K-Beauty/Shopping for Cosmetics in South Korea 🧴

💄 Where to Shop for Cosmetics in South Korea and What to Buy?

When you think of South Korea, it's impossible not to think of the cosmetics that have gained universal popularity thanks to the concept of K-beauty, especially for women. So much so that even without doing any research, it's almost impossible to leave without buying some.

Let's face it, South Korea isn't just about K-pop and TV series. Their passion for skincare and beauty has reached such a point that there's a cosmetics store on almost every corner! And yes, these stores do everything they can to lure you in: masks, testers, discounts, cute packaging... It's a dizzying paradise! Frankly, I hadn't done much research on cosmetics before going, but there was a K-beauty festival going on when we went, and I was unwittingly drawn into this world. They had a huge booth set up in Myeongdong, and they invited me in to play games, so of course I went. :) They used an AI-powered camera to analyze my face and figure out what makeup shades would suit me, what colors I should wear, and they gave me a free list. Even if you visit these stores without buying anything, they offer a variety of attractive options like gifts and giveaways. In short, they don't have to try too hard to lure you in. You can already tell the quality of the products by testing them while browsing the stores, and when you see the reasonable prices, you'll inevitably end up doing a lot of shopping. Personally, I had to buy an extra medium-sized suitcase. If you're wondering which stores to visit and what to buy, I'll give you some general information to guide you. Of course, I won't list specific products because I'm not an expert. You should choose your own products based on your skin type and the type of product you need, consulting with the store salespeople.

👛 Where to Buy?

In Seoul, the Myeongdong , Hongdae , and Gangnam districts are particularly popular for cosmetics shopping. Myeongdong is the center of roadside shopping, with at least three branches of each brand. You can find more premium parkas in shopping mall-style locations like Lotte Store, Shinsegae, and Hyundai Department Store.

Some must-visit brands and their favorite products👇

🌿OLIVE YOUNG

Yes, the first place you should visit is of course OLIVE YOUNG'' ✨

Could we call it the Sephora of Korea? Yes, I think we could say it's more like a supermarket where you can find many cosmetics stores, like Sephora + Drugstore. This store sells a wide variety of cosmetic brands in bulk, and they have a separate store on almost every street. While some products may vary depending on the size, you can find almost the same products in all of them. Since I caught Olive Youngisim while I was there, I went into almost 20 of them, as if I had to visit all of them. They always manage to keep you enthralled by giving you different gifts as you shop. My top recommendation for this place is that even if you're unfamiliar with any of the products, you can find essential products like moisturizer and sunscreen with the help of the staff.

Some products are special editions sold only here. For example, if you see the "only at Olive Young" tag, you know that product isn't available anywhere else! Keep an eye out for collectible, limited-edition pieces. 💚

My discussion of these brands and their favorite products is based on blogs I read and what I've learned there. Please consult with experts before purchasing any products. It's important to note that I'm not an expert on this topic and will only be discussing my favorite and popular products. Depending on your skin type, there may be allergenic ingredients, so please do your research before purchasing.

🍑 HOLIKA HOLIKA

It's a South Korean cosmetics brand known for its fun and cute designs. Among the brand's most well-known products are the Good Cera series, the Pig Nose Clear Black Head series , and various character sheet masks. The nose-shaped blackhead masks, in particular, have gone viral on social media.

They're often mentioned in beauty communities as affordable and fun products. Users particularly rave about the quality and variety of their sheet masks. The price range is reasonable and competes with brands like Tony Moly and Too Cool for School in the similar market. They could be a good option, especially for those looking for small gifts.

I really liked the under-eye concealer, cushion foundation and lip gloss, so I tried them and bought them.

🎀 INNISFREE

A South Korean cosmetics brand known for its natural ingredients has been making waves on social media in recent years. Using Jeju Island's natural resources, the brand has gained popularity for its eco-friendly products, particularly among consumers seeking natural ingredients.

