How to Shop for K-Beauty Products in Korea As a Complete Noob
Updated: 3 hours ago
Here's the thing, readers: I'm not a makeup or cosmetics enthusiast. Until about a year ago, I wore exactly zero products on my face. I didn't even use cleanser or moisturizer (shocking, I know).
Then, I saw this random ad on Instagram, and I fell for the hook. The girl was American, visiting a Korean friend in Seoul going through a divorce. She'd been using her skincare routine all wrong, the friend corrected her errors, and at the end the Korean grandma says to the girl, "your face can finally breathe".
I don't know what it was about that comment, but it really hit me. Was I neglecting my skincare? Could I be doing more as I age? I'm three weeks from turning 40. Do I want to preserve my skin now or try to catch up with it later in life? So this got me thinking. Time for action!
Below I'm going to attempt to decode the world of K-Beauty for you. You'll walk away feeling more prepared for a trip to Korean skincare outposts - from understanding the daily essential routines for your face, to what experiences to book in Seoul. I'll get you set up for success with a product list and shopping suggestions at home.
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Short on Time?First, understand the routine. Next, book the best k-beauty experiences in the heart of Seoul. The Essential Korean Skincare Routine
💇 The Best Korean Beauty Experiences to Book In Seoul!
🛍 K-Beauty Stores I Want to Shop at!Or, start shopping online now at Moida or Amazon! Get the shopping list: all the ingredients to look for, the products to buy, and what order to use them in all here: Download the Printable PDF here |
Decoding the Korean Skincare Routine
For me, it all started with a quick in-store consultation at my nearest Lotte market, and a lightweight dokdo lotion from Round Lab. I was excited that the bottle had Korean writing, and that the ingredients came from the sea.
"Next, you try toner," the shop keeper told me.
Not long after, I was on Amazon buying the sister toner product."You need sunblock now," I was told on my next visit to the Korean beauty shop.
Back to Amazon.
But honestly - what was I doing? What order do these get applied? What is their purpose? Let's break it down:
Korean Skincare Routine (In Order of Application)
Understanding the order of products is essential to your k-beauty education.
Step 1: Oil Cleanser / Cleansing Balm (AM & PM)
How to apply: apply to wet or dry hands according to instructions, rub into face, rinse
Primary use: remove makeup, oils and impurities
Products I use: I skip this and use step 2! I do have some travel sized options that I haven't tried yet.
Step 2: Water-Based Cleanser (AM & PM)
How to apply: apply to a cotton pad, rub all over face
Primary use: remove makeup, oils and impurities
Products I use: Garnier Micellar Cleansing Water, and Dokdo cleansing wipes (for when I travel)
Step 3: Toner (AM & PM)
How to apply: apply to a cotton pad, rub all over face
Primary use: sets the pH balance of your skin for even application and absorption of products
Products I use: Dokdo toner from Round Lab
Step 4: Essence (PM) - Think Eye Patches and Masks
How to apply: essence products are meant to be absorbed, so this is a great routine for the evening while you prepare for bed. Apply for 10-15 minutes and tap in remaining 'essence' upon removal.
Primary use: Refreshing skin, long-term absorption
Products I use: Medicube PDRN Collagen Eye Patches*
*How to use Korean skincare eye patches:
They can be worn two ways - there is a fat 'tear drop' and a skinny 'tail'. Point the skinny tail up towards the corner of your eyes with the fat tear drop down to reduce puffiness. Have the pointy end down with the fat part up to promote smoother crow's feet lines.
Step 5: Serum / Ampoule (As needed)
How to apply: apply using a dropper (typically included) and pat to absorb.
Primary use: Used for dark spots, acne area healing (reduces inflammation)
Products I use: Centella ampoule
Step 6: Eye Cream (AM & PM)
How to apply: apply a few small dots to the under eye area and pat to absorb
Primary use: Used for saggy under eyes, hydrating fine lines and crow's feet
Products I use: Dokdo Eye serum from Round Lab and/or a cooling retinol eye roller (from the dollar store!)
Step 7: Moisturizer (AM & PM)
How to apply: apply liberally with hands and rub in
Primary use: this is the bread and butter to healthy skin!
Products I use: Dokdo lotion from Round Lab
Step 8: Sunscreen (AM)
How to apply: apply with fingers and rub in
Primary use: daily use for sun protection
Products I use: Missha BB Cream with Sunblock No. 25 (I'll switch to 23 for cooler weather months). This product provides a nice color foundation to my skin and smooths out the freckles and lines.
A Word About Korean Sunblock
Apparently, this is THE thing to buy from Korean beauty stores in Korea. The sunblock has better ingredients than in the US, even if the label and brand are the same as what you might buy at home.
Some really cool sunblock products to consider include:
Sunblock cushions: these are mini compacts with a mirror and applicator pad
Sunblock sticks: like a lip balm for your face (some are shaped like deodorant too!)
