K-beauty has taken the global beauty scene by storm over the past decade, showing no signs of slowing down. Known for innovative formulas, cute packaging, and skin-loving ingredients, Korean makeup brands are changing the game to achieve a flawless look. Whether you’re a K-beauty newbie or a longtime fan, here are the top 10 Korean makeup brands you need to know in 2025, bringing the latest trends straight from Seoul to your makeup bag.
These Korean makeup brands offer something for everyone, whether you’re after a natural look or want to make a bold statement. The K-beauty industry is constantly evolving, and in 2025, it’s all about innovative formulas that combine makeup with skincare benefits. So, if you haven’t already explored these brands, now’s the perfect time to start adding them to your beauty collection. You’re just one makeup haul away from transforming your routine into the ultimate K-beauty experience.
1. Amuse
Amuse has captured the attention of makeup lovers worldwide with its eco-friendly ethos and minimalist packaging. This brand has become synonymous with high-quality, sustainable beauty. In 2025, Amuse is making waves with its “Dew Tint” collection—lightweight lip tints that add a natural flush of color and hydration to your lips, perfect for that effortless “your-lips-but-better” look. Plus, Amuse’s products are vegan and cruelty-free, so you can feel good about what you’re putting on your skin.
2. Holika Holika
Holika Holika is another iconic K-beauty brand that continues to win over makeup lovers in 2025. Known for its playful packaging and versatile products, this brand has a knack for creating makeup that’s both fun and functional. The “Water Drop Tinted Foundation” is a standout this year, offering a hydrating, lightweight formula with buildable coverage for a natural, dewy look. Holika Holika is also famous for its “Jelly Dough Blushers,” which deliver a bouncy, cushiony texture that blends effortlessly for a soft, diffused flush. Whether you’re going for a fresh-faced glow or bold color, Holika Holika has you covered!
3.Too Cool For School
If you’re into unique concepts and quirky packaging, Too Cool For School is a brand you need to check out. Famous for its “Artclass by Rodin” contour line, this brand’s sculpting powders continue to be a favorite among makeup artists and beauty enthusiasts alike. In 2025, the brand’s “Caviar Lime Hydrating Cushion” is gaining popularity for its skin-nourishing ingredients and radiant finish, blurring the line between skincare and makeup.
4. Etude House
A classic in the K-beauty world, Etude House has been a favorite for years, and it’s still bringing the charm in 2025. While the brand is famous for its whimsical packaging, it’s the quality of the products that keeps customers coming back. The “Fixing Tint” line has been expanded this year, featuring new shades and an improved smudge-proof formula that gives a lasting matte finish. Etude House is the perfect starting point for anyone diving into Korean beauty for the first time.
5. Clio
Clio is every makeup lover’s secret weapon for achieving bold, statement-making looks. Known for its award-winning “Kill Cover” foundation line, the brand’s products offer serious coverage while maintaining a natural finish. In 2025, Clio’s “Sharp, So Simple” liquid eyeliners are still the holy grail for creating that perfect cat-eye, thanks to their smudge-proof, ultra-fine tip. If precision is what you’re after, Clio will not disappoint.
6. Rom&nd
Rom&nd is renowned for its dreamy, romantic vibes, reflected in everything from its branding to its product shades. This year, the brand has launched the “Bare Juicy Tint,” a collection of sheer, glossy lip tints that hydrate while adding just the right amount of shine. Rom&nd’s soft-focus blushes and glimmering eyeshadows make it easy to achieve that fresh, “just-stepped-out-of-a-K-drama” look.
7. Espoir
Espoir is the ultimate makeup brand for anyone who loves professional-grade quality with a touch of luxury. Known for its ultra-pigmented eyeshadows and long-lasting base products, Espoir continues to be a favorite among K-beauty enthusiasts in 2025. The “Real Eye Palette” series is a standout, with curated color combinations that cater to both everyday wear and glamorous night-out looks. With a reputation for silky textures and seamless blending, Espoir is a brand worth investing in.
8. Peripera
Peripera is one of those brands you can always rely on for playful, affordable products that deliver stunning results. Best known for its lip tints and vibrant color cosmetics, the brand’s latest release, “Ink the Velvet Vivid,” offers bold lip colors in a silky, weightless formula that stays put all day. The cute packaging and fun shades make Peripera a must-have for anyone looking to experiment with new looks without breaking the bank.
9. Hince
Hince has become a go-to for makeup enthusiasts seeking a subtle yet refined look. The brand’s “Mood Enhancer” line features neutral-toned lipsticks, blushes, and eyeshadows that cater to anyone aiming for a natural, dewy finish. Their latest launch, “True Dimension Radiant Balm,” brings a skincare-infused approach to makeup, perfect for adding a hint of sheen to your complexion. If you’re into soft, romantic makeup, Hince will not disappoint.
10. 3CE (3 Concept Eyes)
3CE continues to dominate the beauty industry with its trendy, fashion-forward makeup products. Loved for its chic packaging and Instagrammable shades, the brand’s “Soft Matte Lipsticks” are iconic, offering a plush, powdery finish without drying out your lips. In 2025, 3CE is all about playful, pastel eyeshadows and high-shine blushes that give you that coveted glass skin glow.
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