These rising K-beauty brands should be on your radar
No passport needed to snag the newest in K-beauty.
Some of the latest, greatest brands from Korea are under-the-radar for now — but stars are already on board.
While lines like the Hailey Bieber- and Kylie Jenner-approved Medicube and CosRX have shot to fame in recent years, other beauty labels are stealthily becoming red-carpet staples, ready to make their way into your medicine cabinet.
These buzzy skincare and makeup essentials give luxe, but are all $27 or under — and have stellar reviews. With affordable beauty being a very real trend in 2026, effective, accessible K-beauty is set to continue its meteoric rise.
Dr. Althea
Stars like Selena Gomez and Ejae got their Golden Globes glow courtesy of Dr. Althea skincare, a brand that hit U.S. Ulta Beauty stores in October and is quickly becoming a bestseller.
Celeb makeup artist Hung Vanngo prepped Gomez’s skin with 345 Relief Cream, Aqua Marine Deep Serum and more top sellers for a deeply hydrated complexion (and the perfect base for makeup).
Meanwhile Golden Globe winner Ejae’s MUA, Kevin Cheah, used 345 Relief Cream Mist to prep the K-pop star’s complexion.
Dr. Althea Skincare 345 Relief Cream
Besides soothing irritated skin and supporting the skin barrier, 345 Relief Cream helps heal post-acne skin.
Made with firming niacinamide, Centella asiatica and panthenol, it also helps improve skin texture and dullness.
Dr. Althea Skincare 345 Relief Cream Mist
A bi-phase spray version of the 345 Relief Cream, this vegan-certified formula is free of fragrance and parabens — and surprisingly convenient. It even comes in a bag-friendly mini size that’s perfect for on-the-go or travel.
Page Six Style’s review: “I used this mist several times a day after a laser peel left my skin Sahara-level dry. (My service provider told me to avoid anything that caused stinging, and this was as gentle as could be, while providing my skin with much-needed moisture.)” — Erica Radol, Page Six Commerce Reporter
Mediheal
K-pop icons BTS like Mediheal so much, they have even partnered with the brand in the past (including on a sheet mask kit), while I-dle’s Minnie is currently a global ambassador. Likewise, actress Ali Ahn expressed her love for Mediheal to New Beauty after visiting Korea.
The line’s known for its wonderfully effective yet affordable sheet masks and pads for a range of skin concerns, and global retailers like Ulta were quick to carry it in the U.S. as of last year.
Olive Young, known as “Korea’s Sephora,” also named Mediheal’s toner pads a No.1 pick in 2024.
Mediheal Rose PDRN Sheet Mask
Spa in a box? Mediheal’s sheet masks come in six different options, but the light rose scent and supercharged hydration of the vegan Rose PDRN version could be incredible for any skin type.
Oh, and at under $20 for 10 masks, they are far more affordable than many of the competitors — but we say they’re just as luxe, if not better. (Are these roses a better Valentine’s Day or Mother’s Day gift than flowers? Absolutely.)
Mediheal Madecassoside Blemish Pad
Mediheal offers several different types of pads, including collagen, brightening, tea tree and more.
All are fan favorites, and the Centella asiatica-infused Madecassoside Blemish pads are a top seller — not just for fighting breakouts, but also for reducing dark spots on post-acne skin, hydrating and improving texture.
Clio Cosmetics
Mia Goth’s sultry Critics’ Choice Awards look featured several Clio Cosmetics products, including the Glazing Milky Essence. Makeup artist Nina Park began using the Korean beauty brand on the actress last year.
Other stars, including Addison Rae, have had red-carpet moments in Clio, too. The label also owns Peripera, the maker of the viral Ink Peel Off lip stain our editors can’t stop using.
Clio Cosmetics Kill Lash Superproof Mascara
Promising no smudges or budges, the brand’s viral Kill Lash mascara is a fan favorite, and comes in different formulas, whether you prefer curling, volumizing or a natural look. (Even better, it has a dedicated remover, should you struggle with sensitive eyes and want more precise removal.)
Pair with the likewise popular Superproof Pen Liquid Eyeliner for a red-carpet worthy doe-eye look that MUA Park uses on repeat for the stars she glams.
Clio Cosmetics Crystal Glam Tint
Infused with rose oil, the high-shine, non-sticky Crystal Glam Tints offer semi-sheer color that is a perfect match for glass skin and sultry eye makeup.
(Park used the rosy-nude Vintage Apple shade on Rae and beige-nude Vanilla Apple on Goth, paired with a taupey liner.)
TirTir
Lea Michele, Ejae and Cynthia Erivo are among the A-listers who have rocked Tirtir’s cult-fave face makeup on the red carpet, while BTS’s V is currently the brand’s global ambassador.
The foundations are offered in different finishes, including satin, semi-matte, matte and dewy options. The Waterism Glow Melting Balm for lips is also a fan fave, as seen on Michele at the Tony Awards.
Tirtir Mask Fit Red Cushion Foundation
The Red Cushion foundation has a deeply hydrating formula and full-coverage, natural, satin finish. Tirtir’s foundations are the line’s hero products and come in an impressive range of shades and finishes. Customers suggest trying a mini version first to find your shade. (Did we mention the minis are on keychains to take anywhere? Genius.)
One devotee calls the Red Cushion formula a “game changer,” adding, “It feels light on the face, no creases, amazing coverage, lasts all day.”
Tirtir Mask Fit Make-up Fixer
Shoppers swear by this radiance-boosting, sebum-controlling setting spray that keeps makeup looking fresh for an impressively long time. One reviewer said that compared to every pricey brand they’ve tried, Tirtir’s is the best.
Apply it before and after makeup for a look that won’t budge; it’s also made with skincare hero Centella asiatica for soothing and supporting the skin barrier.
Why Trust Page Six Style Shopping
This article was written by Erica Radol, Page Six Commerce Reporter. From identifying the top anti-aging skincare secrets the stars trust to dishing on the latest fashion collabs to finding a great deal on all of the above, Erica has a knack for reporting on – and even testing – Hollywood’s bestselling fashion and beauty products. Before joining Page Six in 2025, she wrote about entertainment, lifestyle and shopping trends for Us Weekly, The Daily Beast, Entertainment Tonight, Well+Good and Hearst.
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