Whether you’re a K-beauty aficionado or not, you’ll know of big 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.
And we think you’ll agree when we say all the credit’s due to the South Koreans for inventing sleeping masks (one of the best skincare products ever invented, if we may say so), which help us wake up to soft and smooth skin. So to celebrate all things South Korean on the National Liberation Day of Korea, which falls on August 15, we’re compiling a select list of under-the-radar, must-know K-beauty brands you should add to your skincare shelves here.