Asian Beauty Hub

"The Seoulista spirit"

Amorepacific's prestige makeup house: the Black Cushion is a staple of Korean vanities, and the Sensual lip range popularized by global ambassador Jennie of BLACKPINK sells out at every restock.

"Beauty through balance"

The jewel of Korean luxury since 1966, Sulwhasoo was born from Korea's first ginseng cream. The brand embodies the excellence of hanbang skincare with precious formulas featuring ginseng, peony, and Korean medicinal herbs.

"The beauty secrets of the royal court"

LG's luxury flagship: launched in 2003, The History of Whoo became one of the world's best-selling cosmetics brands in duty-free, driven by its Cheongidan regenerating line and the aura of long-time ambassador Lee Young-ae.

"B by Banila"

Created in 2006, Banila Co made its name with Clean It Zero, the cleansing balm that popularized double cleansing internationally. Unique sherbet texture and formidable efficacy.

"Makeup born professional"

The elder stateswoman of modern Korean makeup and parent house of Peripera and Goodal. Its Kill Cover cushion and Pro Eye palettes are absolute standards, reissued and copied for over a decade.

"Luminous like water"

Born in 1994, Laneige ('the snow' in French) has become a global reference for hydration. Its cult sleeping masks and Water Science technology have won over beauty addicts worldwide.

"A cushion for every skin"

Korea's 2024 makeup phenomenon: after creator Darcei's viral video, the Mask Fit Red Cushion hit no.1 in Amazon US beauty, pushing TIRTIR to expand to 30 shades within months.

"Doctor joins art"

Launched in 2005, Dr. Jart+ invented the concept of 'creative dermocosmetics' in Korea. Its Cicapair with centella asiatica and Ceramidin line have become worldwide classics. Acquired by Estée Lauder in 2019.

"Derma solutions"

Launched in 2015 by APR Corporation, Medicube revolutionized the market with its AGE-R devices combining LED, EMS and radiofrequency. Its 2022 collaboration with aespa propelled the AGE-R Booster Pro to viral phenomenon status.

"Korea's prescription mask"

The sheet-mask giant: billions of units sold, years at no.1 in Korea, and famously repeated collaborations with BTS. The madecassoside Toner Pads relaunched the brand for the TikTok generation.

"Korean nature, bottled"

The 1025 Dokdo Toner spent years at the top of Olive Young's all-category charts: an ultra-gentle exfoliating toner that became the first step of Korean routines. The birch-sap sun line is just as awarded.

"Hydration down to the molecule"

The Dive-In serum is one of Korea's best sellers, awarded at the Olive Young Awards several years running. Short, vegan, fragrance-free formulas at contained prices: Korean-style clean hydration.

"Cosmetics + RX (prescription)"

Independent brand created in 2013, COSRX has established itself as THE reference for 'no-nonsense' formulas. Its snail mucin essence went viral on TikTok, propelling the brand to worldwide phenomenon status.

"Sweet dream, sweet play"

Since 1985, Etude House has embodied fun, accessible K-beauty. Colorful packaging, pop culture collaborations and beginner-friendly range that introduced generations to Korean makeup.

"The nature of Jeju Island"

Launched in 2000, Innisfree focuses on natural ingredients from Jeju: green tea, orchid, volcanic clay. Pioneer of eco-friendly marketing in Korea with its refillable and recyclable packaging.

"Think beautiful"

Founded in 2000, Missha democratized high-end skincare at affordable prices. Its Time Revolution First Treatment Essence, inspired by a Japanese luxury product (SK-II), delivers comparable results at a fraction of the price.

"The honest story of nature"

Founded in 2009 by the former CEO of The Face Shop, Nature Republic became famous through its legendary collaboration with EXO (2013-2020). Its Aloe Vera 92% gel is one of the best-selling K-beauty products in the world.

"Colors that tell a mood"

The queen of Korean lip tint: the Juicy Lasting Tint and its ripe-fruit shades have topped Olive Young charts for years, and every seasonal drop (Hanbok Edition, Sanrio collabs) sells out.

"Feed your skin like you feed yourself"

Born from a cosmetic heritage dating to 1957, SKINFOOD marked the road-shop golden age with its Black Sugar Mask, then returned to the spotlight with its Carrot Carotene soothing pads, best sellers of today's routines.

