The writer, Lizzy, stands in a life-size medicube inspired claw machine and contemplates that world of K-beauty. — Standing in a Medicube-inspired claw machine and contemplating the world of K-beauty.

From viral launches to buzzy ingredients, South Korean makeup and skincare trends are everywhere you look.

K-beauty brands are more popular than ever thanks to their skincare-forward formulas, accessible price points, and products that consistently deliver results. And with the K-beauty market forecasted to reach $18 billion in the US by 2030, K-beauty enthusiasm shows no signs of slowing down.

If you're struggling to keep up with the ever-growing selection of K-beauty brands and products available, you've come to the right place. We break down the brands that should be on your radar and their top must-try products.

AprilSkin

About the brand: “April” is a season of renewal and growth. Just as nature renews and flourishes in April, the brand strives to bring the same revitalizing energy to your skin. AprilSkin began as a natural skincare brand that focused on acne-prone and sensitive skin to create gentle yet effective solutions.

Best known for: Double cleansing solutions, peel off face mask, and soothing products for acne.

Must-try product: Winner of the 2025 Best of Best Beauty Award, the Carrotene IPMPTM Clearing Solution is designed to quickly sooth troubled areas and help clear blemishes, breakouts, and zits. Its non-comedogenic, non-flaking formula is designed to dry out stubborn acne in a snap.

CLEARDEA

About the brand: ClearDea stands for “Clear Idea for your lifestyle.” The brand's core mission is to develop multi-care solutions that help people address fundamental concerns in simple and effective ways.

Best known for: The viral success of their "syringe cream ampoule” (Mucin Collagen Voluming Cream Ampoule) often associated with the glass skin trend.

Must-try product: Ampoule Shower Set. It represents ClearDea’s unique technology and philosophy — it’s not simply a filtered shower head, but a ritual that integrates skincare ampoules into daily showering. The brand believes strong foundations matter, and clean water is where healthy skin begins.

COSRX

About the brand: COSRX is designed to provide powerful yet affordable skincare solutions. The brand uses a minimal number of highly effective ingredients in concentrated doses, to deliver visible results.

Best known for: Introducing snail mucin products to the global stage. They are also known for Peptide-powered skin and haircare innovations.

Must-try product: The brand's cult-favorite product is Advanced Snail 96 Mucin Power Essence. Formulated with a potent 96% concentration of snail mucin, this lightweight yet powerful essence deeply hydrates, visibly refines skin texture, and leaves the complexion plump and glowing. My personal favorite product is their Vitamin E Vitalized Sunscreen.

Dr. Althea

About the brand: Founded by Evelyn Lee and inspired by her own skin concerns, Dr. Althea is rooted in clinical research and designed for sensitive skin. It's named for Althea, the Greek goddess of restoration.

Best known for: Soothing vegan formulations that are acne-friendly and created specifically for sensitive skin.

Must-try product: 345 Relief Cream, a soothing lightweight post-acne moisturizer cram and the brand's signature best-seller. It's made with Tea Tree Leaf Water, Niacinamide, and Ceramide NP.

Dr. Reju-All

About the brand: Dr. Reju-All is a Korean pharmacy skincare brand developed by licensed pharmacists and dermatologists, focusing on science-backed formulas.The brand is rooted in clinical research and professional expertise rather than trend-driven beauty. The brand's slogan is "Your skin deserves the right answer."

Best known for: Korean pharmacy sold-out PDRN cream made by pharmacists. Its medical-grade PDRN skincare, particularly its high-purity salmon-derived PDRN formulas that target skin regeneration, calming, and barrier repair—make it a trusted name at Korean pharmacies.

Must-try product: Advanced PDRN Rejuvenating Cream. Formulated with 1,200 ppm of high-purity medical-grade PDRN, it helps soothe irritated skin & redness, support skin cell regeneration, and restore hydration and glow—especially for stressed or sensitive skin. People look for this cream at Korean pharmacies when their skin is very sensitive, especially after the facial or skin treatment.

