K-beauty, or Korean beauty, has taken the global skincare and makeup world by storm, with its emphasis on flawless, radiant skin and innovative formulations. Seoul, the epicenter of K-beauty, is filled with cosmetics stores, beauty boutiques, and skincare brands offering an endless array of products. Whether you’re a beauty novice or a skincare enthusiast, shopping for K-beauty products in Seoul is an experience not to be missed.
This guide will take you through the top K-beauty products you should consider buying while in Seoul. From skincare staples to trendy makeup, these must-buy products will help you achieve that coveted K-beauty glow.
1. Sheet Masks: The Korean Skincare Essential
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No K-beauty haul is complete without sheet masks. These individually packaged facial masks, soaked in various serums and active ingredients, are perfect for quick hydration and nourishment. In Seoul, you’ll find a massive variety of sheet masks catering to different skin types and concerns, from hydration to brightening and anti-aging.
Top Sheet Mask Brands:
- Mediheal: Known for its science-backed formulas, Mediheal’s sheet masks are loved for their soothing and hydrating properties.
- Innisfree: Their sheet masks are made with natural ingredients sourced from Jeju Island, offering a wide range of options for every skin type.
- Dr. Jart+: Famous for their deeply hydrating masks, particularly the Ceramidin Mask and the Hydration Lover Rubber Mask, which are perfect for dry skin.
Where to Buy:
- Olive Young: One of the most popular beauty and health stores in Korea, Olive Young offers a wide selection of sheet masks from various brands.
- Innisfree Flagship Store in Myeongdong: A beautifully designed store where you can shop for all of Innisfree’s products while learning about their natural ingredient sourcing from Jeju Island.
2. BB Cream: The Original K-Beauty Must-Have
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BB cream (short for Blemish Balm) is one of the first K-beauty products to gain international popularity. It offers light coverage, hydration, sun protection, and skincare benefits all in one product, making it a versatile item for your makeup routine.
Must-Try BB Creams:
- Missha M Perfect Cover BB Cream: This is a cult favorite, offering medium to full coverage with SPF 42. It’s perfect for those looking for a foundation-like BB cream that also helps with brightening and anti-aging.
- Etude House Precious Mineral BB Cream: Known for its dewy finish and lighter coverage, this BB cream is great for achieving the typical “glass skin” look.
- Dr. Jart+ Premium Beauty Balm: This high-end BB cream has anti-aging properties, sunscreen, and moisturizing ingredients. It’s ideal for those who want skincare and makeup in one step.
Where to Buy:
- Missha Flagship Store in Gangnam: You can find a variety of their BB creams here, along with other skincare and makeup products.
- Etude House in Myeongdong: Etude House stores are whimsical and fun to explore, and their staff can help you find the perfect BB cream shade.
3. Cushion Compacts: Korean Makeup Innovation
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Cushion compacts have revolutionized the makeup industry. These portable compacts hold liquid foundation in a sponge, allowing for easy application with a puff. They offer buildable coverage with a lightweight feel and often come with added skincare benefits like SPF and hydration.
Best Cushion Compacts to Try:
- Laneige BB Cushion Hydra Radiance: Known for its dewy finish and hydration, this cushion is perfect for achieving that luminous K-beauty glow.
- Hera UV Mist Cushion: Hera’s cushion is highly praised for its buildable coverage and long-lasting formula, along with SPF 50 protection.
- IOPE Air Cushion: One of the original cushion compacts, IOPE’s version offers great coverage and a natural finish, making it ideal for everyday wear.
Where to Buy:
- Laneige Flagship Store in Myeongdong: Known for its water-based skincare and makeup products, Laneige’s flagship store offers an immersive shopping experience.
- Hera Boutique in Garosugil: A luxurious store experience, perfect for those who want to explore premium Korean beauty products.
4. Snail Mucin Products: K-Beauty’s Secret Weapon
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Snail mucin, an unlikely yet powerful skincare ingredient, is a K-beauty favorite due to its ability to repair and hydrate the skin. It’s packed with nutrients like hyaluronic acid and glycoproteins, making it a go-to for those seeking to improve their skin’s texture and elasticity.
Must-Try Snail Mucin Products:
- COSRX Advanced Snail 96 Mucin Power Essence: This essence is a best-seller due to its lightweight formula that helps with hydration, healing, and reducing redness.
- Mizon Snail Repair Intensive Ampoule: A concentrated serum that targets wrinkles, fine lines, and other signs of aging with the power of snail mucin.
- Benton Snail Bee High Content Essence: Combining snail mucin with bee venom, this essence is perfect for calming irritated skin while promoting repair and hydration.
