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May 18, 2024

Decoding the fascination with Korean beauty brands!

With new trends and obsessions taking over the internet and people’s minds every now and then, the beauty industry is an ever-evolving market. But one such trend that people have been obsessing over for a while is Korean skincare, and rightly so. From the bustling streets of Seoul to beauty counters worldwide, Korean beauty brands have captured the hearts of skincare enthusiasts everywhere.

But what exactly is the secret behind their allure? Well, it’s their promise to provide their customers with a visibly healthier and glass skin. Among the star ingredients of this skincare revolution is propolis, celebrated for its versatility and transformative powers. From silky serums to indulgent masks, propolis-infused products are the secret to unlocking a radiant, healthy complexion. That said, let’s dive into a list of x of our favourite Korean beauty brands that are here to make space in your vanity.


Founded in 2000, innisfree stands as Korea’s pioneering natural skincare brand, dedicated to harnessing the power of nature’s bounty for radiant, healthy skin. With an unwavering commitment to eco-friendly practices, Innisfree crafts a diverse range of skincare and makeup products that are as pure as they are effective. From pore-clearing clay masks enriched with super volcanic clusters to luxurious hydrating eye creams, each product is meticulously formulated with ingredients sourced directly from South Korea’s mineral-rich Jeju Island.

Image Courtesy: Innisfree

Check out the range here.


From the legendary Lip Sleeping Mask to the revolutionary Water Sleeping Mask and Cream Toner, this cult-favorite brand has been setting the standard since the ’90s. Their journey has been all about relentless research, innovation, and scientific excellence as they pioneered breakthroughs in skincare. Passionate about enhancing skin and lip hydration, they’re committed to exploring the latest ingredients, and leveraging innovative technology to craft formulas that yield tangible results. Their mission? Delivering the coveted dewy, bouncy skin you adore.

Image Courtesy: Laneige

Check it out here.


Next up is Flurth, the innovative beauty brand shaking up the industry with its groundbreaking Korean AM: PM Lip Care Trio. This revolutionary product combines the best of Korean skincare expertise with Flurth’s commitment to multifunctionality and sustainability. Whether it’s the AM Lip Moisturizing Trio to kickstart your day or the PM Lip Repair and Restore Trio to wind down at night, Flurth has your lip care needs covered. From balms to oils, masks to peels, each trio offers comprehensive solutions in one convenient package, simplifying your routine without compromising on quality or eco-consciousness. Formulated by Korean skin specialists and adhering to the highest standards of cleanliness and sustainability, Flurth’s Vegan products are perfect for the modern woman on the move.

Image Courtesy: Flurth

Check out the range here.


When it comes to achieving that coveted Korean glass skin, one brand immediately springs to mind: Cosrx. If you’re a skincare aficionado, chances are the brand’s viral Snail Mucin Power Essence already holds a prime spot in your vanity. Since its inception in 2013, COSRX has been a game-changer in the K-beauty scene, offering quality products at accessible prices, all geared towards addressing skin concerns, particularly dullness. With ingredients like Propolis, Retinol, Cica and Centella, Peptite, and other active ingredients, COSRX is dedicated to providing tailored solutions for every skin condition, because true beauty goes beyond the surface.

Image Courtesy: Cosrx

Check out the range here.

Dear, Klairs

A skincare brand born in the bustling streets of Seoul in 2010, Klairs is dedicated to catering to sensitive skin, crafting functional products that are cruelty-free, vegan, and eco-friendly, setting a new standard for skincare excellence. At Klairs Seoul, the brand’s flagship offline store, customers are welcomed into a space where they can explore and experience the full range of Klairs products. Their mild, vegan formulations deliver powerful results, addressing a variety of concerns without compromising on quality or ethics. Among their stellar lineup, the Supple Preparation Facial Toner and the Freshly Juiced Vitamin Drop are absolute must-haves!

Image Courtesy: Klairs

Check out the range here.


Etude is a beloved beauty brand that has been enchanting skincare and makeup enthusiasts since its establishment in 1985. As a standout in the AmorePacific Corporation lineup in Korea, Etude offers a dazzling array of skincare, makeup, fragrance, body care, hair care, and nail products. But what sets Etude apart is its playful and fun approach to beauty. From whimsical packaging to easy-to-use formulations, every product is designed to bring joy and creativity to your beauty routine. And the best part? It’s all incredibly affordable, making luxury beauty accessible to all. One thing’s for sure—if you’ve ever tried their iconic lip tints, you’ll find it hard to go back to anything else.

Image Courtesy: Etude

Check out the range here.


Last, but not least is Sulwhasoo, where skincare meets artistry in a timeless fusion of Korean tradition and modern innovation. For almost five decades since their debut, they’ve been perfecting the art of beautiful skin, drawing inspiration from the rich heritage of Korean aesthetics. At the heart of our skincare solutions lies the legendary Korean Ginseng, meticulously researched and refined over 50 years to unlock its full potential. Through their relentless pursuit of excellence, we’ve extracted a rare element from Korean Ginseng that has the power to transform skin’s destiny. This exclusive ingredient continues to evolve and adapt with time, infusing our products with the wisdom of generations past and the cutting-edge science of today.

Image Courtesy: Sulwhasoo

Check out the range here.

Ready to kickstart your Korean skincare journey?

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Anushka Manik


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