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Meet Your New Seoul-Mate: 30 K-Beauty Products You’ll Fall In Love With
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BuzzFeed and our publishing partners may collect a share of sales or other compensation from the links on this page. Read More Sparkly under-eye patches shaped like angel wings? I’ve literally died and gone to heaven. I'm a BuzzFeed Shopping writer who covers everything from home and organization to travel and gifting, and I'm passionate about staying on top of the latest beauty trends (especially K-beauty) as well as tracking down affordable products for a luxe lifestyle. Retinal (which is different from retinol) is the most potent over-the-counter retinoid you can get. It's basically retinol's cooler cousin. Promising review: "I like that these don't slide off. I wish I could just leave them on all the time. They are really moisturizing and cooling. I notice when taking them off my undereye is immediately brighter." —Amazon Customer Get 30 pairs from Amazon for $20 (also available in a bundle with the eye serum). Promising review: "This is my favourite lip balm. It has really good color payoff for an SPF lip product and gives a pretty glossy tint on the lips. It feels lightweight and comfortable without being sticky. It keeps my lips looking smooth and hydrated. I also love that it has SPF 30 and peptides for extra care. Perfect everyday lip balm for a natural glossy finish." —Geeta Get it from Ulta for $20 (available in four shades). The Yuja line is the newest collection at Hanyul, and I first experienced it at Sephoria 2026. This gel cream is almost "bouncy"; it feels so nice on the skin, and you'd assume it's way more expensive than it is. The smell is beautiful — very citrusy, which is on brand for summer. Promising reviews: "Just started using, but the consistency of the cream is like getting a facial every day. It’s so nice and has such a nice scent. It feels very luxurious. My skin feels and looks great after I put it on. I feel even after only using it a few days, my skin looks more refreshed and hydrated." —Caryn Alberini "Worth the money. Very good overnight mask. I have hyperpigmentation on my face, and in just one week, I've already seen results." —Dana l Shake well before use to blend the dual layers. Promising review: "I don't know or understand how, but this has given my dry, rosacea skin a giant drink of water. It's the only new thing I'm using and I'm obsessed. I probably shouldn't use it several times a day, but I have because it feels good! My skin is brighter and glowing and this is the only thing I can think of it that's doing it!" —Elizabeth Promising review: "As a freckled person I like using these kind of pens to emphasize certain freckles I already have or turn a pimple into a mole by placing a few dots on the spots I want without blending them out. I bought shade 01 and I really like it so far! The pen itself and the nib look and function the same as the Beaubble x Ruddy Berry freckle pen, at a much more accessible price. The main difference between them are the colors: Peripera’s is a warm reddish brown and Beaubble’s is a yellow-leaning neutral brown — but in practice this doesn’t make much of a difference to me. The freckles stay on well as long as you’ve let them dry down properly (I powder them lightly just in case)." —Maylady Get it from Amazon for $13.99 (available in two shades). PSA: Just like cushion foundations, with a cushion dry shampoo, a light hand goes a long way. Check out this TikTok of Mikayla Nogueira's review of this foundation. Promising review: "I struggle with finding a foundation that's not orange. Someone recommended I try a Korean product, and this started going viral around the same time. I lucked into a perfect color match on the first try, but I've learned there are sample packs if you aren't sure about the color. The coverage is incredible. It was very lightweight, not heavy at all. It did settle into my under-eye wrinkles without primer, so if you're older, that's something to keep in mind. Overall, beautiful and long-lasting. This will be my go-to foundation from now on." —AJ Bond Get it from Amazon for $25 (available in 40 shades, a matte finish, a semi-matte finish, a dewy finish, and a mini). Promising reviews: "I absolutely love these pads! I tried them out for the first time because I saw people raving about them on TikTok, and the hype could not be more real. Korean skin care is where it’s at, and these pads are the most popular for a reason. They are so incredibly hydrating and leave my skin feeling better than ever. I will absolutely be purchasing these pads for years and years to come." —Pamela Seco "This right here!!! Holy grail. Made my dark spots almost invisible. Gave me such a glow. I love it!" —jenifier carrero Here's how to use it: Take 2–3 drops and apply evenly all over your face — if you want to target any particular areas that have wrinkles, like smile lines, frown lines, and your forehead, you can apply extra there. Gently massage the product into your skin until it's fully absorbed. For an added boost, follow up with their lifting sheet mask at night to lock in the benefits! Promising review: "I’ve tried countless essences over