The 6 K-Beauty Brands You Should Stock Up On ASAP

Never before has Korean Beauty been more accessible around the world. The Korean beauty giant Olive Young has opened its doors in California and tapped into Sephora's stores across the country. Ulta expertly curates K-Beauty World created by Landing International founder Sarah Chung Park and former Allure Editor-in-chief Michelle Lee. And with K-beauty’s expansion into online storefronts, TikTok shop, and Amazon, you can get your favorite sunscreen in a matter of days. However, finding what you need can be overwhelming at times. So much product. So many new innovations, new ingredients. So many launches. How can you filter through the noise? 

Well I often go by brands I trust. In the past four years, I have gotten to personally know K-beauty CEOs, CMOs, founders, pharmacists, journalists, and cosmetic chemists through my time as a beauty editor. During my trips to Korea, I have met countless brands,heard their stories, and, most importantly, read their data. My skin has tried their hero line ups separately and all together. I know what works. Hell, I’ve even held up a salmon whose sperm was used to become PDRN. So, while you may know the Mediheals and Beauty of Joseons of the world, here are some brands that are under the radar. And you don’t have to just trust me, I also tapped Song of Skin’s Kelley Liu for her expert opinion. 

Genabelle was created by Dr. Conan Park, the founder of GU Clinic in Gangnam. Genabelle is built from his expertise in the clinic with real patients. In 2025, the clinic was designated as an Advanced Regenerative Medicine Institution, a rarity with only twenty clinic-level institutions across Korea with the accreditation. 

The brand works to innovate, and has especially through its PDRN line. I love their PDRN 360° Rejuvenating Eye Mask. Most eye masks on the market only target the undereyes, but Genabelle’s wrap around the entire eye. The gauze-like texture holds the PDRN essence well and delivers much needed hydration to the thinnest skin on our bodies. Genius. The eyemask was created in collaboration with Song of Skin who has always been ahead of the K-beauty curve. 

“Siore is another brand to watch,” according to Liu. “Founded by two pharmacists in Korea, they use NMN in skincare—an ingredient that interests me because of its connection to cellular energy and aging research. I’m curious to see how that research translates into topical skincare. Both brands reflect what excites me about K-beauty: the continued exploration of new ingredients and technologies.” 

In Korea, being a pharmacist is bigger than medication prescriptions, those in the profession are usually active members of their community and often test products before deciding to sell them or not. Because skin treatments are much cheaper in Korea, more people do them. When getting more invasive skin treatments like Rejuran, the pharmacy is usually the first stop after. Pharmacists are extremely trusted in Korea.

Much like how people take vitamins to be healthy, Siore hopes their products act as a topical nutrition for the skin. And the hero ingredient: nicotinamide mononucleotide or NMN for short. The coenzyme drives cellular energy to repair and protect the skin. The ingredient is an antioxidant that helps preserve collagen by also strengthening the skin barrier. Truly an innovation in skincare. 

Celimax was introduced to me by Liu during a press trip, and the brand has grown to be one I appreciate. The brand started in 2019 with one product, their Jiwoogae Heartleaf BHA Peeling Pad. They don't sell easy quick fixes or promise overnight miracles, but rather create routines built off data and consumer feedback. My entry point was the Vita A Retinal Shot Tightening Booster, which combines retinal and spicules and has gone through three tubes. The Pore+Dark Spot Brightening Cream was a staple during the summer, when the extra sun causes more hyperpigmentation. The Real Noni Energy Ampoule has saved and soothed my skin after a severe post-make-out beard burn on my chin. When I shower, I use The Real Noni Acne Bubble Cleanser and leave it on my face and bikini area for half a minute to get the full effects of the salicylic acid. Sheet masks are my bread and butter, but I savor every Pore+Dark Spot Cream Mask I have and save them for special occasions. Everything I have tried from them (which is almost everything) has been wonderful.

“Dear Klairs, which is a true OG of K-beauty. I remember its Midnight Blue Calming

Cream from when I first got into Korean skincare about ten years ago, and now I’m excited about its blue EGF serum,” says Liu. “I love seeing a brand evolve while staying connected to the soothing, skin-focused approach that made me love it in the first place.”

Dear Klairs holds a very special place in my heart for their Vitamin C serum which I used in college to attempt to reverse all my sun damage from suntanning. Paired with my sunscreen, it helped stop any more hyperpigmentation. Then of course then I had to try Freshly Juiced Vitamin Skin Prep Pads, which helped add some calm to my morning routine by applying them for minutes like a sheet mask. Now I must try their latest line which uses EGF and is blue!

Hyaluronic acid is everywhere in skincare, but not all are equal. Wellage’s parent company is Hugel, a medical aesthetics company that produces skin boosters, HA fillers, botulinum toxins, and more. The company is so innovative that Korea’s Ministry of Science deemed Hugel an "Certified Outstanding R&D Center." Plus, they source and refine such high-quality hyaluronic acid that it is approved by the Ministry of Food and Drug Safety of Korea (Korea’s FDA). 

Wellage is basically made of the Real Hyaluronic line, and I have tried, tested, and loved each component. The Wellage Real Hyaluronic Blue Ampoule 100 has been recommended to me by industry experts, and my skin is sure glad. The formula is made up of nine differently sized hyaluronic acid molecules to absorb into the deepest level of your dermis. The Real Hyaluronic Blue Sun Cream is one of my favorite sunscreens ever. The texture is, of course, extremely hydrating but not overwhelmingly so. It’s comfortable enough to wear as both a moisturizer and sunscreen during the stickiest of summers. Then in the colder months, it is a wonderful addition to add extra hydration back into your skin. Wellage is a HA you can trust. 

“I believe Thome has the potential to make a mark in beauty with its The Glow device, which uses LDM technology,” says the Song of Skin founder and CEO. “LDM is a treatment I’ve been interested in, so I’m excited to see the brand bring that approach into an at-home skincare experience.”

The clinic has been coming home with new devices which replicate similar professional treatments. The Glow device uses dual-frequency technology using two ultrasound frequencies to target the different levels of dermis. With consistent use, it can help with radiance and hydration. CEO and founder Jungho Yang wanted to bring the clinic home after his wife was too busy postpartum and working long hours. She had become insecure with her appearance, so he wanted to help. So he loved her to the point of invention.