding: 8px;">☀️ Sun Protection</td> <td style="border: 1px solid #000000; padding: 8px;">Daily sunscreen use prevents aging and sun damage.</td> </tr> <p> <!-- Linha 3 --></p> <tr style="border-bottom: 1px solid #000000; background-color: #f9f9f9;"> <td style="font-weight: bold; text-align: center; border: 1px solid #000000; padding: 8px;">🧴 Layering</td> <td style="border: 1px solid #000000; padding: 8px;">Applying multiple layers of hydrating products for optimal moisture.</td> </tr> <p> <!-- Linha 4 (Opcional, se necessário para o tópico 'How to Incorporate Korean Skincare Routines into Your Daily Life') --></p> <tr style="background-color: #ffffff;"> <td style="font-weight: bold; text-align: center; border: 1px solid #000000; padding: 8px;">🧪 Exfoliation</td> <td style="border: 1px solid #000000; padding: 8px;">Gentle exfoliation 1-2 times a week to remove dead skin cells.</td> </tr> </tbody> </table> </div> <p><!-- Fim da tabela minimalista --></p> <h2>Frequently Asked Questions</h2> <p><!-- FAQ Item 1 --></p> <div class="faq-item"> <div class="faq-question">What is the most important step in a Korean skincare routine?<br /> <span class="arrow">▼</span></div> <div id="faq-answer-1" class="faq-answer"> <p>Sun protection is arguably the most critical step. Consistent sunscreen use prevents premature aging, hyperpigmentation, and sun damage.</p> </div> </div> <p><!-- FAQ Item 2 --></p> <div class="faq-item"> <div class="faq-question">How often should I exfoliate my skin?<br /> <span class="arrow">▼</span></div> <div id="faq-answer-2" class="faq-answer"> <p>Exfoliate 1-2 times per week using a gentle chemical exfoliant like AHA or BHA to remove dead skin cells without causing irritation.</p> </div> </div> <p><!-- FAQ Item 3 --></p> <div class="faq-item"> <div class="faq-question">Can I use Korean skincare products if I have sensitive skin?<br /> <span class="arrow">▼</span></div> <div id="faq-answer-3" class="faq-answer"> <p>Yes, but choose products with gentle, soothing ingredients like centella asiatica and avoid harsh chemicals. Always patch test new products.</p> </div> </div> <p><!-- FAQ Item 4 --></p> <div class="faq-item"> <div class="faq-question">What is the purpose of an essence in a K-beauty routine?<br /> <span class="arrow">▼</span></div> <div id="faq-answer-4" class="faq-answer"> <p>Essences are lightweight, hydrating treatments that help prepare the skin for serums and moisturizers, enhancing their absorption and efficacy.</p> </div> </div> <p><!-- FAQ Item 5 --></p> <div class="faq-item"> <div class="faq-question">How can I adapt my K-beauty routine for dry climates?<br /> <span class="arrow">▼</span></div> <div id="faq-answer-5" class="faq-answer"> <p>In dry climates, focus on layering hydrating products and using richer moisturizers and facial oils to lock in moisture and protect your skin from dryness.</p> </div> </div> <h2>Conclusion</h2> <p>Incorporating Korean skincare routines into your daily life can significantly improve your skin&#8217;s health and radiance. By understanding the core principles, selecting the right products for your skin type, and adapting your routine to your environment, you can achieve a glowing complexion. Remember to focus on hydration, sun protection, and gentle exfoliation for best results.</p> <p><!-- Início da área do botão --></p> <div style="text-align: center;"><a href="/category/k-drama-reviews" style="background-color: #000000; color: white; border: 1px solid #000000; cursor: pointer; padding: 8px 16px; border-radius: 8px; display: inline-block; margin: 0 auto; text-align: center; white-space: nowrap; transition: background-color 0.3s ease; text-decoration: none;">Read more content</a></div> <p><!-- Fim da área do botão --></p> </div> </div> </div> <div class="author-bio-section"> <div class="author-avatar"> <img alt='' src='https://secure.gravatar.com/avatar/4720e6351ba57886bdcd5fcb02e530d1db7410769bff9f966e67b34ed644c9a9?s=80&#038;d=mm&#038;r=g' srcset='https://secure.gravatar.com/avatar/4720e6351ba57886bdcd5fcb02e530d1db7410769bff9f966e67b34ed644c9a9?s=160&#038;d=mm&#038;r=g 2x' class='avatar avatar-80 photo' height='80' width='80' decoding='async'/> </div> <div class="author-info"> <h3 class="author-name">Matheus Neiva</h3> <p class="author-description">Matheus Neiva has a degree in Communication and a specialization in Digital Marketing. 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