the years, but Numbuzin No.9 Essence | NAD+ BIO has completely blown me away! From the very first week, I noticed a visible reduction in my pores and an overall improvement in my skin’s texture. My complexion looks smoother, firmer, and more refined, giving me that coveted “glass skin” effect." —Bug Lady It also can help tighten the appearance of eye wrinkles if you'd prefer for them not to be as noticeable. And here's a tip! It reduces puffiness faster if used after refrigeration. Promising review: "This is definitely a miracle product. I was impressed that it worked so well, so fast, and so instantly. The packaging is silly but whimsical; I enjoy it. This is the last thing I apply before walking out the door. First day I used it, I put it on and got in my car — I looked in the rear view mirror and my heart jumped. My eyes had de-puffed on my walk down the front path!!! So impressive. It's not hydrating, it’s more tightening/brightening. If you have dry under eyes, use a creamy hydrating eye cream first, and apply this over it — problem solved. You don’t get much product, but you don’t need to use much either, and it’s not like it’s expensive. Definitely worth it if a product actually DOES what it claims it’ll do!!! Buy it!" —Joseph S. Get it from Amazon for $11.99 (also available in two other versions and as sets). BTW, a lot of reviewers say they use this as part of their double cleansing routine. As the name implies, double cleansing is a method of cleansing your face twice: first with an oil-based cleanser, and again with a water-based cleanser to help get all the yucky stuff out of your pores. Promising review: "BEST OIL CLEANSER I SWEAR. I’ve gone through 3-4 bottles now and it continues to cleanse my skin AMAZING. It melts makeup, clears pores. Honestly it's heaven-sent. The first time I used it, it cleared a lot of my sebum and even now when I use it, it clears any dead skin and dirt I have, even when I don’t wear makeup. BUY IT, it's amazing. You can see all the dirt that came out of my face recently in the photo." —rexichor Get it from Amazon for $17 (also available in a mild version for sensitive skin). BTW, these work best on open, draining pustules (rather than blackheads or pimples that haven't come to a head yet). You can read more at the Cleveland Clinic! For persistent or bigger pimples, leave a pimple patch on overnight for two to three days to allow the pimple to diminish completely. Promising review: "This product works! It stays on until you remove it and honestly, you can wash your face and forget it’s there and still it holds up to a lather without falling off. I had a few hormonal acne areas on my chin that were painful to the touch. This patch seemed to alleviate the discomfort and I forgot about it and wore them overnight. It took a few days for the spot to go down in size but it works. As for blemishes after threading, single treatment and by morning… the blemish is gone." —LaTisha Taylor Get 72 patches (three packs of 24) from Amazon for $9.99. All Cosrx products are dermatologist-tested, cruelty-free, and have no parabens, sulfates, or phthalates. Promising review: "After hours of exhaustive research on Korean gentle cleansers, I finally decided upon a cleanser. This was one of the best decisions I have ever made for my face! I have sensitive, combination, and very volatile skin, so if I ever make it unhappy, it definitely lets me know. This cleanser is light enough that it doesn't feel thick or cloying, it has a very subtle smell (which I love), and the ph of the cleanser is so low that the only thing I am worried about for my face anymore is the ph of the water I am splashing on my face. It hasn't caused any bad breakouts or negative reactions like drying or tightness of skin but it can certainly handle itself in the department of a full face cleanser." —Haley Hart Get it from Amazon for $11.90+ (available in two sizes). Promising review: "I recommend this for dry skin rather than oily skin. When I applied it, it felt similar to applying Vaseline. However, it’s not greasy or sticky. I have dry skin and my skin absorbs the multi balm quickly. It spreads well and the area where it was applied became soft. I recommend applying it to the U-zone rather than the T-zone of the face. I mainly apply around the eyes, mouth (nasolabial folds), and neck wrinkles! In particular, immediately upon application, it had the effect of slightly tightening the skin, adding radiance, and reducing wrinkles (especially around the mouth). I think it definitely helps moisturize when I apply it after skincare, before makeup, and before going to bed." —Ah Kim Promising review: "After just two days of use, this adorable little octopus has done wonders for me, smells great too. Here's how I used it: I wore down the stick just a little to where the texture from the salt is visible, scrubbed around on my face so there was plenty of product, then I used my fingers to gently massage all the gunk away. Rinse, pat dry, and enjoy the softness. Highly recommended for people with sensitive skin like myself." —LuckLocust Promising review: "Love this lotion. It’s silky, delicately scented, and makes me happy just opening it. The strawberry scent is light and just really lovely. Leaves my hands feeling silky and soft, not greasy or overpowering. I highly recommend for your purse or desk. 