Building the ultimate K-beauty routine is not for the weak. Search up the best Korean skincare, makeup, and haircare launches and you’ll see thousands of brands all vying to secure a top spot. From clinic-inspired serums to juicy lip tints, an overwhelming amount of options exist for any category you can think of, no matter how niche. So what’s actually worth the hype?
“For the past decade, Korean beauty has upped the bar globally when it comes to price, quality, innovation, and texture,” says Charlotte Cho, esthetician and co-founder of Soko Glam and Then I Met You. Cho’s name should be familiar to anyone who’s entered the K-beauty scene, but for the uninitiated, she’s been curating the best of K-beauty on Soko Glam for more than 11 years—long before you saw those viral toner pads take over your TikTok FYP.
Recently, Cho has been more discerning than ever. “I’ve been looking more at the details of where the ingredients are sourced, or if it’s bringing an interesting ingredient combo to the table,” she says. To sort through the overwhelming amount of launches that come out of the K-beauty market, she also pays close attention to clinical studies and “new formats or textures that are unlike anything I’ve tested before.”
This year, she’s got an eye on skin treatments influenced by in-office cosmetic treatments like microneedling and PDRN injections. “Toner pads are also having a moment,” she says. “It's a resurgence of why we originally fell in love sheet masks, but now in bite-sized form.”
With a few recommendations from Cho in hand, I spent five weeks in Seoul this spring working my way through as many products as I could get my hands on. From TikTok-viral toners to iconic cleansing oils, here’s what actually lived up to the hype. Some of these launches have cult status in Korea, consistently ranking high on Hwahae (an ingredient analysis and review aggregator app that publishes some of the most trusted rankings in Korea) or always securing a spot in my friends’ bathroom cabinets. Others are more well-known globally or belong to up-and-coming brands just starting to make a splash. Regardless, they impress.
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Below, 27 of the best Korean skincare, makeup, and haircare products to try immediately.
1. Best Sunscreen: SKIN1004 Madagascar Centella Hyalu-Cica Water-Fit Sun Serum ($12, YesStyle)
Korean sunscreens never fail me because they make SPF feel like my favorite moisturizer instead of a daily chore. Among the many impressive formulas I’ve tried, this fast-absorbing option, which ranks high on Hwahae and has racked up millions of views on TikTok, stands out. It combines hydrating hyaluronic acid with soothing centella asiatica in a finish so lightweight, you’ll forget you’re wearing it. I also love the moisturized, dewy look it leaves without feeling greasy or heavy—and it layers beautifully under makeup.
2. Best Cleansing Oil: Ma:nyo Pure Cleansing Oil Deep Clean ($26, Amazon)
Ma:nyo makes one of the most iconic cleansing oils in K-beauty, known to remove even the most stubborn waterproof mascaras with minimal effort. The brand has sold 10 million bottles of its original version globally and it’s been part of my daily routine for awhile. But this recently launched Deep Clean edition, which I tested during a visit to Ma:nyo headquarters, is even better: more lightweight and made to melt off your stay-all-day lip tints and eye makeup in a flash. I keep a bottle in my shower and instantly panic when I start running low.
3. Best Brightening Cleanser: The Face Shop Rice Water Bright Cleansing Foam ($12, Amazon)
Anyone who double cleanses knows that after rinsing off your oil cleanser, you need to go in again with a second formula. This bright pink tube might look familiar if you follow Seventeen’s Jeon Wonwoo, who happens to be an ambassador and fan of the brand. I came across the best-selling formula while touring the LG labs and could instantly see why it’s become so popular. Formulated with rice water (one of my favorite ingredients for gentle brightening), it transforms from a light cream into a non-stripping lather that leaves my skin feeling smooth and soft, never tight.
4. Best Exfoliating Cleanser: House of Dohwa Rice Bran Powder Wash ($27, Coréelle)
Another rice-base launched I love is this exfoliating cleanser from House of Dohwa. The formula is far gentler than other physical exfoliants I’ve tried but still leaves my skin incredibly smooth, even, and bright. Infused with rice extracts and anti-inflammatory bromelain, it comes in a dry powder form that’s perfect for travel. Activate it with a splash of water to make a cleansing paste that sweeps away dead cells and boosts glow.
