Korean Makeup Is Trending—These are the Brands to Know (2025)

Espoir has an impressive portfolio of products, from its cult-favorite foundations to pioneering glossy lip tints. However, I also can’t stop thinking about this palette, which contains all the matte and shimmer eyeshadows one might need to create a light everyday look and a smokey eye for nighttime. The colors are especially user-friendly because they’re so lightly pigmented and hard to mess up—although that might be its fatal flaw for those who prefer or need something with more impact.

Shades: 1

Amazon rating: 4.2/5 stars

An Amazon reviewer says: “Good for traveling. Cute bright colors.”

If you have fair-to-light olive-leaning skin and feel like most Western concealer palettes lean too orange or pink, I’d definitely push you toward trying this one. The shades are expertly selected to look as natural as possible on that specific complexion, and once you start using it, you might discover that you don’t need any other base makeup product after all.

Shades: 1

Amazon rating: 4.1/5 stars

An Amazon reviewer says: “Didn’t melt after a hot day. Made my actual foundation last longer and not leave me red [or with] make up all melted off by oil at the end of the day. I can use less foundation also.”

Powered by the expertise of popular beauty influencer Saeron Min, Rom&nd quickly won over Korean beauty lovers with quality formulas and trend-forward colorways at affordable price points. There are too many standout products to count, but the Better Than Cheek blushes are a cult favorite; the soft powders create a blurring effect on the skin, making your cheeks look porcelain and practically poreless.

Shades: 9

Amazon rating: 4.4/5 stars

An ELLE editor says: “I love this blush so much that I own it in three shades, and I always want more. There is a bit of kickback, but that’s only because the powder is so finely milled, which blends effortlessly on your skin. It’s also so hard to mess up because it’s lightly pigmented and buildable. I hope that Rom&nd comes out with deeper shades in the future so all skin tones can enjoy this must-have formula.”—Carol Lee, ELLE.com associate beauty e-commerce writer

You can’t talk about Korean makeup brands without mentioning Peripera. Although the brand has plenty of other hero products, including its sought-after blushes and eyeshadow palettes, Peripera’s lip tints are what put the brand on the map. The Ink the Velvet formula is a particular favorite because of its highly saturated and flattering shades, ability to smooth out any texture on the lips, and matte yet non-drying finish.

Shades: 39

Amazon rating: 4.1/5 stars

An ELLE editor says: “Lip tints have been en vogue in South Korea for ages, and this is one of the OGs. It has definitely withstood the test of time, and the formula has held onto its popularity despite the debut of dozens of other matte lip tints. Ink the Velvet feels a little wet and waxy when you first apply it, but I like to smudge out the outer edge for a blurred and slightly over-lined effect. I’m left with a fuller-looking pout that looks matte without feeling dry.”—CL

Hince is the ultimate “cool girl” brand—think Merit Beauty. The brand has everything you need to look effortless and gorgeous with a slight edge. The Mood Enhancer Matte feels like a progenitor of the many non-drying matte lipsticks on the market today, and the line is bursting with subdued, muted colors that are ready to be your new go-to for a my-lips-but-better vibe.

Shades: 10

Olive Young rating: 4.6/5 stars

An ELLE editor says: “While I discovered Hince during the pandemic, it only launched a couple of years ago. The colors, packaging, and vibe of the brand captivated me to the point where I ordered one of the lipsticks during a time when nobody in public would even be able to catch a glimpse of my lips. I’m still glad I snagged one because not only is the matte formula comfortable and non-drying, but the shades themselves are incredibly unique and gorgeous. Hince is a true pioneer in that sense.”—CL

Jung Saem Mool, one of South Korea’s leading celebrity makeup artists, has long mastered the art of producing flawless, glowing skin on her famous clients. Her dewy cushion foundation lets you recreate her signature look at home—just press the formula onto your skin and watch the magic happen.

Shades: 7

Amazon rating: 4.3/5 stars

An Amazon reviewer says: “I was impressed by the lightweight and buildable coverage it provided. The foundation cushion effortlessly glided over my skin, leaving a natural and flawless finish. It beautifully concealed imperfections while still allowing my skin to breathe, which is a huge plus for me. I also love the convenience factor of the cushion format. The sponge applicator provided an even distribution of product, making it easy to blend and achieve a seamless finish. It was perfect for on-the-go touch-ups, allowing me to effortlessly refresh my makeup throughout the day.”

As its name suggests, Glint by VDIVOV has one goal: to make you shimmer and shine. The Korean makeup brand’s inaugural product is a powder highlighter you can use everywhere, from the inner corner of your eyes to the tops of your collarbones. The final result? An eye-catching glow that’s always dewy, never glittery.

