Authentic Korean Beauty & Skincare Shops in Seoul
As a born-and-raised Korean American, I’ve always had a deep fascination with the beauty and skincare secrets of my homeland. Growing up, my mom would smother me in all the latest Korean lotions, creams, and masks, swearing they would keep my skin radiant and youthful. At the time, I clung to these Korean products as a way to feel connected to my cultural roots, even though I couldn’t speak the language fluently.
Fast forward to my first trip to Seoul a few years ago – I was both thrilled and overwhelmed by the sheer abundance of skincare shops dotting the streets. From the bustling Myeongdong district to the hidden gems in Gangnam, I found myself drawn into every storefront, eager to uncover the latest skincare innovations.
What I discovered, however, completely shattered my preconceived notions about “quintessential” Korean beauty products. Many of the cult favorites back home, like the Beauty of Joseon sunscreen, were largely unknown to the locals. Instead, they raved about lesser-known brands and products that had never even made it stateside.
Navigating the Skincare Mecca of Seoul
My first stop was the renowned Olive Young, Korea’s answer to Sephora on steroids. With over 1,000 locations nationwide, this beauty emporium is the holy grail for skincare enthusiasts. As I scanned the towering shelves, brimming with unfamiliar names and formulations, I couldn’t help but feel like an imposter. Where were all the “it” products I had spent years lusting after?
According to the Olive Young staff, many of the buzzy Korean brands we know and love in the US, like Peach & Lily and Glow Recipe, aren’t even sold in their stores. Instead, they recommended lesser-known local gems like Etude, Dr.G, and COSRX as their top picks for sunscreens and toners.
Determined not to leave empty-handed, I started quizzing the clerks on their personal favorites. One sales associate, Yejin Cheung, enthusiastically shared her must-have products, including the Anua Heartleaf 77 Clear Pad and Mediheal sheet masks. When I mentioned the revered Beauty of Joseon sunscreen, she simply shrugged and said, “I’ve never heard of it.”
Feeling a bit deflated, I turned to my cousin, who had been living in Seoul for years, for some guidance. She too had never encountered this “holy grail” product during her countless beauty hauls. Instead, she swore by Skinfoods Carrot Carotene Calming Water Pads and the dAlba Italian White Truffle First Spray Serum.
Uncovering Seoul’s Best-Kept Skincare Secrets
As I delved deeper into the world of Korean beauty, I started to realize that the products dominating the US market were quite different from the local favorites. While snail mucin may be all the rage stateside, ingredients like artemisia, heartleaf, bee propolis, and cica are the current trendsetters in Seoul.
One product that particularly piqued my interest was the AESTURA Atobarrier 365 cream. According to cosmetic chemist Ramón Pagán, this unassuming moisturizer boasts an impeccable balance of emollients and occlusives, effectively locking in hydration while strengthening the skin’s natural barrier.
Another Seoul-approved gem I discovered was the humble toner pad. As Olive Young product manager Sol Han explained, these pre-soaked cotton pads are the first step in a Korean skincare routine, helping to prep the skin for deeper absorption of essences and serums. Anua, Abib, and COSRX offer some of the most popular options, catering to a range of skin types and concerns.
Of course, no Korean beauty haul is complete without sheet masks. While Mediheal may reign supreme as the “bread and butter” of the category, Abib’s Mild Acidic pH Sheet Masks were a personal favorite of Olive Young’s Yejin Cheung. She also raved about the Dr. Jart+ Cicapair Tiger Grass Calming Mask, which, to my surprise, is widely available in the US as well.
Navigating the Seoul Skincare Landscape
As someone who has grown up immersed in Korean culture, I thought I had a pretty good handle on the beauty scene. Boy, was I in for a rude awakening. From overlooked gem
