5 K-Beauty Brands to Know, According to the Experts (2024)

With the popularization of Korean beauty brands such as Laneige and Dr. Jart, many big-box beauty stores are widening their rosters by adding K-beauty brands. K-beauty has been taking the beauty world by storm in recent years, with its innovative skin-care products and unique approach to beauty.

As we wrap up the year, it's the perfect time to discover some new K-beauty brands that are poised to make a big impact in 2024.

Whether you're a K-beauty products aficionado or just getting started, these five brands are worth discovering in the new year!

Donginbi

Donginbi is a Korean beauty brand that is known for its use of traditional Korean red ginseng in its products. The brand is inspired by the ancient beauty secrets of Korean royal court ladies and uses premium-grade red ginseng that is grown for six years in the ideal environment. Donginbi products are said to be nourishing, rejuvenating, and anti-aging. They are specially formulated to improve skin texture, hydration, and elasticity, leaving you with a youthful, glowing complexion.

Donginbi also offers a wide range of products that includes skin care, body care, and hair care. Beauty journalist Coco Park recently tried Donginbi for the first time, and she says it lived up to the hype! “My skin is dry and moody and it absolutely loved the Red Ginseng Moisture & Firming Cream as well as the Moisture & Firming Essence," she says. "They really are delightful to use and give me skin a cushiony soft feel and glow.”

Instree

Instree is a Korean beauty brand that is known for its focus on natural and organic ingredients. The brand is built on the philosophy of providing safe and healthy skin care products that are free from harmful chemicals and synthetic ingredients. Instree has a wide range of skin-care products that include cleansers, toners, moisturizers, serums, and masks, all infused with natural and organic ingredients such as green tea, aloe vera, and centella asiatica. Their products are said to be gentle, hydrating, and effective on all skin types, with a special focus on sensitive skin. The brand also offers a range of makeup products that are clean and safe to use. Instree is a great brand for those looking for natural, organic, and eco-friendly skin-care options.

One of Instree’s best selling points is its dedication to being cruelty-free and eco-friendly. "They think of the environment while creating their products, using eco-friendly and recyclable materials," says K-Beauty influencer Elisa Lee. "When creating new products, they don’t only look at the current market but ask opinions from their community too to see what the needs are, favorite textures, etc. I love that!” The Hyaluronic Acid Aqua Gel Cream is one of its top-selling products.

Beauty of Joseon

Beauty of Joseon is a Korean beauty brand that is known for its use of traditional Korean ingredients and techniques in its products. The brand takes inspiration from the beauty practices of the Joseon Dynasty, which was a period of Korean history that lasted from 1392 to 1910. The brand is known for its use of Hanbang, which is traditional Korean medicine, in its products. Hanbang ingredients are known for their healing properties and are said to be effective in treating a variety of skin concerns. The brand has a wide range of skin-care products that include cleansers, toners, moisturizers, serums, and masks, all made with natural and traditional Korean ingredients such as ginseng, honey, and rice. Their products are said to be nourishing, rejuvenating, and anti-aging, leaving you with a youthful, healthy complexion.

Within the past few months, Beauty of Joseon has gone viral on multiple social media platforms, so if you’re looking for a trendy new addition to your skin-care routine, I suggest Beauty of Joseon’s Ginseng Essence Water as a toner.

BRING GREEN

BRING GREEN is a Korean beauty brand that is known for its commitment to sustainability and eco-friendliness. The brand is built on the philosophy of providing high-quality skincare products that are free from harmful chemicals and synthetic ingredients, while at the same time minimizing their environmental impact. BRING GREEN's products are made with natural and organic ingredients such as aloe vera, green tea, and Centella Asiatica, which are known for their soothing and healing properties. They are gentle, hydrating, and effective on all skin types, with a special focus on sensitive skin. The brand also offers a wide range of eco-friendly options, such as refillable and recyclable packaging, and uses natural and biodegradable materials.

BRING GREEN is a great brand for those looking for natural, organic, and eco-friendly skincare options. From personal experience, the brand’s Tea Tree line is perfect for anyone with dryness and redness concerns. I have used the Tea Tree Cica Soothing Cream for a year now and my redness concerns have cleared up completely!

COSRX

COSRX is a Korean beauty brand that is known for its focus on simplicity and effectiveness. The brand is built on the philosophy of providing simple, but highly effective skincare products that specific skin concerns. COSRX's product line includes a wide range of skincare items such as cleansers, toners, moisturizers, serums, and masks, all of which are formulated with a minimal number of ingredients but is highly effective. They are known for their use of Centella Asiatica,a traditional Korean herb known for its soothing and healing properties, as well as its use of BHA and AHA for exfoliating and brightening the skin.

COSRX is a great brand for those looking for simple, effective, and affordable skincare options. Fifty Shades of Snails blogger Jude Chao raves about COSRX’s snail mucin products, specifically. “I don't think I've been without a bottle of the Advanced Snail 96 Mucin Power Essence or Advanced Snail 92 All In One Cream in the last five or six years, if not longer—they add noticeable resilience to my skin, heal up any breakouts or irritation in a flash, and leave my skin soft and bouncy.” Whether you are a veteran of K-beauty or are just dipping your toe in the world of K-beauty, these five brands are sure to be huge this year.