To say that K-Beauty is simply maintaining its dominion over the industry is an understatement. Korean skincare and make-up first entered the mainstream consciousness in 2003, after all, which means its hold over the masses has persisted for a staggering two decades. What’s more, the Hallyu wave shows no sign of slowing in 2024—with a surge of intriguing new innovations and categories entering the fray from new K-Beauty brands over the past few months. See: a LED scalp-care mask designed to be worn under hats by regenerative medicine company, CGBio; a nifty toner pad and sheet mask amalgamation pushed out from UIQ Skincare; as well as magnesium-centred micro-dart pimple patches developed by Snow2+.
And that’s just the tip of the iceberg. In fact, it’s safe to say that K-Beauty’s global reach has only continued to expand this year, with a multitude of Hallyu-focused curation stores popping up across European and Central American regions over the last few months alone. Singapore is no exception to this despite the bevy of K-beauty brands that are already available at drugstores. Multi-label platform, K-Sisters, for instance, was born from the desire to make indie Korean beauty offerings more accessible to Singaporean audiences, providing a comprehensive range of goods that are handpicked to suit our climate.
This brings us to the focus of this feature: what are the new standout Korean make-up and skincare labels you should be adding to your to-watch list? Luckily for you, Vogue Singapore has you covered with our comprehensive curation of the best new K-Beauty brands to know of this year. See them all, below.
1 / 5
Glyf
Founded by K-Pop soloist, Jeon Somi, Glyf serves as an embodiment of the star’s distinct style—bold, vivacious, and above all, fun. Think pigment-packed highlighters and hydrocolloid pimple patches that come in quirky shapes and sizes, all of which is stored within a sleek egg-shaped contraption that also doubles as a compact mirror. Dubbed the People Patch, it was developed to discourage skin picking as well as to abolish negativity surrounding acne.
Check out Glyf here.
2 / 5
Oddtype
Distinguished make-up mavens are likely to recognise the beauty arm of Korea’s highly-popular fashion store, Musinsa. Oddtype first launched in 2023 to quiet fanfare, whereupon they began to distinguish themselves from the crowd thanks to their sleek, modern packaging as well as colour-focused formulas. Hot favourites include the Oddtype Unseen Blur Tint, which imparts a rich and fudgy finish to kissers; the So Touchable Water Blush that is perfect for individuals seeking a dewy yet natural flush; as well as the glow-enhancing Unveiled Skin Highlighter.
Check out Oddtype here.
3 / 5
Kaine
Vegan and eco-conscious are terms that are hardly associated with the Hallyu skincare scene, which makes Kaine a notable exception. It explains why their name is a play on the Greek word for ‘new’—though it could also be a reference to their groundbreaking formulas that are revered for bolstering complexion vitality as well as slowing the effects of skin-ageing. Star products include the Chaga Collagen Charging Serum, the Kombu Balancing Ampoule Toner, and the Rosemary Relief Gel Cleanser.
Check out Kaine here.
4 / 5
Glow
The go-to brand for Korean it-girls boasts an impressive array of skincare and make-up that encourages effortless application. We’re talking liquid shimmer eyeshadows that can be tapped on with fingers; skin tints that are branded as Blemish Balms for its ability to grant coverage alongside radiance; as well as formidable pot concealers that are able to fit into the tiniest of purses. Their latest release includes a watery, serum-like sunscreen that comes brimming with skincare benefits that go beyond shielding your visage.
Check out Glow here.
5 / 5
Lummir
The brand that is currently favoured by celebrity make-up artists? Lummir. Their innovations may have only hit the market in May this year, but have since been making waves due to its efficacy and aesthetic appeal. Not only is it available in Olive Young, it also has graced the miens of K-Pop stars in the vein of Irene from Red Velvet, Huh Yun-Jin from Le Sserafim, as well as Jeon Somi.
Check out Lummir here.