The brand's star products include the Green Tea Seed Serum (a serum that moisturizes and revitalizes skin with green tea extract), the Super Volcanic Pore Clay Mask (a clay mask for pore-clearing), and the No Sebum Mineral Powder (a powder for oily skin). These products are recommended by beauty influencers both in Korea and around the world. Their affordable price point makes them an easy option for those curious to try. For those seeking natural and effective ingredients, Innisfree is definitely a brand worth exploring. Products made with green tea, volcanic clay, and authentic Jeju herbs offer excellent options for a simple yet effective skincare routine.

🌿 The Face Shop

Originating in South Korea, it's a global cosmetics chain. It's become a brand I've frequently heard of in Türkiye. Among its most talked-about product lines are Rice Water Bright (a brightening toner with rice water), Real Nature sheet masks, and the Yehwadam Traditional line (skincare products made with traditional Korean herbs). The Chia Seed line is also recommended for dry skin for its moisturizing properties. It's often cited as an "entry-level K-beauty" brand in beauty communities. It's a well-known name among K-beauty enthusiasts in Türkiye, especially among online shoppers.

🧁 Skin Food

As the name suggests, they're a brand based on the idea that "food benefits skin." In other words, they advocate that just as we nourish our bodies from the inside, we should nourish our skin with quality ingredients.

Their most popular products include the Black Sugar mask series, the Avocado series, and various food-based cleansers. The Black Sugar scrub, in particular, is a frequently mentioned product in the beauty community. They develop products using ingredients like honey, avocado, and tomato. However, some products have strong fragrances, which may be a drawback for sensitive users.

It's seen as a mid-range brand in the K-beauty market – a bit more premium than The Face Shop, positioned on a similar level to Innisfree.

🍌 Tony Moly

Tony Moly is arguably one of the most recognizable K-beauty brands with packaging. The brand, known for its cute character designs and playful product shapes, is particularly popular with younger users. Among its most talked-about products are the I'm Real sheet masks, the Peach line, and various fruit-shaped lip balms. Photos of these adorable packaging are frequently shared on social media.

The brand's distinguishing feature is its design of cosmetics almost like toys. Products can be found in the shapes of apples, peaches, and pandas.

There are mixed reviews in the beauty community regarding the product's quality. Some say the packaging is good, as are the ingredients, while others think it's just visually appealing.

It is in the affordable segment and is considered one of the "ideal for gift giving" brands among K-beauty enthusiasts.

🌱 Nature Republic

Nature Republic is one of South Korea's leading natural cosmetics brands. It develops products specifically using aloe vera, ginseng, and various plant extracts.

Their most popular products include the Aloe Vera series, the Ginseng Royal Silk series, and various sheet masks. The 92% Aloe Vera gel is a frequently mentioned product.

User reviews generally mention its suitability for sensitive skin and its soothing effects. Its price point is mid-range, making it competitive with other K-beauty brands.

💋 Missha - 미샤

Missha is a South Korean cosmetics company considered one of the most established brands in the K-beauty world. It's particularly famous for spreading the BB cream craze globally. It's one of the first to spark the "skincare + makeup all in one" trend. Its most famous products include the M Perfect Cover BB Cream (a product that provides concealer, evens skin tone, and contains SPF. It was and remains a legend), the Time Revolution series (developed for those seeking anti-aging care), and various Essences.

Products like Time Revolution First Treatment Essence are seen as alternatives to luxury brands. It's one of the brands praised in the beauty community for its quality-to-price ratio.

🧴 Dr. Jart+

Dr. Jart+ is one of the first brands that comes to mind when it comes to "dermocosmetics" in the K-beauty world. Founded in 2005 by dermatologist Dr. Sung Jae Jung.

Their most popular products include the Cicapair line, the Ceramidin line (moisturizer), and various sheet masks. The Cicapair-Tiger Grass Color Correcting Treatment is particularly popular as a redness-reducing touch-up cream. Its price range is positioned at the mid-premium level, slightly higher than other K-beauty brands.

