K-beauty enthusiasts, mostly women aged 18 to 44, follow Korean and Asian skincare for its multi-step routines, light textures, and constant innovation. They find products through TikTok, YouTube, and Reddit, then buy at Sephora, Amazon, and brand sites. This page tracks brands that target them, including Beauty of Joseon, Glow Recipe, Peach & Lily, Numbuzin, Medicube, Torriden, and Banila Co. Studying their ads shows how brands turn a viral hero product into a routine and how they translate Korean skincare for Western shoppers.
Enjoys layered steps and the ritual of building a routine from toner to sunscreen.
Hero items such as a sunscreen, toner, or cushion often spread through TikTok and YouTube before the shopper ever visits a store.
Cares about hydration, fermented or plant-derived ingredients, and how a product feels on skin.
Many want effective skincare at accessible prices, and compare options across several brands.
Often looks for gentle formulas, with ingredients like centella and hyaluronic acid appearing in requests.
Reads reviews, Reddit threads, and creator routines before committing to a new step.
AHC (Aesthetic Hydration Cosmetics) is a Korean professional skincare brand known globally for its Eye Cream For Face, formulated with the same hyaluronic acid complex used in professional salon treatments. Acquired by Unilever in 2017 for approximately $2.7 billion, AHC has global Sephora and Amazon distribution. Also searched as A.H.C.
Abib is a Korean natural skincare brand founded in 2017, known for its distinctive round-format Mild Acidic pH Sheet Masks and clean formulation philosophy. The brand gained domestic prominence through Olive Young retail and expanded internationally through K-beauty e-tailers. Abib's mild acidic pH approach appeals to sensitive-skin consumers seeking gentle yet effective formulas.
Anua is a Seoul-based K-beauty brand founded in 2019 specializing in minimalist heartleaf (Houttuynia cordata) skincare for calming and pore care. The Heartleaf 77% Soothing Toner went viral on TikTok in Western markets, earning Anua a Sephora US launch in 2024.
Aritaum is AmorePacific's dedicated retail and DTC channel, operating as a Korean multi-brand beauty destination carrying all major AmorePacific brands alongside Aritaum own-label accessories and tools. With hundreds of stores across Korea and an e-commerce platform, it functions as both a retailer and a brand in its own right.
Axis-Y is a Korean vegan skincare brand founded in 2019, centered on centella asiatica, skin-barrier support, and clean formulation. The brand achieved rapid global distribution through Sephora and DTC channels. Its Spot the Difference Blemish Serum and Biome Blend Moisturizer became bestsellers, driven by influencer content and vegan-beauty positioning.
Banila Co is a Seoul-based K-beauty brand founded in 2006, best known for creating the Clean It Zero cleansing balm — a sherbet-texture formula that became a global Sephora bestseller and effectively defined the K-beauty cleansing balm category. Available DTC, on Amazon, and through major international retailers. Also searched as Banila.
Be the Skin is a Seoul botanical skincare brand founded in 2014. It offers plant-powered formulations for brightening and hydration with clean-label positioning. Sold globally via DTC, Amazon, and K-beauty platforms, targeting clean beauty consumers entering the K-beauty category.
Beauty of Joseon is a Seoul-based K-beauty brand founded in 2017 that bridges traditional Korean hanbang herbal ingredients with modern minimalist skincare. Its Relief Sun SPF 50+ went viral on TikTok in Western markets, establishing the brand as a gateway K-beauty product for new consumers. Also searched as Beauty.
Beauty of Joseon Taiwan is the Taiwan-market channel of the South Korean skincare brand Beauty of Joseon, known for formulations inspired by traditional Korean herbal ingredients like rice and ginseng. It sells sunscreens, serums, and moisturizers through e-commerce and beauty retailers. The brand markets through Meta placements targeting K-beauty shoppers.
Belif is LG H&H's K-beauty brand, launched in 2010, built around an apothecary heritage concept inspired by 19th-century British herbalist Phillip Kilner. Its True Cream Aqua Bomb with Lady's Mantle extract is a global bestseller at Sephora and Ulta.
Benton Cosmetic is a Korean indie skincare brand that achieved global recognition through organic community advocacy, particularly on Reddit's r/AsianBeauty. The Snail Bee High Content Essence became a cult product discussed in thousands of routine posts, driving DTC orders before significant paid media investment.
Bonajour is a Korean vegan clean beauty brand focused on plant-origin formulations and minimalist brand positioning. The brand targets eco-conscious beauty consumers seeking K-beauty efficacy without synthetic ingredients, distributed through Olive Young Global and international e-tailers.