I’m From

About the brand: Inspired by traditional herbal remedies, I’m From crafts skincare with premium botanicals grown in Korea’s most pristine regions and enhanced through time-honored fermentation.

What the brand is best known for: I’m From is best known for spotlighting hero ingredients — like mugwort, rice, and honey — and for its soothing, brightening masks that showcase the power of single-origin botanicals.

Signature Product: Rice Toner – A deeply hydrating toner that nourishes, brightens, and protects. Formulated with Yeoju rice and rice bran extracts, it balances moisture levels, smooths texture, and defends against environmental stress.

Kijibae

About the brand: Founded by K-Beauty expert Chloe Joung, Kijibae combines South Korean innovation with LA style to create fashion-forward semi-cured gel nail strips for effortless, editorial-ready manicure and pedicures.

Best known for: Semi-cured gel nail strips that are TPO-free, long-wear, and easy to apply. Simply peel, press, and cure under a UV light for a minute for runway-worthy nails in less than 15 minutes.

Must-Try Product: Kijibae Semi-Cured Gel Nail Strips. These nail strips are engineered to combine the durability of gel with the ease of press-on application. They deliver glossy, resilient color that lasts up to two weeks with proper prep and curing

Medicube

About the brand: Medicube is a clinically-backed Korean skincare brand that combines dermatological science with advanced at-home skincare solutions. The brand’s rigorous R&D and clinical testing is used to develop high-performance skincare and beauty tech devices.

Best known for: PDRN in topical skincare. A multi-functional ingredient derived from salmon DNA, PDRN is structurally similar to human skin tissue, making it helpful for addressing skin concerns. Traditionally administered via injections, PDRN helps deeply hydrate and rejuvenate the skin.

Must-try product: Medicube Booster Pro device. The 6-in-1 device uses electroporation technology to help skincare absorb deeper into the skin while sculpting, tightening, and minimizing the appearance of pores for a glass-skin finish. A Hollywood favorite, it’s used by Khloé Kardashian, Kylie and Kendall Jenner, Hailey Bieber, and celebrity makeup artist Sir John ahead of major red carpet events.

Mixsoon

About the brand: Through proprietary fermentation and advanced extraction methods, the brand maximizes the potency and absorption of 100% plant-based botanicals for minimalist, results-driven skincare.

Best known for: Mixsoon is known for its single-ingredient essences and “less is more” philosophy, focusing on highly concentrated, skin-barrier–supporting formulas.

Signature Product: Mixsoon Bean Essence. This multitasking essence is powered by fermented soybean extract that gently exfoliates, hydrates, and improves skin texture for a smoother, glass-skin finish.

Nature Republic

About the brand: Inspired by the philosophy “Nature Within You,” the brand blends natural ingredients with research-backed skincare science to support healthy, radiant skin.

Best known for: Nature Republic is best known for gentle-care, comfort-first products utilizing results-oriented yet naturally-driven ingredients, including hydrating honey-infused lip balms and luxurious ginseng masks.

Must-Try Product: Nature Republic Honey Melting Lip Balm. Infused with Manuka honey, rose extract, and Nature Republic’s signature Shine Oil Complex, Honey Melting Lip Balms deliver instant hydration, glossy radiance, and a fuller-looking finish.

Neogen

About the brand: Neogen blends biotechnology with natural extracts to create clinical-grade, skin-safe innovations.

Best known for: Innovative exfoliation technology and its ability to merge gentle resurfacing with treatment-focused skincare.

Signature Product: Neogen Real Niacinamide Glow Up Daily Mask ($35) – A dual-textured, pre-soaked exfoliating pad that gently removes dead skin cells while brightening and smoothing the complexion for an instant glow.

Oliviaumma

About the brand: Oliviaumma was created to connect Korea and the U.S., and mothers and daughters, through skincare. The name means “Olivia’s mom” in Korean, and the brand is 100% made in Korea and based in Miami.