5. Best Hydrating Toner: TIRTIR Milk Skin Toner ($29, Soko Glam. $23, YesStyle)
If you haven’t seen this milk toner, I’ll assume you’re not on K-BeautyTok. TIRTIR has gone viral multiple times for its signature red cushion foundation, which now features one of the most extensive shade ranges you’ll find from any Korean brand. But don’t overlook the skincare: It’s just as good. Cho is also a fan of this deeply hydrating milky formula. “Glass skin is a result of a good exfoliator and a deep hydrator, and your skin will slurp this up after proper exfoliation,” she says. “Applying it in several layers gets you that glistening, glowy, and dewy look everyone is coveting.”
6. Best Toner Pads: SOME BY MI AHA-BHA-PHA 30 Days Miracle Truecica Clear Pad ($24, Soko Glam)
Another toner both Cho and I love is the SOME BY MI 30 Days Miracle Toner, which clears up breakouts and dullness in a swipe. Get it in a snackable size with these toner pads. “Using this in toner pad form makes my acne-prone skin so happy,” says Cho, who recommends it for anyone with oily, combination, or acneic skin. “Swiping this across your face for gentle exfoliation and also letting it mingle over your pores will keep breakouts at bay, and even help minimize the look of your pores,” she says.
7. Best Essence: CNP Laboratory Propolis Energy Active Ampule ($26, Amazon)
CNP Laboratory is easily one of the most recognizable derma brands in K-beauty, and you can now officially get your hands on it in the U.S. If you’re new to the line, this is the hero product to know—one that’s truly worth the hype. Infused with two types of propolis extracts, hyaluronic acid, beta glucan, and madecassoside, it gives your skin a shot of deep hydration and instant glow. The texture is that of a true ampoule, halfway between a lightweight essence and a serum, and my skin happily drinks it up.
8. Best Vitamin C Serum: Goodal Green Tangerine Vitamin C Serum ($35, Olive Young)
You can’t walk into Olive Young and miss this best-selling, multi-award-winning vitamin C serum. While most vitamin C serums I’ve enjoyed in the past are made with L-ascorbic acid, this one swaps it out for a potent blend of 70% fresh green tangerine extract. Paired with niacinamide, arbutin, and centella asiatica, it’s the perfect brightening co*cktail for your skin. The texture feels like a refreshing gel serum and helps boost glow and fade dark spots with every application.
9. Best Smoothing Serum: Medicube Zero Exosome Shot ($55, Medicube)
Microneedling serums have been flying off shelves in Korea lately for their promises of clinic-inspired formulas without the clinic visit. One of the newest versions to enter the market is this one by Medicube, makers of the best skincare devices I’ve ever tested. The Zero Exosome Shot comes in two intensities: a mild 2,000 and an extremely tingly 7,500. I prefer the former, which uses a lower concentration of exosome-coated microneedling spicules to smooth pores and rejuvenate skin. I use it a few times a week as a pick-me-up treatment and wake up glowing.
10. Best Firming Serum: Depology Matrixyl® 3000 Collagen Serum ($40, Depology)
If you thought effective peptide serums couldn’t be affordably priced, you’re missing out on this one. The star ingredient is a Matrixyl® 3000 peptide complex, which works to plump and smooth the look of lines and wrinkles. The formula is especially lightweight and fast-absorbing, making it an easy pick for any skin type. Personally, I’m obsessed with how bouncy it leaves my skin: I even layer it under eye cream for an extra smoothing boost.
11. Best Serum for Acne-Prone Skin: COSRX The Niacinamide 15 Serum ($25, Soko Glam)
Niacinamide is a true multitasker of an ingredient that does everything from calming inflammation, to boosting your skin barrier, to smoothing and fading dark spots. That said, not all niacinamide serums are created equal. I’d recommend this one, and so would Cho. “COSRX means business with this non-sticky niacinamide serum that contains a whopping 15% of its key ingredient,” she says. It’s paired with 1% zinc to help even and brighten. A “powerhouse treatment” in a bottle, says Cho
12. Best Moisturizer for Dry Skin: belif The True Cream Aqua Bomb ($38, Sephora)
This best-selling cult favorite from belif is one of the most intensely hydrating moisturizers I’ve tried. It’s racked up 10 million sales since launch and tens of thousands of glowing reviews. I love the lightweight Aqua Bomb edition, which delivers its formula in a fast-absorbing gel base that feels refreshing even when it’s a million degrees out. Infused with hyaluronic acid, niacinamide, and herbal ingredients, it’ll smooth away any dry patches on your face in seconds. No matter the season, I always reach for this when I’m feeling dry.
