Top 7 Iconic K-Beauty Brands - You Can Now Easily Find in the U.S.

Prepare to take your skincare routine to the next level.

Having dominated the beauty industry for the past five years, K-Beauty shows no signs of slowing down. In fact, it’s bigger than ever and many of the newest launches from the most world-renowned brands are inspired by K-Beauty innovations.  

Double cleansing and multiple-step skincare routines have taken over the landscape here in the West, proving just how incredibly popular K-beauty has become. For a long time, the easiest way to source South Korean skincare and makeup was to shop from specialized resellers, either in store or online. But now thanks to wider distribution and many brands launching their own e-commerce sites for the U.S., it’s easier than ever to get your hands on the most coveted brands and their best-selling products. Keep an eye out for them the next time you are beauty shopping!

• Belif

Said to combine apothecary herbal traditions and modern Korean skin science, Belif is a popular brand that is easy to come by. If you’re a fan of gel creams, you’re in for a treat: its “bomb” collection is, well, the bomb. Although the brand’s other skincare products are also lovely and efficacious, its hydration-focused The True Cream Aqua Bomb, The True Cream Moisturizing Bomb, Aqua Bomb Jelly Cleanser, Moisturizing Eye Bomb, and Aqua Bomb Sleeping Mask are all classics. 

Try: The True Cream Aqua Bomb

This water-based formula’s texture is nothing short of delightful, and it leaves my skin refreshed, soft, and hydrated—which is why it’s my summer moisturizer of choice. I also loved the Aloe Vera and Brightening Vitamin C versions!

• Laneige

Founded in 1994, Laneige is a K-beauty mainstay that has been available in the U.S. for several years first at Target, and then at Sephora—and it’s still a personal favorite. From its famous Water Sleeping Mask and Lip Sleeping Mask to more recent innovations like the Cream Skin Toner & Moisturizer, Laneige often hits it out of the park with its new launches. 

Try: Cica Sleeping Mask

Ultra-soothing, the Cica Sleeping Mask is my go-to nighttime product thanks to its comforting texture and super moisturizing formula. 

• COSRX

Snail mucin may not be in every Korean skincare product like early K-beauty media coverage led us to believe, but the iconic COSRX Advanced Snail line has definitely proven its effectiveness. The brand launched in 2013 in South Korea, and its other best-selling products include the Acne Pimple Master Patch, Low pH Good Morning Cleanser, and BHA Blackhead Power Liquid. 

Try: Hydrium Watery Toner

With ingredients like vitamin B5 and hyaluronic acid, this toner feels like water, but packs a ton of hydrating power. It feels amazing on the skin right after cleansing! 

• Sulwhasoo

From their elegant packaging to their luxurious formulas, there are a plethora of reasons to covet Sulwhasoo products. Based on the vision that beauty doesn’t deteriorate, but rather evolves over time, the brand has studied Korean ginseng as well as thousands of traditional herbs since its origins in 1966. The ultimate goal: to give your skin that coveted glow.

Try: First Care Activating Serum

The brand’s most iconic product is an essence that blends botanical extracts and herbs. It is used immediately after cleansing to soften and moisturize your skin, as well as bolster the effects of all your other products. I was skeptical at first, but I instantly fell in love with its herbal scent and how radiant it makes my skin look and feel. 

• Banila Co

Most famous for its Clean It Zero line, Banila Co has been around since 2006 and is now easy to find both online and in stores. Along with other popular lines like Miss Flower & Mr. Honey, the brand offers an array of skincare and makeup products that includes multiple versions of its award-winning cleansing balm. 

Try: Clean It Zero Cleansing Balm Original

This product is still on my want list, but its affordable price and thousands (!) of five-star Amazon reviews really make me feel like I’ve been missing out. With a formula boasting hot spring water, vitamins E and C, and words like “holy grail” being thrown around, it shouldn’t be long until I cave and try it for myself.

• Klairs

The Klairs "simple but enough" philosophy makes the brand’s products particularly well suited to sensitive skin, as it formulates them to be mild, but powerful. It was launched in 2009, and many of its products have achieved a cult following (looking at you, Supple Preparation Facial Toner!). 

Try: Freshly Juiced Vitamin Drop

A vitamin C serum is a must-have in any daytime skincare routine, and I quite enjoyed this one, which really helped brighten my complexion. Plus, it’s supposed to be non-irritating for sensitive skin!

• JayJun

Created by a group of plastic surgeons, dermatologists, and researchers, JayJun has grown quickly since its launch in 2015, and is available in the U.S. via the brand’s website. With an anti-aging focus, a full array of skincare products, and breathtakingly beautiful packaging, it’s easy to see what makes the brand so appealing. 

Try: Roselle Tea Eye Gel Patch

I’ll admit I was first drawn to these eye patches for their pretty packaging, but that’s not what made me repurchase them several times since. I leave the tub in the fridge and treat myself to a pair of hydrogel patches when my eyes are feeling puffy in the morning. They instantly hydrate thanks to hyaluronic acid and provide brightening action thanks to niacinamide. Love!

Do you use any Korean products in your skincare routine? What are some of your all-time favorites?