By Wishtrend is a Seoul-based K-beauty brand from Wishcompany, focused on active ingredients including vitamin C, glycolic acid, and mandelic acid. Its Pure Vitamin C 21.5% Advanced Serum is a globally recognized hero product that competes with clinical brands at accessible price points via DTC and Amazon.
COSRX is a Seoul-based K-beauty brand founded in 2013 known for the Advanced Snail 96 Mucin Power Essence, which went viral on TikTok and became a gateway K-beauty product for Western audiences. Amorepacific acquired a majority stake in 2023. Available at Amazon, Ulta, Sephora, and DTC.
Canmake is a Japanese drugstore cosmetics brand under Ikemoto Co., offering affordable makeup products including cheek color, eyeshadow, and base makeup. It is popular within the J-beauty category for trend-driven, budget-friendly formulas, sold in Japan and through international beauty retailers online.
Celimax is a Korean skincare brand centered on Noni fruit extract, known for brightening, hydration, and barrier support. The brand's Dual Noni Essential Serum and moisturizers earned global attention through Sephora listings and organic TikTok creator content, making Celimax a case study in ingredient-led K-beauty marketing.
Clio is a South Korean cosmetics brand known for color cosmetics including its Kill Cover foundation and Kill Lash mascara lines. It sells through its own stores, drugstores, and ecommerce across Asia and internationally, and advertises across Meta placements.
Cosrx Taiwan is the Taiwan-market storefront of Cosrx, a South Korean skincare brand known for ingredient-focused, minimalist formulations such as snail mucin and centella asiatica products. The brand sells cleansers, serums, and moisturizers through e-commerce and retail partners across Asia. It advertises heavily on Meta to reach skincare-focused consumers.
Cremorlab is a Seoul K-beauty brand founded in 2011, formulated with mineral-rich spring water from Chuncheon, South Korea. Its O2 Blanc Premium Essence and Herb Tea Toner are its hero DTC products. Sold globally via DTC, Amazon, and K-beauty platforms.
Dasique is a Korean makeup brand known for its seasonal concept eyeshadow palettes, each built around a visually distinctive food or nature theme. The brand has developed a strong international following among K-makeup collectors and beauty content creators, with its palettes frequently featured in global beauty haul and 'first impressions' videos.
Dear, Klairs is a South Korean skincare brand under Wishcompany known for gentle, ingredient-focused formulas such as its Freshly Juiced Vitamin C serum and Supple Preparation toner. It positions itself in the K-beauty segment around minimal-irritation, everyday-use products for sensitive skin. The brand sells direct-to-consumer online and through international beauty retailers, and advertises across Meta placements.
Dewytree is a Korean skincare brand specializing in plant stem cell technology and intensive hydration formulas. The brand sells through global e-tailers, Amazon, and DTC, targeting skincare-conscious consumers seeking advanced botanical science in K-beauty formulas.
Doctors Formula is a Korean clinical skincare brand positioned for post-procedure care, offering dermatologist-developed ampoules and serums. The brand targets consumers seeking professional-grade skincare at home, with a product range designed to complement aesthetic treatments. Growing DTC international distribution through Amazon and e-tailers. Also searched as Doctors.
Dr. Jart+ is a Seoul dermo-cosmetics brand founded in 2004 by Chin Wook Lee and acquired by Estée Lauder Companies in 2019. Its Cicapair Tiger Grass Correcting Treatment is a globally recognised Sephora bestseller. The brand bridges clinical skincare and makeup at a premium price point. Also searched as Dr..
Dr. Morita is a Taiwanese skincare brand selling sheet masks and facial care products through drugstores and e-commerce across Asia. The brand markets a range of mask formulations targeting hydration and brightening concerns. It uses Meta advertising to promote its mask and skincare lineup.
Dr. Oracle is a Korean dermatological skincare brand founded around 2012, specializing in the A-Thera peel pad range. Combining AHA, BHA, and calming actives, the pads are designed to deliver in-clinic-quality exfoliation for home use. The brand targets acne-prone and pore-focused consumers through DTC channels and Amazon. Also searched as Dr..
Dr.Ci:Labo is a Japanese skincare and cosmetics brand selling serums, moisturizers, and hyaluronic acid-based products through drugstores and e-commerce across Asia. Founded by a Japanese dermatologist, the brand positions itself around dermatologist-developed formulations. It advertises across Meta placements to reach beauty consumers.
Dr.G is a South Korean dermatology-focused skincare brand offering products for sensitive and acne-prone skin. It sells through ecommerce and beauty retailers in Korea and internationally, and advertises across Meta placements.
