The Best New K-Beauty Skin Care and Makeup Coming in October
In just a few years we've gone from having a limited number of Korean beauty brands available in the U.S. to pioneering curators here and getting K-beauty launches at the very same time as South Korea. And as more and more K-beauty products become widely available, it's apparent that there's no single type of K-beauty brand. We're regularly seeing everything, including cute-as-can-be, cartoonishly packaged products, elegantly presented items with incredibly effective ingredients, and, of course, sheet masks in every variety imaginable. This month, we're seeing super-affordable serums, stay-put liquid shadow, and soothing sunscreen.
Here are the latest and greatest K-beauty products from brands such as The Crème Shop, Tonymoly, and more, hitting real and virtual shelves in October.
All products featured on Allure are independently selected by our editors. However, when you buy something through our retail links, we may earn an affiliate commission.
All products are independently selected by our editors. If you buy something, we may earn an affiliate commission.
1/11Sigi Skin Dew Potion
If a mist promises to hydrate, it’s only natural to assume that it contains water. But Sigi Skin’s new Dew Potion is so much more than a mist — it’s a sprayable essence that doesn’t contain a single drop of water. Instead, its antioxidant-abundant formula is made entirely of extracts. Most notably, chamomile extract makes up more than half of the liquid, with maqui berry and Baikal skullcap getting honorable mention. About a quarter of the blend is an ingredient called Aqua 3G, which, despite what its name may suggest, isn’t water but rather a special kind of molecule that makes sure you don’t lose the water that’s already in your skin.
$35 (Shop Now)
Courtesy of brand2/11Laneige Kiss Me at Midnight
Allure editors are already big fans of Laneige's Lip Sleeping Mask because it's the perfect upgrade from regular balm to ensure your lips get much-needed moisture overnight. So if you told us that the brand improved it, we'd have our doubts. But it turns out that Laneige has made it even more enticing with two new, limited-edition flavors: Mint Choco and Sweet Candy. They come in the brand's holiday set, Kiss Me at Midnight, which also includes the original berry-scented formula.
$28 (Shop Now)
Courtesy of brand3/11Tonymoly I'm Rose Revitalizing Sleeping Mask
The name of this new Tonymoly nighttime treatment makes it sound sentient, but I really hope that isn't true because I'm basically going to be using it before bed each night until the pretty, pink jar is empty. The gel formula features 1,000 parts per million of anti-inflammatory rose extract that smoothes and brightens skin while you sleep. Even better, it's one of several new self-aware masks by Tonymoly including I'm Lavender, I'm Green Tea, and I'm Honey.
$15 (Shop Now)
Courtesy of brand4/11Then I Met You Birch Milk Refining Toner
When Soko Glam founder Charlotte Cho launched her own skin-care line, Then I Met You, her focus was on the tried-and-true double-cleansing technique. But now the line is expanding with the next logical steps in a skin-care routine, including this wonderful new toner. As the name implies, it includes pure birch juice — a 76 percent concentration — and the formula brings together AHAs, PHAs, and skin-soothing ingredients like marshmallow root and squalane to smooth and soothe.
$32 (Shop Now)
Courtesy of brand5/11Dear Dahlia Paradise Shine Eye Sequins
There are pearlescent liquid eye shadows and there are glittery liquid eye shadows. But for those who want every kind of shimmer all at once, there are now Dear Dahlia Paradise Shine Eye Sequins. The six shades glide on super quickly, but that's definitely not an indication of their staying power. You can expect the lightweight, vegan formula to stay in place all day, giving you the glistening look you're going for hour upon hour.
$31 (Shop Now)
Courtesy of brand6/11Vitabrid C12 Dual Drop Serum
The ingredients referred to in the name Dual Drop Serum are two Vitabrid favorites: stabilized vitamin C and peptides. Together they promote collagen production, maintain vibrancy, and boost firmness. And vitamin C on its own does quite a bit, from lightening discoloration to providing antioxidant protection. Throw in plant stem cells, hyaluronic acid, and resveratrol, and you're got a great defense against free radicals and moisture loss.
$62 (Shop Now)
Courtesy of brand7/11MY21 Trial Pack
New K-beauty brand MY21 already knows what it wants to specialize in: sheet masks. It currently offers 10-packs of four masks, but it's understandable if you don't want to drop $60 on a set when you're not sure which one is right for you. That's why the new Trial Pack is perfect — you get one of each: Moisture Infinity (hyaluronic acid-based), Youthful Infinity (a firming formula), Repair Infinity (infused with tea tree oil), and Renew Infinity (made with royal jelly).
$25 (Shop Now)
Courtesy of brand8/11The Crème Shop Crèmecoction Rise & Shine Ampoule Serum
K-beauty favorite The Crème Shop has an exciting new line of "Crèmecoctions" — a collection of serums and oils that address nearly every imaginable skin concern and goal. One of the most exciting is definitely the Rise & Shine Ampoule Serum, with a formula focused on lemongrass and vitamin C. It's hydrating and clarifying and promises to help calm skin, balance oil production, and minimize the look of pores.
$12 (Shop Now)
Courtesy of brand9/11Julep Lid Armour Waterproof Eyeshadow & Primer in One
Where do we even begin with this do-it-all liquid eye shadow? Not only does its waterproof formula with priming ingredients mean it's especially long-wearing, it also helps the skin underneath the color hold onto moisture all day long — no crusty, cakey, flaky color. Speaking of which, the colors — eight gorgeous shades from easy-to-wear neutrals to bolder hues likes Eucalyptus (seen here). Just paint a little on with the built-in brush, blend a bit, and consider yourself set for the day.
$14 (Shop Now)
Courtesy of brand10/11Suntique I'm Pure Cica Suncream
Sun-conscious folks with sensitive skin already know to pick a mineral sunscreen like I'm Pure over formulas with chemical filters. But what makes this sunscreen an even better choice for the easily irritated among us is the inclusion of cica. Also known as centella asiatica, the increasingly popular extract adds an extra soothing factor to I'm Pure, making the SPF 50+ protector, newly curated at Soko Glam, a year-round must-have for reactive skin.
$24 (Shop Now)
Courtesy of brand11/11Sigi Skin Kaleanser
Although new brand Sigi Skin is technically based in Singapore, all products are formulated in Korea, surrounded by all of the breakthrough beauty knowledge the region has to offer. That means lots of smart ingredients went into this vegan cleanser, including skin-soothing glycerin and vitamin-packed kale. The jelly-like formula helps balance skin's pH while thoroughly banishing the day's makeup and grime.
$27 (Shop Now)
