WHY K-BEAUTY BRANDS?

The Korean beauty industry also known as K-beauty, has always been in a leading position in Asia and now dominating around the world. K-beauty products are constantly evolving and adapting to the needs of consumers. This global beauty trend is taking the world by storm because of its extensive product layering, customized regimens and reliable efficacy. These products are also known for their innovation and powerful ingredients such as snail mucin and bee venom. They also have compellingly fresh formulas that can deliver results. With an impressive range of products, from skincare to makeup to sun protection. The Korean Beauty industry is not only continuously innovating, but also breaking new ground for the world to see. From BB creams to sheet masks, Korea has invested in a range of products that have become staples in the industry.


The brief History of K-beauty
Korean women have always had a love affair with natural ingredients, which they believe are more effective than synthetic ones. This tradition has been going on for centuries and continues today with formulations that tend to shun harsh chemicals and draw from the Earth instead.
In recent years, Korean cosmetics have been gaining popularity due to the country's insistence on using natural ingredients and its emphasis on skin care.
The Korean beauty industry is an integral part of South Korea's economy and is expected to grow exponentially in the future.


Why Korean products are better than others?
The Korean beauty industry has been around for decades, but it has only recently taken off globally. K-beauty products are different from Western beauty products in that they focus more on creating smooth, brightening, and near-perfect skin without using a lot of makeup as the Korean culture values looking natural and healthy. K-beauty products are also known for their use of natural ingredients and innovative formulas.

AXIS-Y

AXIS - Y curates its product line specifically for oily and acne-prone skin types, taking into account changes in the climate and the seasons. The cruelty-free brand takes a minimalist approach to skin care with a 6+1+1 formulation, enriching its products with six kinds of botanical extracts, one main ingredient targeting a particular skin problem, and one patented ingredient. All of AXIS - Y’s products are 100% made in Korea and are free from parabens, mineral oils, artificial colors and fragrances. The brand is best known for its Daily Purifying Treatment Toner and Artichoke Intensive Skin Barrier Ampoule.

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BEAUTY OF JOSEON

Inspired by the women of the Korean Joseon Dynasty who focused on taking care of their skin rather than covering it up with makeup. Beauty of Joseon is a natural skin care brand featuring hanbang (traditional Korean herbal medicine) ingredients that helps promote a healthier and brighter complexion.

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COSRX

COSRX's name comes from the combination of Cosmetics + Rx (Prescription) and the mission is to provide the best solutions for a variety of skin problems. COSRX is known for its short ingredients list that features high quality and effective extracts and compounds that help trouble-prone, dry and dehydrated skin, as well as aging and sensitive skin. All COSRX products are 100% made in Korea and cruelty-free.

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ETUDE

ETUDE, formerly known as Etude House, offers high-quality skin care and cosmetics at affordable prices.

Created with young women in mind, the Korean beauty brand's items come in a wide color palette and whimsical packaging. ETUDE prides itself on playful makeup, especially lip tints like the Dear Darling Water Gel Tint and eye makeup like the Play Color Eyes eye shadows and Drawing Eye Brow liners. In skin care, ETUDE is known for the Moistful Collagen line and the Soon Jung line, which includes the 2x Barrier Intensive Cream and pH 5.5 Relief Toner for sensitive skin. The brand also has an impressive collection of hand, body and foot care products, not to mention hair and makeup tools in adorable designs.

Products from ETUDE are made in Korea with the exception of some of its eyebrow pencils, accessories, beauty tools and nail products.

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LANEIGE

LANEIGE products combine modern technology and high-quality ingredients to reveal clear, youthful beauty. LANEIGE's Cream Skin Refiner toner and mist, Water Sleeping Mask and Water Bank Moisture Essence are among the brand's perennial skin care bestsellers. A part of Amorepacific group, LANEIGE is also well known for lip care thanks to its famous Lip Sleeping Mask and the Layering Lip Bar, a Korean makeup go-to for gradient lips.

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MISSHA

MISSHA is one of the world's leading creators of high-quality and affordable K-beauty products, from skincare to makeup. They focus on essential active ingredients and advanced patented fermentation technology to deliver the most effective results. MISSHA creates formulas and solutions based on current trends in the ever-growing market for Korean beauty products - with a strong focus on delivering the effects and results that customers most desire. By curating and sourcing high quality ingredients, our beauty solutions deliver the desired effects you are looking for until the very last drop.

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NATURE REPUBLIC

NATURE REPUBLIC promotes a simple yet refined head-to-toe beauty regimen with its extensive range of Korean skin care, body care, hair care and makeup products. The brand utilizes high-quality natural ingredients sourced from all over the world when concocting formulas, such as Korean red ginseng extract for its Ginseng Gold Silk skin care line. Bestsellers include the Soothing and Moisture Aloe Vera 92% Soothing Gel, Snail Solution Skin Booster, Bee Venom Emulsion, and mask sheets from the Real Nature collection. Other coveted NATURE REPUBLIC products include sun care items from the California Aloe range, and items from the Argan Essential Deep Care hair range.

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PURITO

FIND YOUR INNER GREEN

Simple products enriched with safe and clean ingredients FREE of Parabens, Sulfates, Synthetic Fragrances & Dyes, Phenoxy Ethanol, Triethanolamine

Purito completely avoids animal testing practices and use vegan-friendly ingredients
that are derived from Nature. PURITO takes a major step forward in animal care by donating a portion of the profits to the Best Friend Animal Society.

Little but significant steps towards sustainability. Our products are packaged in recycled, recyclable, and biodegradable packaging that is eco-friendly.

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SHOP OUR PRODUCTS

WE LOVE WHAT WE DO

Korean beauty brands have been releasing newer and more innovative products that are constantly changing and bringing new trends into the market. Korean beauty is known for its unique and gentle formulas.

Due to our own personal appreciation of these products and the lack of local retailers supplying them, we are excited to offer them to the NZ market at an affordable price and with a high quality customer experience.

The popularity of K-beauty has grown so much that it has become a global beauty trend and we want to be a part of it!

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