Must-Have Products K-Beauty Marketers Swear By – Here’s What We’re Adding to Cart

From adorable character collaborations to pioneering beauty techniques like the Korean-glass skin effect, K-idol lashes, and now, the glossy tanghulu lips, the K-beauty industry sets the pace for many global beauty standards.

But amidst the whirlwind of new products and techniques, there’s one burning question: Just how savvy are the marketers behind these iconic brands? They’re the trendsetters, the visionaries who turn a fleeting idea into a global beauty sensation faster than you can refresh your feed.

When Sarah (@sarahkchey) dropped a TikTok featuring K-beauty marketers’ favourite makeup products, the internet went into a frenzy, scrambling to soak up every nugget of wisdom.

And fear not, if you missed the video – we’ve already scoured the web to bring you the hottest K-beauty picks straight from the experts’ playbook, so keep reading!

Base Makeup

Fwee Cushion Glass

If you have dry skin, you’ll love the Fwee Cushion Glass! Its hydrating formula and lightweight texture make it a must-have. Sarah’s friend, a K-beauty marketer, can’t stop raving about how easy it is to apply, calling it “fool-proof”.

But that’s not all! This cushion foundation not only gives you a glossy finish, but it also takes care of your skin and provides SPF 50+ PA+++ sun protection.

Packed with hyaluronic acid, ceramide NP, and various plant-based extracts, it keeps your skin moisturised while giving you a natural-looking coverage that lasts all day long!

Fwee Cushion Glass retails for S$32.42 and is available at Yesstyle.

Espoir Pro Tailor Be Velvet Cover Cushion

If you have dry skin and want a matte look, the Espoir Pro Tailor Be Velvet Cover Cushion is the ideal option. Red Velvet’s Joy loves this vegan cushion foundation, and there are plenty of reasons why!

Not only does it provide excellent coverage without weighing down on your skin, but it also does a fantastic job of minimising the appearance of pores and blemishes.

Thanks to the inclusion of white sapphire powder, this cushion foundation helps control excess sebum, ensuring a long-lasting velvety matte finish. Plus, the formula contains panthenol and stearic acid to keep your skin hydrated and smooth.

Espoir Pro Tailor Be Velvet Cover Cushion retails for S$36.54 and is available at Yesstyle. A discount is offered at the time of writing. Tap in to see the updated price!

Eye Makeup

ETUDE x Bearkku X Play Color Eyes Play It Bearkku

If you’re having trouble finding eyeshadow shades that go well with your cool summer tone, then the ETUDE x Bearkku X Play Color Eyes Play It Bearkku palette is the answer you’ve been looking for!

Sarah’s friend, who works in K-beauty marketing, is absolutely smitten with this palette. She can’t stop raving about its versatile matte and topper shades that are perfect for everyday use.

With its collection of basic brown colours in soft and milky tones, along with shimmery textures and an adorable Bearkku collaboration design, this palette is a must-have for any makeup lover!

ETUDE x Bearkku X Play Color Eyes Play It Bearkku retails for S$32 and is available on Shopee. A discount is offered at the time of writing. Tap in to see the updated price!

Too Cool For School Frottage Pencil in #1 and #9

For a natural aegyo-sal (the rolls you may find under your lower eyelids), the Too Cool For School Frottage Pencil in shades #1 and #9 is your go-to. Sarah’s K-beauty marketer friend swears by these jumbo pencils for their travel-friendly size and long-lasting formula.

Blending seamlessly into the delicate under-eye area, these pencils will brighten up your aegyo-sal without looking overdone.

Shades #1 and #9 are popular choices in Korea, perfect for achieving that fresh idol makeup look as seen on TikTok beauty guru @_lilyis!

@_lilyis

I hope this helps! 💜 #kbeautyblogger #koreanblogger #kbeautytiktok #koreanhairstyles #kbeautyhair #kpopstyle

♬ original sound – lily – lily

Too Cool For School Artclass Frottage Stick Eye Shadow Pencil retails for S$18.36 and is available at Shopee.

Lip Products

Veware Vegan Signature Lip Balm

Keep your lips hydrated and smooth with the Veware Vegan Signature Lip Balm, a must-have during Korea’s dry winter season. With its large size, you can easily apply it in one swipe, ensuring every part of your lips is covered.

This vegan lip balm is enriched with moisturising components such as 5% shea butter, squalane, and sunflower seed oil, providing the necessary nourishment to revive dry and chapped lips.

Additionally, it contains vitamin E and natural herbal scents of eucalyptus and peppermint oils, offering antioxidant benefits and a refreshing sensation.

Veware Vegan Signature Lip Balm retails for US19.20 (~S$25.94) and is available on ETUDE online.

ETUDE Fixing Tint in #15 Woody Pink and #16 Baked Pecan

Achieve long-lasting lip colour with ETUDE Fixing Tint. Its matte yet non-drying formula ensures that your lip colour stays intact throughout the day without any transfer onto face masks.

ETUDE Fixing Tint offers a wide range of stunning shades, including the beautiful #15 Woody Pink and the elegant #16 Baked Pecan, adored by K-beauty marketers.

#15 Woody Pink is a muted matte soft pink that adds a subtle touch of colour to your lips, making it perfect for everyday wear. On the other hand, #16 Baked Pecan is a chic nude shade with warm undertones, allowing you to create a sophisticated look effortlessly.

Etude Fixing Tint in #15 Woody Pink and #16 baked pecan retails for US14.40 (~S$19.46) and is available on ETUDE online. It also retails for S$20.71 on Shopee. A discount is offered at the time of writing. Tap in to see the updated price!

ETUDE Dear Darling Oil Tint in #01 Real Cherry and #05 Red Oil

Looking for a lip colour that will hydrate and give your lips a vibrant look? Look no further than ETUDE Dear Darling Oil Tint in shades #01 Real Cherry and #05 Red Oil.

These lip oils contain over 70% high-shine oil content, giving your lips the dazzling tanghulu gloss effect.

#01 Real Cherry is a bold cherry-red shade that will definitely make a statement. If you prefer a softer, romantic look, try #05 Red Oil, which offers a light reddish-pink shade. It looks perfect when applied on top of ETUDE Fixing Tint in #Woody Pink.

ETUDE Dear Darling Oil Tint in #01 Real Cherry and #05 Red Oil retails for US$13.20 (~S$17.83) and is available on ETUDE online. It also retails for S$12.45 on Shopee.

Perfume

Longtake Solid Perfume Basil & Vetiver

Longtake Solid Perfume Basil & Vetiver is a must-have for on-the-go fragrance enthusiasts.

With refreshing top notes of lime, bergamot, orange, and basil, complemented by delicate iris and lilac at its heart, and a warm base of vetiver and patchouli, this scent offers a subtle yet captivating aroma.

Crafted with an up-cycled fragrance formula, it ensures long-lasting wear without any stickiness, while its cashmere texture allows for easy reapplication.

What’s more, it’s also certified vegan, alcohol-free, and free from animal ingredients, making it a guilt-free indulgence for your senses!

Longtake Solid Perfume Basil & Vetiver retails for US$64.76 (~S$87.50) on Empress Korea.

Featured image credits: @sarahkchey/TikTok