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 different variety. This month, a famous skin-care brand from Seoul launched at Target, Innisfree dropped a collection of clay mousse masks (yes, you read that right), and TonyMoly introduced the cutest products inspired by cats. So, you could say we’re off to a pretty solid start.
Without further ado, keep scrolling to see the latest and greatest K-beauty products from brands such as Keep Cool, Innisfree, and more, hitting real and virtual shelves in July.