There are three skincare brands I kept seeing in beauty videos aimed at people shopping in Korea. My sister owns exactly zero of them right now. When I asked her why — expecting some complicated Korean beauty philosophy — she just shrugged and said she'd stopped buying them years ago. I sat with that answer for a week. Then I asked her to walk me through her actual shelf: what earned space instead, and why those choices made more sense for her skin and her monthly budget.
Quick Reality Check:
- What I noticed: Jimin's shelf looks nothing like the "top K-beauty haul" videos I'd been watching.
- What she avoids now: Three globally famous names — for three very different reasons.
- What she buys instead: Products she's re-purchased again and again.
First, A Quick Note on Framing
Before I go further, one thing needs to be crystal clear. This is not a review of any brand's product quality, safety, or ingredients. This is what I observed about one Korean woman's personal shopping choices during our afternoon at Olive Young. Jimin is 29, works in marketing in Gangnam, has combination skin, and has been shopping for skincare since her early teens. Her preferences are hers alone. Millions of shoppers around the world happily buy the exact brands she doesn't.
But her reasons for skipping certain brands were interesting enough that I wanted to write them down.
Brand #1: Innisfree — A Preference That Shifted Over Time
Her stated reason: How the products feel on her skin compared with newer options.
Jimin used Innisfree throughout her early twenties. She still remembers the green tea seed serum being a staple in her college dorm. But somewhere around 2022, she quietly stopped repurchasing.
Jimin told me that the formulas weren't a problem for her — they simply didn't feel like they'd evolved alongside the newer brands she'd been trying. When she compared textures side by side, the newer options felt lighter and absorbed faster on her skin. She described Innisfree as the version of skincare that fit her early twenties, not the version she wanted at 29.
That's it. Not a critique of ingredients. Not a safety concern. Just how a formula lands on her skin today.
Important note: Jimin's take reflects her personal preference only. Other shoppers may have completely different experiences with Innisfree.
Brand #2: SK-II — Why She Won't Pay the Sticker Price
Her stated reason: The price doesn't fit her budget.
A quick correction on my part: SK-II is actually a Japanese skincare brand, not Korean. I included it here because it was one of the premium skincare names I frequently encountered while living and traveling abroad. Jimin has tried it, too.
She acknowledged it works well for many people. Her issue was simpler: for what a single bottle costs, she said, she could buy six months of a serum she already knew worked for her — and she'd rather do that.
Her monthly skincare budget sits around ₩50,000 (about US$37). At that budget, a single premium bottle would consume more than an entire month's skincare budget. Her calculation was simple: consistency over prestige. Rebuy something reliable ten times before spending the same amount on one luxury bottle.
Brand #3: Laneige — When Something No Longer Feels Like "Her Category"
Her stated reason: She's moved on to newer options in the same category.
Laneige's Lip Sleeping Mask became widely known internationally. Jimin used it years ago, but her preferences have shifted since then.
Jimin told me that it wasn't because she thought Laneige was bad. She and several of her friends had simply moved on to other products in the same category. What was popular within her personal circle, she noted, wasn't always the same as what she saw promoted abroad.
That difference between what Jimin was using and what I had been seeing abroad was something I hadn't paid much attention to before. Once she pointed it out, I noticed it in other categories on her shelf, too.
What Earned a Spot in Her Routine Instead
These aren't one-for-one dupes or direct replacements. They're simply three products that now earn repeat-purchase space in Jimin's routine — and, in one case, where she decided her skincare budget was better spent.
What Took Its Place in Her Routine → Anua Heartleaf 77 Soothing Toner
Jimin repurchases this about every six weeks. Not because of a viral video. Because when her skin gets stressed — from late nights, seasonal changes, or stressful weeks — this is the product she reaches for without thinking.
She describes it as fragrance-free and non-sticky, and says her skin often looks calmer by the next day. She keeps the 250 ml bottle on the bathroom shelf and a smaller travel size in her overnight bag.
Why she repurchases: Lightweight, non-sticky, and easy to reach for when her skin feels stressed.
