Editor's Note: This is the second article in our series exploring the evolving landscape of the Korean beauty industry and the products that captivate international visitors. This series is designed to offer insights into the products, brands, and cultural shifts defining Korea’s beauty scene today.
SEOUL, April 17 (AJP) - For many foreign visitors to South Korea, a trip to Olive Young — the ubiquitous health and beauty chain — is as essential as stopping by a Daiso or savoring street food in Myeong-dong. Yet what tourists see on social media often differs from the products Korean consumers actually put in their shopping baskets.
In a country where beauty trends shift with lightning speed — influenced heavily by K-pop idols and viral TV moments — Olive Young’s shelves reflect a fast-paced, ever-changing cosmetic culture. A single visit to one of its flagship locations in Seoul might yield a completely different product lineup just days later.
“I noticed how specific everything is here,” said Kara, a male shopper from the United States, while browsing an Olive Young in Gangnam. “In the U.S., products are very generalist. But in Korea, there are top products for very specific concerns — like acne scars or redness. There’s even a ranking for each category.”
That specificity is part of what drives local consumer habits — and what makes the actual bestsellers in Korea different from what often trends abroad. Take Dasique’s “Milk Latte” eyeshadow palette, a muted collection of beiges and soft browns designed to achieve the signature “soft, pillowy” eye look popularized by Korean celebrities.
Favored by makeup artists in Seoul’s upscale Cheongdam-dong neighborhood, the palette is a go-to for idol groups like Le Sserafim — valued for its versatility across skin tones and subtlety for daily wear.
Another favorite emerged during the summer of 2024, when the "highlighter boom" hit South Korea in the wake of aespa’s glowing visuals in their Supernova music video.
While their makeup artist reportedly used products from American brand Ofra, it was Clio’s Prism Highlighter — particularly in the soft pink shade #02 “Fairy Pink” — that soared in popularity after its appearance on the Netflix dating show Single’s Inferno. The shade, along with the classic gold version, has since dominated Olive Young’s annual beauty rankings.
DINTO’s Blur Glow Lip Tint in shade 205 “Justitia” has also become a quiet phenomenon. Loved especially by those with “summer cool light” undertones — a skin tone classification popular in Korean beauty — the tint provides a fresh, non-sticky finish. It’s a staple in professional kits for performances, broadcasts, and weddings.
Among blush options, few have the cult status of Fwee’s Mellow Blushers in “Highkey Happiness,” a vivid hot pink that transforms into a natural flush with just a light touch. With a marshmallow-like texture reminiscent of Maybelline’s bouncy blushers, the product has been discontinued as a single item but is still available in the brand’s Dual Blusher sets.
Also from Fwee, the Lip & Cheek Blurry Pudding Pot — offered in an impressive 30-shade range — continues to be praised for its skin-friendly, creamy texture and dual-purpose function, catering to users across ethnicities and undertones.
“Whenever there’s a new trend, I go to Olive Young to test it out,” said Kim, a woman in her twenties, shopping at the store’s flagship in Myeong-dong. “It’s a convenient way to try new things — and see what everyone else is using.”
What sets these products apart isn’t just their occasional online fame, but the fact that they’re the daily picks of Korean makeup artists, celebrities, and ordinary shoppers alike.
For those seeking an authentic K-beauty experience, the distinction between “what foreigners are told to buy” and “what Koreans actually use” can make all the difference.
reporter
Candice Kim
candicekim1121@ajupress.com
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