Eco Your Skin is a Korean professional skincare brand born from the Skin Lab L spa network, which has operated since 1993 with 50+ locations and 500+ estheticians in Korea. Products are tested in spa facials before retail launch, providing clinical-grade efficacy backed by aesthetician expertise. Distributed via Peach & Lily, Amazon, and international beauty retailers. Also searched as Eco.
Eelhoe is a Korean skincare brand that built its commercial presence primarily through TikTok Shop and Amazon, focusing on collagen boost serums and peptide treatments. Founded around 2022, the brand runs aggressive creator affiliate programs on TikTok and Sponsored Products campaigns on Amazon, targeting anti-aging serum shoppers with '7-day result' claims.
Elizavecca is a South Korean skincare brand founded in 2011 by Kim Hee Jun, a Korean Oriental Medicine practitioner. Known for its pig mascot, wine-bottle-shaped products, and the viral Milky Piggy Carbonated Bubble Clay Mask, the brand combines ingredient-driven formulas with boldly whimsical packaging that generates strong organic social sharing.
Espoir is AmorePacific's professional makeup brand, positioned at the intersection of artist-grade performance and DTC accessibility. Known for the Real Skin Founwear foundation range and rich lip products, Espoir targets makeup-literate consumers who want professional results without department store pricing.
Etude (formerly Etude House) is a South Korean cosmetics brand under Amorepacific known for playful, pastel-branded makeup and skincare aimed at younger consumers. It sells color cosmetics, cushions, and skincare through its own stores, e-commerce, and international beauty retailers as part of the K-beauty category.
For Beloved One is a Taiwanese skincare brand selling serums, essences, and moisturizers with a focus on hyaluronic acid and hydration-driven formulations. It sells through drugstores, department stores, and e-commerce across Asia. The brand advertises on Meta to reach skincare shoppers.
G9Skin is the youth-focused makeup and skincare brand from Enprani, a Korean cosmetics company. The brand's White In Whipping Cream cleanser became a viral product for its unique whipped texture, driving global K-beauty curiosity and international DTC orders through YesStyle and Amazon.
Glow Recipe is a New York-based K-beauty-inspired skincare brand founded in 2014 by Sarah Lee and Christine Chang. Known for fruit-active formulations and vibrant packaging, the brand achieved viral status with the Watermelon Glow Niacinamide Dew Drops and remains independently owned. Also searched as Glow.
Goodal is a K-beauty brand under Tonymoly, founded around 2016, specializing in plant-derived vitamin C skincare. Its Green Tangerine Vita C Dark Spot Serum is a top-seller on Amazon and Target, positioned as an accessible brightening solution against both K-beauty and clinical vitamin C competitors.
Hada Labo was launched by Rohto Pharmaceutical in Osaka in 2004. The brand's Gokujyun Hyaluronic Acid Lotion quickly became Japan's best-selling skincare product and has achieved global cult status in skincare communities. The formulation's use of multiple hyaluronic acid molecular weights at an accessible price point created a new benchmark for affordable hydration. The brand is sold in Japan, across Asia, and internationally via Amazon. Also searched as Hada.
Hadanomy is a KOSE Corporation skincare brand offering affordable all-in-one collagen and hyaluronic acid toners and moisturizers. Popular in Japanese drugstores and via online DTC channels, it appeals to consumers seeking simplified, effective skincare without premium pricing.
Haruharu Wonder is a Korean skincare brand founded in 2017, centered on black rice ferment and botanical actives. The Black Rice Hyaluronic Toner achieved cult product status through organic community advocacy on Reddit and influencer reviews, driving global DTC expansion. The brand offers a range of anti-aging and hydrating formulas anchored by fermented rice science. Also searched as Haruharu.
Heimish is a Seoul K-beauty brand founded in 2015, best known for its All Clean Balm, which became a viral cleansing product globally. The brand positions affordable, multi-step K-beauty skincare as accessible and home-friendly. Sold via DTC, Amazon, Ulta, and K-beauty platforms.
Hera is AmorePacific's flagship luxury beauty brand, positioned as Korea's answer to Chanel Beauty. The brand's Black Cushion foundation and collaborations with global K-pop icon Jennie (BLACKPINK) drove massive DTC growth and international recognition, making Hera one of Asia's most aspirational makeup brands.
Herborist is a Chinese skincare and cosmetics brand selling products formulated with traditional Chinese herbal ingredients, including facial care and body care lines. It sells through e-commerce and retail across China. The brand advertises on Meta to reach beauty consumers.
