In recent years, K-beauty has evolved from a niche obsession into a global industry, now readily available at major retailers like Sephora, Ulta Beauty, and Amazon. But while more Korean brands are available stateside than ever before (like Medicube, for example), the products making waves in Seoul often differ from the buzzy exports that have broken through in the US market. And many of those bestsellers can be found at one beauty hotspot: Olive Young.
Olive Young is South Korea’s go-to beauty and health retailer — think of it as the K-beauty equivalent of a highly curated drugstore and a trend-driven beauty boutique. Founded in 1999, it’s built a massive footprint with more than 1,300 stores across South Korea (and one in the US, located in Los Angeles), plus a robust online store that ships to several countries internationally.
As a Korean-American journalist who splits her time between Seoul and Los Angeles, I wanted to share a snapshot of the brands my peers and I can't stop talking about, alongside the steady bestsellers that continue to reign supreme year after year. From the makeup primer Korean influencers swear by to the glossy lip tint spotted in commuters’ makeup pouches, here are nine K-beauty brands — and their hero products — you may not have heard of yet, but are almost certainly poised for world domination.
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Shingmulnara Light Watery Sun Gel
“Shingmulnara” translates to “plant nation” in Korean, and the brand lives up to its name with a strong focus on botanical ingredients and skin-soothing formulas. Until recently, it felt more like a well-kept insider secret among celebrities (I can neither confirm nor deny that someone from BLACKPINK’s glam team introduced me to the brand), but it’s since broken into the mainstream in a major way. In fact, the brand’s Light Watery Sun Gel is now one of the top-selling sunscreens at Olive Young. With SPF 50, a weightless cooling finish, and a formula that leaves zero white cast or sticky residue behind, it’s not hard to understand the hype.
Shingmulnara Light Watery Sun Gel 150ml, $, available at Olive Young
Alternative Stereo Lip Potion Caramel Glaze Tint
These days, Alternative Stereo is the go-to label for perfectly understated neutral lip shades. The brand has built a loyal following thanks to its tightly curated (read: not overwhelming) shade range of glossy lip tints, offered in everything from syrupy caramel to rosy pink and warm-toned peach. But regardless of which shade you choose, the payoff is the same: Plush, hydrating texture, glassy shine, and that juicy, just-bitten tint K-beauty brands do so well.
Alternative Stereo Lip Potion Caramel Glaze Tint, $, available at Olive Young
Ohora Natural Glow Milk Syrup Nail Strengthener
Whenever my nails need a reset from gel manicures — or are feeling especially weak and brittle — this is the product I reach for. The formula combines strengthening wheat proteins, hydrating peptides, and nourishing vitamin E to help revive damaged nails, while a glossy wash of color subtly diffuses any uneven texture or peeling left behind by your last set. Even better: It comes in 10 sheer shades, so you can choose which one(s) suit your skin tone and preferred level of opacity. Personally, I love the shade Coconut for its your-nails-but-better effect that always makes my hands look freshly polished.
Ohora Natural Glow Milk Syrup Nail Strengthener 15ml, $, available at Olive Young
MENOKIN 30 Seconds Quick Bubble Mask Set
Koreans are big on efficiency, so it’s no surprise that MENOKIN has been gaining traction for its sensorial, time-saving approach to masking. Instead of a traditional sheet mask, the formula dispenses as an airy foam that spreads effortlessly and absorbs into skin almost instantly, delivering the glow and surge of hydration you’d normally wait 20 minutes for in just 30 seconds.
The set comes with three targeted formulas: LIFT, which uses ultra-low molecular collagen to visibly plump; MOIST, which drenches skin in multiple forms of hyaluronic acid; and REVITAL, which relies on peptides to perk up dull, tired complexions. Does it fully replace the ritual of a sheet mask? Not quite. But for mornings when you’re rushing out the door — or whenever your skin needs a quick hit of radiance — it’s an impressively effective shortcut.