Where She'd Rather Spend the Money → Beauty of Joseon Relief Sun
The pivot here surprised me. Rather than replacing one expensive essence with another, Jimin doubled down on sunscreen.
She told me she'd rather spend that money on a sunscreen she knew she'd use every day than on one premium essence. It was, she said, simply how she wanted to allocate her budget.
She picks up Beauty of Joseon's Relief Sun at Olive Young when a promotion is running. She's built a small habit around it: check the shelf, only stock up when a bundle is available, otherwise wait.
Why she repurchases: It's something she knows she'll actually use every day.
Her Current Hydration Staple → Torriden DIVE-IN Serum
For hydration, Jimin keeps coming back to Torriden DIVE-IN Serum. The texture is the reason.
According to Jimin, texture is really the whole story for her. When she tests a new hydration product, she isn't comparing ingredient lists — she's comparing how it feels on her skin three minutes after application. For her, Torriden won that test.
She uses it morning and night, and gave her mom a bottle after her mom borrowed hers twice.
Why she repurchases: The texture still feels comfortable a few minutes after application.
Common Assumption vs. What Jimin Does
Where to Find These Alternatives
All three brands are available through Olive Young, but individual store stock varies by branch and time of year. If you want the widest range under one roof, the biggest branches in Myeongdong tend to carry the fullest lineup.
For visitors staying in Gangnam, the Olive Young branches around Gangnam Station carry the same core products. Some larger branches may have staff who can assist in English.
The Bigger Pattern I Noticed
What struck me most wasn't which brands Jimin skipped. It was the why underneath each choice. Every shift had a specific, boring-in-a-good-way reason. Not "this brand is bad." Not "you should avoid this." Just a quiet: "I've moved on because something else fits my life better right now."
A local shopper isn't buying against brands. She's buying for herself.
That's the shift I sometimes missed while living abroad. When something no longer fits Jimin's preferences, she simply moves on. The selection I saw on international shelves didn't always match what I saw on my sister's shelf back in Seoul. Neither one is wrong. They're just answering different questions.
Joshua's Real Story
While I was living abroad, I saw big-name skincare brands stacked on beauty-store shelves for years and assumed those same brands would dominate every bathroom back in Seoul too. Then I visited my sister and realized her shelf looked different from what I'd been seeing abroad. That difference — between what gets exported and what actually stays in one Seoul apartment — is the whole reason I keep writing about this. It's not that one side is right and the other is wrong. It's that a shopper's personal timing and preferences shape the shelf more than any single trend does.
Traveler's FAQ
Q: Should I skip the brands Jimin doesn't buy? No. Millions of shoppers happily use those brands. Jimin's choices are personal. Try what interests you, patch-test, and see what your skin actually likes.
Q: Can I find Anua, Beauty of Joseon, and Torriden outside Korea? Yes, all three now ship internationally through Olive Young Global, Amazon, and multiple K-beauty retailers. Prices can be lower during Korean promotions, but it depends on the retailer, exchange rate, and timing.
Q: What's a practical first purchase for a beginner? If I asked Jimin to pick one, she'd say sunscreen. Beauty of Joseon Relief Sun is one she likes because she finds the texture lightweight and easy to layer under makeup.
Q: Is Jimin's ₩50,000 monthly budget realistic? For her rotation of 4-6 products with occasional sale stockpiling, yes. It works because she buys during promotions and doesn't chase every new launch.
Q: How do I know when a brand no longer fits my preferences? When you find yourself not reaching for it anymore, or when a newer product feels better on your skin during side-by-side use. It's a personal signal, not a universal one.
Disclosure
This article reflects the personal skincare preferences and shopping experiences of one individual. It does not claim that any brand mentioned is unsafe, inferior, or unsuitable for other consumers. Skin needs and product experiences vary from person to person. Product availability, pricing, and promotions may change — always verify current details directly with the retailer or brand. No brand mentioned in this article paid for, reviewed, or approved this content. This post is for general informational purposes only. Image copyright inquiries: mieluartkor@gmail.com
Comments
Post a Comment
"Welcome to KR Snap! Feel free to ask any questions about South Korea or share your thoughts."