The world of K-beauty is always full of surprises, with its ever-changing trends and innovative products. From adorable collaborations to groundbreaking beauty techniques like the Korean-glass skin effect, K-idol lashes, and now, the glossy tanghulu lips, the K-beauty industry continues to set the bar for global beauty standards.
But amidst all the excitement surrounding new products and techniques, there’s one burning question: How skilled are the marketers behind these iconic brands? They are the trendsetters, the visionaries who transform a fleeting idea into a worldwide beauty sensation faster than you can refresh your social media feed.
When Sarah (@sarahkchey) shared a TikTok video featuring K-beauty marketers’ favourite makeup products, the internet went wild, eager to absorb every bit of wisdom.
And don’t worry if you missed the video – we’ve already scoured the web to bring you the most sought-after K-beauty picks straight from the experts’ playbook. So keep reading!
@sarahkchey The way she’s hit pan on everything haha u can tell she realllly loves these💕 if u haven’t gotten the too cool for school pencil yet WHY NOT it’s sooo good! #koreanmakeup #kbeauty #etude #fixingtint #lipstain #oiltint #fweeglasscushion
K-Beauty Marketers’ Base Makeup Recommendations
Fwee Cushion Glass
If you’re someone with dry skin, the Fwee Cushion Glass is definitely worth trying! Its moisturizing formula and light texture make it an essential product. Sarah’s friend, who works in K-beauty marketing, can’t stop praising how effortless it is to apply, even calling it “fool-proof”.
And that’s not all! This cushion foundation not only gives your skin a radiant finish, but it also takes care of your skin and offers SPF 50+ PA+++ sun protection.
Credits: @sarahkchey/TikTok
With a blend of hyaluronic acid, ceramide NP, and a range of plant-based extracts, this product ensures your skin stays hydrated and provides a long-lasting, flawless coverage for a naturally beautiful look throughout the day!
Fwee Cushion Glass retails for RM150.21 and is available at Shopee. A discount is offered at the time of writing. Tap in to see the updated price!
Espoir Pro Tailor Be Velvet Cover Cushion
If you’re dealing with dry skin and desire a matte finish, the Espoir Pro Tailor Be Velvet Cover Cushion is the perfect choice. Joy from Red Velvet adores this vegan cushion foundation, and there are numerous reasons why!
Not only does it offer superb coverage without feeling heavy on your skin, but it also effectively reduces the visibility of pores and blemishes.
Credits: @sarahkchey/TikTok
This cushion foundation is infused with white sapphire powder, which effectively regulates excess sebum and leaves your skin with a beautiful velvety matte finish.
Additionally, the formula is enriched with panthenol and stearic acid to provide deep hydration and maintain a smooth complexion.
Espoir Pro Tailor Be Velvet Cover Cushion retails for RM169.40 and is available at Shopee. A discount is offered at the time of writing. Tap in to see the updated price!
K-Beauty Marketers’ Eye Makeup Recommendations
ETUDE x Bearkku X Play Color Eyes Play It Bearkku
If you’re struggling to find eyeshadow shades that complement your cool summer tone, look no further than the ETUDE x Bearkku X Play Color Eyes Play It Bearkku palette!
Sarah’s friend is head over heels for this palette. She can’t stop gushing about its incredible range of matte and topper shades that are ideal for any occasion.
Credits: @sarahkchey/TikTok
With its collection of basic brown colours in soft and milky tones, along with shimmery textures and an adorable Bearkku collaboration design, this palette is a must-have for any makeup lover!
ETUDE x Bearkku X Play Color Eyes Play It Bearkku retails for RM87.49 and is available on Shopee.
Too Cool For School Frottage Pencil in #1 and #9
For a natural aegyo-sal (the rolls you may find under your lower eyelids), the Too Cool For School Frottage Pencil in shades #1 and #9 is your go-to. Sarah’s K-beauty marketer friend swears by these jumbo pencils for their travel-friendly size and long-lasting formula.
