Korean beauty, or K-beauty, has taken the beauty world by storm, not just in the Philippines, but everywhere, and it’s not hard to see why. It revolutionized skincare routines and makeup trends globally, emphasizing radiant, glowing skin with fresh and youthful makeup looks. Whether you’re a skincare junkie or love experimenting with makeup, there is just something about K-beauty that’s bound to get us all hooked.
From Seoul to Manila: The Rise of K-Beauty in the Philippines
K-beauty has made its mark on the Filipino beauty industry, reshaping a lot of our preferences and setting new beauty standards left and right. Not to mention, with all the Korean dramas and K-pop tunes taking over our screens, it’s no surprise that Filipinos’ curiosity about K-beauty has shot through the roof.
One of the key factors that contributed to the K-beauty craze in the Philippines is the influx of Korean brands hitting the Philippine market. Way back in 2006, The Face Shop was one of the first brands to bring K-beauty to the country. And it didn’t take long for other brands to follow through, as brands like Innisfree, Laneige, and Nature Republic have opened up shop in Manila, and slowly became household names, too. The accessibility of these brands through local retailers, online platforms, and standalone stores at the malls has made K-beauty products more accessible to Filipinos.
But the advent of K-beauty in the Philippines wasn’t just about introducing us to skincare and beauty products that are made in Korea—it has shaped makeup trends here, too. That coveted “dewy skin” look is one of the trademarks of K-beauty, promoting luminous and well-hydrated skin paired with a natural makeup aesthetic.
Filipino beauty enthusiasts have embraced Korean-inspired makeup techniques like gradient lips to soft eyeshadow looks and straight eyebrows that reflected the shift towards minimalistic and fresh-faced looks. K-beauty’s emphasis on glass-like skin has also left a lasting impact on beauty standards in the Philippines, as it likewise encouraged individuals to prioritize skincare and embrace their natural beauty. The pursuit of “Chok-Chok” skin, for example, a Korean term for dewy and plump skin, has sparked an increased awareness of skincare ingredients and routines tailored to specific skin types and concerns.
The wide use of social media platforms also fueled the popularity of K-beauty in the Philippines. Through this, Filipino fans discovered new avenues to connect with their favorite Korean stars, allowing them to get up close and personal with their skincare routines and makeup looks. Beauty content creators have also played a massive role in spreading the word about K-beauty, sharing insights about K-beauty products, recreating Korean celebrity looks, and providing recommendations about which K-beauty gems are worth splurging on. As a result, Filipinos became more knowledgeable about K-beauty products and started actively seeking out K-beauty brands to add to their routines.
The Beauty Icons of Hallyu
K-dramas and K-pop stars have especially taken on major roles in shaping the beauty landscape in the Philippines. Korean dramas, with their captivating storylines and charismatic actors, have amassed a dedicated fanbase in the Philippines. Beyond entertainment, K-dramas have also influenced beauty standards and trends in the country, sparking a newfound obsession with K-beauty among Filipino viewers.
Similarly, K-pop has also played a significant role in popularizing K-beauty in the Philippines, with K-pop idols serving as influential figures in shaping beauty trends. Groups like BTS, BLACKPINK, EXO, and TWICE are not only known for their musical talents but also for their impeccable style and makeup looks. K-pop stars often sport dewy and clear complexions, and bold makeup looks that resonate with a lot of their Filipino fans. With their massive global followings, these idols have the ability to turn a product into an overnight sensation with just a single endorsement.
One such example is the Moonshot Microfit Cushion, which skyrocketed to fame thanks to the backing of none other than BLACKPINK’s Lisa. The cushion, already a cult favorite among beauty enthusiasts for its lightweight formula and great coverage, experienced a surge in popularity following Lisa’s endorsement. Fans even started referring to it as the “Lisa cushion”. Beauty fanatics around the world flocked to purchase the Moonshot Cushion and social media platforms were ablaze with rave reviews and makeup tutorials, further fueling the cushion’s popularity.
K-Beauty Versus Western Beauty – What Sets Them Apart?
Before K-beauty was all the rage in the Philippines, many of our cosmetic shelves used to be lined with Western-made beauty products. While both K-beauty and Western beauty share the common goal of helping individuals look and feel their best, they approach beauty from different angles.
One of the biggest differences lies in the approach to skincare. K-beauty places a strong emphasis on the “skin first, makeup second” approach whereas Western beauty tends to focus more on makeup to enhance features and cover imperfections. This means following elaborate skincare routines focused on hydration, brightening, and addressing specific skin concerns. These routines also involve multiple steps, including cleansing, toning, moisturizing, and targeted treatments.