Sunblock foundation: a colored or tinted cream with high SPF coverage
Other products I use:
I occasionally use the Aromatica rosemary dry shampoo powder for oily hair days
Zeroid intensive cream for a stubborn hand rash/eczema
Additional Korean beauty products you may want to consider:
Nail care
Hair care
Hair color (while you're there, get a haircut abroad too, it's an experience!)
Makeup and matte lipstick
Ant-aging creams
Face masks - especially overnight collagen masks
You'll want to stock up on cotton pads and makeup remover tissues (especially from stores like Daiso, where they are cheap and sometimes cute shapes).
Korean Skincare Ingredients to Look For
Centella Asiatica: Calms irritation
Snail Mucin: Deep hydration
Niacinamide: Tone evening
Heartleaf: Redness relief
Ceramides: Barrier repair
Rice Extract: Skin brightening
Propolis: Antibacterial nourishment
Mugwort: Skin soothing
PDRN: Cellular repair
Ginseng: Collagen boost
Bring this ingredient list to Korea: Download the Printable PDF here.
The Best K-Beauty Experiences to Book in Seoul
Before diving into the aisles of Olive Young, make sure your baseline logistics are dialed in by reviewing my complete guide to planning a first-time trip to South Korea, covering transit, navigation apps, food, cultural etiquette and more!
(Don't forget to pack an extra suitcase!)
🧴 For the Fun/Trendy Vibe: eSpoir Makeup Pub in Hongdae (dispensing custom foundation from beer taps).
This "beer tap" beauty experience is really a super cool spot in Hongdae dispensing out custom color products from their kitschy tap system. It is designed as a casual cafe of beauty supplies where you can get your very own skin tone consultation before creating your exact match in house.
🛍 For the Total Beginner:
The tour host Lily is a beauty expert - a former Olive Young product developer and a beauty content creator. She takes you to the down-to-earth stores like Olive young, pharmacies, and even Daiso (my personal fave for all Japanese and Korean souvenirs!). I like her vibe and it's perfect for the audience in this article.
🧑⚕ For Advanced Care: Clinical skin treatment/analysis clinics
There are also clinics that do all sorts of intense looking facials for everything from chin sculpting to honestly, I don't know what. If this is for you, this pre-consultation includes a ride and a very sleek modern clinical experience. They'll use things like this eyesonic beauty device (this one from a home show or cruise port,where they do trials) and they'll rub all sorts of devices on your face to smooth and glow. I suppose it's relaxing, too!
For Glamour & Photos: K-Beauty salon styling, haircut, and photoshoots:
Take this experience for a less intimidating, department store style makeup session. You'll get personalized tips and walk away looking fantastic!
💇 Get a Korean "K-Style" for Your Hair
I've been thinking about coloring or styling my hair differently - I love the sleek Korean styles. If this sounds like you, check out this hair wash + styling combo from Klook.
Less about education, more about feeling fabulous.
💡 Whether receiving a skincare analysis or booking a local hair treatment, understanding subtle East Asian etiquette and shopping customs ensures a seamless, respectful experience with local staff. Always have that smile, bow and a good "annyeonghaseyo" ready.
Where to Shop in Seoul for Korean Skincare
Pro Tip: Start with a skincare analysis - many pharmacies offer this!
In Seoul, the large department stores like Shinsegae, Hyundai and Lotte sell luxury cosmetics (think like Macy's or Nordstrom Rack).
For more approachable brands, shops include names like Olive Young and Missha (which makes my favorite foundation style sunblock).
Pro Tip: I have read that in Seoul you can find 50% off deals on the third weekend of the month at Missha, so plan your dates right and get a good deal!
🛍 While Seoul is the soul of K-Beauty cosmetics, travelers heading south will also find fantastic deals in the street markets and department stores; check out my shopping recommendations for markets and beauty bargain hunting in Busan here!
Online K-Beauty Retailers Include:
StyleVana
iHerb
K-Beauty Retailers in the US
My Pick: Moida
They have standalone stores in my local mall and the prices can't be beat! Their staff is so kind, helpful and patient. It's a great place to start your k-beauty education!
Get $15 off when you spend more than $70 with this discount link!
Pro Tip: Look for expiration dates of each product on the product page under the image for peace of mind on what you will receive (if purchasing online). There's also descriptions on how to use each product. So handy for researching!
Runner Up: Amazon! Check out my fave products here.
Other stores carrying K-beauty products include:
Ulta
Sephora
Costco
Lotte Market: this is where I consulted with a shop owner for the first ever k-beauty product that I bought!
H Mart
You can also check out Ross, Marshalls, and I've even seen my line of Round Lab products at Burlington!
Don't Forget!There's soo much information on K-Beauty out there. Let's simplify the process. 🧴 Plan Your K-Beauty Roadmap at Home
Plan Your Korean Beauty Store Experiences in Seoul:🛍 Private Shopping and Skin Consultation 🧑⚕ A Clinical K-Beauty Experience: A Pre-Consultation for Skin Treatments 💄 K-Beauty Group Class and 1:1 Makeup 💇 Get a Korean "K-Style" for Your Hair 🫰 Luxe Experiences:
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