Korean beauty products are all the rage, especially throughout Asia. These popular Korean beauty chains are quickly coming to dominate the international cosmetic market and are setting up locations all around the world. Their stores feature the latest beauty trends from Korea and are marketed by the hottest Korean celebrities. You should recognize many of the beautiful faces below!

1. Innisfree

Innisfree is a popular choice for many in their 20s, offering more natural and protective products using ingredients from Jeju Island. Some of their best sellers include their Green Tea Seed Serum set and their Jeju Volcanic Clay Mask.

Tagline: "The pure island where clean nature and healthy beauty coexist in harmony."

Endorsements include Lee Min Ho and Yoona


2. Nature Republic

Nature Republic is similar to Innisfree, also emphasizing fresh and natural products. This chain opened in 2009 and has since expanded throughout Asia. Their top selling items include their Aloe Vera products as well as their Snail Therapy line.

Tagline: “From earth” and “A sense of the beginning”

Past endorsements include Jang Geun Suk and JYJ (Yoo ChunJaejoong, and Junsu)


3. Etude House

This chain caters more to the teenage crowd, featuring lighter makeup with cute and elaborate packaging. While most Korean makeup stores use idols to promote their products, the marketing strategy of Etude House and similarly priced stores relies heavily on celebrity appeal. BB creams and lipsticks are particularly popular at Etude house.

Tagline: “Wanna be sweet? Play Etude!” 

Endorsements include Krystal


4. Tony Moly

Tony Moly's adorable, yet chic presentation at an affordable price helps set it apart from its competitors. Their Backstage Gel Eyeliner is fantastic, and they are also well known for their Panda's Dream eye care line and their Tomatox and Appletox creams. 

Tagline: “Putting style into packaging.”

Endorsements include B1A4 and Hyuna


5. Skin Food

Skin Food emphasizes pure and natural products that provide nutrients for your skin. Opened in 1957, this is the oldest Korean beauty store on this list. Their Black Sugar line is very popular, and their wash-off yogurt masks also get great reviews!

Tagline: “Beauty food for the urban sweety.”

Endorsements include Lee Jong Suk and Lee Min Jung


6Holika Holika

This magical themed store is full of fantastic beauty products with beautiful packaging. Fan favorites include their Aqua Petit Jelly BB Cream and Pig Nose Clear Blackhead Kit. 

Tagline: "Mystical Beauty Cosmetic"

Endorsements include Park Shin Hye and Jung Il Woo


7. The Face Shop

The Face Shop, along with many of the other Korean beauty stores on this list, emphasizes natural products. They have a strong foothold in the international market and are continuing to open locations around the world. Their Real Nature and Essential face masks are very popular picks — and you can even get one with Kim Soo Hyun's face on it! 

Tagline: "Natural Story"

Endorsements include Suzy and Kim Soo Hyun


How many of these brands did you already know? Which one do you want to try out the most? Do you already have a favorite Korean makeup store or must-use product? Please share your thoughts below!


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