RESOLVING THE LEDGER
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K-pop stars aren’t just influencing what fans listen to — they’re also influencing what’s sitting in their beauty cabinets. Korean beauty, or K-beauty , has become a major part of the global K-pop conversation, with idols regularly putting their favorite skincare, makeup and hair care products in the spotlight.
From BTS and ENHYPEN to SEVENTEEN’s S.Coups and IVE’s Wonyoung , K-pop’s biggest stars are helping put some of Korea’s buzziest skincare and makeup brands on the map. And considering how quickly an idol-approved product can go viral, it’s no surprise that K-beauty has become a go-to for beauty shoppers in the U.S.
The best part? You don’t need to book a flight to Seoul to get your hands on the good stuff. Many Korean beauty brands are now available in the U.S. through retailers like Amazon and Ulta, making it easier than ever to shop the products behind some of K-pop’s most coveted beauty looks.
K-Pop Stars’ Favorite Korean Beauty Products
NEW CUSTOM K-BEAUTY
Laneige Lip Sleeping Mask
Two-Scent Custom Swirl
$28
Buy Now on amazon
This customizable lip mask combines Berry Fruit Complex and nourishing butters for a soft, hydrated pout.
Laneige got a major K-pop boost when BTS’ Jin (Kim Seok-jin) became the brand’s first-ever male ambassador in 2024. Now, fans can customize one of the brand’s cult-favorite lip treatments with the Lip Sleeping Mask. Sold exclusively on Amazon, the experience lets shoppers combine two scents to create their own overnight formula, featuring Berry Fruit Complex, vitamin C, murumuru seed butter and shea butter.
FAN FAVORITE
Mediheal Vita Collagen Under Eye Patches
$18.00 $24 25% off
Buy Now On Amazon
Minnie from (G)I-DLE is an ambassador for Mediheal, and the brand says boyband TWS, and even members of BTS have been fans of Mediheal’s eye patches, toner pads and sheet masks while on tour.
Super Junior’s Eunhyuk also went viral for his appearance on Lee Young Ji’s Rainbow TV show in Korea, after sharing that he uses a Mediheal sheet mask every day to achieve his youthful appearance. The brand is known for its affordable K-beauty products that tackle everything from blemishes and breakouts to irritated skin, while providing boosts of hydration and collagen.
FRAGRANCE-FREE PICK
ETUDE Soonjung pH 6.5 Whip Cleanser
$15.99
Buy Now AT ULTA
A new product from beloved K-beauty brand ETUDE ( LE SSERAFIM ‘s Kazuha was a brand ambassador), this mild, soft-bubble cleanser with a whipped cream texture lathers into soft and soothing bubbles to gently cleanse the skin without causing irritation.
It’s unscented and free of animal-derived ingredients, mineral oil, synthetic pigment, fragrance, polyacrylamide, silicone oil, imidazolidinyl urea, triethanolamine, PEG surfactant and parabens, making it the ultimate clean beauty product. A favorite among Korean shoppers, Etude products are now available in the U.S. on Ulta.com .
A BTS' SUGA FAVE
Mixsoon Bean Sunscreen SPF 50 Moisturizer
$18
Buy Now on amazon
$19.50
Buy Now on Ulta
A fan-favorite Korean sunscreen with more than 9,000+ units sold on Amazon over the past month.
One viral moment was all it took for mixsoon’s Bean Sunscreen to land on K-beauty fans’ radars. After BTS’ SUGA was spotted applying the SPF in a viral clip , fans took notice. The SPF 50 formula helps protect against UVA and UVB rays and is made with fermented soybean, pomegranate, barley and Korean pear extracts to help keep skin hydrated and glowing.
BTS' V BEAUTY FIND
TIRTIR Mask Fit Red Cushion Foundation
$25
Buy Now on aMAZON
$25
Buy Now at ulta
This K-beauty cushion foundation has earned Amazon bestseller status.
BTS’ V helped send TIRTIR’s Mask Fit Red Cushion into the spotlight after starring in the brand’s viral global campaign following BTS’ return from military service. The campaign surpassed 80 million views within hours, while the K-beauty cushion became a fan favorite for its buildable coverage, lightweight texture and natural-looking finish.
FOR SENSITIVE SKIN
Round Lab Birch Juice Moisturizing Toner
$20.24 $26.99 25% off
Buy Now AT ULTA
$19.90 $27 26% off
Buy Now on AMazon
Packed with a high concentration of Birch Tree Sap and Vita Hyaluronic Acid, this toner hydrates the skin to create a dewy glow and long-lasting moisture.
The ingredients work together to leave skin brighter, smoother and softer. Once only available in Korea, this product is now available officially in the U.S. through Ulta and Amazon, and ships across the country.
HYDRATION HERO
Belif Aqua Bomb – Daily Niacinamide Hydrating Moisturizer
$20 $24 17% off
Buy Now On Amazon
This bestselling moisturizer claims to boost skin hydration levels by 231.4% and deliver hydration to ten layers of the skin in as little as ten seconds.
The gel-based formula is cool and soothing and doesn’t leave behind any sticky residue or greasiness. The water-based texture is also super lightweight, making it ideal for those with oily, sensitive or combination skin.
PORE MINIMIZER
Beauty of Joseon Glow Deep Serum Rice + Alpha-Arbutin
$12.75
Buy Now On Amazon
If you struggle with inflammation or enlarged pores, this serum is for you. With ingredients that target dullness, uneven skin tone, and texture issues, it’s an important step to add into your glass skincare routine.
There were lineups around the block when Beauty of Joseon opened their house and their LA store in 2024 and for good reason: this stuff actually works! Girls’ Generation members-turned-solo star Tiffany Young is an ambassador for the ...
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