13. Best Moisturizer for Barrier Repair: ILLIYOON Ceramide Ato Concentrate Cream ($25, Amazon)
I saw ILLIYOON’s barrier-strengthening formulas everywhere when I was in Seoul: at Olive Young, at the supermarket while I was stocking up on bone broth, and of course at the Amorepacific headquarters. It’s so popular, one tube is sold every minute in Korea and is currently Amorepacific’s #1 repurchased moisturizer. Designed especially for those with sensitive skin, it features encapsulated ceramides extracted from black beans, paired with fatty acids and cholesterol at a low pH. Whether you have sensitive skin or just need barrier repair, this is instant relief in a tube.
14. Best Moisturizer for Pores: Biodance Pore Tightening Collagen Cream ($45, Amazon)
Most pore-tightening moisturizers I’ve tried pair astringents with exfoliants to clear sebum and shrink the look of pores. This one takes a different approach. Made by the same brand that launched the viral overnight sheet mask, it’s infused with low-molecular-weight collagen to help support your pore structure, as well as mineral water to boost collagen production. The result: smoother skin with better texture. I also love this as a super lightweight summer moisturizer: It sinks right in and gives the prettiest dewy finish.
15. Best Blackheads Treatment: ilso Natural Mild Clear Nose Patch ($19, Olive Young)
I’m so obsessed with ilso’s blackhead-melting nose patch, I wrote an entire in-depth story about it. Here’s the abridged version: It’s a multistep treatment that involves a sebum-softening biocellulose patch, gentle extractions, and a pore-tightening astringent patch to finish. Unlike pore strips, it doesn’t leave my skin tight or irritated but melts away blackheads and sebaceous filaments so effectively, I’ve wondered why I ever used anything else. Since its (relatively recent) launch, the brand has sold 10 million of these globally and snagged two coveted Hwahae Beauty Awards.
16. Best Dark Spot Treatment: Haruharu Wonder 4% TXA Dark Spot Go Away Serum ($14, Amazon)
Haruharu Wonder is mostly known for its super gentle cleansing oil (another one of my favorites), but this dark spot serum is a sleeper hit. The clear, lightweight gel treatment contains 4% tranexamic acid to directly target existing dark spots and help prevent new ones from forming. Paired with vitamin C, niacinamide, and a calming centella complex, it packs an effective brightening punch. I dab this on the second my breakouts start to go down and watch them fade away fast.
17. Best Exfoliating Mask: Then I Met You Rosé Resurfacing Facial Mask ($56, Soko Glam)
Cho’s own brand, Then I Met You, is packed with hits. But if I had to pick just one, it would be this best-selling rosy face mask, which rinses off to leave my skin clear and smooth (never dry or tight). Infused with glycolic, lactic, and salicylic acids—plus grape-derived resveratrol and damask rose petals—it clears congested pores and sweeps away dead cells in minutes. Cho says she loves it for getting “sparkling clear skin just by investing 15 minutes a week.”
18. Best Lip Treatment: Alternative stereo Lip Potion Steaming Milk ($18, Olive Young)
Translucent and glossy, jelly lips are everywhere in K-beauty. If you want the easiest way to recreate them, grab this lip treatment designed to care for chapped lips, and add a milky filter to your favorite lip colors. Ji Hye Ran, Alternative stereo’s CEO, says the treatment was designed for hard-to-blend lip tints that turn blotchy. “It offers clear, fresh colors central to K-beauty,” she says. For the prettiest effect, pair it with the brand’s best-selling shades, Lip Potion Balmy Rose in No.1 Baby Rose and No.2 Blush Pink. Worn alone, it instantly returns my lips to a moisturized, super smooth state—even when they’re cracked and peeling.
19. Best Lip Balm: Glow Peach Peptide Lip Balm ($24, Hemeko)
While this up-and-coming brand based out of Seoul doesn’t label itself as K-beauty, it’s just too good not to mention here. Everything I’ve tried is has impressed, from shattered glass glitters that glide on seamlessly to squishy jelly cleansers infused with guava. Still, if I could only get one thing from Glow, it would be the deeply nourishing peptide lip balm infused with peach tree flower extract and peptides. Made in three flavors (#coralreef has a permanent place in my bag), it has a soft, syrupy—but not sticky—consistency that wraps my lips in glossy, healing moisture.
20. Best Tinted Balm: AOU Floofy Matte Balm ($15, Hemeko)
Glow’s director, Serine Lee, is also director at Hemeko, an online retailer that stocks carefully curated hair, makeup, and skincare brands. Lee put me on to AOU’s super viral range of tinted balms, which have been popping up all over social media. Created by celebrity makeup artist Jo Eun Bee, the balm has been spotted in the hands of actress Kim Ji Won and Blackpink’s Jennie Kim. I’m a fan of the brand’s Glowy Tint Balm, which leaves a dewy finish, but my ultimate vote goes to the Floofy Matte Balm. I tend to find matte formulas overly drying and cakey, but this one is perfect: cushiony and cloudlike, with a blurred velvet finish that’s wildly flattering.
