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K-pop stars aren’t just influencing what fans listen to — they’re also influencing what’s sitting in their beauty cabinets. Korean beauty, or K-beauty, has become a major part of the global K-pop conversation, with idols regularly putting their favorite skincare, makeup and hair care products in the spotlight.

From BTS and ENHYPEN to SEVENTEEN’s S.Coups and IVE’s Wonyoung, K-pop’s biggest stars are helping put some of Korea’s buzziest skincare and makeup brands on the map. And considering how quickly an idol-approved product can go viral, it’s no surprise that K-beauty has become a go-to for beauty shoppers in the U.S.

The best part? You don’t need to book a flight to Seoul to get your hands on the good stuff. Many Korean beauty brands are now available in the U.S. through retailers like Amazon and Ulta, making it easier than ever to shop the products behind some of K-pop’s most coveted beauty looks.

K-Pop Stars’ Favorite Korean Beauty Products

NEW CUSTOM K-BEAUTY

Laneige Lip Sleeping Mask

Two-Scent Custom Swirl

$28 Buy Now on amazon

This customizable lip mask combines Berry Fruit Complex and nourishing butters for a soft, hydrated pout.

Laneige got a major K-pop boost when BTS’ Jin (Kim Seok-jin) became the brand’s first-ever male ambassador in 2024. Now, fans can customize one of the brand’s cult-favorite lip treatments with the Lip Sleeping Mask. Sold exclusively on Amazon, the experience lets shoppers combine two scents to create their own overnight formula, featuring Berry Fruit Complex, vitamin C, murumuru seed butter and shea butter.

FAN FAVORITE

Mediheal Vita Collagen Under Eye Patches

$18.00 $24 25% off Buy Now On Amazon

Minnie from (G)I-DLE is an ambassador for Mediheal, and the brand says boyband TWS, and even members of BTS have been fans of Mediheal’s eye patches, toner pads and sheet masks while on tour.

Super Junior’s Eunhyuk also went viral for his appearance on Lee Young Ji’s Rainbow TV show in Korea, after sharing that he uses a Mediheal sheet mask every day to achieve his youthful appearance. The brand is known for its affordable K-beauty products that tackle everything from blemishes and breakouts to irritated skin, while providing boosts of hydration and collagen.

FRAGRANCE FREE PICK

ETUDE Soonjung pH 6.5 Whip Cleanser

$15.99 Buy Now AT ULTA


A new product from beloved K-beauty brand ETUDE (LE SSERAFIM‘s Kazuha was a brand ambassador), this mild, soft-bubble cleanser with a whipped cream texture lathers into soft and soothing bubbles to gently cleanse the skin without causing irritation.

It’s unscented and free of animal-derived ingredients, mineral oil, synthetic pigment, fragrance, polyacrylamide, silicone oil, imidazolidinyl urea, triethanolamine, PEG surfactant and parabens, making it the ultimate clean beauty product. A favorite among Korean shoppers, Etude products are now available in the U.S. on Ulta.com.

A BTS' SUGA FAVE

Mixsoon Bean Sunscreen SPF 50 Moisturizer

$18 Buy Now on amazon $19.50 Buy Now on Ulta

A fan-favorite Korean sunscreen with more than 9,000+ units sold on Amazon over the past month.

One viral moment was all it took for mixsoon’s Bean Sunscreen to land on K-beauty fans’ radars. After BTS’ SUGA was spotted applying the SPF in a viral clip, fans took notice. The SPF 50 formula helps protect against UVA and UVB rays and is made with fermented soybean, pomegranate, barley and Korean pear extracts to help keep skin hydrated and glowing.

BTS' V BEAUTY FIND

TIRTIR Mask Fit Red Cushion Foundation

$25 Buy Now on aMAZON $25 Buy Now at ulta

This K-beauty cushion foundation has earned Amazon bestseller status.

BTS’ V helped send TIRTIR’s Mask Fit Red Cushion into the spotlight after starring in the brand’s viral global campaign following BTS’ return from military service. The campaign surpassed 80 million views within hours, while the K-beauty cushion became a fan favorite for its buildable coverage, lightweight texture and natural-looking finish.