Holika Holika is a Seoul-based K-beauty brand under Enprani, founded in 2010. Known for whimsical product designs including Pig Nose cleansing strips and the Good Cera skincare range, it combines effective formulas with Instagrammable packaging sold globally through DTC, Amazon, and Ulta. Also searched as Holika.
Huxley is a Korean skincare brand founded in 2016, built around Saharan prickly pear cactus seed oil sourced from Morocco. The brand's desert-inspired aesthetic — earthy tones, minimalist packaging, and origin photography — creates a visual identity unlike typical K-beauty. Available through DTC channels and select global e-tailers, Huxley has a loyal indie K-beauty following.
I'm From is a Seoul-based K-beauty brand founded in 2014, built on the premise of full ingredient traceability — each product labels the exact Korean region its hero ingredient comes from. Its Honey Mask (38.7% Jeonnam honey) and Ginseng Serum are global cult products available at Sephora and Amazon. Also searched as I'm.
Innisfree is Amorepacific's Jeju-island-sourced natural K-beauty line, founded in 2000. The brand pioneers ingredient origin storytelling—volcanic ash, green tea, orchid—from Jeju Island, Korea's volcanic island nature reserve. Available at Sephora, Ulta, and DTC in the US market.
Isntree is a Korean skincare brand founded in 2016, focused on minimal-ingredient, clean-label formulas. The Hyaluronic Acid Watery Sun Gel became its breakout global product, praised for hydrating without the white cast common in mineral sunscreens. The brand distributes through Sephora online, Amazon, and major K-beauty e-tailers.
iUNIK Taiwan is the local DTC presence of South Korean skincare brand iUNIK (founded 2017), which stands for Ideal Unique Natural Ingredients Knowhow. The brand focuses on minimal-ingredient, fermented botanical formulas designed for sensitive skin. Its Taiwan operation localizes Korean skincare for Mandarin-speaking consumers through DTC web and K-beauty retail channels. Also searched as Iunik.
Jayjun Cosmetic is a Korean skincare brand that pioneered the anti-dust and antioxidant sheet mask segment, responding to Korean consumer concerns about air pollution and fine particulate matter. The brand achieved significant retail penetration at Costco while building DTC and Amazon channels internationally. Also searched as Jayjun.
Jungsaemmool is a Korean professional makeup brand founded in 2015 by celebrity makeup artist Jung Saem Mool, known for her work with top Korean celebrities since the early 1990s. The brand pioneered accessible 'natural beauty' and glass skin aesthetics, earning Red Dot, iF Design, and Allure Best of Beauty awards. Distributed through Ulta, Amazon, and official DTC storefronts globally.
Kahi is a Seoul-based Korean DTC skincare brand founded in 2020 by Koreatech. Its Wrinkle Bounce Multi Balm became a global K-beauty icon, with 15 million units sold by 2023. The brand markets a fermented, multi-use formula via social-first influencer content.
Kate Tokyo is a Japanese cosmetics brand under Kanebo focused on bold, editorial-style makeup including eyeliners, mascaras, and eyeshadow palettes. It is positioned as an accessible drugstore-tier J-beauty brand, sold in Japan and exported to international beauty retailers and e-commerce platforms.
Keep Cool, by Seoul-based Adaline Co., is a lifestyle skincare brand founded in 2015 with a 'gentle and simple' philosophy. Known for its Ampoule In Toner Soothing Hero and centella-based calming line, the brand has expanded into the US, Hong Kong, and Malaysia through Olive Young and global e-commerce. Also searched as Keep.
Klairs is a Seoul indie K-beauty brand under Wishcompany, founded in 2010. Its Freshly Juiced Vitamin C Serum and sensitive-skin-first philosophy built a large global fanbase primarily through DTC and creator partnerships. Known for transparent formulations and an earnest brand voice.
Klavuu is a Korean skincare and makeup brand founded in 2016, distinguished by its use of pearl-derived actives and marine-concept branding. The Pearlsation Enriched Marine Collagen Mist achieved cult status through influencer content, making Klavuu a recognizable DTC-first K-beauty export brand available on Sephora online and global e-tailers.
Laneige is a Seoul-based prestige skincare brand under Amorepacific, founded in 1994. The Lip Sleeping Mask became a TikTok phenomenon, and a Sydney Sweeney brand partnership dramatically accelerated US Sephora and DTC sales. The brand's water-science hydration positioning anchors its prestige K-beauty identity.