21. Best Lip Tint: Peripera Ink Mood Glowy Tint ($10, Amazon)
It was love at first swipe with Peripera’s iconic Ink Mood Glowy Tint, one of which is sold every 10 seconds globally. The finish is hydrating and lightweight, gliding over lips for a reflective finish and the ideal amount of tint. Each tube is infused with lily and witch hazel extracts to keep your lips smooth and leaves behind a watery, luminescent shine I can’t get enough of. The best-selling shade is #003 Rose in Mind, a flattering petal pink. But at $10 a tube, you can grab all six shades.
22. Best Lip Plumper: BANILA CO Volume Lip Plumper ($18, Olive Young)
BANILA CO’s signature cleansing balm gets plenty of love, but the brand’s super spicy lip plumper is also making waves in Korea. The high-shine formula comes in two versions: light and maxi. Each one features a flexible applicator that deposits the perfect amount of product. As you would expect, light creates a mild tingling sensation and maxi makes my eyes water a little bit. Both versions layer seamlessly over lip color, leave a glassy shine, and plump my lips to an impressive degree. (I’m weak, so I’ll be sticking with light.)
23. Best Mascara: CLIO Kill Lash Superproof Mascara 01 Long Curling ($16, YesStyle)
If mascaras smudge on you or weigh your lashes down, this tube will solve both problems. CLIO’s Kill Lash Superproof Mascara comes in eight versions, each designed to target a different lash goal, so you can definitely find your perfect formula. Mine is 01 Long Curling, which also gets hundreds of rave reviews on TikTok. The curved brush keeps my lashes lifted and once the formula dries, it stays locked all day. My under eyes could medal in gathering mascara smudges, but they stay clean and flake-free even after a full day of wearing this.
24. Best Blush: Dear Dahlia Petal Drop Liquid Blush ($30, Dear Dahlia)
This is one of prettiest liquid blushes I’ve tried and the finish stays true to the name, leaving petal-like layers of luminous color. The formula feels both lightweight and buttery, blending out with ease without disturbing my foundation. Like the rest of the brand’s offerings, it’s infused with Dahlia Variabilis flower extract to condition and protect. I’m partial to shade Wavy, a coral-tinged red that results in a healthy, flattering flush on my skin.
25. Best Highlighter: UNLEASHIA Mood Shower Face Palette Highlighter ($15, Amazon)
UNLEASHIA caught my attention with its high-shine, super smooth glitter palettes. So it makes sense that the brand also knows how to make a really good holographic highlighter. The shades, ranging from icy blue to rose gold, don’t look like they would be wearable. But dust them on your skin and they transform into glassy, ethereal washes of luminescence. I particularly like these patted onto the inner corners of my eyes or over my cupid’s bow for an unexpected touch of shine.
26. Best Hair Serum: Mise En Scène Perfect Original Serum ($11, Amazon)
Confession: I never used a hair serum regularly until I tried this one, which beats out every other version I’ve tested. I spotted these signature orange bottles everywhere when I was in Seoul, probably because it’s known as Korea’s number-one hair serum. The texture feels intensely nourishing without any hint of grease and has the prettiest, faintly sweet floral scent. One pump is enough for my long hair: I apply it to either damp or dry hair, smooth it from the middle of my hair to the ends, and run my palms lightly over any frizz to make flyaways disappear. Made from a blend of seven oils (argan, olive, coconut, apricot, marula, jojoba, and camellia), it instantly makes my hair enviably soft and shiny.
27. Best Hair Treatment: Free Moment Refresh Moment Perfume Treatment ($14, Amazon)
Ever since I started using this incredibly chic shower treatment, I don’t even need conditioner anymore. Free Moment’s silicone-free, sulfate-free formula is made with Jeju obtusa water and wheat protein to nourish, strengthen, detangle, and repair damaged hair. The water cream texture melts immediately and goes to work restoring my hair to a smoother state. Choose from the creamy Fig Fog scent or the refreshing Jeju Camellia edition: You can’t go wrong with either one. I leave this in for a few minutes once a week and my hair has never looked better.
Sarah Y. Wu is a Senior Contributor for Forbes. See her work at sarahywu.com and follow her on Instagram @say.wu.
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