South Korea is one of the leaders in the world when it comes to cosmetics. Thanks to Hallyu (or the rise of Korean pop culture), consumers now use under-eye glitter, switch to feathery brows, and want dewy skin. And what makes them buy (or hoard) these K-beauty products? When Korean actresses endorse them!
Whether it's a quick feature in their K-drama or an advertisement on their Instagram account, Hallyu fans become more drawn to a specific brand once their fave leading lady swears by it. From skin saviors to makeup must-haves, they're really worthy of their holy grail status! Check six out below:
LOOK: 6 K-Beauty Brands Endorsed by Korean Actresses
1. Laneige - Kim Yoo Jung
With five functional solutions—full repair moisturizing, anti-aging care, brightening care, sleeping care, and base makeup—Laneige is all about that glow and promises radiance on your skin. For skincare, their bestsellers include the Water Sleeping Mask_EX and Radian C-Cream. Under makeup, the cult favorite is the Neo Cushion (comes in Matte and Glow) which now has a foundation version!
2. Clio - Go Min Si
According to their official website, Clio is the first color cosmetic brand established in South Korea. They're strong on introducing firsts and innovating their makeup products through art collaborations, sensational colors, and sleek packaging. Clio's hero products are from the Kill line—Kill Cover, Kill Black, Kill Brow, and Kill Lash—all of which offer that edgy look.
3. ACWELL - Girls' Generation's Seohyun
ACWELL focuses on skincare that is based on Korean traditional ingredients and the Dongui Bogam, or the Korean book that has been a treasure trove of wisdom for medicine. The goal is simple: ACWELL wants every consumer to restore the balance of their skin health. For starters, their water-based cleansers have low pH.
4. Son Ye Jin - Jennyhouse
Jennyhouse has been in the beauty industry for more than two decades and is home to skincare, makeup, and haircare brands. They're more known for putting the main spotlight on the locks, having started as a beauty salon where Korean celebs flock to for a new hairstyle. Some of our personal faves: The Jennyhouse Premium Hair Color and Jennyhouse Root Volume Fixer.
5. KAHI Cosmetics - Kim Go Eun
In recent K-dramas, we often spot a pink beauty stick carried by one of the female characters and they would often apply it on their skin before that moment. It's actually from KAHI Cosmetics, an up-and-coming (it was established in 2020) brand that represents today's K-beauty through products that you can take anywhere. Ingredients are sourced from Jeju Island for that high-quality skincare offer.
6. Banila Co. - Shin Se Kyung
If you find it so hard to remove your makeup after a long day, the skin-first K-beauty brand Banila Co. is here to help you lessen that struggle in the sink. One of their best-selling products—the cleansing balm Clean It Zero—has actually been awarded through the years for its gentle yet thorough formula!
This story originally appeared on Cosmo.ph. Minor edits have been made by the Preview.ph editors.