AmorePacific Corporation is South Korea's largest beauty company, operating a portfolio including Laneige, Sulwhasoo, Innisfree, Etude House, and Mamonde. Founded in 1945, the company pioneered K-beauty globally, with Laneige's Lip Sleeping Mask becoming a global DTC bestseller distributed through Sephora and Amazon. Also searched as Laneige.
Leaders Cosmetics was founded in 2004 by dermatologists from Seoul National University and has grown into one of the world's largest sheet mask brands, selling over 250 million masks quarterly. Available at Sephora globally, the brand differentiates on clinical credibility and sustainable biocellulose mask technology. Also searched as Leaders.
Leejiham (LJH) is a Korean derma-skincare brand founded by cosmetic physician Dr. Lee Ji-ham, with products developed from her clinical practice treating patients. The Vita Propolis Ampoule became a global DTC bestseller, leveraging the founder's medical credibility as the brand's core marketing asset. The brand distributes internationally through Amazon and K-beauty e-tailers. Also searched as Leejiham.
Lilybyred is a Korean makeup brand created by At Cosmetics, positioning itself for the 'beauty minimalist' consumer with concentrated small-format products and muted packaging. The Mood Liar Velvet Tint is its signature product, generating a dedicated following among K-makeup enthusiasts who value quality over quantity.
MISSHA is a South Korean cosmetics and skincare brand under ABLE C&C, known for affordable, widely distributed products such as its BB creams. It sells through its own stores, drugstores, and ecommerce across Asia and internationally, and advertises across Meta placements.
Makeon is the dedicated cleansing sub-brand of Manyo Factory (MA:NYO), a Korean skincare company founded around 2012. The Makeon Pure Cleansing Oil is one of Korea's most reviewed cleansing products, praised for deep makeup removal and gentle formulation, sold through Olive Young and global K-beauty channels. Also searched as Makeon.
Mamonde is AmorePacific's flower-inspired skincare brand, founded in 1991. Famous for its Rose Water Toner and Floral Hydro Essence, it occupies an accessible premium position in the AmorePacific portfolio. Strong in China and Southeast Asia via DTC and retail.
Manyo Factory is a Seoul-based K-beauty brand founded in 2015, specializing in fermented skincare inspired by Korean traditional medicine. Its Bifida Biome Ampoule and Pure Cleansing Oil are global bestsellers, available at Sephora, Olive Young, and Amazon, with strong DTC sales globally. Also searched as Manyo.
May Coop is a Seoul K-beauty brand founded in 2014, built around maple tree sap (aqua maple) as its hero ingredient. Its Raw Sauce is a Sephora-stocked bestseller. The brand differentiates in the crowded K-beauty hydration segment with a rare and distinctive botanical source ingredient. Also searched as May.
Medicube is a Seoul-based Korean derm-clinical skincare and device brand founded in 2014, known for the Age-R Booster Pro at-home electroporation device. The brand achieved over $102M in TikTok Shop revenue, powered by viral creator content and a Kylie Jenner organic endorsement.
Mediheal is a Seoul skincare brand by L&P Cosmetics, founded in 2009. As Korea's top-selling sheet mask brand domestically, it has expanded globally via Target, CVS, and Amazon. Its ampoule-infused sheet masks and NMF Aquaring Hydro line are its global hero products.
Memebox is a Seoul-based digital beauty company founded in 2012 by Hyungseok Dino Ha. It pioneered K-beauty DTC digitally, raised $190M from investors including GGV and Goodwater, and evolved into a brand incubator that launched Pony Effect with mega-influencer Pony and I'm Meme makeup.
Mise en Scene is AmorePacific's mass-prestige hair care brand, best known for the Perfect Serum hair oil — one of K-beauty's most duplicated hero products. Available in Korean convenience stores and globally via Olive Young and Amazon, the brand pairs affordable pricing with high-performance positioning. Also searched as Mise.
Mixsoon is a Seoul-based minimalist K-beauty brand founded in 2020, known for single-ingredient essences fermented for 72 hours. Its Bean Ferment Essence and Centella Asiatica Essence became global bestsellers through a clean-beauty positioning that resonates with ingredient-conscious shoppers on Amazon and Sephora.
Mizon is a Seoul K-beauty brand founded in 2009, globally famous for popularising snail mucin skincare. Its All In One Snail Repair Cream is a perennial bestseller on Amazon and iHerb. The brand combines accessible pricing with dermatology-grade ingredient credibility.
