In just a few years, we’ve gone from having a limited number of Korean beauty brands available in the U.S. to pioneering curators here and getting K-beauty launches at the very same time as South Korea. And as more and more K-beauty products become widely available, it’s apparent that there’s no single type of K-beauty brand. We’re regularly seeing everything, including cute-as-can-be, cartoonishly packaged products, elegantly presented items with incredibly effective ingredients, and of course, sheet masks in every different variety. This month, we’re seeing cheekily named new brands, surprisingly bold lip colors, and a mystery product that promises to do almost everything in your skin-care routine.
Without further ado, keep scrolling to see the latest and greatest K-beauty products from brands such as Skinfood, Re:P, and more, hitting real and virtual shelves in August.