5 K-Beauty Products That Will Be a Huge Summer Trend in 2024 | Forbes
Hemeko
To find out what's trending in K-beauty, I can either spend hours scrolling through KBeautyTok or head straight to Hemeko. This Seoul-based e-commerce platform is one of my favorite places to find the best Korean skincare, makeup, and haircare products before everyone else does. Designed as “your personal K-beauty guide,” Hemeko tracks and carefully curates new products that actually live up to the hype, especially from brands you may not have heard of yet.
“We work closely with hair and makeup artists in the K-pop industry,” says Hemeko COO and co-founder Serin Lee. “They know best what's trending now and what celebrities want. It's also their job to find the best formulas that last on stage, so makeup artists can't go wrong with their choices.” Lee says she and the Hemeko team regularly work with top experts like Jo Eun-bi (aespa makeup artist who's worked with New Jeans and Bae Suzy) and Ki-woo (celebrity hair designer who's worked with MAMAMOO's Solar, Kep1er's Yujin, and members of Gfriend, who is also Hemeko's CEO and Lee's co-founder).
“We're always excited to launch new brands,” Lee said. “We feel that the bestsellers and big conglomerate brands can sometimes feel redundant, so we try our best to make our customers feel like they have other options.”
What are the biggest summer K-Beauty trends you should try now?
This season, Lee is looking at Y2K sparkle and a fresh use of blush. [Jo Eun Bee] “It's well-known that applying blush to the bridge of the nose can give an overall more youthful appearance,” she says.
While blush isn't on Lee's personal summer product list, we recommend trying out some of K-beauty's current hottest trends: Rom&nd's Better Than Cheek Blush (especially the lilac-hued N02 Vine Nude), the mysteriously bouncy fwee Lip&Cheek Blurry Pudding Pots, and a curated set of shades from Dasique's Blending Mood Cheek palette.
You could also add a touch of bling to Lee’s picks below: “Y2K momentum is building and the old school vibe is coming back. [aespa] “Ninnin makeup has been all the rage lately,” says Lee of a look similar to Lee Hyori's iconic “10-minute” makeup, which involves swapping out your 2000s-era frosty eyeshadow for UNLEASHIA's Mood Shower Face Palette No. 101 Ballerino Shower, a pearlescent, multi-purpose palette that includes a stunning icy blue.
For the rest of your beauty routine, stock up on Lee's summer trend K-Beauty favorites below.
Top 5 Korean beauty products for summer you need right now
A.chi Blur Tint 01 Daily
A.chi
1. A.chi Blur Tint 01 Daily ($15, Hemeko)
“A.chi's Blur Tint has been getting rave reviews on social media recently for its ability to neutralize lip color,” says Lee of the buzzworthy “gray lip tint.” The matte cool-toned tan is meant to be used as a base, a novel take on muting your natural lip color with a concealer. “It's perfect for summer as it prevents color from bleeding outside the lips and has a matte finish but doesn't accentuate dry flakes,” she explains. “The color may seem a little intimidating at first, but once you get the hang of it, it'll enhance your lip makeup experience.”
Glow Breathable Blemish Balm
Shine
2. Glow Breathable Blemish Balm ($30, Hemeco)
A favorite of K-pop idols, the BB cream is designed to give a subtle glow without being “overly shiny” on stage, Lee says of her brand glow's most popular new product. Since its release, the BB cream has attracted many fans. “The product went viral after TWICE's Mina, aespa's Gisele and Byun Woo Seok used it,” she says. “Makeup artists are using it as a foundation mixer to enhance the texture and coverage of their foundation.”
Korean beauty brands sold globally have been criticized for their limited color options, but Lee says her team is addressing that issue by offering two extra mixable colors in their BB creams to lighten or darken the base color. “Glow, a smaller brand, launched three mixable shades for a global audience who want to try Korean BB creams,” Lee says.
Anaze Janmuri Kara
Anaze
3. ANAZE Jammuri Color ($13, Hemeko)
This compact tube looks like a mascara or brow gel, but it's actually a summer haircare essential, as the name suggests (Jangmuri means “flippery hair” in Korean). “It's easy to use. [hair] “It's perfect for applying mascara to flyaway hair,” says Lee, with a formula that's non-sticky and clump-free. “It holds hair in place while also [it] “It doesn't feel greasy, stiff or powdery.” The hair color goes on clear, making it easy to apply without the aid of a mirror. “I've used multiple products like this in the past, and they are definitely superior in terms of the formula, applicator and finish,” she says.
AOU Glowy Tint Balm
AOU
4. AOU Glowy Tint Balm ($15, Hemeco)
AOU's cushiony Floofy Matte Balm is a hype-worthy addition to my list of new K-Beauty products: It's one of those rare matte tints that actually makes your lips look better, not worse. For summer, Lee loves the “juicy” AOU Glowy Tint Balms.[Blackpink’s] Jenny, [aespa’s] “Kareena, Seventeen, and many other K-pop stars have been spotted using this product, making it the new it K-pop lip,” she says. The “unique” melting formula, “stunning glow finish,” and non-sticky shine have made this balm a staple in Lee's collection. “Try the Mulberry Balm for cool tones and the Peanut Balm for warm tones,” she says.
Hesul Korean Soy Scalp Calming Treatment
Hessle
5. Hessul Korean Soy Scalp Soothing Treatment ($18, Hemeco)
For those who like to change their hair color frequently or simply need extra moisture, this mask that targets both the hair and scalp is a must-have to repair damage without a greasy residue. “Try this hair treatment,” says Lee, who recommends it especially for those with oily, sensitive scalp types. “As someone with bleached, damaged hair, I've tried a lot of conditioners, many of which either gave me breakouts or didn't nourish my hair damage enough,” she says. “This is probably the only scalp-friendly hair mask I've tried that I felt was sufficiently nourished for my dry, brittle hair.”
Sarah Y. Wu is a senior contributor at Forbes. Find her work at sarahywu.com and follow her on Instagram at @say.wu.
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