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Style Story K-beauty Expo Report

January 01, 2021

Style Story K-beauty Expo Report

Style Story Australia Was Recently Invited To Attend The K-beauty Expo 2016 Held At Kintex In Ilsan, Korea.

We Had An Absolute Ball Discovering New Products From Some Of Our Favourite Korean Beauty Brands, Plus A Whole Host Of New Products From Up-and-coming Korean Labels That Are Just Entering The Market.

The Latest In Korean Beauty

We saw cruelty-free, natural cosmetics from newly-launched labels ISNTree and Soroci, divine hydro-gel face masks from WHEN Korea, the latest in skin-perfecting goodies from one of our favourite labels COSRX, plus beautifully packaged products from Thank You Farmer.

As promised, we’re dying to share some of our favourite new finds from the K-Beauty Expo with you!

Up-and-coming Korean Beauty Brands

Some of the labels we saw are not new, but are definitely on the up-and-up thanks to some amazing products. WHEN Korea was one of these labels.

When Korea Face Masks

At Day 2 of the K-Beauty Expo, STYLE STORY sat down with WHEN KOREA to talk face masks.

WHEN KOREA specialises in beautifully soft face masks made of bio-cellulose material that are perfectly packaged. With ingredients like hyaluronic acid, mango, arnica montana, oatmeal, niacinamide, green tea, tea tree extract and honey, their product range includes a premium range of masks, known as “When Masks“, plus a range designed especially for teenagers and troubled skin, known as “Simply When“.

Their face masks were actually launched several years ago in Sephora in the US!

New Korean Brands

There is no doubt about it – natural, organic and cruelty-free beauty products are the next big thing in Korean beauty.


ISNTree is a new label that was just launched this year. It specialises in 100% CRUELTY FREE, natural Korean Beauty products that are not tested on animals. With beautiful ingredients that don’t irritate the skin, ISN Tree’s product range includes a Pine Needle Enzyme Powder Wash, an Aloe Soothing line, African Baobab line, Green Tea Fresh line, Island Multi First Essence, Thermal Water Toner + more.

Thank You Farmer

Launched in 2015, Thank You Farmer does not promise miracles or magic – their promise is about natural, honest beauty that follows the law of nature – like a Farmer. Thank You Farmer creates products that are designed to change the skin gradually and naturally without harming it.

This brand is 100% CRUELTY FREE and uses natural ingredients.

We were especially excited to see Thank You Farmer’s “True Water” range of skincare products, which have been gaining a massive following lately thanks to their ability to deliver deep moisture and create radiant skin.

Thank You Farmer Booth at the K-Beauty Expo


At Day 2 of the K-Beauty Expo 2016 in Korea, STYLE STORY also sat down with newly launched K-beauty label SOROCI. This label specialises in natural skincare using only beneficial ingredients with no harmful or unnecessary fillers.

Their signature ingredient – rice bran oil – is chosen for its potent antioxidants and naturally moisturising properties.

Their packaging is not only gorgeous but also highly functional – SOROCI products are packaged in airless pump containers to maintain the potency of the ingredients.

Testing Out The Latest In K-beauty

Our product testing for the new labels we discovered at the K-Beauty Expo has just begun! Keep an eye out on STYLE STORY for new Korean beauty products on our website soon.

STYLE STORY – Australia’s Korean Beauty Store

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