Blending seamlessly into the delicate under-eye area, these pencils will brighten up your aegyo-sal without looking overdone.
Shades #1 and #9 are popular choices in Korea, perfect for achieving that fresh idol makeup look as seen on TikTok beauty guru @_lilyis!
@_lilyis I hope this helps! 💜 #kbeautyblogger #koreanblogger #kbeautytiktok #koreanhairstyles #kbeautyhair #kpopstyle
Too Cool For School Artclass Frottage Stick Eye Shadow Pencil retails for RM55 and is available at Shopee. A discount is offered at the time of writing. Tap in to see the updated price!
K-Beauty Marketers’ Lip Makeup Recommendations
Veware Vegan Signature Lip Balm
Keep your lips hydrated and smooth with the Veware Vegan Signature Lip Balm, a must-have during Korea’s dry winter season. With its large size, you can easily apply it in one swipe, ensuring every part of your lips is covered.
Credits: @sarahkchey/TikTok
This vegan lip balm is enriched with moisturising components such as 5% shea butter, squalane, and sunflower seed oil, providing the necessary nourishment to revive dry and chapped lips.
Additionally, it contains vitamin E and natural herbal scents of eucalyptus and peppermint oils, offering antioxidant benefits and a refreshing sensation.
Veware Vegan Signature Lip Balm retails for RM63.20 and is available on Lazada.
ETUDE Fixing Tint in #15 Woody Pink and #16 Baked Pecan
Achieve long-lasting lip color with ETUDE Fixing Tint. Its matte yet non-drying formula ensures that your lip color stays intact throughout the day, without any transfer onto face masks.
ETUDE Fixing Tint offers a wide range of stunning shades, including the beautiful #15 Woody Pink and the elegant #16 Baked Pecan, adored by K-beauty marketers.
Credits: @sarahkchey/TikTok
#15 Woody Pink is a muted matte soft pink that adds a subtle touch of colour to your lips, making it perfect for everyday wear. On the other hand, #16 Baked Pecan is a chic nude shade with warm undertones, allowing you to create a sophisticated look effortlessly.
Etude Fixing Tint in #15 Woody Pink and #16 baked pecan retails for RM47.30 and is available on Shopee. A discount is offered at the time of writing. Tap in to see the updated price!
ETUDE Dear Darling Oil Tint in #01 Real Cherry and #05 Red Oil
Looking for a lip color that will hydrate and give your lips a vibrant look? Look no further than ETUDE Dear Darling Oil Tint in shades #01 Real Cherry and #05 Red Oil. These lip oils contain over 70% high-shine oil content, giving your lips the dazzling tanghulu gloss effect.
Credits: @sarahkchey/TikTok
#01 Real Cherry is a bold cherry-red shade that will definitely make a statement. If you prefer a softer, romantic look, try #05 Red Oil, which offers a light reddish-pink shade. It looks perfect when applied on top of ETUDE Fixing Tint in #Woody Pink.
ETUDE Dear Darling Oil Tint in #01 Real Cherry and #05 Red Oil retails for RM46.21 and is available on Shopee.
K-Beauty Marketers’ Perfume Recommendation
Longtake Solid Perfume Basil & Vetiver
Longtake Solid Perfume Basil & Vetiver is a must-have for on-the-go fragrance enthusiasts.
With refreshing top notes of lime, bergamot, orange, and basil, complemented by delicate iris and lilac at its heart, and a warm base of vetiver and patchouli, this scent offers a subtle yet captivating aroma.
Credits: @sarahkchey/TikTok
Crafted with an up-cycled fragrance formula, it ensures long-lasting wear without any stickiness, while its cashmere texture allows for easy reapplication.
What’s more it’s also certified vegan, alcohol-free, and free from animal ingredients, making it a guilt-free indulgence for your senses!
Longtake Solid Perfume Basil & Vetiver retails for US$64.76 (~RM309.71) on Empress Korea.
Featured image credits: @sarahkchey/TikTok
