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A true breakout star in the highly competitive world of K-beauty, COSRX’s popularity spread by word-of-mouth through the blogosphere rather than marketing. Founded with the simple mission of good, effective skincare ingredients, as little of the bad stuff as possible, open communication with their customers, minimal marketing, and affordability, COSRX believes in spending their money on ingredients and effectiveness rather than packaging and promotions. To that end, they focus on their ground game, listening to customer feedback to refine and formulate their products and provide better service. From their cult favorite Master Acne Patches to their Low pH Good Morning Gel Cleanser, COSRX epitomizes the future of K-beauty.