"In the past few years, K-beauty, or Korean beauty, has become a frontrunner in the skincare landscape. A quick Google search for "Korean skincare" will throw a barrage of product recommendations, reviews, and tutorials. From hydrating serums and ampoules to toner pads and creamy face masks, K-beauty products have held on to their virality. So much so, that the hashtags #kbeauty and #koreanskincare have surpassed 9.5 and 3.1 billion views on TikTok respectively. Korean make-up, on the other hand, is the underdog that few beauty enthusiasts take notice of. Known for silky smooth base products like foundations and BB creams, sparkling glitter-laden eye make-up, and mousse-y lip colours, Korean make-up is slowly gaining popularity, especially among Gen-Z users. Brands like TIRTIR, Rom&nd, and Etude have already cropped up on the radar of shoppers, and the augmenting foray of Korean make-up brands in India is only making them more accessible and visible. Since skincare is at the heart of K-beauty, most Korean make-up brands focus on creating products that combine care with colour. Plus, with minimalism at its heart, products from Korean make-up brands often champion comfort and convenience—including sheer, blendable formulas, easy on-to-go application, and multiple textures and finishes. If you"re looking for worthy additions to your make-up stash, we have the best Korean make-up brand recommendations for you. Photograph: (Instagram.com/etudeindia) Etude This Korean make-up brand from the house of Amorepacific—the group that also owns Innisfree, Laneige, and Sulwhasoo—is a user-favourite for it delivers quality on a budget. From long-staying watery lip tints to multifunction contour sticks and eyeshadow palettes, Etude offers a comprehensive range of make-up products—promising in terms of longevity and application. Must try products: Dear Darling Water Lip and Cheek Tint, Curl Fix Mascara, Fixing Tint Bar Available on kindlife.com Photograph: (Instagram.com/romand_jp) Rom&nd The brainchild of Korean beauty influencer Saerom Min, also known as Gaeko, Rom&nd has been popular among make-up enthusiasts since it launched in 2016. Expect quality products from this Korean make-up brand—high colour pay-off, buttery smooth formulas, and an assortment that is versatile for every kind of beauty user. Must try products: Better Than Palette, Zero Velvet Tint, Glasting Water Gloss, Zero Matte Lipstick Available on nykaa.com Photograph: (Instagram.com/peripera_official) Peri Pera The holy grail brand for fluffy, creamy lip and cheek tints, Peri Pera is among the most underrated Korean make-up brands. From glossy lip lacquers to velvety cream tints, Peri Pera has lip formulas in a range of pinks, browns, nudes, and reds. If you prefer monochromatic make-up in the aforementioned colour family, and love oscillating between matte and metallic finishes, you can also turn to the Korean make-up brand"s eye products. Must try products: Ink Velvet, Ink Airy Velvet Stick, Sugar Twinkle Duo Eyeshadow Stick Available on amazon.in Photograph: (Instagram.com/fwee_global) Fwee If you"ve been eyeing the trending pudding-textured lip and cheek colour pots, Korean make-up brand Fwee conceived the product format, which has now become a classic for on-the-go colour application on lips, lids and cheeks. Blurry Pudding Pot, the hero product, is versatile, user-friendly, and high-performance. Must try products: Blurry Pudding Pot, 3D Voluming Gloss Available on: styledotty.com Photograph: (Instagram.com/houseofhur_official) House of Hur Founded by Sunny Dahye, a Bali-based Korean beauty influencer, House of Hur thrives on the skincare-meets-make-up theory. This lesser-explored Korean make-up brand offers some of the most skin-loving lip and cheek products, without compromising on the pigmentation and wear. The brand is also known for its cleansing balms and sunscreens that work for all skin types. Must try products: Moist Ampoule Blusher, Glow Ampoule Tint Available on: foyforyou.com Photograph: (Instagram.com/muzigae_mansion) Muzigae Mansion A luxury Korean make-up brand, Muzigae Mansion crafts some of the most high-quality make-up that is both diverse in its collection and unique in its packaging. Each product—be it the liquid lip or eyeshadow palette—is a beauty object you"d want to flaunt. Each product contains a high dose of skin-benefitting ingredients like vegan collagen, hyaluronic acid, and botanical extracts. Must try products: Objet Liquid, Objet Water, Icy Glow Available on: tirabeauty.com Photograph: (Instagram.com/kajabeauty) Kaja Fun, playful and vibrant, Kaja"s brand personality sits perfectly with Gen-Z and Gen-Alpha shoppers. This Korean make-up brand primarily focuses on functionality; from bite-sized lipsticks to eyeshadow and blush stacks, Kaja is ideal if you prefer owning minimal products for maximal output. Must try products: Wink Stamp, Cheeky Stamp, Heart Melter Lip Gloss Available on purplle.com Photograph: (Instagram.com/tirtir_global) TIRTIR Known for its Cushion Foundation, which comes packaged in a red case with an in-built mirror, TIRTIR has quickly become a user-favourite. TIRTIR"s products aren"t just well-accepted because of the inclusive shade ranges, but also because they feature a complex of skin-loving ingredients. The brand"s recent launches include foundations, lip glosses, and concealers, all of which are steadily gaining virality. Must try products: Mask Fit Red Cushion Foundation, Ceramic Milk Ampoule, Glowy Lip Oil Available on tirabeauty.com "
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