A K-POP Fan's Guide to Buying K-Beauty in Korea

K-beauty's popularity has skyrocketed over the last few years. From the rise of the "glass skin" trend to viral idol makeup routines on TikTok, Instagram and YouTube, more international fans than ever are becoming curious about which products are actually worth purchasing.

With summer approaching, many beauty concerns begin to emerge. Oily skin, makeup separating throughout the day, humidity affecting mascara and long hours outdoors can all make maintaining a beauty routine more challenging. Summer is also one of Korea's busiest tourism seasons. With BTS's upcoming Busan concert bringing fans from around the world and many travelers already planning their Korean vacations, beauty shopping is likely to be high on many itineraries.

The challenge, however, is knowing where to start. Walking into stores such as Olive Young, HEMEKO or MUSINSA can feel overwhelming, with thousands of products competing for attention. To help simplify the experience, K-POPIT has put together a beginner-friendly guide featuring some tried-and-tested products that can help survive both the Korean summer and the endless temptation of K-beauty shopping.

Having lived in South Korea for nearly three years, experienced all four seasons and rarely missed an Olive Young sale, I've become something of a K-beauty enthusiast. More importantly, I've also become the designated friend people message whenever they need skincare or makeup recommendations. With that in mind, here are some products that have earned permanent places in my routine.

My Top Three Skincare Recommendations

Dr.G Red Blemish Clear Soothing Cream

If there is one moisturizer I consistently repurchase, it is this one.

Formulated with a blend of Centella Asiatica-derived ingredients and the brand's 10-CICA Complex, the cream focuses on soothing irritation while maintaining hydration throughout the day. Despite its lightweight texture, it provides long-lasting moisture without feeling heavy or greasy.

What makes this product particularly useful during summer is its versatility. It works equally well during both morning and evening routines and creates a smooth base underneath sunscreen and makeup. For those who prefer a simpler makeup routine, it often eliminates the need for a separate primer altogether.

While it sits slightly higher in price than some drugstore moisturizers, it remains one of the products I never hesitate to repurchase.

Torriden Dive-In Low Molecular Hyaluronic Acid Serum

Few products have earned as many repeat purchases from me as Torriden's signature serum.
Containing five types of hyaluronic acid alongside panthenol and allantoin, the serum focuses on deep hydration while helping support the skin barrier. It absorbs quickly, layers well with other skincare products and works comfortably across a wide range of skin types.

It's also one of the rare products that I've successfully convinced both friends and family members to incorporate into their routines. Whether used in the morning or evening, it delivers reliable hydration without causing irritation.

As a bonus for K-POP fans, those attending CORTIS events this year will likely spot the brand frequently, with the group currently serving as ambassadors so COERS keep an eye out!

Anua PDRN Hyaluronic Acid Hydrating Capsule Mist

While Anua's PDRN serum has become one of the most talked-about skincare products online, the brand's hydrating capsule mist deserves just as much attention.

The mist combines moisture-rich essence with oil capsules that burst upon application, delivering hydration without leaving behind a sticky or heavy finish. The ultra-fine spray distributes evenly across the skin and absorbs quickly, making it particularly useful throughout the day.

After finishing my first bottle, I can confidently say it has become one of my favorite desk essentials. Office air conditioning can leave skin feeling dry and uncomfortable, and a few sprays throughout the day provide an instant refresh.

Extra Tip: Makeup lovers should try spraying a small amount onto a cushion puff or beauty blender before patting in foundation. The result is a noticeably smoother application and a more radiant, glass-skin finish.

Makeup Essentials Worth Taking Home

No K-beauty shopping trip feels complete without purchasing at least one lip tint.

Lip products occupy a significant portion of Korea's beauty market, and it's not unusual to see people carrying multiple shades depending on their mood, outfit or plans for the day. Speaking from personal experience, I am absolutely guilty of this with an average of 7-8 lip products in my bag at all times, it’s an issue.

rom&nd Juicy Lasting Tint

Among Korean beauty brands, rom&nd has achieved near-universal popularity.

The Juicy Lasting Tint remains one of the brand's signature products thanks to its affordable price point, extensive shade selection and comfortable formula. Rather than delivering intense pigmentation, these tints focus on creating a glossy, naturally enhanced lip look.

For cooler skin tones, "Bare Grape" remains one of the brand's most beloved shades. It offers a subtle "my lips but better" effect that complements a wide variety of makeup styles.

For warmer skin tones, "Mulled Peach" provides a similarly natural finish with a warmer undertone.

Tip: If you're visiting Korea, pay attention to rom&nd's limited-edition collections. The brand frequently launches exclusive seasonal releases, and its Seongsu flagship store often carries products that are difficult to find elsewhere with some heavy discounts as well.

CHASIN' RABBITS All About Glow Cover Cream

Not every day requires a full cushion foundation, and sometimes concealers may just not do it for you so that is where this product comes into center stage.

Positioned somewhere between a BB cream and a lightweight foundation, the Glow Cover Cream provides enough coverage to even out the complexion while maintaining a natural, radiant finish. Combined with a solid skincare base, it creates the type of healthy glow many people associate with Korean makeup trends.

For particularly hot summer days, pairing it with a light powder is highly recommended to improve longevity.

Its biggest drawback is the limited shade range, an area where many Korean beauty brands still have room for improvement. While the formula itself is excellent, more inclusive shade options would make the product accessible to a wider audience.

JUNGSAEMMOOL Essential Skin Nuder Cushion

For those seeking a cushion foundation with stronger shade diversity, JUNGSAEMMOOL's Essential Skin Nuder Cushion remains one of the most reliable options available.

The formula offers buildable coverage while maintaining a natural skin-like finish. It balances hydration and longevity well, making it suitable for both everyday wear and longer outings.

Several of my close friends with deeper skin tones have personally approved this cushion, and their feedback carries significant weight in my beauty recommendations. The brand's expanded shade selection makes it one of the more accessible options currently available within the Korean cushion market.

ALL DAY TIGHT MAKE UP SETTING FIXER

Perhaps no Korean beauty product receives more tourist recommendations than a good setting spray.

This particular fixer has become one of my personal staples after surviving everything from humid Seoul summers to crowded concert venues. One memorable test involved spending an entire day outdoors in 34-degree weather before attending a Charli XCX concert, and my makeup remained remarkably intact by the end of the night.

Its hypoallergenic formula works well across different skin types, while the ultra-fine mist prevents the uncomfortable wetness that some setting sprays can leave behind. Instead, it creates a lightweight protective layer that helps lock makeup into place without feeling heavy.

Final Thoughts

One of the biggest misconceptions surrounding K-beauty is the idea that there is a single "best" product for everyone. The reality is that skincare and makeup are highly personal. A product loved by an idol, influencer or friend may not necessarily be the perfect match for your own skin.

Rather than chasing every viral recommendation, focus on understanding your skin type, concerns and preferences before making purchases. Korea offers an incredible variety of products at nearly every price point, which means there is likely something suited specifically to your needs.