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This Summer’s K-Beauty Makeup Trend

August 16, 2023

This Summer’s K-Beauty Makeup Trend

This Summer’s K-Beauty Makeup Trend 


On episode 213 of the podcast, Lauren discusses this summer’s hottest K-Beauty makeup trend and the K-Beauty stores seeing a big revival post-pandemic. Lauren answers a listener question about which K-Beauty brand is the best swap for Paula’s Choice and real customers share their thoughts about products from APLB, Jelly Koand Missha



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Glitter Makeup Is All the Rage for Summer in Korea 

According to an analysis by a local Korean style commerce platform based on sales and search data, this summer's key beauty trend is festival makeup with glitter and coloured eyeliner. I predictedwe’d be in for more glitter trends this year and it seems like the Korean makeup brands are serving the trends. Pearl and glitters are proving popular with lots of different formulations hitting the market - from shiny and wet to delicate glitters and multi palettes. 

If you’ve after a more muted version of this trend that is better for everyday looks, check out Romand’s Better Than Palette in “Peach Dahlia Garden”. 

Source: Ably 

K-Beauty Roadshops Are Seeing a Revival Post-Pandemic

In the past, K-Beauty cosmetics road shops were common in places frequented by many foreigners tourists, including Myeong-dong in Seoul. They disappeared during the pandemic but many now seem to be experiencing a revival. 

If you aren't familiar with the term "road shops", these were essentially the originally K-Beauty stores that enjoyed their heyday in the 2010s. They fell in popularity due to a variety of factors, including changes in market trends, consumption patterns, and retaliation against THAAD. Many of them ended up going online due to a decrease in sales, and quite a few began targeting foreign markets instead of focusing on the domestic market. 

But if recent activity in Myeong Dong is to by road shops are back. Although their primary customer base seems to have shifted from Chinese to Southeast Asian customers at the moment, in general they are aiming to improve their performance. 

According to MBN News “Chinese tourists will be an important variable in the recovery.” 

Korea's Road House Brands Are Seeing a Revival

QUESTION OF THE WEEK:Which K-Beauty brand is most similar to Paula’s Choice?  

By Wishtrendis a good K-Beauty swap for Paula's Choice. They have a similar philosophy both in terms of formulation, approach to active ingredients and even similarities in their packaging and brand feel. Some of the standouts from their collection include: 


By Wishtrend Mandelic Acid Skin Prep Water

This acidic toner is a a great option for those with breakout-prone skin. It's a low-irritant exfoliator containing 5% Mandelic Acid. Other key ingredients include Panthenol, Centella Asiatica Extract, and Beta-Glucan, which supply moisture to the skin after peeling. They also help regulate sebum production.

The brand recommends Mandelic Acid Skin Prep Water for those who are "struggling with blemish-prone skin, pores, dullness, and inflammation". 

Mandelic acid itself is a form of AHA. Unlike other AHA ingredients, this one has a large molecular size which is supposed to cause less inflammation. It helps to promote more even skin tone and a glowing complexion.

By Wishtrend Pure Vitamin C 21.5% Advanced Serum

If you're after a tried and tested Vitamin C Serum that is well-loved in the K-Beauty world then By Wishtrend Pure Vitamin C 21.5% Advanced Serum (30ml) is a good option.

Not only does it contain 21.5 % L-Ascorbic Acid (aka pure Vitamin C), it is also made with 70% Vitamin Tree Water.

It offers a range of benefits for the skin, from reducing the appearance of dark spots and to brightening skin tone, to delivering glow and radiance. 


  • Subi Perfect Pimple Patch 
  • Subi Bare Skin Balm 
  • Jelly Ko Cherry Blossom Sleeping Mask

    Jelly Ko Cherry Blossom Sleeping Mask


    APLB Vitamin Propolis Moisture Cream - 5 Stars

    "Great cream

    I love this product but did find it to heavy for day wear so I only use it at night. Very hydrating and feels great."

    Jelly Ko Dewy Glaze Toner - 4 Stars

    "Softer, smoother

    My "mature" skin is loving the dewy toner - it feels nourishing and gentle, perfect for sensitive skin."

    Jelly Ko Dewy Glaze Toner Review

    Missha M Perfect Cover BB Cream - 5 Stars 

    "Stopped using foundations

    This product is it. I stopped using foundations and can go about my day knowing that I’ve got substantial coverage without feeling like I’ve iced my face. The bonus of 42 SPF makes it even more of a winner"

    APLB EGF Collagen Moisture Cream - 5 Stars

    "This is such an amazing product. I’ve noticed my skin is in much better condition and is brighter and generally healthier looking. I also purchased the neck tightening cream for the same company and it’s a dream too. The product also smells really nice and subtle."


    RECOMMENDATION OF THE WEEK: Dol Singles (Love After Divorce)  

    This is a Korean reality show currently on Netflix that features divorced singles looking for love. In particular, the new "In the USA" version is a good one to check out. 


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    Rom&nd Better Than Palette
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    “This summer's key beauty trend is festival makeup with glitter and coloured eyeliner.”

    - Lauren Lee, the Korean Beauty Show podcast Host 

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