From Calming Care to Color Makeup β Which K-Beauty Brands Are Foreigners Loving?
K-Beauty is an essential shopping category for foreign tourists visiting Korea. In areas like Myeongdong, Hongdae, and Gangnam, as well as in stores like Olive Young, you can directly test and purchase various Korean cosmetic brands and products. Skincare products like sunscreens, masks, and soothing serums are especially popular among overseas shoppers.
In this article, we break down the most sought-after Korean cosmetic brands, trending products, and practical shopping tips for foreigners.
COSRX β The Go-To Brand for Sensitive Skin
Known for gentle ingredients and function-focused formulations, COSRX is a social media favorite among foreigners. Its top products include soothing pads, creams, and ampoules that are especially effective for acne-prone and sensitive skin. The brand has gained traction in the U.S. and Southeast Asia as a “dermatology-style skincare” option.
Round Lab β The Birch Tree Sunscreen Sensation
Round Lab’s birch water-based sunscreen is a global bestseller. Loved for its non-sticky texture and sensitive skin-friendly formula, it’s topped sunscreen charts in Japan, Thailand, and Taiwan.
Beauty of Joseon β The Herbal Aesthetic New Wave
Known for products like the Relief Sun Rice Sunscreen and Ginseng Moisture Cream, Beauty of Joseon combines herbal ingredients with elegant vintage packaging. Its unique concept has drawn attention across the U.S. and Europe. Featuring mild formulas and popular whitening and calming lines, it’s become a cult favorite.
| Brand | Popular Product | Main Market |
|---|---|---|
| Round Lab | Birch Sunscreen | Japan, Southeast Asia |
| Beauty of Joseon | Relief Sun, Ginseng Cream | North America, Europe |
| COSRX | Soothing Pads, Ampoules | U.S., Southeast Asia |
VT, numbuzin, and Mixsoon β Functional Ampoules & Masks
VT is a top pick for international shoppers with bestsellers like the Reedle Shot 300 and a variety of sheet masks. Brands like numbuzin and Mixsoon are quickly gaining popularity for their brightening, elasticity, and pore-care ampoules, with active user reviews fueling their growth.
Torriden, Anua, and SKIN1004 β Hydration & Calming Experts
These brands specialize in hydrating serums and calming ampoules for combination and sensitive skin. Notable products like Anua’s Peach Niacin Serum and SKIN1004βs Madagascar Centella Sunscreen have won over social media users with their natural ingredients and unique designs.
Color Cosmetics Still Shine β CLIO, Innisfree, MISSHA
Beyond skincare, lipsticks, eyeliners, and base makeup continue to enjoy strong popularity. CLIO stands out for its brush pen eyeliners and tints, while Innisfree pairs its Green Tea Seed Serum with a natural makeup line. MISSHA is well-loved for affordable essences and cosmetics, widely available in drugstores.
K-Beauty Shopping Tips for Foreigners
- Explore road shops in Myeongdong, Hongdae, and Gangnam for hands-on product testing
- H&B stores like Olive Young and Lalavla offer multilingual descriptions and free samples
- Online shops and duty-free (StyleKorean, YesStyle, etc.) often have great discounts
- Tax refunds, language support, and international delivery services are expanding for foreign shoppers
Trending Product Summary
| Category | Popular Brands | Key Features |
|---|---|---|
| Sunscreen | Round Lab, Beauty of Joseon, SKIN1004 | Hydrating, non-irritating, mineral formulas |
| Ampoules/Serums | numbuzin, Anua, Mixsoon | Brightening, elasticity, soothing |
| Sheet Masks | VT, Mediheal | Convenient, function-specific |
| Color Makeup | CLIO, Innisfree, MISSHA | Eyeliner, lips, base makeup |
Korean cosmetics go beyond just βlooking pretty.β They offer smart beauty solutions that restore the natural health of your skin. Discover the real charm of K-beauty and find the brand that fits you best.