Latest news with #Tirtir

Immersive K-beauty Pop-up Lands in Hollywood

Yahoo

a day ago

Entertainment
Yahoo

Immersive K-beauty Pop-up Lands in Hollywood

K-beauty's cultural reign comes to life in Los Angeles with a shoppable pop-up experience that opened Friday and runs through Sunday. Set inside NYA Studios East in the heart of Hollywood, 'K-Beauty Hall of Fame' brings together 10 of South Korea's hottest beauty brands. The immersive showcase spans skin care and color cosmetics, mixing familiar names with emerging indie brands: Tirtir, Ma:nyo, VT Cosmetics, Fwee, Knemo, Laka, Kundal, Axis-y, Haruharu Wonder, Cell Fusion C. More from WWD Chris McMillan Launches Namesake Hair Care Line at Sephora, Bringing Decades of Expertise to Styling Products The Best Beauty Moments at the ESPY Awards 2025: Simone Biles, Azzi Fudd, Ilona Maher and More A Beauty Incubator Tried to Launch an AI Fragrance Influencer. Human Influencers Weren't Impressed Jaden Choi, chief executive officer at Hansung — the beauty brand incubator and manufacturer behind the event — described the activation as a tribute to Korean beauty's growing international reach. 'This pop-up is a celebration of K-beauty's global influence,' Choi said in a statement. 'From heritage brands to modern indie disruptors, this is a rare opportunity to experience the full spectrum of Korean skin care and beauty in one immersive space.' From advanced skin care formulations to trend-driven color cosmetics, the lineup captures a range of K-beauty innovation. Attendees can explore viral products like Tirtir's red cushion and VT Cosmetics' biodegradable microneedling technology, the Reedle Shot. The production houses seven stages, featuring four masterclasses with celebrity makeup artist Daniel Martin and aestheticians Jade Marie and Candace Marino, and plans to host seven influencer meet-and-greets. Along with interactive brand installations, guests have access to personalized K-beauty skin care consultations, raffles, games and exclusive merch drops. Located at 1541 North Cahuenga Boulevard, 'K-Beauty Hall of Fame' is open Friday and Saturday from 10 a.m. to 8 p.m., and Sunday from 9 a.m. to 5 p.m. Entry is free with RSVP at and walk-ins are welcomed. Best of WWD Marionnaud Launches Customizable Foundation Under In-House Label Skin Shades Modern Grooming Brand Faculty Raises Seed Round Led by Esteé Lauder How to Buy Becca's Bestselling Products Before the Brand Closes