MENOKIN 30 Seconds Quick Bubble Mask Set, $, available at Olive Young
House of B Glutathione Face Film
Yes, Koreans are all about efficiency, but efficacy matters just as much. While we love a 30-second bubble mask for an instant glow boost, we’ll also happily commit to a three-hour treatment when the situation calls for it. I found myself in exactly that kind of skincare emergency recently after a terrible night’s sleep ahead of an important meeting, which is how I ended up trying this buzzy “face film” mask that takes masking to an entirely different level.
Each set comes with a glutathione ampoule — a powerhouse antioxidant beloved for its brightening benefits — that you apply before layering the accompanying film mask on top to lock everything in and minimize evaporation. The transparent mask itself is made entirely from solidified essence, so it adheres comfortably to skin for hours without slipping, dripping, or drying out the way traditional sheet masks can. A few hours later, my skin looked noticeably softer, smoother, and significantly more well-rested than I actually felt.
House of B Glutathione Face Film, $, available at Olive Young
Ollio No Glue Eyelash
False lashes truly don’t get easier than this — and that’s coming from someone who’s tested nearly every magnetic, strip, and cluster variation on the market. True to the name, these require absolutely no glue, which is easily their biggest selling point. Instead, each cluster is attached to an ultra-thin adhesive band that presses comfortably onto the lash line for a soft, fluttery effect that looks surprisingly natural. Even better, they stay put until you’re ready to peel them off at the end of the night — no remover required.
Ollio No Glue Eyelash [Multi PACK] (8/9/10/11mm) 24pcs, $, available at Olive Young
BeginS by Jung Saem Mool Pink Guava Glutathione Blemish Serum
If you’re even remotely familiar with K-beauty, chances are you’ve heard of Jung Saem Mool — a makeup artist often considered the Korean beauty world’s answer to Bobbi Brown — or at the very least, you’ve come across her cult-favorite Essential Nuder Cushion. The bestselling compact has dominated rankings for years, thanks to its skin-like finish and effortless glow. But while her namesake brand, launched in 2015, is best known for makeup, BeginS by Jung Saem Mool — which debuted in late 2024 — shifts the focus toward skincare.
My favorite from the line is the Pink Guava Serum, a multitasking formula designed to target discoloration and post-acne marks from multiple angles. It combines oil-reducing niacinamide, radiance-boosting alpha-arbutin, ethyl ascorbyl ether (a stabilized vitamin C derivative), and antioxidant-rich pink guava and glutathione to brighten without irritating skin. The texture is slightly watery and fast-absorbing, making it especially good for layering under sunscreen during the day without feeling heavy or sticky.
begins by JUNGSAEMMOOL Pink Guava Glutathione Blemish Serum 30ml, $, available at Olive Young
YUNJAC Skin Perfecting Protective Base Prep
If you’ve always been skeptical of primers, YUNJAC might be the brand that changes your mind. Unlike traditional formulas that leave behind that slippery silicone feel or sticky residue that makes your face feel like a flytrap, this one has a lightweight, silky texture that melts into skin almost immediately. It leaves behind just enough grip to help foundation adhere better and wear longer — without feeling heavy or suffocating.
I find myself reaching for it on days when my skin is feeling dry, flaky, or uneven, or anytime I need my makeup to survive a long event without separating halfway through the night. While it doesn’t completely blur pores the way some heavier primers do, I actually prefer that: It smooths skin without feeling like it’s sealing everything under a thick layer of silicone, which is always a concern when you’re breakout-prone.
YUNJAC Skin Perfecting Protective Base Prep 40ml, $, available at Olive Young
FROMRIER EGF Cica Water Sun Ampoule
Yes, it’s another sunscreen — but what can I say? We take sun care seriously here. This one stands out in particular thanks to its hydrating, serum-like texture and soft, glowy finish that layers beautifully under makeup. There’s no streaking or pilling to be found, which goes a long way in explaining its cult status among beauty influencers and makeup artists alike.
Alongside SPF 50, it’s also formulated with vegan epidermal growth factors and centella asiatica (aka cica) to help support collagen and elastin production while soothing any signs of irritation, making it as much a skincare step as it is sun protection.
FROMRIER EGF Cica Water Sun Ampoule 56ml, $, available at Lovehoney
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