Product guide

Why Korean Makeup Has Become a Beauty Phenomenon

Korean makeup has gone from beauty insider secret to a global phenomenon, and it’s easy to see why. While traditional Western makeup has often focused on full coverage and dramatic colour, K-beauty tends to favour fresh, luminous skin, softly defined eyes and natural-looking lips — creating that effortless, polished finish that has become hugely popular on social media. Innovation has played a big part too. Cushion foundations, glossy lip tints, finely milled powders and beautifully coordinated eyeshadow palettes have introduced shoppers to products and textures they may not have tried before. TikTok, Instagram and the worldwide popularity of Korean music, television and fashion have accelerated the trend, while attractive packaging and increasingly accessible prices have made experimentation even easier. Most importantly, Korean makeup no longer feels difficult to find. With leading K-beauty brands now readily available through Amazon UK, achieving the Korean-inspired look has become accessible to almost everyone.

Why Korean Makeup Has Become a Beauty Phenomenon

The shortlist

01. TIRTIR Mask Fit Red Cushion Foundation

The Viral Korean Cushion That Actually Has the Following to Back It Up TIRTIR's red cushion is probably one of the most recognisable Korean makeup products right now. Its popularity is reflected in an unusually large body of customer feedback across retailers, and purchasers repeatedly praise how quickly it creates a polished, even-looking complexion. I particularly like the coverage. A relatively small amount can disguise redness, blemishes and uneven tone, while the cushion makes application considerably less messy than conventional liquid foundation. Another positive is longevity, it holds up surprisingly well through a normal working day.

TIRTIR Mask Fit Red Cushion Foundation

02. Clio Kill Cover Set of 3 Luminous Pillows (Refill Included)

A Korean Cushion for a Fresh, Polished Finish CLIO’s Kill Cover range is one of the better-known names in Korean cushion makeup, and this set has the added attraction of including a refill. What I particularly like is being able to build the foundation gradually rather than immediately getting a heavy, mask-like result. The cushion format also makes it convenient for quick application and touch-ups.

Clio Kill Cover Set of 3 Luminous Pillows (Refill Included)

03. rom&nd Better Than Palette

Beautifully Coordinated Colours Without the Guesswork rom&nd has become one of the standout names in Korean colour cosmetics, and the Better Than Palette illustrates why. Rather than filling a palette with unrelated statement colours, the shades are designed to work together, something I particularly appreciate for everyday makeup. Personally I like the colour combinations and the ability to create subtle gradients rather than harsh blocks of colour. The softer shades make these palettes particularly appealing for natural daytime looks. The compromise is pigmentation. Anyone accustomed to intensely pigmented Western palettes may initially find some colours surprisingly subtle. Glitter shades can also produce some fallout.

rom&nd Better Than Palette

04. dasique Shadow Palette

The Pretty Korean Palette Made for Soft, Wearable Eyes If your ideal eyeshadow is elegant rather than dramatic, dasique's palettes make a compelling case for themselves. I love the carefully matched colours and the soft, feminine looks they can produce. The texture and blendability deserve a mention, whilst having several variations of a similar colour family makes creating a graduated eye surprisingly straightforward. They're also beautifully presented, which adds to their appeal as a gift.

dasique Shadow Palette

05. UNLEASHIA Glitterpedia Eye Palette

For When Subtle Korean Makeup Needs a Little Sparkle UNLEASHIA takes the familiar Korean eye palette in a rather more playful direction. Glitterpedia palettes attract buyers who enjoy the softer K-beauty aesthetic but want considerably more sparkle. Many compliment the glitter shades and the way the different textures allow one palette to produce both restrained and more glamorous looks. Used selectively, the glitter can transform an otherwise simple eye. Predictably, glitter is also the source of the main criticism. Fallout can occur and some buyers find the chunkier formulas less straightforward to work with than ordinary powder shadow.

UNLEASHIA Glitterpedia Eye Palette

06. rom&nd Juicy Lasting Tint

The Glossy Korean Lip Tint With a Huge Following This is one of the products that helped turn rom&nd into an internationally recognised K-beauty name. Buyers love the combination of colour and a juicy, glossy-looking finish without the feel of an old-fashioned heavy lip gloss. The colours are flattering and have a comfortable texture. Once the initial gloss wears down, some colour remains behind as a tint, making it more forgiving than lipstick during a long day. The name can create unrealistic expectations, however. "Lasting" doesn't mean completely transfer-proof, and eating or drinking can remove some of the glossy layer.

rom&nd Juicy Lasting Tint

07. ETUDE Fixing Tint

The Korean Lip Tint for People Who Don't Want Constant Touch-Ups ETUDE takes a different approach to the ultra-glossy rom&nd look. Fixing Tint is popular with purchasers wanting a softer, more muted lip colour that stays put reasonably well. I can praise its lightweight sensation and longevity. Once given time to set, there seems to be less transfer than with many conventional lip products, which helps explain its popularity for everyday wear. The trade-off is that a long-wearing tint can feel less moisturising. Some with dry lips find that preparation with lip balm or exfoliation produces a better result.

ETUDE Fixing Tint

08. MISSHA M Perfect Cover BB Cream

An Old-School K-Beauty Favourite That Still Has Plenty of Fans Long before cushion foundations became the K-beauty product everyone wanted to try, MISSHA's M Perfect Cover BB Cream was introducing UK shoppers to Korean base makeup. It's fans continue to praise its ability to even out the complexion while looking less obviously "made up" than some full-coverage foundations and also frequently mention the comfortable, slightly dewy finish, particularly on normal and drier skin.

MISSHA M Perfect Cover BB Cream

09. JUNG SAEM MOOL Essential Skin Nuder Cushion

The Premium Cushion for a More Natural-Looking Complexion JUNG SAEM MOOL sits towards the more premium end of Korean makeup, and its Essential Skin Nuder Cushion appeals particularly to buyers who want their foundation to enhance rather than completely mask their skin. Buyers tend to focus on its refined, skin-like appearance and buildable coverage. It can therefore suit somebody who likes the convenience of TIRTIR but doesn't necessarily want such an obviously high-coverage result. The principal objection is price. It's a more substantial investment than many Korean cushions, and shade availability can still be restrictive compared with mainstream UK foundation ranges.

JUNG SAEM MOOL Essential Skin Nuder Cushion

Our choice: 3CE Blur Water Tint

A Soft-Focus Lip Look That's Very K-Beauty 3CE's Blur Water Tint is an interesting alternative to both conventional lipstick and glossy Korean tints. Its appeal lies in the soft, blurred colour effect that purchasers associate with modern Korean lip makeup. I like the lightweight texture and the way it can create a diffused lip rather than a sharply defined lipstick finish. The shades are also frequently singled out as flattering and fashionable. There are compromises. The blurred finish won't appeal to everyone, and longevity receives more mixed feedback than the colour and texture. At around the high-teens price point some customers may also consider it expensive for a lip tint.

3CE Blur Water Tint