Yahoo

a day ago

Entertainment
Yahoo

Immersive K-beauty Pop-up Lands in Hollywood

Budget-Friendly Prime Day Finds Better Than A $7 Coffee

Buzz Feed

09-07-2025

Entertainment
Buzz Feed

Budget-Friendly Prime Day Finds Better Than A $7 Coffee

Amazon Prime Day is here! There are more deals than you could ever begin to look through on your that's where we come in. The TikTok-viral Tirtir cushion foundation — for 60% off, a new lowest-ever price! — that offers 72 hours of flawless wear, blending seamlessly to hide redness, blemishes, and under-eye bags. It has buildable coverage, perfect for a natural look or full glam. Plus, it's packed with hibiscus and red propolis extracts for a boost in skin elasticity. And to top it all off, its oval-shaped puff can reach every little corner of your face. Check out this TikTok of Mikayla Nogueira's review of this review: "I struggle with finding a foundation that's not orange. Someone recommended I try a Korean product, and this started going viral around the same time. I lucked into a perfect color match on the first try, but I've learned there are sample packs if you aren't sure about the color. The coverage is incredible. It was very lightweight, not heavy at all. It did settle into my under-eye wrinkles without primer, so if you're older, that's something to keep in mind. Overall, beautiful and long-lasting. This will be my go-to foundation from now on." —AJ BondPrice: $10 (originally $25; available in 40 shades and a mini size) A "Gracula" garlic crusher for 57% off, because you know what? If a 108-year-old vampire lurking moodily in the trees in the Pacific Northwest isn't going to fall in love with you and grant you immortality, one might as well make your life in the kitchen a little easier. Promising review: "I love this little guy. I found him on a BuzzFeed list and had to have it as soon as I saw it! I've minced as many as five cloves in it in seconds. It's a little tricky getting all of the garlic out once minced (I use a silicone basting brush to get most of it, but I always use more than the recipe calls for anyway, so it's not a deal breaker). Cleanup is a breeze because he goes right in the dishwasher!" —BarbiePrice: $9.95 (typically $18.99) Mixsoon Bean Essence for 55% off (the lowest price it's ever been!!) — this TikTok-beloved K-beauty staple for exfoliating and hydrating is a secret weapon that anyone chasing the ~glass skin~ look will want to know about immediately. You can use this as a low-maintenance, high results exfoliant by massaging it into your skin two to three times a week for a smoother, brighter, more even complexion. Promising reviews: "I saw this all over TikTok/Instagram and decided to buy it because I have a lot of sebaceous filaments on my chin and nose. It's a little expensive but I took a gamble: it works! You can physically see the sebaceous filaments come out of your pores; it is not the product bunching up. My problem areas were so much smoother after using and were left with a moisturized glow. I then proceeded to have my boyfriend use this product to see if it worked this well on everyone on the first try, and it worked on his nose as well. Amazing stuff. 🩷" —Losa"I have hyperpigmentation and oily skin. I feel this product regulates my oil production and it helps my makeup look so flawless. 10/10." —MissKayMaePrice: $11.20+ (typically $25+; available in two sizes) Mint-flavored Venus Visage teeth-whitening pens for 51% off (two for less than the price of one!) that are way more convenient than a painful trip to the dentist or an annoying attempt at the strips. Just brush your teeth with the bristled pen whenever you have a minute to work through stains and discoloration (without sensitivity, according to reviewers). Promising review: "This product actually works! Very affordable, too. There are a lot of expensive teeth whitening products out there, but why spend extra money when you don't have to? Definitely worth trying!" —Mona L CuretonPrice: $9.33 for two (originally $18.95) Colorgram fruity glass tint for up to 50% off to give you the glossy pout of a mermaid. Also, can we take a moment to appreciate how cute the packaging is?! Promising review: "I love K beauty products, but a lot of lip tints don't always work on brown/darker skin with two-toned lips. This gives me the perfect pop of color and is soooo juicy! I went back and bought more as soon as I received them. This was my first time trying Colorgram, but it's definitely up there with my faves from Peripera!" —Kendra $7.49+ (originally $14.99; available in 10 shades) A Through The Seasons version of the beloved Reverse Coloring Book for 45% off if you're