9 Most Loved K-Beauty Skincare Products in South Korea
As the biggest domestic beauty retailer in South Korea, we take a deeper look at the long-standing skincare products beloved by locals in Olive Young.
Seoul, long hailed as a haven for beauty aficionados, continues to captivate with its array of renowned beauty brands and cutting edge technology. According to Google Trends, searches for “Korean skincare” and “Olive Young”—a leading beauty store chain with over 1,000 branches nationwide—have surged dramatically in the past 18 months.
Olive Young's extensive network underscores its dominance in a fiercely competitive market where even global giants like Sephora and Watsons struggle to establish a presence. Last year, Olive Young reported an astonishing 660% increase in sales, fueled by foreign visitors alone. This popularity was highlighted when spouses of U.S. professional baseball players were spotted frequenting Olive Young stores during their visit to Seoul in March for the North American Major League Baseball season opener.
What sets Olive Young apart is its impressive selection of mid-range domestic brands that deliver high-quality products at affordable prices. These brands, lacking their own retail outlets or significant marketing budgets, rely on superior product quality to compete, making Olive Young a crucial platform for their success.
Korean dramas often depict actors with impeccably smooth skin, but real-life beauty concerns in Korea are more nuanced. A recent report by mobile research firm Opensurvey revealed that skin issues vary by age group. Teenagers grapple with acne and uneven skin tone, while women in their 20s and 30s focus on alleviating dryness and refining pores. Mature women are primarily concerned with fine lines, pigmentation, and skin elasticity.
So, what are the must-have products for these varied concerns? Here’s a look at some of the most popular items sold at Olive Young, as featured in the 2023 Olive Young Awards list.
1. Toners
Round Lab 1025 Dokdo Toner
This toner has been a consistent favourite, ranking #1 in 2020, 2021, and 2023. Users praise its hypoallergenic formula, ideal for daily use, and its effectiveness in exfoliating dead skin cells, leaving skin soft and smooth.
Anua's Heartleaf 77% Soothing Toner
A 2022 study by the Korean Academy of Dermatology validated this toner's efficacy in reducing sebum. After four weeks of use, sebum levels decreased by 26%, making it a top choice for controlling oily skin.
Bringgreen Tea Tree Cica Soothing Toner
Known for its cooling effect, this toner helps lower skin temperature and is effective in removing blackheads and whiteheads while also regulating sebum production.
Torriden Dive-In Low Molecule Hyaluronic Acid Toner
Perfect for dry skin, this toner contains hyaluronic acid in various molecular sizes to provide comprehensive hydration.
2. Essences/Serums
ISOI Blemish Care Serum
A bestseller for over a decade at Olive Young, this serum targets blemishes with the help of Arbutin, a potent compound known for reducing pigmentation. ISOI has been the most sold serum for the past 11 years at Olive Young and we can certainly see why.
Goodal Green Tangerine Vita-C Dark Spot Care
With 7.1 million bottles sold over six years, this serum is celebrated for its brightening and moisturising properties. It features green tangerines harvested annually during a brief period from Jeju Island.
3. Sheet Masks
Mediheal Tea Tree Essential Mask
Torriden Torriden Dive-In Low Molecular Hyaluronic Acid Mask
Mirroring its toner counterpart, this mask offers deep hydration with hyaluronic acid in five different molecular sizes.
Ilso Natural Mild Clear Nose Pack
This two-step nose mask effectively removes blackheads and whiteheads, softening them first for easy removal and then tightening pores for a smooth finish.
While Olive Young's prices are typically reasonable, the store is known for its significant sales events held four times a year—in early March, June, September, and December—offering discounts of up to 70%. Beauty enthusiasts keen on a bargain can find exceptional deals during these periods.