🥚 Too Cool For School

Too Cool for School is another South Korean cosmetics brand with a creative and playful approach. Among its most talked-about products are the Egg Cream line, the Rules of Mastic line, and various makeup products. Their egg-shaped hand creams, in particular, are frequently shared on social media.

• Egg Cream Mask and Egg Mousse series: These products, containing egg whites and yolks, are loved for their intense hydration and firming properties. The Egg Cream Mask, in particular, was a hit for a while!

• Rules of Mastic Series: Natural ingredients are at the forefront in this series, which aims to strengthen the skin barrier.

Priced in the mid-range, it's a brand often preferred for gifting. It appears to appeal to a similar target audience as Tony Moly. It's considered a "concept brand" in the K-beauty world.

My Korean Cosmetics Shopping–Favorite Products and Stores🎀

🌸 Banila Co

It is particularly known for its cleansing products in the K-beauty world.

One of the brands that has popularized the concept of "double cleansing" in Korean skincare routines worldwide. Banila Co's most talked-about and cult- like product is undoubtedly the Clean It Zero Cleansing Balm . This balm, which transforms from a solid into an oil and takes on a milky consistency when applied to the skin, gently removes all dirt, makeup—even waterproof mascara . The Miss Flower & Mr. Honey series is also popular for its nourishing and intensely moisturizing products. Their primers are among the favorites of those looking to smooth skin before makeup and increase its longevity.

In terms of price, it is in the mid-range segment, a bit more premium than road shop brands.

It seems to be a strong brand in the "first cleanser" category, which has an important place in the K-beauty routine.

🐌 Mizon

Mizon, a South Korean cosmetics brand known for its products containing snail mucin, is one of the pioneers popularizing this somewhat unusual ingredient.

Among its most talked-about products are All In One Snail Repair Cream and Snail Recovery Gel Cream. These products, which contain 92% snail secretion, are frequently mentioned in the beauty community. The brand generally offers products that aim to repair skin damage, calm skin, and restore moisture balance. It focuses on using naturally inspired ingredients and creates functional yet gentle formulas .

It's priced in the affordable segment and categorized as a road shop. It's a good example of K-beauty's "weird but it works" philosophy.

🧪 COSRX

COSRX, a skincare brand known for its minimalist approach and effective ingredients, is one of the most beloved "no-nonsense" brands.

Among its most popular products are the AHA/BHA Clarifying Treatment Toner, Snail 96 Mucin Power Essence, and Low pH Good Morning Gel Cleanser. Products with active ingredients are particularly praised by skincare enthusiasts.

The brand's distinguishing feature is its focus on formula over fancy packaging. Simple, white packaging and long product names clearly state what it does. The "it won't look good on Instagram, but it does the job" mentality. The brand has received praise in the beauty community, particularly for problematic skin. It uses proven ingredients like niacinamide, salicylic acid, and snail mucin. Even sensitive skin can generally tolerate it. While its price is mid-range, its quality-to-price ratio is excellent. Some refer to it as "The Ordinary of K-beauty." It's a favorite among skincare communities on Reddit.

🧴 Peripera

Peripera is a South Korean makeup brand known for its tints and lip products. Among its most popular products are the Ink Velvet tint series, Ink Airy Velvet, and various cushion blushes. Its long-lasting tints, in particular, are frequently praised in the beauty community. The tints are highly acclaimed for their high pigmentation , long-wearing properties , and comfortable wear . Moreover, despite all this longevity, they're easy to remove.

The brand's notable feature is its rapid addition of trendy colors to its collections and its dynamic approach to appealing to a young target audience. It produces products aligned with the Korean "glass skin + gradient lips" trend. User reviews particularly praise the tints' pigmentation and longevity. They also note their ease of removal—long-lasting and easy to remove. Priced in the mid-affordable segment, it's considered a road shop.

