When K-beauty burst onto the U.S. scene in 2011 (BB cream was responsible for the boom), we had no idea what was to come, but we knew it was exciting. Since then, we've been introduced to new ingredients, textures and formats we never knew existed, but were all the rage overseas. Now, more than a decade later, we're more connected than ever to the latest products going viral and selling out in Seoul. Thanks to Amazon and niche K-beauty e-tailers, we have access to brands that aren't available in elsewhere (though Sephora and Ulta Beauty have expanded their K-beauty offerings in a big way as of late). Here, three leading experts in the space share the underrated K-beauty products they love, and why they deserve a spot in your routine.
Featured Experts
- Charlotte Cho is the founder of Soko Glam
- Daniella Jung is the founder and head curator of MUSKAT and Most Inc., and founder and CEO of NuTexture
- Sarah Chung Park is the founder and CEO of Landing International and creator of K-Beauty World
1 / 8
"This essence is packed with 97-percent snail mucin—one of the highest concentrations on the market—but with a fast-absorbing, lightweight texture that layers beautifully. It helps with hydration, skin repair and barrier care, making it the ultimate multitasker for all skin types." —Charlotte Cho
BUY NOW - $17
2 / 8
"This brand approaches everything—from packaging to formulation—with a fresh perspective. At the recent Muskat pop-up, it drew the most attention and sparked an enthusiastic response from on-site consumers. From charm tints that double as bag accessories to a foundation featuring built-in spatula, Entropy stands out as a bold and innovative brand redefining beauty through originality. The Charm tint, which is a lip tint that is going viral in Korea, is the brands' absolute hero product that everybody needs to try!" —Daniella Jung
BUY ON AMAZON - $22
BUY ON YESSTYLE - $20
3 / 8
"This is the OG of milky toners. Rice extract has been used for centuries to nourish and brighten the skin. This toner is 77-percent rice extract, so you’re really getting a powerful dose. It makes your skin so plump, nourished and radiant." —Sarah Chung Park
BUY ON SOKO GLAM - $28
BUY ON ULTA BEAUTY - $28
4 / 8
"If your skin is feeling tired, dull or stressed, this is your recharge. Noni fruit extract is rich in antioxidants and nutrients that help strengthen and energize the skin barrier. I love how bouncy and healthy my skin feels after just a few uses—it’s like a green smoothie for your face." —Charlotte Cho
BUY ON SOKO GLAM - $26
BUY ON AMAZON - $26
5 / 8
"Korean hair-care brands seem to be generally undervalued in the U.S. market. One standout is Dr. FORHAIR, a scalp care–focused brand grounded in the philosophy that a healthy scalp is the foundation of healthy hair. While it has recently launched in Costco U.S. with impressive results, it has yet to be fully introduced to the broader American market, leaving significant untapped potential. Its bestsellers are this shampoo, as well as the Folligen Sea Salt Scaler, an exfoliating shampoo. These are must-try products from this brand." —Daniella Jung
BUY ON YESSTYLE - $35
BUY ON AMAZON - $35
6 / 8
“This is a cult-favorite in Korea for acne. The before-and-afters are insane. It uses three types of exfoliating acids—AHA, BHA and PHA—plus papaya enzymes to soften texture and dissolve pore-clogging dead skin. It’s gentle enough to use every day and helps calm redness as it clarifies.” —Sarah Chung Park
BUY ON AMAZON - $22.50
BUY ON YESSTYLE - $22.50
7 / 8
"These are some of the most effective yet gentle exfoliating pads I’ve used. In a two-step system, they smooth out texture with LHA (lipohydroxy acid) and PHA (polyhydroxy acid)—great alternatives to stronger acids—making them perfect for sensitive or breakout-prone skin." —Charlotte Cho
BUY NOW - $40
8 / 8
"NuTexture is a skin-care brand that addresses signs of aging through texture innovation. Its unique and visually engaging textures align perfectly with today’s social media-driven beauty trends. From the jelly-to-mist transformation of the Hydra Jello Mist to the Bouncy Lip Treatment, NuTexture is a rising star going viral in Korea with strong consumer buzz. With its one-of-a-kind concept, we believe it holds great potential in the U.S. market." —Daniella Jung
BUY ON AMAZON - $35
BUY ON BY AVA - $35