looking for a unique way to unwind. It starts with watercolor-like blobs — it's up to you to add the lines! This is great for anyone who loves to find shapes in the clouds. Each book includes 50 pages of watercolor art and includes prompts if you'd like a little bit of direction. Promising review: "I love the variation in the designs provided. The style of a reverse coloring book is great for traveling with when you don't want to have to have 100 different markers or pencils to keep track of. Being able to work in one color pen for a while is nice on road trips, and I like being able to be more creative with my own designs on top of the colored pages." —Katherine DexheimerPrice: $8.29 (typically $14.95) A set of satin pillowcases for up to 35% off that not only have a cooling effect, but are soft on your skin and create less friction for your hair so it won't get as tangled while you sleep. Reviewers especially love these because they're an affordable alternative to ones that typically run $18 per case! Here's what BuzzFeeder Elizabeth Lilly has to say about them: ""I own multiple sets of these and even pack them when I travel because I never want to sleep on a cotton pillowcase again after getting used to these beauts." Promising review: "My hair has never been better! I got this because of TikTok and it has done wonders for my hair. My hair isn't frizzy or dull-looking when I get up in the morning." —Aaron Key"These are really nice — perfect price point too. There's no difference between these and the same pillowcases from Kitsch at three times the price." —KeriPrice: $7.59 for two (typically $11.69; available in 22 colors and four sizes) A four-pack of VT Cosmetics Reedle Shot overnight hydrogel masks for 38% off — they're made with bakuchiol (a plant-derived retinol), this luxurious mask is designed to help improve skin elasticity while minimizing any irritation. You apply the included Reedle Shot serum as step one, then layer on this dreamy hydrogel mask, which is designed to help improve skin texture, reduce fine lines, and deeply hydrate to leave your skin feeling plump and rejuvenated. You're probably wondering, "But Amber, what even is Reedle Shot serum??" Reedle Shot acts as a booster serum containing tiny micro-needles designed to enhance the absorption of other skincare products by creating microscopic channels in the skin, allowing for deeper penetration of active ingredients. Essentially, it helps your other serums and creams work more review: "I've bought this pack a few times already and they are the best hydrogel masks I have used. I have tried several of their products and nothing ever disappoints. They stay in place and don't slide all over the place. VT Cosmetics is a tried-and-true for sure!" —Amazon CustomerPrice: $9 (originally $14.40; available in five other styles) — and shop all VT Cosmetics deals here An adorable little puppy night-light for 38% off with a soft white glow that makes it the perfect critter for gently illuminating bedrooms and bathrooms at night. It even has eight different color modes so you can finally live your childhood dream of having a purple dog! Promising review: "So cute and they work great! The light is the perfect brightness to see, but not too bright that it's annoying in the middle of the night. Changing the colors is easy, and I like how it goes off when there's enough light in the room." —JasPrice: $9.98 (typically $15.99) A moisturizing Dove body scrub for up to 38% off (the best discount ever) offering a thick, dessert-like experience that'll help your skin feel fresh, bouncy, and soft. Oh, and DELICIOUS SMELLING! Promising review: "I absolutely love this Dove body scrub! The texture is rich and creamy with just the right amount of exfoliating grit. It gently buffs away dead skin without feeling too harsh. The Himalayan salt combined with rose oil leaves my skin feeling incredibly soft, smooth, and lightly scented like a mini spa session in the shower! It doesn't dry out the skin like some scrubs do. I even noticed that my skin feels more hydrated and looks more radiant after just a few uses. A little goes a long way, and the scent is divine, subtle, and floral. If you're looking for a gentle but effective scrub for your self-care routine, this one's a gem." —AnaPrice: $4.97+ (originally $7.97; available in eight scents) A collapsible Magic Mushroom funnel for 37% off so you can feel like an enchanted forest nymph while you funnel your coffee, wine, baking ingredients, or mystical potions. Check out a TikTok of the magic mushroom funnel in action. Promising review: "I am obsessed with this funnel!!! I juice a lot of citrus and juices for