My Beauty Diary is a Taiwanese skincare brand best known for its sheet masks, sold widely across Asian drugstores and e-commerce platforms. The brand built its reputation on affordable, ingredient-varied mask lines targeting everyday skincare routines. It advertises across Meta placements to reach beauty consumers in Asian markets.
Nacific is a Korean skincare brand known for ingredient-forward affordable formulas, particularly the Fresh Herb Origin Serum and niacinamide-based products. Distributed through Olive Young and global platforms, Nacific has grown a strong international following driven by K-beauty influencer discovery and community reviews.
Naturalplus is a Korean supplement DTC brand offering collagen drinks, probiotic capsules, and red ginseng products targeting the beauty-from-within market. The brand is distributed via its own website, pharmacy chains, and platforms like Olive Young.
Nature Republic is a Korean affordable natural skincare and makeup brand founded in 2009, globally recognized for its Aloe Vera 92% Soothing Gel — one of K-beauty's most iconic and most-imitated products. With EXO as long-running brand ambassadors and extensive street-front stores across Asia, the brand built global reach on one hero product. Also searched as Nature.
Naturie is a brand of Imju Corporation, Tokyo, launched in the early 1990s with its Hatomugi (Job's tears) skincare line. The Hatomugi Skin Conditioner toner became one of Asia's most recommended affordable skincare products, known for brightening, oil-control, and gentle hydration. The product spread internationally through Asian skincare community recommendations on Reddit, YouTube, and TikTok.
Neogen (Neogen Dermalogy) is a Korean skincare brand founded in 2002, best known for its Gauze Peeling Pads soaked in fermented green tea extract. Combining physical gauze texture with chemical ferment actives, the brand offers a dual exfoliation experience that became a Sephora bestseller globally. Neogen distributes through Sephora, Amazon, and DTC channels.
Numbuzin is a Seoul-based K-beauty brand founded in 2019 by Benow Inc. Its numbered product system — each number targeting a specific skin concern — simplifies skincare shopping and fueled rapid growth across 16 countries. The No.3 Serum Toner and No.5 Serum drove viral growth on Olive Young and Amazon.
Olive Young Global is CJ Olive Young's international DTC platform, launched in 2019, shipping curated K-beauty products to 150+ countries. With over 5.1 million annual international visitors to Korean stores and a first US physical store opening in Pasadena, CA in May 2026, it serves as the primary K-beauty export gateway from Korea's dominant health-beauty chain. Also searched as Olive.
Papa Recipe is a Korean skincare brand founded in 2011, best known for its Bombee Honey Mask Pack line. Using Manuka honey extract, propolis, and royal jelly, the brand built viral success in Asia—especially China—driven by distinctive rose-gold packaging and a 100% made-in-Korea production ethos. Also searched as Papa.
Peach & Lily is a New York-based K-beauty brand founded in 2012 by Alicia Yoon. Originally a K-beauty retail curator, it evolved into an owned brand with the Glass Skin Serum as its hero product, distributed through DTC, Ulta, and QVC. Also searched as Peach.
Pony is a South Korean cosmetics brand selling makeup products including base, eye, and lip cosmetics, associated with beauty influencer Park Hye-min (Pony). It sells through e-commerce and beauty retail across Asia. The brand advertises on Meta targeting K-beauty and makeup consumers.
Primera is AmorePacific's natural skincare brand launched in 2011, built around sustainably sourced Korean botanical ingredients and full vegan certification. The brand targets eco-conscious consumers seeking effective but ethically produced skincare, positioned between Innisfree (mass natural) and premium AmorePacific lines. Primera distributes primarily through AmorePacific retail channels and DTC.
Purito Taiwan is the Taiwan-market channel of Purito, a South Korean skincare brand known for minimal-ingredient, sensitive-skin-friendly formulations including sunscreens and centella-based products. It sells through e-commerce and beauty retail partners. The brand advertises on Meta to reach K-beauty and sensitive-skin shoppers.
Rom&nd is a South Korean color cosmetics brand known for its tinted lip products, particularly the Juicy Lasting Tint line, along with cushion foundations and eye makeup. Part of the K-beauty category, it is sold through Korean beauty retailers, e-commerce marketplaces, and its own DTC channels internationally.
Romand is one of South Korea's most globally recognized affordable K-makeup brands, best known for the Juicy Lasting Tint lip range. With distribution at Sephora globally and millions of social media followers, Romand has become a gateway brand for international consumers entering the K-makeup category.
Round Lab is a Seoul-based K-beauty brand founded in 2017, best known for its Dokdo Toner sourced from the mineral-rich deep waters surrounding Korea's Ulleungdo island. The brand combines clean ingredient credentials with a compelling geographic origin story, available at Sephora, Amazon, and via DTC. Also searched as Round.