Shades: 5

Amazon rating: 4.2/5 stars

An Amazon reviewer says: “This Glint Korean highlighter has a smooth and creamy texture that blends easily on the skin without leaving any harsh lines. Also, it has a long-lasting formula that stays put for hours without fading or smudging.”

If you’re on a particularly tight budget, I would direct you to The Saem. The nature-inspired brand’s products give you plenty of bang for your buck, and the concealer camouflages blemishes, dark spots, and acne scars for less than your daily sweet treat.

Shades: 10

Amazon rating: 4.3/5 stars

An ELLE editor says: “Acne plagued my skin for about a decade of my life. Since I’m so pale, the redness bothered me more than anything. I would spend an hour each morning piling on layers of full-coverage foundation to cover it up, so imagine my surprise when I discovered one summer that a few swipes of this lightweight concealer could do the same thing. It’s also incredibly affordable, but I’d keep buying it even if it costs five times more than what The Saem charge—it’s that good.”—CL

Too Cool for School operates a little bit off the beaten path. One of its most beloved offerings is the Egg Cream mask, which nourishes the skin using egg extracts. The K-beauty brand’s best-selling contour product was a pioneer, as bronzing and contouring products for fairer skin tones used to be few and far between. Many other Korean makeup companies have since imitated its signature hues and multiple-shade format.

Shades: 3

Amazon rating: 4.4/5 stars

An ELLE editor says: “In any given foundation shade range, I usually use the lightest neutral one. As a result, most bronzing or contouring products look bizarre on me, almost like I’ve applied a streak of dirt on my face. This palette from Too Cool for School is the first one that gave me the extra warmth and definition I had desperately wanted, and the price didn’t hurt my wallet too much. The lightest shade is perfect for contouring my nose, and I usually swirl my brush over all of the shades for the rest of my face.”—CL

Hera enjoys the status of being a “department store brand,” which means that it’s often sold in the same places as designer brands in South Korea. Hera ambassador Jennie has helped it gain mass appeal worldwide, with the brand entering the U.S. market in 2019. The new Rouge Classy Lipstick comes in 10 Seoul-inspired hues and is housed in a luxurious black and gold case.

Shades: 10

Amazon rating: 4.2/5 stars

An ELLE editor says: “As a young girl, Hera was the peak of luxury makeup to me—I couldn’t wait to grow up and own a little Hera collection of my own. I still feel a bit of a thrill whenever I apply one of the brand’s products, and Hera’s latest lipstick launch is no exception. The smooth, creamy formula glides over the lips, and it’s so easy to reapply that I don’t mind doing so every few hours. I’ve also loved every single shade I’ve tried, which doesn’t happen often.”—CL

Launched in 1985, Etude has thrived for decades as an affordable Korean makeup brand. The fun, whimsical packaging and trendy formulas are popular among younger demographics in South Korea, but the products are worthy of attention no matter your age. “The Fixing Tints are perfect for creating the most beautiful matte ombre lips, and they are truly smudge-proof!” Cho says. “Etude is not only known for their color products, but in recent years, they have become more well known for the viral SoonJung line for sensitive skin types,” she adds.

Shades: 5

Soko Glam rating: 4.3/5 stars

A Soko Glam reviewer says: “I love the softness of both the product and the color! I also love putting it on and blending it with my finger to make my lips look effortless. It’s just a little bit drying, but for the stain and overall effect, I truly don’t mind!”

Missha’s skin care deserves a round of applause (especially its viral Time Revolution The First Treatment Essence), but so do its makeup products. The YouTube-famous M Perfect Cover BB Cream SPF 42 PA+++ is where you can really see the intersection of skin care and makeup; this formula offers buildable medium-to-high coverage, soothes and intensely hydrates the skin, and protects against free radical damage by providing SPF protection to supplement any sunscreen you wear underneath.

Shades: 7

Amazon rating: 4.4/5 stars

An Amazon reviewer says: “One standout feature is how buildable the coverage is. While it starts as a lightweight BB cream, it can easily layer into a full-coverage foundation. Plus, the SPF+++ is a game-changer for daily wear (retinol user), offering excellent sun protection. I was also impressed by its longevity—after hugging two people, my setting powder transferred, but the BB cream stayed intact.”

Founded in 1993, Clio has maintained relevance by constantly innovating with new lines and formulations. If you were to sift through a Korean makeup artist’s kit, you’d likely find a Clio product more often than not. The brand's mascaras and liners are particularly beloved, including this non-smudging yet smooth pencil eyeliner that glides on and stays put.