cocktails, and this little guy is the perfect size for bottling. It's beyond cute and really great quality. I'm always hesitant about buying silicone items, as I don't want them to be too thin. This is perfect! Sturdy and cute! Can't get better than that! The perfect addition to any cottagecore kitchen!" —Abbey KlemPrice: $9.95+ (typically $14.95; available in two sizes) A lightweight beach tote for up to 36% off, so you can bring everything you need to the beach and not bring anything you don't want back. Thanks to the mesh design, belongings can dry faster, and sand just falls out as you walk! Promising review: "I had to snag this bag since it was on sale. It's so spacious, and I love how there's a zippered pocket for your keys and phone. The pocket is covered, so you can't see inside it from either side." —CamiPrice: $8.99+ (originally $13.99+; available in two styles and four colors) Medicube's collagen jelly for 35% off that happy Amazon reviewers say helped them achieve their "glass skin" dreams. The formula is designed to absorb quickly, and the niacinamide helps protect your skin barrier and keep it hydrated. Promising review: "I'm obsessed with this product. I have dry skin, and this helps plump everything. I use it as the last step in my daytime routine, and it feels like it locks all my serums and toners in. At night, I put a thicker moisturizer on top, and it helps hydrate my skin while I sleep. The texture is so unusual, and I love using the spatula to frost my face with it. I also love the fragrance, and it doesn't irritate my sensitive skin." —Kindle CustomerPrice: $9.72+ (regularly $14.90+; available in two sizes) A drapey off-the-shoulder top for up to 33% off to take a satin skirt, jorts, or linen trousers immediately to the next level — but the stretchy material has all the comfort of your favorite tank. It reminds me of a certain similar top I've seen at Aritzia... Promising review: "When I tell you I LOVEEED this top!! I'm getting it in every color :) It's true to size and has a layered fabric inside for extra coverage, so it's not see-through. I got [the color] apricot, and the material is great quality. I was worried it would be thin" —mirandaPrice: $11.99+ (originally $17.99+; available in women's sizes XS–XL and 19 colors) — and shop all the fashion deals here A pair of cheerful, super lightweight boxer-style shorts for up to 33% off so comfy and adorable that you are about to put your denim shorts on notice for the rest of the year — especially since these are a MUCH cheaper alternative to the $98 Reformation version. Promising review: "So comfy and they look just like the photo! The quality is great, they aren't see through, and I love the bright color! They fit true to size. They are definitely a great value for the money." —HopePrice: $9.99 (typically $14.99; available in women's sizes XS–XXL and 22 styles) A Grim Steeper silicone tea infuser for 31% off to remind you that life is, in fact, too short to skip on your delicious morning cuppa. Promising review: "My best friend loved this for her birthday. She loves Halloween and tea, and this was such a cute and perfect gift." —Harley NixonPrice: $8.99 (originally $12.99) A hydrating eye stick for 30% off, aka the perfect remedy for dehydrated skin. This treatment is made with Icelandic glacier water, giving your delicate under-eye skin the fresh hydration boost it needs on days when you've hit the snooze button one too many times. It also helps tighten eye wrinkles if you'd prefer for them not to be as noticeable. And here's a tip! It reduces puffiness faster if used after review: "This stuff is magic! I purchased this product on a recommendation from a BuzzFeed list, and was not disappointed! I have not been sleeping well due to stress, and the first day I used it, my coworkers commented how well rested I looked! I told them about it and all of them ordered one for themselves. Very impressed!" —Saminyah MarcelinPrice: $6.99 (originally $9.99) A Peripera Ink Velvet Lip Tint for up to 30% off — reviewers compare this to Charlotte Tilbury's $35 Pillow Talk and Nars' $22 Velvet Lip Glide, and love this this version for the softness of the matte color, how buildable and long-lasting it is, and how it doesn't crack or leave skin feeling dry. Promising review: "I know you have seen this on TikTok and wondering if they are worth the hype. They are so just order them. I have so many colors from this brand, they are so easy to apply. Get them." —MillyPrice: $6.90 (originally $9.90; available in a variety of shades) Essence's Lash Princess mascara for 30% off, because TBH, we've all wasted too many years and too much money looking for the ~holy grail~ mascara. This one is cheap, gives you instant length, and is DELIGHTFULLY sweatproof — reviewers call it out as an excellent comparison for Too Faced's "Better Than Sex" and Benefit's "They're Real." Here's what BuzzFeeder Emma Lord has to say about it: Hello, that is my face above, because I bought into the hype of all the 5-star reviews and now I will never look back!! Putting it on is like giving my eyelashes butterfly wings. It doesn't get clumpy, it stays put ALL the livelong day no matter how much you sweat, and you can apply it on very lightly if you don't want it to look so dramatic, or continue applying for longer lashes each review: "AWESOME. I've always bought overpriced mascara. I'm very picky and hesitant, but I saw some reviews saying how awesome this was. I'll never go back to 'Better Than Sex' mascara because that's what I always use, and I compare it to that. This is the best mascara!! I'll never go back." —patrick haukPrice: $10.48 for three (originally $14.97) An SPF 50 Airy Sunstick Smoothing Bar for 30% off, a K-beauty staple with a curved balm stick style that makes it super easy to apply, and a non-sticky, white cast-free formula that plays ABSURDLY well with makeup. If you're looking for a lightweight "soft matte" sunscreen to protect your skin, this is your new BFF. Check out a TikTok of the Airy Sunstick Smoothing Bar in that the AAD recommends using at least SPF 30 and reapplying as needed for skin protection. You can read about sunscreen myths and facts from dermatologists for more information! Promising review: "NO WHITE CAST! I've been looking for a stick sunscreen and this was just exactly what was needed!! I'm a medium-toned Black woman and looking for something without a white cast is always a challenge. I have applied it on my bare skin and there isn't a white cast at all! It's a 'soft matte' finish, for sure, and looks like natural skin. Like you're not wearing anything at all." —Martina"One of the best facial sunscreens I've ever used. The design is amazing and contours your face perfectly. It works well on its own or layered under makeup. No issues with clogging my pores or breakouts. I wore it on a trip to Mexico, and it did its job flawlessly. I will repurchase again and again." —TlongPrice: $11.99 (typically $17.02; also available in two-packs) A set of delightfully ~~tingly~~ self-heating soothing foot masks for 30% off made with Epsom salts, lavender, and peppermint perfect for anyone whose recent step count is "too many." Nothing like a lil' self-care on those aching feet to lift your spirits! Check out a TikTok of the foot masks in action. I'm a long-ish distance runner, and these were certainly an interesting experience for my feet! You slide them on and, after a few minutes, feel a tingling, mildly burning (in a good way) sensation. It doesn't quite numb your feet, but it relaxes them. I kept them on for 30 minutes and then toweled my feet off, and the tingling sensation slowly faded over the next 30 minutes. After that, my feet felt very refreshed and relaxed at a time of day when they're usually aching from all the miles I put in. The whole thing was a mess-free, easy process, and I will definitely keep them on hand for longer run days! Promising review: "Very soothing. My husband and l used these on our European vacation, and they definitely felt good on our feet!" —KS2018Price: $9.99 for a set of three pairs (typically $12.99) A beautifully packaged, travel-friendly Touchland Glow Mist hydrating hand sanitizer for 30% off (the first time it's been on sale ever btw!) for anyone who's like "mindfully practicing health and safety, but make it fashion." Unlike other sanitizer sprays, it's infused with aloe vera to keep your skin hydrated and has the most luxurious floral scents. Touchland is a small business that specializes in hand sanitizers. Check out a TikTok of Touchland in action. Promising review: "Touchland's hand sanitizers are absolutely beautiful! Not only is the packaging functional for travel, but it's pretty! Absolutely no issues with the product or the design of the packaging leaking, and it's extremely easy to use! No sticky residue, and your hands feel completely hydrated and soft after each use. I'm especially impressed with this perk, considering most hand sanitizers leave your skin feel tight and dry. No leaks, great hydration, phenomenal fragrance…. what's not to LOVE!!!? 