Ryo is a premium Korean haircare brand under LG H&H that applies hanbang (traditional Korean herbal medicine) to scalp and hairfall solutions. Its ginseng-complex shampoos are among Korea's top-selling anti-hairloss SKUs, distributed through Olive Young, department stores, and a growing global DTC presence.
SKIN1004 is a Korean skincare brand founded in 2012 in Seoul, known for its Madagascar Centella Asiatica Ampoule that achieved global viral status. The brand offers affordable, clean K-beauty actives targeting sensitive skin, with strong DTC and Amazon distribution in the US.
Sana Nameraka Honpo is a Japanese skincare brand selling affordable facial care products, including cleansers and moisturizers, distributed through retail and e-commerce in Japan and parts of Asia. It positions itself within the mass-market Japanese beauty category. The brand advertises across Meta placements targeting skincare shoppers.
Saturday Skin is a Korean-American skincare brand that adapts K-beauty science for Western consumers, with simplified routines and accessible product naming. Sold at Sephora and Ulta in the US, the brand targets K-beauty-curious consumers who want the efficacy without the 10-step learning curve. Also searched as Saturday.
Senka was launched by Shiseido in Japan around 2007 as a value-positioned mass-market skincare sub-brand. The Perfect Whip facial cleanser — featuring silk essence and double hyaluronic acid in a dense, cushiony lather — became one of Japan's best-selling facial cleansers and subsequently a major seller across Southeast Asia and through global Asian e-commerce channels.
Graymelin (by Shingmulnara) is a Korean skincare brand founded in 2011 that specializes in high-concentration ampoules and serums formulated to professional standards. Known for its Natural Ampoule range and Collagen Perfect Ampoule, the brand competes directly with The Ordinary on value-per-actives while maintaining K-beauty aesthetics. Also searched as Shingmulnara.
Skin & Lab is a Korean skincare brand founded around 2014, best known for its Vita C brightening product range. The brand combines stable vitamin C formulations with accessible pricing, targeting consumers seeking effective brightening solutions. Available internationally through Sephora online and major K-beauty retailers. Also searched as Skin.
Skinfood is a Seoul-based K-beauty brand founded in 2003 by Able C&C, built on the philosophy that good food makes good skin. Its Black Sugar Mask and Royal Honey Propolis Serum are cult global products. Sold through DTC, Amazon, and own retail stores in Korea.
Some By Mi is a Seoul-based K-beauty brand founded in 2015 known for the AHA/BHA/PHA 30 Days Miracle Toner. The brand markets explicit before/after skin transformations across a 30-day use period, targeting acne-prone and uneven skin tone consumers with clinical multi-acid exfoliation. Available at Amazon, Ulta, and DTC. Also searched as Some.
Some By Mi Taiwan is the Taiwan-market channel of Some By Mi, a South Korean skincare brand known for its AHA-BHA-PHA acne treatment line and other actives-focused formulations. It sells through e-commerce and retail beauty partners. The brand runs Meta advertising targeting K-beauty and acne-care shoppers.
Sulwhasoo is AmorePacific's prestige skincare brand founded in 1997, rooted in hanbang — Korean traditional herbal medicine. Its First Care Activating Serum with the Jaum Activator complex is a global luxury skincare bestseller. Distributed through Sephora, department stores, and DTC globally.
The Face Shop is LG H&H's flagship natural K-beauty brand, founded in 2003. With over 2,000 stores globally and strong DTC, it is one of the most widely distributed K-beauty brands worldwide. Its Rice Water Bright cleansing range is a globally recognisable hero line. Also searched as The Face.
TIRTIR is a Seoul-based K-beauty brand founded in 2019, that went viral globally with its Mask Fit Red Cushion offering 40+ shades — a K-beauty first for foundation inclusivity. The cushion's coverage, skin-care benefits, and diverse shade range drove massive TikTok and YouTube engagement, making it a Sephora bestseller.
Tocobo is a Korean skincare brand launched in 2021 that rapidly gained global recognition through the Cotton Finish Sun Cream — a lightweight SPF formula with no white cast, suitable for all skin tones. The product went viral on TikTok through authentic diverse-skin-tone demonstrations, earning Sephora listing and international DTC sales.
Tony Moly is a Seoul K-beauty brand founded in 2006, globally famous for its novelty-shaped packaging — egg-shaped pore serums, peach hand creams, tomato lip balms. Available at Ulta, Target, Amazon, and via DTC, it's one of the most widely distributed K-beauty brands in North America. Also searched as Tony.