"Natural story"

Founded in 2003, The Face Shop is part of the LG group and offers a very wide range at accessible prices. The brand pays particular attention to traditional Korean ingredients: rice, ginseng, cherry blossom.

"Beauty that makes you smile"

A Myeongdong road-shop icon, TONYMOLY introduced K-beauty to the world with its adorable packaging, then reinvented itself with serious lines like Wonder Ceramide while keeping its fun DNA.

"Calm skin, simply"

Powered by TikTok, Anua became one of the world's best-selling Korean brands in two years. Its Heartleaf 77% toner and blackhead-melting cleansing oil sit atop Olive Young and Amazon charts.

"Hanbang wisdom, modern science"

The brand that made K-beauty explode on TikTok. Its Relief Sun with rice and probiotics became one of the world's best-selling sunscreens, and the whole hanbang range follows the same formula: traditional ingredients, lightweight textures, gentle prices.

"Fun & quirky skincare"

Created in 2012 under the Milky Piggy label, Elizavecca built its reputation on outrageous packaging (pigs, witches, skulls) and improbable names like 'Hell-Pore'. Its bubble mask went viral on YouTube and TikTok.

"Simple but enough"

Born in 2010, Klairs caters to sensitive skin with minimalist, irritant-free formulas. Its Supple Preparation Toner has become a gentle routine classic. The brand belongs to Wishcompany, which also runs the Wishtrend platform.

"The purity of Madagascar"

The centella specialist: cult ampoule, Hyalu-Cica hybrid sunscreen praised by TikTok dermatologists, weightless textures. One of the most exported Korean brands of the 2023-2025 wave.

"A miracle in 30 days"

The brand that democratized exfoliating acids in Asia: its AHA-BHA-PHA Miracle Toner is a planetary best-seller of anti-blemish routines, since extended into cleansers, serums and creams.

"Change your destiny"

Japanese luxury brand famous for its exclusive ingredient PITERA, derived from sake fermentation. The Facial Treatment Essence has become a cult product worldwide.

"The ultimate sun protection"

Japanese brand by Shiseido specializing in premium sun protection. #1 sunscreen in Japan for 21 consecutive years. Exclusive Aqua Booster technology.

"Mutenka: absolute zero additives"

A Yokohama institution founded in 1980, FANCL is home to Mild Cleansing Oil, voted Japan's best cleansing oil year after year, able to dislodge blackheads without touching the skin barrier.

"Snow-pure skin"

The cobalt-blue bottle is one of J-beauty's greatest classics: Sekkisei lotion has sold tens of millions of units across Asia. The Clear Wellness line modernized it for sensitive skin.

"Beauty through science"

Pioneer of J-Beauty, Shiseido invented the concept of 'scientific cosmetics'. Its research center in Yokohama is one of the most advanced in the world. The brand is famous for its sunscreens, anti-aging serums and long-wearing makeup.

"Care for skin that tolerates nothing"

Japan's derm reference: pharmacy-recommended for atopic skin, Curél democratized ceramides long before the 'skin barrier' wave. Its Intensive Moisture Cream is an absolute staple of sensitive-skin kits.

"Sun protection you forget you're wearing"

UV Aqua Rich Watery Essence is regularly cited as the world's best-selling sunscreen by volume: revolutionary watery texture, zero greasy film, drugstore price. Bioré's whole UV range follows that standard.

"Kawaii makeup at small prices"

Japan's #1 makeup brand among high school and college girls. Cute pink packaging, quality formulas, unbeatable prices. The Cream Cheek blush is a worldwide bestseller.

"Quality without the price"

The darling of LDK rankings and Japanese schoolgirls: Pearl Glow highlighter, blushes and UV bases under €8 that rival high-end in blind tests. CEZANNE went viral far beyond Japan through 'dupe' comparisons.

"Olive oil at the heart of beauty"

Japanese brand pioneering double cleansing. Their makeup-removing oil with Spanish olive oil is the best-selling beauty product in Japan, across all categories.

"Pure hydration, nothing else"

Japan's #1 hydrating lotion brand. Created in 2004 by Rohto Pharmaceutical, it revolutionized skincare with its affordable and effective hyaluronic acid formulas.

