What’s new on Korean shelves, explained by ingredient
Every week we read the new listings at Olive Young, Korea’s largest beauty retailer, visit a store in Seoul, and explain each launch by its ingredient list, Korean price, and the skin and climate it suits. Written in English for readers in the US, UK, Europe, Southeast Asia and the Gulf. Edited by Yiyoon Choi.
Latest
The first articles publish this week. Subscribe to The Seoul Shelf Report to get them on Sunday.
Start here
- New Arrivals: the week’s launches and which are worth ordering internationally
- Product Briefs: one product, read ingredient by ingredient
- Ingredients: the actives behind this season’s launches, in plain language
- Skin Type Guides: new launches ranked for oily, dry, sensitive, combination, acne-prone and mature skin
- K-beauty for the Gulf: hot, dry climates, alcohol-free formulas, where to buy locally
- Editor’s Desk: Yiyoon Choi’s weekly column from the Seoul store floor
How we work
No brand pays for coverage. Prices are the Korean list prices on the day we record them. Ingredient notes come from the full INCI list on each listing, and we use hedged cosmetic language rather than medical claims. Our editor has a commercial interest in CELLVISION devices, disclosed on every article that mentions them. Read the editorial policy.