💚 ANUA

Anua is a relatively new cosmetics brand in South Korea, specializing in sensitive skin care. It's gained popularity on social media in recent years. Among its most talked-about products are the Heartleaf series and various gentle formula cleansers. Its Heartleaf Pore Control Cleansing Oil is particularly popular in beauty communities. It creates products formulated for sensitive skin and prioritizes natural ingredients. It favors minimalist packaging. User reviews often mention its non-irritating, soothing products, and it's particularly suitable for rosacea and sensitive skin.

It's priced in the mid-range. Its approach to the "clean beauty" trend and gentle formulas are noteworthy. I bought both Anua's sunscreen and cleansing products.

💫 TORRIDEN

Torriden is a relatively new cosmetics brand from South Korea that has been rapidly gaining popularity in the K-beauty community lately.

Among its most talked-about products are the DIVE-IN Low Molecule Hyaluronic Acid Serum and the Solid-In Ceramide series. The hyaluronic acid serum, in particular, has gone viral on social media. User reviews often mention its effective hydration and gentle formulas. It's particularly praised for its benefits for dry and sensitive skin. It's a favorite among those who prefer fragrance-free products. Its price is in the affordable-to-mid-range segment and is particularly competitive in the serum category. It appeals to a similar target audience to brands like COSRX and Anua.

🛍️ K-Beauty Tips for Shopping for Cosmetics in South Korea

• Don't forget your "Tax Refund"! It's valid for purchases of 15,000 won or more. At Olive Young, tax refunds are applied directly when you show your passport during your purchase.

• While some products may be expensive in Duty Free stores, prices in the city are generally more affordable.

• Don't leave your shopping until the last minute, as some items may be out of stock (especially the popular masks!).

• Stores like Olive Young , Lalavla , and Aritaum are the best places to find many brands under one roof.

• The Myeongdong area is also perfect for this type of shopping. We should also add that brands are quite generous with their testers!

Before going to Korea, I did some research on K-Beauty, though not extensively. The products I was most curious about were sunscreens. I tried and bought sunscreens from Anua and a few other brands. Besides sunscreens, I also bought two-phase cleansing products, lip glosses, cushion foundation, hair masks, and facial masks. I also bought the Medicube device when I found it. The staff are very helpful in choosing products, and even if they don't speak English, almost everyone has Papago on their phones and will try to help you with translation. However, every store has a staff member who speaks English very well, and they'll call them to meet with you.

In terms of price, my impression was that most of the products were reasonable, and even more reasonable when tax refund is applied. There are testers for each product, so I tried them all and decided accordingly. Even if you haven't done much research beforehand, you can find the product you want with the help of the employees there.

Of course, there are products I wish I had bought. The ones that stick in my mind are the shampoo and the large body moisturizer that I couldn't buy because I ran out of space in my suitcase. They were so affordable that I really regret not buying them. Anyway, go with an empty suitcase and come back without regret.

I also found a website where I could buy the products I wish I had bought from Korea when I returned to Turkey. Here is the link for you.

K-Beauty isn't just about cosmetics and skincare, of course. It also includes everything from clothing to jewelry and accessories. You'll find plenty of stores as you explore Hongdae and Myeongdong, but I especially recommend one: "nyunyu." They sell a wide variety of items, including jewelry, bags, and hats. Luckily, they even have a place for your partner to sit while you browse.

As you walk through the streets of Seoul, the cosmetics shops you encounter on every corner offer a beauty paradise with their colorful packaging and effective ingredients.

Korea's K-Beauty trend has become a global phenomenon in recent years.

Prices are quite reasonable compared to Türkiye and other European countries, and you'll also find promotions and small tester gifts on many products. Shopping in Korea can be both a fun and rewarding experience, especially for travelers interested in skincare.

Travelers to Korea definitely need a few masks, a BB cream, and a cleanser in their suitcase. Don't leave without trying these products that will reshape your beauty routine! 🧴