🤍 SPOIL YOURSELF, NO EXCUSES NECESSARY!" —Briana R. "I love the light fragrance of this sanitizer and how it doesn't dry my skin. Definitely will buy again." —Lindsey OgdenPrice: $11.20 (typically $16; available in Lily of the Valley and Rose scents; check out Touchland's Amazon storefront for more options) A set of cowboy straw toppers for 29% off to add some much-needed "yeehaw!" into your hydration regimen. Reviewers also love this for keeping their straws safe from germs out here in the wild, bacterial West. Promising review: "So SO CUUUTE! 10/10!! good product and keeps my straw from getting bugs or getting germs on it! plus it's really cute." —JennAPrice: $4.99 (typically $6.99) A hair wax stick for 26% off (the best discount you'll get!) for flattening those annoying flyaway hairs on the back of your neck or around your hairline. Just slide the formula over targeted areas to control cowlicks, baby hair, frizz, and other wayward strands. Promising review: "This was a first time using a product like this. I highly recommend this product. It tamed my curly hair flyaways and it was so easy to use! I didn't have sticky residue on my hands!! Best thing I have purchased to keep my bun looking good!!" —AngelaPrice: $5.91 (originally $7.99) A pair of gold-plated huggie charm hoops for 25% off — reviewers rave about being able to wear these earrings 24/7, including in the shower/ocean, without them tarnishing. If you're totally here for charm-forward fashion, grab these — at this price — before they're gone! Promising review: "I bought these in February 2023 and it is now August 2023 (almost six months later) — they are still in perfect condition. I wear these in the shower, the pool, and even the ocean and have seen zero tarnishing. I definitely recommend these!!" —RyleighPrice: $10.49+ (originally $13.99+; available in 10 styles) A ~weightless~ liquid cream blush for 25% off with some real Rare Beauty blush energy that's having a whole moment and a half on Amazon right now. Reviewers adore how high-pigmented and blendable the colors are and how soft and dewy the effect is on their skin. Promising review: "Creamy and blendable. These are great blushes and have lots of pigmentation. Very creamy and a smooth application on the skin! It is a great [alternative] to the Rare Beauty blush. It lasted me the whole day and did not melt off. It has a lot of coverage and does not need too much when applying." —Harsh ArgawalPrice: $5.99 (typically $7.99; available in 12 shades and in sets) A high-quality, *just* compressive enough layering T-shirt for 20% off reviewers love so much that a ton of them tried it and immediately ordered more colors to stock up. This shirt is double-lined but still feels lightweight on the skin, giving a sophisticated, expensive look with a casual feel. Reviewers compare it to Skims at a fraction of the price! Promising review: "At first, I was a little skeptical — I have been wanting to find a Skims-like material shirt for a while but didn't want to pay the price of one, LOL, and this shirt feels amazing. I will be getting one in every color now." —JuliannePrice: $7.99+ (typically $9.99; available in women's sizes XXS–3X and in 32 colors) Catrice "Instant Awake" Under Eye Brightener for 20% off, which became the internet's holy grail for concealing and brightening dark circles under your eyes so fast that everyone's old concealers are doing double takes. This lightweight, color-adapting formula is designed for truly ~invisible~ coverage that makes a drastic difference — one that a lot of reviewers compare to the $33 Becca version. The color adaptive formula is designed so one of four shades will work on any skin tone. Check out a TikTok of the brightener in action. Promising review: "Took years off my eyes! This product is so reasonably priced. I came across a TikTok promoting this and decided to take a chance since the price was super reasonable. My eyes looked brighter in a good way, and the concealer worked so well that I felt I looked younger. I got compliments from friends asking what I did differently with my makeup. I recommend it." —Monica T. Price: $4.80 (originally $6; available in four shades) A paper incense tin for 20% off to add a little pocket-sized luxury to your life. Inside the wrapped tin is a decorative paper envelope filled with 48 teeny tiny incense papers. To use, clip one piece of paper to the tin and wait as it burns (for about five minutes). After that, the soothing smell should fill your space for up to a few hours. These are made without harmful substances and are indoor air quality certified. Promising review: "I couldn't be happier with this purchase! The paper incense exceeded all my expectations. The quality is outstanding and it works even better than the description. It arrived quickly, was well-packaged, and easy to use. Smells great and burns well. I highly recommend it to anyone looking for paper