"No more rules"

Japan's no.1 mass-market makeup brand (Kao/Kanebo group), KATE has two icons: the Designing Eyebrow 3D palette, copied across Asia, and Lip Monster, Japan's best-selling lipstick since 2021.

"Pure vitamin C at drugstore prices"

The citrus-scented yellow serum is one of Japan's most repurchased products: a few drops against spots and acne marks for under €10. Comparisons regularly rank it against serums ten times pricier.

"The essential, without the superfluous"

The Muji beauty range offers minimalist, fragrance-free skincare. Pure plant oils and the 'Sensitive Skin' line are highly popular. Refillable and eco-friendly packaging.

"The perfect foam, every day"

Perfect Whip has been Japan's no.1 face cleanser for years: an under-€5 tube whose silk-cocoon foam cleanses without tightness. Moved from Shiseido to Fine Today, the line now spans removers and micellar water.

"The art of light and shadow applied to the face"

China's most expensive makeup house, founded in 2000 by makeup artist Mao Geping after his television breakthrough. Positioned against Western luxury brands, it sells its cream powders and caviar masks at European department store prices, and trains its own makeup artists in store.

"Oriental beauty reinvented"

Phenomenal Chinese brand that conquered TikTok and the world. Famous for packaging sculpted like antique jewelry and formulas with traditional Chinese botanicals. The engraved lipstick went viral.

"Balance through Chinese botanicals"

The elder stateswoman of premium Chinese skincare, born in 1998 at Shanghai Jahwa. The first Chinese beauty brand to enter Sephora in Europe, it long served as the international showcase for traditional pharmacopoeia before refocusing on its home market.

"Science in the service of youthful skin"

China's no.1 listed skincare company: founded in Hangzhou in 2003, Proya won over the Tmall generation with its Ruby (retinol + peptides) and Double-Anti serums, regular leaders of 11.11 sales.

"Chinese makeup, made for Chinese faces"

The brand of set makeup artist Tang Yi, founded in 2014 and acquired by Proya in 2019. Its three-shade palettes made it the reference for contouring in China, to the point of ranking among the country's top three makeup brands in online sales.

"Dermocosmetics from Yunnan"

China's no.1 dermocosmetic brand: its Anti-Sensitive barrier cream is recommended in the country's dermatology departments, and the Botanee Group (Kunming) brand rivals European references in its market.

"You are beautiful by nature"

One of China's biggest mass-market brands (Jala Group, Shanghai): present in tens of thousands of stores, pioneer of Himalayan sourcing and of the female-empowerment campaigns '你本来就很美' that marked Chinese advertising.

"Makeup out of a fairy tale"

C-beauty's 'princesscore' phenomenon: the Strawberry Rococo and Moonlight Mermaid collections sold out in Japan then the West, driven by spectacular unboxings. Beneath the decor, the embossed blushes and sculpted lipsticks hold their own.

"The C-beauty that only speaks to oily skin"

Launched in 2016 in Hangzhou by the Proya group, HAPSODE targets 18-24 year-olds with products priced between 50 and 150 yuan, sold mostly online and through Douyin livestreams. Its best-seller, the 洁颜蜜 'cleansing honey', cleanses and removes makeup in one step with amino-acid surfactants: the gateway into skincare for a whole generation of Chinese oily skins.

"The inventor of lip mud"

Born in 2019, INTO YOU became China's best-selling tint brand within two years thanks to Super Matte Lip Mud, since declined into airy, glazed and blush versions. The 'blurred lips' look of Chinese social media is hers.

"Color without breaking the bank"

The rising brand of the Joy Group (with Joocyee): its 'curling iron' mascara and blushes won Southeast Asia then Japan, where Judydoll became one of the best-selling Chinese brands in drugstores.

"The heritage of Chinese beauty since 1931"

Centenary Chinese brand famous for its iconic blue cream used by generations of Chinese women. Now renewed with premium herbal ranges.

"Beauty without boundaries"

Leading Chinese Gen Z makeup brand. Famous for collaborations with the British Museum, Discovery Channel and artists like Mao Yen. Colorful palettes and formulas that rival major brands.

"Art meets beauty"

Chinese brand known for its spectacular museum collabs: British Museum (Egypt), Picasso Museum, Alice in Wonderland. Highly collectible packaging and performing formulas.