Shades: 6

Amazon rating: 4.2/5 stars

An ELLE editor says: “I have oily lids, so if I don’t powder my eye area until it’s dry to the touch, mascara and eyeliner will smudge without a doubt throughout the day. Because of this, I’m constantly wiping my outer corners and under-eyes with Q-Tips or my fingers. This is one pencil eyeliner that rarely smudges on me, even if I use it to tightline, and I’ve used it for years. I love the brown shades because they add the right amount of definition without looking too harsh.”—CL

Joah is a K-beauty-inspired brand that produces all of its formulas in South Korea. “Joah works with the best labs in Seoul to offer high-quality, innovative products—without a high price tag,” Chang says. Joah’s flagship brow product includes a soft, waxy pencil and a sculpting gel to help you define your eyebrows with ease. Because its customer base is in the West, its shade ranges are designed to be more inclusive than a typical Korean makeup brand.

Shades: 6

Joah Beauty rating: 4.6/5 stars

A Joah Beauty reviewer says: “This eyebrow pencil makes it easy to fill in my brows. Its soft, crayon-like material means that it doesn’t scratch my skin, and the color matches perfectly with my brow color. Also, the pencil is tough enough not to snap or break in use. The gel holds the hairs in place really well. It also lasts a long time.”

Amuse, which focuses on color cosmetics, has gained a following in recent years, partly thanks to its commitment to sustainability and producing vegan-friendly products. “Their most viral product is the Dew Tint, which is known for its weightless but juicy texture due to its 35 percent water-coating finish,” Cho says. The comfy tint leaves lips as shiny as a diamond.

Shades: 16

Soko Glam rating: 4.7/5 stars

A Soko Glam reviewer says: “This does a good job of leaving your lips stained after the gloss wears off, so your lips have color for a long time. It has a sweet taste that goes away pretty quickly. I got the Sunday color and liked it enough that I’m going to order the other colors.”

Holika Holika is a classic “road shop” brand—that is, an affordable brand sold in an individual store on the street rather than a department store, where higher-end lines are peddled. The My Fave Eyeshadow Palette quads feature blendable matte and glittery eyeshadows and neutral shades to give your lids natural-looking color and definition.

Shades: 4

Yesstyle rating: 4.2/5 stars

A Yesstyle reviewer says: “The eyeshadow palette is definitely what I was looking for. The colors aren’t very pigmented, which makes it easy to create a soft makeup look, and the glittery part is so beautiful, very shiny, and long-lasting. Totally recommend it!”

Muzigae (the Korean word for rainbow) Mansion is a vegan makeup brand, a relatively new and growing category in the Korean beauty world. The brand’s velvety lip tint is like a filter for the lips; the gel-powder hybrid blurs and hides textures as it melts into your pout. And who can resist that chic, paint tube-like packaging?

Shades: 4

Amazon rating: 4.2/5 stars

An Amazon reviewer says: “I love the formula of this lipstick. It always feels nice and hydrating on my lips. I like that it doesn’t fade weird like my other liquid lipsticks, and I don’t have to wear lip liner.”

3 Concept Eyes, or 3CE, has been an industry darling for 15 years. The visually appealing brand mostly relies on pink, beige, and orange hues, whether it’s designing an eyeshadow palette or a collection of liquid lipsticks. 3CE’s famous Face Blush is formulated to both imbue cheekbones with a subtle flush and soak up any excess sebum, creating a soft-matte finish with minimal fading.

Shades: 5

Yesstyle rating: 4.8/5 stars

A Yesstyle reviewer says: “This blush is the perfect color for a natural cheek flush. It obviously isn’t as pigmented as Western blushes but still provides enough pigment to show up on the cheeks as actual color rather than just brightening.”

BB cream may have been invented in Germany, but Korean brand Erborian helped popularize it in Europe during the early 2000s. Erborian concentrates on calming and healing the skin; the CC Red Correct has a green hue that counteracts redness and is made with centella asiatica, an ingredient renowned for its soothing abilities.

Shades: 1

Dermstore rating: 4.9/5 stars

A Dermstore reviewer says: “I don’t normally leave product reviews—but this one was a must. If you suffer from redness, this is the best product I’ve found to cover it up that doesn’t pill under my skin tint and sunscreen. I struggle with redness daily, but also tend to have lingering redness after certain triggers (exercise, alcohol, etc.), and this tackles both of those. My skin has never looked more even-toned and clear than when I’m using this! It is green—so if your redness is super mild, this might not be the product for you, but if you have moderate to severe redness, this is it.”

Espoir’s cushion and liquid foundations have received a lot of love, but its lip products and eyeshadows have garnered a following of their own. This product includes eyeshadows, blushes, and even contour or bronzer, depending on the colorway you opt for, to create a look with a cohesive color palette.

Shades: 8

Amazon rating: 4.2/5 stars

An Amazon reviewer says: “The eyeshadow is really soft. It’s more pigmented than I expected. Great for traveling.”