With Korean skincare taking over our self-care routines, it’s no surprise K-beauty makeup is the next big obsession. It’s all about that fresh, luminous glass skin glow, blending the best of Korean makeup and skincare so your skin looks radiant and feels nourished. Instead of heavy formulas, the best Korean makeup favours lightweight, buildable coverage packed with skin-loving ingredients. Whether you’re going for a natural, your-skin-but-better Korean makeup look or something bold and trend-driven, these products deliver with innovative textures, fresh formulas, and endless shade options. And with viral Korean makeup brands like Kaja, TirTir, fwee, and ROM&ND leading the way, the K-beauty world is always brimming with effective, fun, and addictive finds.
Wondering where to start? Keep scrolling to meet the Korean makeup products you need on your radar.
Why is Korean makeup so good?
Korean makeup has gained its superstar status thanks to its blend of beauty with skin benefits. Rooted in the same philosophy as Korean skincare, K-beauty makeup often features nourishing ingredients like hyaluronic acid, botanical extracts, and powerful antioxidants, so your skin looks and feels healthier with every wear. Add in lightweight, buildable coverage, trend-setting colors, and innovative packaging – from cushion compacts to jelly textures – and you get products that are both fun and flattering.
The Best Korean Makeup Brands at BEAUTY BAY
Kaja
Kaja, born in Seoul and named after the Korean phrase meaning “let’s go,” fuses Korean makeup innovation with a playful, portable twist. Every product is built for both performance and personality, combining sensorial textures with irresistibly cute packaging. From versatile blushes and juicy lip oils to the cult-favorite Beauty Bento Eyeshadow Trios which are stackable, travel-friendly, and perfect for quick transformations, Kaja makes it easy to go from barely-there to bold, keeping you glam wherever the day takes you.
Our favourite brand product: The Jelly Charm Glazed Lip Stain & Blush with Keychain delivers a pop of dewy, buildable colour for lips and cheeks in six juicy shades. Infused with skin-loving ingredients to moisturise, brighten, and protect, it’s as fun as it is functional – attach it to your keys or bag for an instant glow anytime, anywhere.
TirTir
Since launching in 2016, TirTir has become a rising K-Beauty favourite for makeup that blends skincare innovation with everyday wearability. Inspired by its high-performance skincare roots, the brand brings the same skin-first philosophy to its makeup, so every product enhances and cares for your skin. Their viral Mask Fit Red Cushion Foundation, infused with hyaluronic acid and botanical extracts, delivers natural, semi-matte coverage that stays flawless for up to 72 hours. Paired with an extensive shade range spanning 40 tones for greater inclusivity, TirTir makes it effortless to achieve that coveted glass-skin glow straight from your makeup bag.
Our favourite TirTir product: Every time we’re craving next-level hydration, we reach for the Waterism Glow Tint. Combining hydration, shine, and versatility, this lightweight, non-sticky formula delivers a glossy, plumping finish with up to 12 hours of moisture.
fwee
As the vibrant sister brand to beloved Korean skincare favorite Numbuzin, fwee brings everyday beauty with a playful, expressive edge. Made in Korea, its shades, ranging from soft pinks to bold reds, turn routines into standout moments. Best known for its whip-soft Lip & Cheek Blurry Pudding Pot, available in 30 versatile shades, fwee encourages expression and experimentation with skin-loving formulas, fun textures, and makeup that feels as good as it looks.
Our favourite fwee product: The Lip & Cheek Blurry Pudding Pot delivers the ultimate soft-focus flush with its creamy, pudding-like texture. Blend it out for a subtle, blurred finish or get playful and layer it up for effortless impact.
ROM&ND
Born from makeup artist and influencer Saerom Min (Gaeko), ROM&ND has grown since 2016 into one of K-Beauty’s most beloved makeup collections. Celebrated for its soft, Instagram-worthy visuals and effortlessly wearable colours, the brand combines luxurious, skincare-infused formulas with fun, expressive designs. Famed for its ultra-hydrating Glasting Water Tint and its dreamy, fruit-inspired Better Than Cheek blush, ROM&ND is here to celebrate and enhance your natural beauty.
Our favourite ROM&ND product: Swipe on an instant glass skin glow with the See-Through Veillighter. With ultra-fine shimmer that blends seamlessly and never emphasises texture, it builds from a soft sheen to a radiant glow, perfect for lighting up cheekbones, your Cupid’s bow, or anywhere you want to shine.