Korean skincare products are also renowned for their innovative formulations and unique ingredients. For example, ingredients like snail mucin, ginseng extract, and fermented ingredients have gained popularity for their ability to hydrate, brighten, and rejuvenate the skin. Korean skincare products also tend to have gentler ingredients, one example being their use of PHAs (polyhydroxy acids) instead of harsher acids to exfoliate the skin.
In terms of makeup, Korean beauty trends usually favor a more minimalist approach, focusing on enhancing natural features and achieving a youthful, “barely-there” look. In contrast, Western beauty trends can be more glamorous and dramatic, with bold and more statement-making makeup looks.
K-beauty Districts To Check Out
While you can easily find K-beauty products online or in some stores across the country, there’s something special about experiencing it firsthand in Korea. With a plethora of streets lined with beauty boutiques and stores, navigating the K-beauty scene can be both thrilling and overwhelming for visitors. To help you make the most of your beauty shopping experience in Korea, we’ve curated a list of the top K-beauty shopping spots, including the iconic Olive Young chain. Plus, we’ve included other exciting attractions and activities to explore as a tourist while you’re there.
Myeongdong, Seoul
Located in the heart of Seoul, Myeongdong is a bustling shopping district renowned for its endless rows of beauty stores. Located here are the flagship stores of popular K-beauty brands like Etude House, Innisfree, Nature Republic, and TonyMoly, as well as multi-brand retailers offering a wide selection of skincare and makeup products. There’s much to do beyond shopping, too: Indulge in delicious street food and explore nearby attractions like Namsan Park and the N Seoul Tower for panoramic views of the city.
Garosu-gil, Seoul
For a more upscale and trendy shopping experience, head to Garosu-gil, located in the hip and trendy neighborhood of Sinsa-dong. Lined with fashion boutiques, cosmetic stores, cafes, and galleries, this tree-lined street is a favorite among locals and tourists alike. Here, explore a curated selection of beauty stores offering unique and niche K-beauty brands, as well as flagship stores for established favorites like Aritaum and The Face Shop.
Hongdae, Seoul
Hongdae is a youthful and vibrant neighborhood known for its artsy vibe, street performances, and indie fashion scene. Situated around Hongik University, this neighborhood exudes a lively atmosphere filled with the energy of its student population. It’s also a great place to shop for K-beauty products with various shops and stores providing a diverse selection of skincare and makeup items for different preferences and budgets. While in Hongdae, take advantage of the vibrant nightlife scene and discover the countless bars, clubs, and live music venues catering to all tastes and interests.
Gangnam, Seoul
Made famous by Psy’s song “Gangnam Style,” Gangnam is a high-end district in Seoul known for its luxury boutiques, department stores, and beauty clinics. Located here are flagship stores of luxury K-beauty brands like Sulwhasoo, Hera, and AmorePacific, as well as other high-end skincare and makeup shops. The upscale neighborhood of Gangnam is also worth exploring, as are attractions like the Bongeunsa Temple and the iconic Starfield Library in the middle of the Coex Mall.
Lotte Department Store, Seoul
Lotte Department Store is one of the largest and most prestigious department store chains in Korea, with multiple locations across Seoul. Each store typically has a dedicated beauty floor with a wide range of K-beauty brands and products, from mass-market to luxury.
Olive Young: The Ultimate Beauty Destination
No K-beauty shopping spree in Korea would be complete without a visit to Olive Young, the country’s largest health and beauty retailer. With over 1,200 stores nationwide, Olive Young offers an extensive selection of skincare, makeup, haircare, and wellness products from both Korean and international brands. Whether you’re looking for cult-favorite K-beauty essentials or the latest global beauty trends, Olive Young has everything covered. From sheet masks and serums to makeup palettes and sunscreen, there are plenty to choose from, all under one roof.
Korea Exclusive: Beauty Brands to Hunt Down While You’re There
As top K-beauty brands are widely available here, we scourged Seoul to find the brands and must-buys that are not yet available locally. Consider this your guide to K-beauty faves that have not yet been as popular or accessible here.
Espoir
Launched in 2014, Espoir has quickly gained recognition for its fresh take on beauty. Its philosophy lies in the belief that women should be able to express their individuality, and feel confident and empowered through their make-up and beauty rituals. It’s a brand that believes in using makeup as a way to express one’s unique identity and a tool to empower its users to “transform yourself into who you want to be.” With this principle in mind, Espoir has developed an extensive lineup of cosmetics that will help enhance one’s natural beauty while being able to experiment and explore creative looks at the same time.
