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Asian Beauty Products
I’m A K-Beauty Expert In Seoul — & These 9 Products Will Be Everywhere
Jenny Jin
Last Updated
May 18, 2026
,
8:12 PM
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Photo: Courtesy of Olive Young
In recent years,
K-beauty
has evolved from a
niche obsession
into a global industry, now readily available at major retailers like Sephora, Ulta Beauty, and Amazon. But while more Korean brands are available stateside than ever before (like
Medicube
, for example), the products making waves in Seoul often differ from the buzzy exports that have broken through in the US market. And many of those bestsellers can be found at one beauty hotspot:
Olive Young
.
Olive Young
is South Korea’s go-to beauty and health retailer — think of it as the K-beauty equivalent of a highly curated drugstore and a trend-driven beauty boutique. Founded in 1999, it’s built a massive footprint with more than 1,300 stores across South Korea (and one in the US, located in Los Angeles), plus a robust
online store
that ships to several countries internationally.
As a Korean-American journalist who splits her time between Seoul and Los Angeles, I wanted to share a snapshot of the brands my peers and I
can't stop talking about
, alongside the steady bestsellers that continue to reign supreme year after year. From the makeup primer Korean influencers swear by to the glossy lip tint spotted in commuters’ makeup pouches, here are nine K-beauty brands — and their hero products — you may not have heard of yet, but are almost certainly poised for world domination.
At Refinery29, we’re here to help you navigate this overwhelming world of stuff. All of our market picks are independently selected and curated by the editorial team. All product details reflect the price and availability at the time of publication. If you buy or click on something we link to on our site, Refinery29 may earn commission.
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Source: https://www.refinery29.com/en-us/best-korean-skincare-makeup-products-olive-young
