It’s Korean Beauty Week here at Byrdie HQ! Each day this week, our Korean beauty correspondent, Alicia Yoon, will be sharing the most interesting findings from her recent trip to Seoul. Consider this a deep dive into what’s really happening over the pond, from the newest product innovations to the beauty goods real Korean women are obsessing over. For our first installment, we’ll be focusing on the latter. Yoon took to the streets to interview Korean women about the one beauty product they’re currently loving—and we think you’ll be just as fascinated as we are by their responses. Read (and shop) up!
For the last three years doing Peach & Lily, I’ve been frequenting Korea every six weeks on average to stay on top of beauty trends and continue curating the very best brands coming out of Korea. We’re agnostic when it comes to size—we believe that the bigger the brand doesn’t always mean the better, since size can be more correlated to marketing budget than the product itself. So the question is: How do we go about hunting for these gems? One of the things I consistently do is stop women on the streets and ask them what they’re really loving.
I also keep my ears peeled for those smaller brands that I might have overlooked. My curiosity is always piqued when women start sharing products they love with intensity and excitement because the item blows them away. So without further ado, keep scrolling for seven real women in Korea and their favorite beauty purchases!
Pictured: Hyun Jin Park
Favorite beauty purchase: Fresh Sugar Face Polish Scrub ($62), because exfoliation makes a big difference in her skincare routine. This scrub works without irritating her skin.
Who: Soo Jung Lee
Occupation: Restaurant manager
Favorite beauty purchase: Aromatica Rose Absolute First Serum ($39); it nourishes her skin and keeps it looking youthful. Plus, she likes knowing that it’s safe and free of toxins.
Pictured: Ji Eun Yoo
Favorite beauty purchase: Tosowoong Enzyme Powder Cleanser ($13), because it cleanses without stripping her skin dry.
Who: Mi Ra Park
Occupation: Graphic designer, former nurse
Favorite beauty purchase(s): Kiehl's Cucumber Herbal Alcohol-Free Toner ($16), because daily use of alcohol irritates her skin. This toner is gentle.
Pictured: Yu Jiin
Occupation: Salary woman
Favorite beauty purchase: Dr. Jart Dermaclear Micro Water ($32), because it’s free of alcohol and great for daily use.
Yoon’s note: Alcohol-free products seem to be a trend here!
Who: Ji Ye Yang
Occupation: Retail banker
Favorite beauty purchase: Luna O2 Boosting Base ($25), because there is SPF in it. Also, the oxygen in the primer helps keep skin healthy and glowing from the inside out. She sees a big difference when she uses this before makeup—to her, it’s the perfect priming moisturizer, hydrating booster, and SPF all in one. She’s on her fifth jar!
Pictured: Sophie Oh
Occupation: English literature student
Favorite beauty purchase: Hera UV Mist Cushion ($45), because it’s easy to use, fast to dab on, and it looks natural. Ineffective and inconvenient products are beauty deal-breakers for her.
What do you think—were you surprised by any of these? Tune in tomorrow to find out what’s new in the K-beauty space!