Colorgram
Colorgram is well-loved for its high-quality yet budget-friendly products in irresistibly cute packaging. The name “Colorgram” holds a special meaning, signifying the “unit (gram) to create your own color”. This embodies the brand’s mission to empower beauty enthusiasts to express themselves creatively through makeup. With its trendy and innovative products, this brand is the go-to choice for anyone who wants to play around with fun and artsy makeup looks without breaking the bank.
JUNGSAEMMOOL
JUNGSAEMMOOL was founded by Jung Saem Mool, the makeup artist behind so many Korean stars’ looks. The brand emphasizes bringing out one’s natural beauty by highlighting facial features instead of creating an illusion of flawlessness. It’s also popular for its base products as they incorporate hydrating ingredients while still having a lightweight texture, allowing one to achieve a natural look while still prioritizing skincare.
HOLIKA HOLIKA
HOLIKA HOLIKA is known for both its makeup and skincare products, often incorporating playful and colorful packaging, and is great for a younger demographic. It is also known for its collaborations with popular characters from comics and cartoons like Gudetama and the Japanese character Peko which further enhances its appeal to those looking for eye-catching and fun beauty products.
BRINGGREEN
BRINGGREEN is a Korean skincare brand that incorporates natural ingredients into its products and also caters to those who prioritize vegan and clean beauty. This brand is mostly known for its products that feature Tea Tree and Artemisia, and have a wide range of options suitable for a variety of skin types and concerns. So whether the skin needs hydration, calming, or anything in between, BRINGGREEN has something for to address it.
BIOHEAL BOH
BIOHEAL BOH is a Korean skincare brand based on “Bio-dermatology” that combines science with nature to provide effective skincare products. Its range of advanced skincare products has garnered a lot of attention, especially for its exceptional anti-aging formulations and products that provide intense hydration.
Must-Try K-Beauty Finds
Ready to shop? We share a few top picks to add to your must-buy list. These are tried and true K-beauty finds that are likewise not yet readily available to shop here in the Philippines.
Espoir Pro Tailor Be Glow Cushion SPF42 PA++
The Espoir Pro Tailor Be Glow Cushion SPF42 PA++ is a cushion foundation that’s light on the skin, providing natural coverage. It’s known for its ability to smooth out pores and create a dewy, luminous complexion without looking cakey. Plus, it’s got SPF42 PA++ to keep the skin protected from the sun.
Colorgram Thunderbolt Tint Lacquer
The Colorgram Thunderbolt Tint Lacquer is a glossy lip tint in a dewy formula that ensures a smooth and effortless application. It gives off an intense and vibrant color payoff, for long-lasting bold and bright looks. The best part about this lacquer is its longevity; its pigment can stay put for several hours even after eating or drinking, and barely fades or smudges throughout the day.
JUNGSAEMMOOL Essential Skin Nuder Cushion
The JUNGSAEMMOOL Essential Skin Nuder Cushion is highly regarded for its ability to give that natural glow. It provides medium coverage which can cover up blemishes pretty well. It works great even on dry skin because it’s very hydrating. On top of that, it barely smudges, so it’s great for wearing under a mask.
HOLIKA HOLIKA My Fave Mood Eye Palette
The HOLIKA HOLIKA My Fave Mood Eye Palette is best known for its versatility and quality with a variety of shades for different moods or occasions. This nine-color palette is easy to blend and comes in a compact and travel-friendly design. It comes in shades of different warm and cool tones, such as mauves, taupes, and soft browns, and each palette comes in a mix of matte, shimmer, and satin finishes to effortlessly create both natural and statement eye looks.
BRINGGREEN Tea Tree Cica Soothing Cream
The BRING GREEN Tea Tree Cica Soothing Cream is great for cooling down inflammation while keeping the skin hydrated. Its consistency is very lightweight, works wonders on oily skin, and doesn’t sit on top of the skin because it absorbs really well.
BIOHEAL BOH Probioderm 3D Lifting Ampoule
Designed to tighten and tone the skin, the BIOHEAL BOH Probioderm 3D Lifting Ampoule comes in a hydrating yet lightweight formula that leaves the skin plump and moisturized after application. It’s also non-irritating, making it suitable for those with sensitive skin.