FOR SENSITIVE SKIN

Round Lab Birch Juice Moisturizing Toner

$20.24 $26.99 25% off Buy Now AT ULTA $19.90 $27 26% off Buy Now on AMazon

Packed with a high concentration of Birch Tree Sap and Vita Hyaluronic Acid, this toner hydrates the skin to create a dewy glow and long-lasting moisture. 

The ingredients work together to leave skin brighter, smoother and softer. Once only available in Korea, this product is now available officially in the U.S. through Ulta and Amazon, and ships across the country.

HYDRATION HERO

Belif Aqua Bomb – Daily Niacinamide Hydrating Moisturizer

$20 $24 17% off Buy Now On Amazon

This bestselling moisturizer claims to boost skin hydration levels by 231.4% and deliver hydration to ten layers of the skin in as little as ten seconds.

The gel-based formula is cool and soothing and doesn’t leave behind any sticky residue or greasiness. The water-based texture is also super lightweight, making it ideal for those with oily, sensitive or combination skin.

PORE MINIMIZER

Beauty of Joseon Glow Deep Serum Rice + Alpha-Arbutin

$12.75 Buy Now On Amazon

If you struggle with inflammation or enlarged pores, this serum is for you. With ingredients that target dullness, uneven skin tone, and texture issues, it’s an important step to add into your glass skincare routine.

There were lineups around the block when Beauty of Joseon opened their house and their LA store in 2024 and for good reason: this stuff actually works! Girls’ Generation members-turned-solo star Tiffany Young is an ambassador for the now cult favorite Korean skincare brand.

SKIN BARRIER CARE

Dr.Jart+ Ceramidin Under Eye Cream with Ceramides

$48 Buy Now On Amazon

Every beauty junkie needs an eye cream and this one is *chef’s kiss*. Just look at the ingredients: Ceramidin NP and Panthenol support the eye area’s skin barrier for water retention, while Blumilight diminishes the look of fine, dry lines.

The rich cream instantly absorbs into the skin and leaves no greasy feeling behind. Plus, it primes the skin with a hydrating base for makeup. ENHYPEN were named the first-ever global ambassadors for the Korean beauty brand and like all of the picks on our list, this is a great unisex product for all skin types.

VIRAL K-BEAUTY

COSRX Snail Mucin Repairing Essence

$18.50 $25.00 26% off Buy Now On Amazon

It’s a classic for a reason. Snail Mucin took social media by storm a few years ago as influencers dabbed the sticky stuff all over their faces. Turns out they were right.

This powerful product uses nutritious, low-stimulation filtered snail mucin to give skin a natural glow from the inside out. Use it as one of the first steps in your skincare routine after cleansing and toner. Amazon says more than 100,000 people have purchased this COSRX essence in the last month alone, and the brand now also makes a bestselling moisturizer lotion, eye cream and sunscreen as well. See their full line of picks here.

COLLAGEN BOOST

Peach & Lily Glass Skin Ginseng Collagen Mask

$8 Buy Now AT Ulta

While there’s only one, one-time-use mask in each package, this mask packs enough of a punch to make it worth the return trip to the store.

It plumps, hydrates and smooths thanks to its ingredients, including an entire 40g serum bottle and 25 additional potent ingredients all in one face mask. The formula is cooling and hydrating and certified vegan and cruelty-free. And while some sheet masks leave behind a sticky feeling, Peach & Lily’s formula absorbs quickly into the skin with no mess.

GLASS SKIN DUO

Glow Recipe Glass Skin Essential Korean Skincare Kit

$38.00 Buy Now On Amazon

Glass skin is everyone’s ultimate goal, and this two-pack of products from Glow Recipe is the secret weapon to achieving it.

After washing your face, pour the Watermelon Glow PHA + BHA Pore-Tight Toner into your palms before pressing it into your skin. After it’s fully absorbed into your face and neck, apply a pump or two of the Watermelon Glow Niacinamide Dew Drops to achieve the ultimate, long-lasting glow.

K-pop’s influence goes far beyond the music charts, with Korean beauty becoming one of the genre’s biggest global exports. From viral skincare to idol-loved makeup, K-pop stars are helping introduce fans to K-beauty brands and products around the world. With “Swim” topping the Billboard Hot 100 and ARIRANG debuting at No. 1 on the Billboard 200, BTS’ return is just the latest example of the genre’s massive global reach.