incense." —KimPrice: $11.20+ (originally $14; available in eight scents) A set of dainty but surprisingly strong bow-shaped hair clips for 20% off to pair with all your frilliest dresses or to add a soft touch your more structured work outfits. I own a ton of these in different colors now because it is SO easy to comfortably secure my hair in them, and they're so strong that the hold lasts all day. People are always asking me where I got mine — it's such a sweet little subtle touch to an outfit!Price: $7.99 (typically $9.99; available in eight sets) Taco Cat Goat Cheese Pizza for 20% off, a DEEPLY beloved, fast-paced card game suitable for kids and adults that will have everyone in fits of high stake giggles in no time. Bonus: each game only lasts 10–15 minutes, so you can go one or a few rounds depending on how much time you've got together. Promising review: "Bought this by accident because I thought these were baby flash cards. Saw these were actually a card game and tried it with my husband and fell in love with this game. It's fun and competitive :D" —ChocorateChippuPrice: $7.99 (originally $9.99) A 36-pack of Mighty Patch Pimple Patches for 20% off, which absorb pus and oil from *inside* the zit, protecting skin from further damage and reinfection so you don't have to hot compress, pop, ooze, scar, and repeat. Now you can stock up and save quite a bit! Promising review: "Nothing, and I mean nothing compares to this brand! I tried more expensive stuff from Sephora but those patches don't even come close! These stick to the skin easily and suck all the yuck out of your skin literally within hours. All you have to do is remove a patch (I usually use them at night whenever I get an occasional pimple) and enjoy your beautiful, clean skin. They're perfect for sensitive skin too, don't over-dry it and don't cause any irritation. I'm a forever fan! These are a lifesaver!" —Amazon CustomerPrice: $10.08 (originally $12.99) A Tonymoly octopus-shaped blackhead remover for 20% off that can help rid your nose and chin of all the gunk that's built up throughout the day and exfoliate pores, making your skin look smoother and cleaner. Promising review: "After just two days of use, this adorable little octopus has done wonders for me, smells great too. Here's how I used it: I wore down the stick just a little to where the texture from the salt is visible, scrubbed around on my face so there was plenty of product, then I used my fingers to gently massage all the gunk away. Rinse, pat dry, and enjoy the softness. Highly recommended for people with sensitive skin like me." —LuckLocustPrice: $10 (originally $12.50) — and shop all Tonymoly deals here Essence's Drop of Sunshine Bronzing Drops for 20% off — a real sweet deal since reviewers consider this the more affordable version of the beloved $39 Drunk Elephant version. This buildable, hydrating formula is an easy way to add a ~sunkissed touch~ to your beauty routine without breaking the bank (or compromising your skin!). Promising review: "I love this so I ordered a second for backup! Depending on my day I will add no more than one or two drops to my moisturizer or my primer. Takes away the winter pallor of my face which definitely has not had enough sun lately. The bottle is small, but you don't need to use much. Reasonably priced for the amount. I would say buy it." —IncognitoPrice: $4.79 (typically $5.99) Death Wish Instant Coffee Packets for 20% off so downright (dare I say, DANGEROUSLY) delicious that even the biggest coffee snobs you know might trade in their precious pour-overs. That is, if they can handle the 300mg of caffeine per cup 👀. Note: According to the Mayo Clinic, up to 400mg of caffeine is safe for most healthy adults. Check out a TikTok of the Deathwish Instant Coffee in action. (Also I read at least one review of someone PUTTING THIS IN THEIR MORNING SMOOTHIE, some of you are WILD.) Death Wish Coffee is a small business that specializes in coffee pods, grounds, whole beans, and more. Promising review: "So let me start by saying that this coffee is delicious and works if you're someone like me who wants to stay awake. I work night shifts at a hospital, and in the mornings, when I get home, I'm quite tired and sleepy. I made myself a cup of coffee and waited for it to work. Now let me tell y'all!!! This coffee kept me awake for hours!! BOY, WAS I WOWED INDEED … best believe I went ahead and ordered three more boxes. This is now my to-go coffee if I need a BOOST!!!!!! If you like coffee and want to stay awake, then BUY THIS COFFEE!!! I'm happy I no longer have to take naps to get re-energized." —nancyPrice: $8.79 for a ten-pack (originally $10.99)

