Additional reporting by Hwang Ji Ah
Korea is one of the hottest travel destinations these few days, thanks to the Hallyu-wave (K-pop, K-dramas, you get the gist). On top of that, Korea is now on top of the Asian beauty game, creating looks and trends which men and women all over Asia strive to achieve.
The secret to the Korean beauty craze? Their local beauty brands. We’re not the only ones who think that – many travelers make it a point to haul home luggage full of Korean skincare and cosmetic products for their own use or to distribute to their friends and family back home. It’s no wonder the Korean beauty industry is booming better than ever before.
There are a ton of Korean brands available in Singapore, but what about the up and rising underdogs? They haven’t yet achieved the international fame and glory as the big players in the market, but enjoy significant popularity amongst Koreans.
We’ve done the work for you – here are eight most underrated K-beauty brands you might want need to check out ASAP.
1. Too Cool For School
Designed for youths from 16 to 25 years old, Too Cool For School’s basic makeup products feature cute and fun designs at pocket-friendly prices!
This is the K-beauty brand that every cool girl in class would have inside her makeup bag. All in all, it’s a great brand that gets some major love from makeup junkies wanting more quirky and unique products.
Some of their most popular products are:
- Dinoplatz UFO Multi Box: an all-in-one beauty box consisting of a BB foundation, pore balm, concealer, and lip and cheek products.
- Rodin Shader: a contour powder that is highly recommended!
- Rodin Blusher: a blusher compact
Where to find them:
- Althea Singapore (carries 3 items – Rodin Shader, Oil Blotting Sheets and Rodin Blusher)
- Hongdae, Myeongdong, South Korea
2. VDL
VDL, which stands for “Violet Dream Luminous”, was founded in 2012. They’re best known for its violet light Lumilayer Technology that gives the skin a radiant and healthy glow.
You might also want to consider purchasing from their extensive lip collections. One of VDL’s highly raved products is their Tint Bar Triple Shot, which acts as a 3-in-1 lip balm, lip tint, and concealer.
Some of their most popular products are:
- Tint Bar Triple Shot
- Rouge Supreme Comfortable Lip Oil
- Oil Perfume in Candy Bar (for those of you who love sweet scents, this is amazing
Where to find them:
- ION Orchard Linkway (#B2-75)
- Bugis Junction
- Suntec City Mall (Tower 5 / 2F)
- Bedok Mall
- Jurong Point 2 (#03-07)
3. Cosrx
Cosrx has already been starting to gain lots of attention over the past year or so, combining extremely affordable pricing with extremely effective products.
They first gained popularity when it seemed like everyone suddenly started swearing by their acne-clearing pimple patches, but since then their other skincare products have also gained fame in their own rights for being simple, effective, and easy on the wallet.
Some of their most popular products are:
- One Step Pimple Clear Pad (retailing for SGD22.90 for 70pcs at Watsons)
-
Galactomyces 95 Tone Balancing Essence (retailing for SGD23 at Althea)
Where to find them:
4. Dear, Klairs
This skincare brand generated a lot of attention on social media with their super-cute Mochi BB Cushion (who could say no to that packaging?!).
But Dear, Klairs has actually already gained a steady cult following for many years before the Mochi BB Cushion came along. It’s loved by fans worldwide for its gentle formula, designed to be used on those with sensitive skin.
Some of their most popular products are:
- Supple Preparation Facial Toner
- Freshly Juiced Vitamin Drop
Where to find them:
- Althea Singapore
5. Glow Recipe
Glow Recipe is a brand that features the best of Korean beauty, founded by beauty industry experts Sarah Lee and Christine Chang.
Over the years, they tasked themselves with creating hybrid skincare that would simplify these needs while bringing to life everything they love about Korean skincare: innovation, excitement, and sensoriality.
Glow Recipe skincare pairs the best Korean technology with the results-centric principle of Western beauty.
Some of their most popular products are:
- Watermelon Sleeping Pack (yes, the one that had a 5,000-person waitlist)
- Blueberry Bounce Cleanser
- Green Tea foaming gel
Where to find them:
- On their website here (postage fees are flat rate at USD23.)
6. Cremorlab
Korean beauty may have brought us many awesome things, but Cremorlab really brought the Korean mineral-rich skincare game to the next level.
Cremorlab products boast Geumjin thermal water (which they call T.E.N. water), rich in the minerals Selenium and Vanadium and which are said to be A+ for skin hydration. Fun fact: Geumjin is the only known region where these two minerals can be found in such abundance in its natural spring water.
The brand is even planning to open a hotel and spa at Geumjin so that tourists can literally bathe in all that hydrating goodness.
Some of their most popular products are:
- T.E.N. Mineral Treatment Essence
- T.E.N. Mineral Water Mist
- Eau Thermale Cushion O2 Lasting Set
Where to find them:
- On their website here
- Guardian Beauty (Jurong Point 1)
- Tangs Vivocity
7. A’pieu
What we love about Korean brands is how affordable they can be without compromising on quality and packaging! A’pieu mainly targets young adults and teenagers, but we’re sure that their irresistible packaging will still do a number on you, no matter what age you are.
And when we say they’re affordable, we really mean it. A box of 33 sheet masks (that come with a pair of mini disposable tweezers to make your skincare even more convenient) retails for only KRW9000 (that’s about SGD11) in Korea.
Some of their most popular products are:
- Sugar Melting Tint
- Haratatoo Brow
- Air Fit Cushion Blusher
- Stamp Puff
8. Klavuu
Although a relatively new brand, Klavuu has been making waves in the Korean beauty world for its high-quality skincare. Their first flagship store opened recently in Myeongdong, Seoul’s beauty hub, and the rest is history.
Some of their most popular products are:
- White Pearlsation Enriched Divine Pearl Serum Mask
- Stress Care Deep Sleeping Pack
- White Pearlsation Ideal Actress Backstage Cream
Where to find them:
- Myeongdong