🍓" —Strawberry Cake Get a set of two from Amazon for $18.77 (also available individually and in mango, banana, apple, and peach versions). Promising reviews: "I saw this all over TikTok/Instagram and decided to buy it because I have a lot of sebaceous filaments on my chin and nose. It's a little expensive but I took a gamble: it works! You can physically see the sebaceous filaments come out of your pores, it is not the product bunching up. My problem areas were so much smoother after using and are left with a moisturized glow. I then proceeded to have my boyfriend use this product to see of it worked this good on everyone on the first try and it worked on his nose as well. Amazing stuff 🩷" —Losa "I have hyperpigmentation and oily skin. I feel this product regulates my oil production and it helps my makeup look so flawless. 10/10." —MissKayMae Get it from Amazon for $14.90+ (available in three sizes). Promising review: "This deserves more stars. I had surgery and all the medications my lips and skin so dry. My lips were cracking and bleeding. When I say this stuff saved my lips, I mean it. It really moisturizes so well. It’s not sticky and it is so pretty and shiny. 10/10. I’m buying my second one right now." —Jackson Soter Promising review: "I’ve only been using this toothpaste for a week, and I’m already blown away by the results! The violet tone-up formula is pure genius. It works kind of like a color corrector for your teeth, instantly brightening them and giving them a much cleaner, whiter appearance after just one brush. And it’s not just a temporary illusion. My teeth actually look whiter overall now, and feel smoother and cleaner all day. On top of that, it’s incredibly gentle. No irritation at all. In fact, my teeth feel less sensitive than before. Another huge plus: the fresh breath lasts all day. Not just for a few hours — seriously, my mouth feels clean and fresh from morning to night. The fact that it also offers 24-hour stain defense makes me feel better about my daily coffee habit, too. I’ve noticed far less staining, even after just seven days of use. If you’re on the fence, just try it. I’m genuinely amazed. Euthymol has outdone itself with this one. I’ll definitely be making this my new go-to toothpaste!" —Xoxo Heads up: This model doesn't come with a USB-C charging cable or adapter, so snag one if you need it! Promising review: "The design is sleek and comfortable to hold, and it’s compact enough to take with me if I’m traveling. After using it regularly, I’ve noticed a visible improvement in my skin’s texture and tone. My skin feels firmer, smoother, and more refreshed. It’s the perfect tool to help enhance my skincare products and really give my skin that extra boost. If you want something that’s both effective and relaxing, the Medicube Mini Booster Pro is definitely worth it!" —Lissi Get it from Amazon for $99 (available in pink or white). According to reviewers, this mask works on fine hair, curly hair, and type 4 hair. Promising review: "Like many others, I tried this as a replacement for Olaplex. Honestly, Olaplex never had a great effect on my hair and certainly wasn’t worth the price. This did an unreal job on my hair!! I was skeptical (tried a little bit first because I was petrified it would burn off my hair and I would end up bald!) but, lo and behold, it was magic! My hair is so strong, silky, and healthy looking after just one use. Plus you can’t beat the price! Have already ordered another box. I should also add I have curly/wavy hair that’s been colored to a light brown. Buy it!!" —BB Promising review: "I'm 44 and for the past four years my skin has been throwing a hissy fit. No matter what I tried my pores were screaming through my makeup. You know what I mean? Makeup sinking into the pores will turn any good foundation into a pool party on your face. Finally, a month ago I found this and it really works. I have combo-dry skin, weather depending and it doesn't make my skin oily. My foundation sets nicely over it (no sinking) and stays on for about eight hours before needing a touchup. And of course my pores...barely visible!!!! I'm happy!" —KPak Promising review (for the Rose Petal palette): "First time trying this brand and am satisfied with the quality for the price. It's perfect for daily, subtle looks. Mattes have a silky and buttery formula, making them easy to blend, although not as pigmented as Western shadows. Glitters differ in feel; those with bigger particles can fall on cheeks a bit which I don't like, while smaller particles are more buttery and hold better giving a wet look to the eye. Overall, satisfied with the purchase of sheer, neutral shades suitable as base colors for everyday makeup." —Alisa Pal Get it from Amazon for $29.90 (available in 11 different styles). Promising review: "I looooove this so much. The smell is amazing, and it tends to stick around for a while so I love getting whiffs of it through the day. My hair is softer and doesn’t seem as frizzy as before. I put it on after washing my hair, and then after it’s dry. I tend to wash my hair two times a week, so I’ll use it in between washes on my ends to make sure they still look nice and healthy. Great value too; I’ve been using it pretty consistently since purchasing and I’ve barely made a dent in it. Love it!" —Noley Get it from Amazon for $18.99+ (available in two sizes). Check out a TikTok of this mask in action. Promising review: "Oh…my god…. 