Where to Buy:
- COSRX Store in Hongdae: Specializing in minimal, effective skincare products, the COSRX store is a must-visit for skincare enthusiasts.
- Aritaum: Aritaum stores carry a wide selection of K-beauty brands, including Mizon and Benton, and are found throughout Seoul.
5. Korean Sunscreens: Lightweight and Effective
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Sunscreen is one of the most important skincare products, and Korean sunscreens are renowned for their lightweight, non-greasy formulas that provide excellent protection without leaving a white cast. They often contain moisturizing and soothing ingredients that make them suitable for daily use.
Top Korean Sunscreens:
- Innisfree Daily UV Protection Cream: A gentle, moisturizing sunscreen that offers SPF 50+ protection without feeling heavy on the skin.
- Etude House Sunprise Mild Airy Finish SPF 50+: This sunscreen has a matte finish and is perfect for oily or combination skin types.
- Missha All Around Safe Block Essence Sun: Loved for its hydrating properties and high SPF, this sunscreen is ideal for dry skin types looking for a dewy finish.
Where to Buy:
- Innisfree in Garosugil: This flagship store offers an extensive range of sunscreens along with other natural skincare products.
- Olive Young: A go-to spot for sunscreen shopping with a variety of brands and formulations available.
6. Essences: The Heart of Korean Skincare
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Essences are a core part of the famous K-beauty routine, providing a concentrated dose of hydration, nutrients, and active ingredients. They’re designed to be used after toner and before serums to boost the effectiveness of the products that follow.
Best Essences to Try:
- SK-II Facial Treatment Essence: While on the pricier side, this iconic essence is packed with vitamins, amino acids, and minerals that brighten and hydrate the skin.
- Missha Time Revolution The First Treatment Essence: Often called a dupe for the SK-II essence, Missha’s version is affordable yet effective, helping to even out skin tone and reduce wrinkles.
- Cosrx Advanced Snail 96 Mucin Power Essence: Mentioned earlier for its snail mucin content, this essence is perfect for deep hydration and soothing the skin.
Where to Buy:
- Missha Flagship Store in Gangnam: As one of the top beauty brands in Korea, Missha stores offer a variety of essences to choose from.
- Shinsegae Duty-Free: A luxury shopping experience where you can find premium brands like SK-II.
7. Lip Tints: K-Beauty’s Signature Look
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Lip tints are a staple in Korean makeup for achieving that signature “popsicle-stained” look. They’re long-lasting, lightweight, and perfect for creating a natural or gradient lip effect.
Must-Have Lip Tints:
- Peripera Ink Airy Velvet: Known for its lightweight, velvety texture and intense color payoff, Peripera’s lip tints are among the most popular in Korea.
- Etude House Dear Darling Water Gel Tint: A juicy, glossy lip tint that gives a natural flush of color, perfect for a dewy makeup look.
- Romand Juicy Lasting Tint: Loved for its shiny, hydrating formula and vibrant shades, this lip tint offers long-lasting color without drying out the lips.
Where to Buy:
- Etude House in Myeongdong: A fun and colorful store to explore, where you can test out a variety of lip tints.
- Olive Young: A beauty paradise where you can find all the top lip tint brands under one roof.
8. Fermented Skincare: A K-Beauty Trend
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Fermentation in skincare is a key trend in K-beauty, as it helps to break down ingredients into smaller molecules, allowing for better absorption and enhanced efficacy. Fermented ingredients like rice, yeast, and soybean offer antioxidant benefits and are great for anti-aging.
Must-Try Fermented Skincare Products:
- SKINFOOD Rice Mask Wash Off: This gentle exfoliating mask uses fermented rice to brighten and soften the skin, leaving it smooth and radiant.
- Sulwhasoo First Care Activating Serum: A luxury serum that harnesses the power of fermented herbal ingredients to enhance skin radiance and elasticity.
- Su:M37 Secret Essence: A highly concentrated essence that uses fermented ingredients to deeply hydrate and promote youthful-looking skin.
Where to Buy:
- Sulwhasoo Flagship Store in Gangnam: Experience a luxurious shopping experience while learning about Sulwhasoo’s use of fermented Korean herbs.
- Shinsegae Department Store: Find a range of high-end fermented skincare brands like Su:M37 in this upscale department store.
Final Thoughts:
Seoul is a beauty lover’s paradise, with an abundance of K-beauty products and stores to explore. From affordable sheet masks to luxury essences and innovative cushion compacts, the world of Korean beauty offers something for everyone. Whether you’re shopping for skincare staples or makeup must-haves, these products will help you achieve that glowing, flawless look synonymous with K-beauty.
