#TheAtlasOfBeauty: 4 must-have K-beauty brands when shopping in Seoul

From Etude House to The Face Shop, we put together a list of the most sought-after beauty brands from Seoul, Korea – the first destination of our 'The Atlas of Beauty' series.
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We scoured high and low on the streets of the six trendiest cities across the globe to bring you a curated list of cult beauty brands that have acquired a special spot in the bags and cabinets of locals and those abroad.

And for the first chapter of our 'The Atlas of Beauty' series, we explore some fan-favourite K-beauty brands in Seoul, Korea.



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Etude House


One of the most eye-catching cosmetics companies around, Etude House has been putting the fun in makeup since launching itself in 1985 as Korea’s first specialised makeup brand with its affordable selection of user-friendly makeup, skincare and hair accessories with a diverse colour ranges and adorable packaging.

Even its flagship stores are full of whimsy as its interior resembles the perfect dollhouse filled with ornate trinkets of every girl’s dream, in staying true to the brand’s playful spirit.


Swipe the gallery to check out our favourite products from Etude House:

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Originated from the pure island of Jeju, where clean nature and healthy beauty coexist in harmony, Korea’s first natural brand Innisfree is committed to sharing the benefits of nature for healthy beauty.

Customers all over Asia have sworn by its eco-friendly, all-natural products as a skin paradise, made using responsibly sourced, high quality ingredients such as organic green tea and volcanic ash from Jeju Island – the home of the most fertile volcanic soil, clean fresh air and pollution-free water.


Swipe the gallery to check out our favourite products from Innisfree:

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When it comes to introducing a fun spin to its skincare and makeup products, no one does it better than Tony Moly. Its ability to integrate quality with unique and inimitable container designs is what sets the Seoul-born brand apart from the rest. 

We are talking about pore balm in an egg canister and banana hand milk. Even with the items’ quirky appearances, the inside stands out just the same with potent and effective ingredients that work miracles on your skin.


Swipe the gallery to check out our favourite products from Tony Moly:

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Another exceptional South Korean global beauty brand that values nature while offering an extensive line of skin-loving products born from botany without breaking the bank.

The Face Shop is a beauty destination where you can find the ideal product for your beauty ritual regardless of your skin type. Enhancing and preserving beauty is like second nature for the brand as it curates both skincare and makeup product using only organic, natural ingredients and eco-friendly packaging.


Swipe the gallery to check out our favourite products from The Face Shop:



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