As a Korean-American journalist who splits her time between Seoul and Los Angeles, I wanted to share a snapshot of the brands my peers and I can’t stop talking about, alongside the steady bestsellers that continue to reign supreme year after year. From the makeup primer Korean influencers swear by to the glossy lip tint spotted in commuters’ makeup pouches, here are nine K-beauty brands — and their hero products — you may not have heard of yet, but are almost certainly poised for world domination.
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