Do you remember these brands that shaped our love for K-beauty?
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Blueberry milk nails, glazed donut makeup, and black honey lip shade, beauty trends have gotten deliciously sweet and, frankly, overwhelming that we don’t know where to start!
But let’s go back to simpler times. Do you remember that first walk-in at a Korean makeup store at your local mall because the K-pop boy group you are so totally in love with as a tween is the ambassador of said brand? Ah, those were the days. It was even through these brands that probably helped kickstart your love of makeup. And while new brands, both Korean and elsewhere, have entered the scene and subsequently taken over makeup drawers, that doesn’t mean the OGs have left us. Before TIRTIR had the girls obsessed with their foundation, these K-brands from the 2010s were what everyone wanted in their kikay kits. When it’s good, it’s good.
Below, check out five Korean makeup brands that will take you back to those nostalgic memories and maybe even rekindle a forgotten love.
ETUDE HOUSE
Girls cluster together at their nearby Etude House like a wrapped gift in pink. Possibly your first experience with Korean makeup, given that they housed the iconic SM muses Krystal and Sulli, Y2K queens Jun Ji Hyun and Song Hye Kyo, and now SM entertainment’s hottest boy group, RIIZE, Etude House was founded as early as 1966 by Amore Pacific.
Well-known for their Wonder Pore toner, Dear Darling water tints, and Moistfull cream, Etude House’s branding continues to be the patron makeup brand fitting for the girly-girl, coquette aesthetic unfolding day-by-day.
NATURE REPUBLIC
How could anyone forget the OG Aloe Vera Soothing Gel from Nature Republic? We know we didn’t. EXO was promoting their repackaged album with the title track Growl when they became models for the product. Highkey was obsessed in that era!
Founded in 2009, Nature Republic was first widely regarded for its skincare products, extending to its splendid makeup line incorporating newer trends today, such as lip oils and sunsticks.
INNISFREE
Cue Jang Won Young’s Pump! Glowing! Hydration boost!
Hailing from the same cosmetics company as Etude House, Innisfree, founded in 2000, carries itself with a pristine and sophisticated glow that prioritizes eco-friendly options. Fun fact: Innisfree’s name is derived from W.B. Yeats’ poem, The Lake Isle of Innisfree. From their Dewy Lip Tint Balm, Cherry Blossom Jam Cleanser, and more, Innisfree ensures their Clean Girl branding is top-notch.
MOONSHOT
No one does formidable cool like Moonshot. Because Moonshot was YG Entertainment’s cosmetic brand at its peak, they had Epik High’s Tablo make a quick sound filled with high fashion beats and witty verses relating to planets and the stars for their first-ever trailer; Moonshot was a supernova!
Though a little behind when it came to the other brands of its kind, Moonshot, which was founded in 2014, made comeback headlines with their cushion product, Microfit Cushion.
TOO COOL FOR SCHOOL
Not to be mistaken with BTS’ song and debut album 2 Cool 4 Skool, Too Cool For School is student-friendly makeup with their novel packaging that mimics school supplies. We’re talking products that look like crayons with their Too Cool Art Class and Break Time Lip Color Balm.
Founded in 2009, Too Cool For School is pretty rare these days, so shopping their products is like finding a rare Pokemon these days.
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