Torriden is a Seoul-based K-beauty brand founded in 2019, best known for its Dive-In Low Molecular Hyaluronic Acid Serum — a viral product that uses five different HA molecular weights to hydrate all skin layers simultaneously. Available at Sephora, Olive Young, Amazon, and DTC globally.
Troiareuke is a Korean clinical skincare brand developed by a team of cosmetic surgeons. Its H+ ampoule and cushion products are positioned as professional-grade formulas for sensitive and post-procedure skin, distributed through Sephora, Olive Young, and DTC channels.
VT Cosmetics is a Korean skincare brand founded in 2015, best known for its strategic BTS endorsement partnership that transformed it from a domestic brand into a global DTC phenomenon. The Cica Collagen range became a bestseller driven by ARMY (BTS fandom) purchasing power, demonstrating how K-pop partnerships can build skincare brands at scale. Also searched as VT.
Wakemake is a Korean Gen-Z focused makeup brand known for soft blur lip tints and dewy blush formulas that align with the 'K-makeup glow' aesthetic dominating social media. The brand markets primarily through TikTok and Instagram with Gen-Z creator partnerships and Olive Young distribution.
Wellage is a Korean skincare brand known for its Real Hyaluronic 100 Bio-Capsule Ampoule — a distinctive dropper-format product that delivers concentrated hyaluronic acid. It is one of Korea's most-reviewed DTC skincare lines, distributed via Olive Young, Amazon, and its own site.
Lead with a hero product and a clear job. Beauty of Joseon is tied to gentle, affordable skincare and viral sunscreens. Torriden is known for hyaluronic acid serums, Banila Co for the cleansing balm step, and Tirtir for a red cushion discovered through TikTok and YouTube. Each ad can focus on one item and one result, which fits how this audience finds products. Show texture and feel. Short video of a gel, a balm melting, or a glowy finish does more than a headline. Glow Recipe and Peach & Lily connect to glass skin and fruit-powered formulas, while Holika Holika and Skinfood lean into whimsical, food-inspired fun at low prices. Useful formats include routine walkthroughs, creator reviews, ingredient explainers, and side-by-side comparisons of steps. Numbuzin and Mixsoon show how simple, numbered or single-ingredient lines make a crowded category easier to navigate. Retail availability matters too, since many shoppers want to buy where they already shop. A starter set or a clear routine order helps new buyers know where to begin.
Messaging lands when it is clear about the step, the ingredient, and the skin concern. By Wishtrend appeals to active-ingredient users who want clinical-style results at accessible prices, while Medicube speaks to fans wanting derm-clinical results and at-home devices. Goodal addresses dark spots with plant-derived vitamin C. Avoid treating K-beauty as one flat aesthetic. Some shoppers want minimalism, others want playful packaging, and others want clinical results. Avoid vague terms that could belong to any brand, since this audience researches deeply. Avoid ignoring heritage and ingredient stories, which many find part of the appeal. Manyo Factory and I'm From both bring fermented or traditional ingredient narratives. Also consider value signals. Hada Labo, Senka, and Naturie show how affordable staples can build loyal followings through word of mouth on Reddit, YouTube, and TikTok. When researching, compare which ads rely on creators versus brand footage, how each handles claims, and which platforms carry the strongest content. Save examples by angle and notice where a hero-product story can be adapted to your own range.
Brands on this page include Beauty of Joseon, Glow Recipe, Peach & Lily, SKIN1004, Medicube, Numbuzin, Mixsoon, Round Lab, Torriden, Tirtir, and Banila Co. Several also appear on Sephora and Amazon. Compare the same message across Facebook, Instagram, and TikTok to see how each platform changes the format and pacing.
They focus on a hero product, show texture and application in short video, and rely on creator reviews. Tirtir's red cushion and Torriden's hyaluronic acid serum are examples of products that spread this way. Open the live ads in the brand grid on this page to compare their creative, hooks, and offers side by side before you brief your own.
Hydration, gentle formulas, interesting textures, and accessible prices. Ingredients like centella and hyaluronic acid are frequently mentioned, and they often check reviews before buying. Save the strongest examples into a swipe file so you can spot repeating patterns and open gaps across brands.
Brands such as Hada Labo, Senka, and Naturie grew through word of mouth and community recommendations, which makes their ads and creator content useful for studying value-led positioning. Check which ads run the longest, since persistence is a practical signal of what a brand keeps funding.
Search and save ads from every brand above across Facebook, Instagram, TikTok and more.
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