Best known for: Oliviaumma is best known for its strong, instantly recognizable brand identity paired with efficacy.

Must-Try Product: The Milky Resurfacing + Brightening Toner Pads.They resurface, brighten, and hydrate the skin in one simple step.

Sungboon Editor

About the brand: Sungboon Editor's philosophy is “Fine Ingredients, Definite Effect, Daily Usage.” The brand is known for pairing high-performance actives with textures designed for everyday wear.

Best known for: Collagen and peptide-based skincare. The brand gained global attention for its hero Deep Collagen Line, especially the Deep Collagen Power Boosting Mask, an Amazon bestseller loved for delivering instant glass-skin results. The mask works especially well when paired with the brand’s Cream-in-Serum, often called a “filler serum,” to enhance firmness, elasticity, and glow.

Must-try product: While the Deep Collagen Power Boosting Mask is a must-try, the standout insider pick is the Silk Peptide Intensive Ampoule. Often described as a “facelift in a syringe,” this high-performance ampoule instantly smooths fine lines and delivers deep skin tightening, thanks to its patented golden peptide threads.

THE WHOO

About the brand: THE WHOO is a premium skincare brand offering luxurious skincare solutions inspired by Korean royal heritage. Powered by Rare Wild Ginseng, THE WHOO combines ancient beauty secrets with modern science, delivering anti-aging and rejuvenation benefits.

Best known for: Imperial Youth Collection, a luxurious, skincare solution with hero ingredient, Rare Wild Ginseng. The collection is designed to deliver younger looking skin after 8 weeks of use. Celebrity fans include Nicky Hilton.

Must-try product: The hero product of THE WHOO's Imperial Youth Collection is its Imperial Youth Cream. The rich, nourishing cream deeply revitalizes the skin, visibly improving 5 major aging signs (crow's feet, deep nasolabial folds, forehead wrinkles, under-eye wrinkles, facial sagging) and giving skin a luminous glow.

TIRTIR

Mask Fit Red Cushion Foundation with Lizzy inscribed on it.

About the brand: Founded on the belief that beauty should feel as good as it looks, TIRTIR merges cutting-edge K-beauty innovation with skin-nourishing care.

Best known for: Its viral red cushion foundation. It's also known for its inclusive shade ranges and skincare-infused complexion formulas.

Must-try product: Mask Fit Red Cushion Foundation. It's available in 40 colors and offers medium to full coverage while feeling weightless on the skin. The foundation is designed for 72-hour coverage.

TONYMOLY

About the brand: With nearly 20 years of research and ethical innovation, TONYMOLY blends premium ingredients with cutting-edge technology to create playful, cruelty-free skincare designed to be effective, fun, and accessible.

Best known for: TONYMOLY is best known for their cute and playful packaging and results-driven sheet masks.

Must-Try Product: I'm Rice Exfoliating Enzyme Cleanser, an award-winning exfoliating powder-to-foam cleanser that uses rice powder, rice extract, and papaya enzymes to gently buff away dead skin, brighten the complexion, and refine texture without stripping moisture.

VT Cosmetics

About the brand: VT Cosmetics is a leading K-beauty brand that has achieved top rankings in Korea’s Olive Young, driven nationwide sell-outs at Daiso, and secured No.1 positions on Japan’s Qoo10 — demonstrating its strong presence and popularity.

Best known for: Reedle Shot, described as “microneedling in a bottle”— an at-home microneedling spicule serum that helps boost absorption and skin renewal. It's also known for its high-potency Vegan PDRN Essence. Together, Reedle Shot and PDRN Essence are known as VT’s Glass Skin Duo.

Must-try product: Reedle Shot. This at-home microneedling spicule serum boosts absorption active ingredients you use, helps improve overall skin texture, minimize the appearance of enlarged pores, brighten acne scars and hyperpigmentation, and gently exfoliate the skin—resulting in smoother and clearer skin over time.

K-Beauty Guide: 17 Brands You Should Know and Their Must-Try Products