If you love K-beauty like I do, you probably know the big names like COSRX, Etude House, and Innisfree. But lately, I’ve been exploring new Korean skincare brands that totally surprised me, in the best way.
They’re fresh, innovative, and honestly? Some of their products became favorites in my daily routine. In this post, I’m sharing K-beauty brands you need to know in 2025, especially if you’re looking for something different, effective, and skin-friendly.
1. Mixsoon – Minimal but Powerful
This brand caught my attention with its clean, no-fuss packaging, but the real magic is inside.
- Their Essence line is amazing, especially the Bean Essence, which is hydrating, soothing, and gives a natural glow.
- Great for sensitive or minimalist skincare lovers.
I love how their products feel simple but luxurious at the same time.
2. Toun28 – Eco-Friendly & Skin-Focused
This brand makes solid skincare bars, refillable packaging, and formulas that focus on balance and barrier repair.
- Their pH-balancing cleansers are so gentle, and my skin didn’t feel tight after washing, a big win for me!
- They also focus on natural ingredients, which I always appreciate.
3. Be Plain – Calm, Clean, and Effective
I found Be Plain through a recommendation on a Korean blog, and I’m so glad I did.
- Their Cicaful Ampoule is now one of my favorite calming serums.
- The brand feels very “clean girl skincare” gentle textures, soft scents, and results you can see.
Perfect if your skin gets easily irritated or stressed.
4. numbuzin – Skincare Based on Your Skin Situation
Each product is numbered, like “No. 3 Toner” or “No. 5 Serum” depending on what your skin needs.
- It made it easier for me to choose what fits my skin that week.
- Plus, the products are well-formulated and affordable.
5. I’m From – Ingredient-Driven Beauty
This brand highlights one ingredient per product like honey, fig, mugwort, or rice.
- I personally loved their Honey Mask , it feels rich, nourishing, and smells like a cozy spa day.
- It’s great when you want your skincare to feel more like self-care.
Final Thoughts
I’m always excited to discover new K-beauty brands, especially the ones that focus on real skin needs, clean ingredients, and gentle formulas.
If you’ve been using the same brands for years, try switching it up.
You might find a new holy grail just like I did.
Let me know if you’ve tried any of these, or if you have other hidden K-beauty gems I should try next!