Whether you’re a K-beauty aficionado or not, you’ll know of big K-beauty brands such as Laneige, Sulwhasoo, The Face Shop and Innisfree. After all, many of them are permanent fixtures in our shopping malls. You’ll also have heard of skincare trends such as “glass skin” and makeup looks such as “gradient lips” which are synonymous with the K-beauty wave, since they have become mainstay terms in beauty speak.
Koreans are always ahead of the beauty curve and you can be too. Here are 8 new K-Beauty brands to tell your friends all about.