🤯 No scent. It starts milky white and turns clear. I left it on overnight, woke up, and I was shook!! Pores? Where? Dry patch? Where? Fine wrinkles? Whheeerrrrrre??? I put it on over my lips as well, and it almost looked like I had filler. It was so plump! 10/10 recommend. Holy grail of face masks <3" —Kichi Get a pack of four from Amazon for $19 (also available in a 16-pack and three other versions). Promising reviews: "My holy grail SPF. The scent is mild, and the sunscreen goes on my skin like a dream. I’ve tried maybe 20 other sunscreens (American, Korean, and Japanese), and this one is my top pick for everyday wear." —Symphanie Park "I LOVE this product, I swear by it and I’m pretty sure this is my 3rd or 4th time purchasing it! As a woman of color, finding a sunscreen that didn’t give me a white cast / ashy finish was very hard, so I am so glad I’ve come across this product ! It goes on the skin so smoothly. I apply moisturizer first, then the sunscreen and have no trouble spreading a little over my entire face! I seriously don’t leave the house without this; I keep it on me at all times! It gives you a glow and makes skin feel so much softer. I also feel like some of my dark spots have faded due to this product! Also I have VERY sensitive skin, so everything breaks me out, but this has not!" —Sierra Keyes Get it from Amazon for $18+ (available with SPF 36 or SPF 50; the higher-SPF option also comes in a larger size). Promising review: "This is the best eyebrow product I’ve ever used and so the price and ease of ordering makes me happy. I love that it has a brush wand on the other end so I can blend and refine my coloring with a quick flip and brush of the pencil/wand. The pencil itself has the perfect width and length and it’s in a beveled diagonal shape, which I’ve never had in a pencil before and I found it works the best for drawing more naturally. Plus, these pencils last me a long, long time! It’s the longest-lasting pencil I’ve ever used. I hope they never change these or take them away from me because I’d always been frustrated by eyebrow pencils before finding this one." —Lisa N. Hyman Get it from Amazon for $8.99 (available in six shades). Promising review: "My skin is on the oilier side, and this product saved my life, especially on camera. It is flawless, reduces shine, and doesn't make you look splotchy. It goes on flawlessly on top of my other products and feels so light. 100000/10. I've used so many powders, and this product makes your skin look airbrushed in real life." —Marissa Pizzuto Get it from Amazon for $22 (available in 11 shades, including a larger and mini size for select shades). Note: This does contain SPF 25, but based on guidelines from the American Academy of Dermatology, you should still wear a daily sunscreen with at least SPF 30! Promising review: "I have rosacea, and it’s often accompanied by not just redness, but uneven texture and flaking. I was genuinely shocked how easily and quickly this stuff went on, and how much better my skin looks! Being able to put something on that looks great without spending a ton of time prepping is amazing. My face feels soft and looks so much less red, and so much more even. Using this completely on its own looks better than any other expensive primer and foundation I've tried. I’m so happy I found this!" —S. K. Get it from Amazon for $26+ (available in two sizes). This set includes: 28 strips, one prep pad, one nail file, and one wooden stick. To apply the strips, just use your palm to warm them up. Once the strips are warmed, they can be easily pulled for the perfect fit on your nails. Note: If you live somewhere that doesn't get sun often, you can still use a UV lamp. You only need to pop your nails in for about five seconds! Promising review: "These looked great and I got some compliments. I didn’t have any issues with them lifting like I have had with other brands. I hate the feeling of running my hands through my hair and then pulling out a few strands that got stuck in my nail sticker. I wore these for about 2.5 weeks. The only reason I took them off was my nail had grown out so much. The nail strips are awesome! Buy them!! I have already ordered another set and am converting from my old brand to these!" —Holly M. Get it from Amazon for $9.99+ (available in 10 styles and in sets). BuzzFeed Shopping is service journalism first: Our writers and editors spend all day shopping so you don’t have to, vetting products, fact-checking brand claims, and surfacing what actually helps in real life. We center readers over revenue, recommend products with authenticity (using real experiences, not ad-speak), and reflect our diverse audience, inclusive of a variety of price points, people, and needs. We cut through fake deals, favor useful info over glossy fluff, and recommend both budget and splurge options with context so you can decide what’s right for you — and still have a little fun along the way. Reviews have been edited for length and/or clarity.