Korean culture has exploded globally over the years, and a big reason for that is K-beauty and makeup. No nonsense formulas, high-performing products, easy on the pocket, and cute, albeit sometimes gimmicky packaging, there’s a lot to love when it comes to K-Beauty products.
So, if your vanity list needs an upgrade, why not have some fun with experimentation? Here are some underrated K-Beauty and makeup brands that you should check out before hitting checkout on your cart.
Benton
Benton | Snail Bee High Content Essence | Dhs 6097
Before the COSRX Snail Essence, it was the Benton Snail Bee High Content Essence that was all the hype with KBeauty lovers. Benton practices clean beauty, so you can find all their products to be vegan, fragrance-free, and cruelty-free. Their formulations also tend to be on the lightweight side, so if your skin can’t take on heavy textures, then this would be the brand for you.
Holika Holika
Don’t let the cutesy packaging fool you! Holika Holika boasts nutrient-rich formulations in their skincare, smooth buttery eyeshadows, and lip tints with serious staying power. Their Heart Crush Bare Glaze Tint is our favourite—a glossy lip tint that’s buildable, transfer-resistant, and leaves behind an incredible shine.
JUNGSAEMMOOL
Founded by Korean makeup artist Jung Saem Mool, who has worked with numerous Korean celebrities since the 90s, JUNGSAEMMOOL brings over 30 years of professional makeup experience to their products. If you’re a fan of cushion foundations or have been eyeing them, give their Essential Skin Nuder Cushion a try!
K-SECRET Cosmetics
Not to be confused with K-Secret, the K-beauty platform, K-SECRET Cosmetics is a fusion of Korean-origin ingredients and modern dermatological practices. They have collections designed to target every major skin concern, but their SEOUL 1998 collection is a versatile, fan-favourite.
PeriPera
We might be cheating here because there is a slight chance that you might have seen PeriPera, or their lip tints, around. If not, PeriPera is one of those brands you would normally think of when you think about a K-Makeup brand—cute, fun, playful branding but vibrant colours, serious formulations, and even more intense staying power.
Pyunkang Yul
If your skin is on the sensitive side, then give this brand a go! Established by Pyunkang Oriental Medicine Clinic, a clinic in Seoul known for treating atopic skin disorders, Pyunkang Yul focuses on a minimal ingredient list and formulations that are gentle on the skin, removing any unnecessary chemical substances and embracing natural ingredients like astragalus and Japanese honeysuckle.
The Saem
From skincare to bodycare to makeup to scents, The Saem has it all. If you’re a K-pop fan, then you might already be familiar with The Saem because of its impressive list of K-pop ambassadors. But if you’re unfamiliar, you might want to pick up one of their cleansers or their fan-favourite Cover Perfection Tip Concealer, and you just might understand why K-pop fans are obsessed with the brand.
TIAM
TIAM | Vita B3 Source | Dhs 140
TIAM’s products feature vitamin-rich formulations, lightweight textures, and aesthetic packaging that you can’t help but display on your vanity. Their Vita B3 Source has grown a cult following over the years, helping those with dark spots and hyperpigmentation.