32 Cheap But Luxe Amazon Prime Day Deals 2025

Buzz Feed

08-07-2025

Entertainment
Buzz Feed

32 Cheap But Luxe Amazon Prime Day Deals 2025

Amazon Prime Day is here! There are more deals than you could ever begin to look through on your that's where we come in. The TikTok-viral Tirtir cushion foundation for 60% off (a new lowest-ever price!) that offers 72 hours of flawless wear, blending seamlessly to hide redness, blemishes, and under-eye bags. It has buildable coverage, perfect for a natural look or full glam. Plus, it's packed with hibiscus and red propolis extracts for a boost in skin elasticity. And to top it all off, its oval-shaped puff can reach every little corner of your face. Promising review: "I struggle with finding a foundation that's not orange. Someone recommended I try a Korean product, and this started going viral around the same time. I lucked into a perfect color match on the first try, but I've learned there are sample packs if you aren't sure about the color. The coverage is incredible. It was very lightweight, not heavy at all. It did settle into my under-eye wrinkles without primer, so if you're older, that's something to keep in mind. Overall, beautiful and long-lasting. This will be my go-to foundation from now on." —AJ BondPrice: $10 (originally $25; available in 40 shades and a mini size) Mixsoon Bean Essence for 55% off (the lowest price it's ever been!!) — this TikTok-beloved K-beauty staple for exfoliating and hydrating is a secret weapon that anyone chasing the ~glass skin~ look will want to know about immediately. You can use this as a low-maintenance, high results exfoliant by massaging it into your skin two to three times a week for a smoother, brighter, more even complexion. Promising reviews: "I saw this all over TikTok/Instagram and decided to buy it because I have a lot of sebaceous filaments on my chin and nose. It's a little expensive but I took a gamble: it works! You can physically see the sebaceous filaments come out of your pores; it is not the product bunching up. My problem areas were so much smoother after using and were left with a moisturized glow. I then proceeded to have my boyfriend use this product to see if it worked this well on everyone on the first try, and it worked on his nose as well. Amazing stuff. 🩷" —Losa"I have hyperpigmentation and oily skin. I feel this product regulates my oil production and it helps my makeup look so flawless. 10/10." —MissKayMaePrice: $11.20+ (typically $25+; available in two sizes) Laneige Lip Sleeping Mask for 30% off, which continues its reign as the TikTok lip care holy grail throne alongside everyone's beloved Laneige Lip Glowy Balm (which is, by the way, also up to 30% off right now 👀👀) — the lip sleeping mask has the same delightful flavors (including the iconic GUMMY BEAR!!) and hydrates lips with the *chef's kiss* lightweight, moisturizing blend that doesn't get all sticky and goopy like competitors. Promising review: "I LOVE this! I wasn't sure if it would work or be good because it blew up on TikTok, and I usually don't trust TikTok recommendations. However, this is amazing! It's not sticky, how I thought it might be, but it's not too buttery either. It stays on ALL night, which is a huge win for me because I sleep on my stomach and usually lip masks rub off at night. But this stays! It's really great and my lips feel so soft! I definitely recommend. Especially if you struggle with dry, flaky lips like me." —Samantha GarverPrice: $16.80 (originally $24; available in four flavors, including Peach, Berry, Grapefruit, and Gummy Bear) — and check out more Laneige Prime Day deals on Amazon! Mise En Scene Perfect Serum for 32% off, an extra STEAL considering this beloved K-beauty staple compares to the $46 Gisou version — reviews swear by this for for MEGA hair hydration and heat protection up to 450 degrees, so you can style your hair without sacrificing on ✨shine✨. This unique blend of seven-oil blend Moroccan argan, olive, coconut, apricot, Marula, jojoba, and camellia oil not only protects hair, but helps correct damage from dryness, *and* reduces drying time. Check out a TikTok of the serum in action. Promising review: "Literally, the best hair product you can possibly get that is affordable and doesn't leave your hair greasy — it makes it shiny and super soft. After I get out of the shower when my hair is still damp I put some on my ends and work the rest up into the top of my head. Sometimes I blow my hair dry after I get out of the shower and put it on and then after I blow dry I put it on some more, and it looks absolutely beautiful — no greasy hair here. My hair type is fine and gets oily really fast and yet somehow this product tames it a bit and keeps it looking healthy for days! Will purchase again and again!!!" —Tara KleinPrice: $12.94 (typically $18.99; available in two sizes, a mist style, and four other formulas) A Bedsure queen-size cooling sheet set for up to 35% off (the cheapest these get!) you will be *soooo* happy you invested in the next time you have company coming over and need lots of spares to swap out without getting swamped by laundry. Reviewers love how these manage to be soft and cooling at the same time, and hold up well in the wash! Promising review: "These navy blue bed sheets are perfect if you're looking for something that feels cool and comfortable throughout the night. The fabric is incredibly smooth and soft, making it a great choice for anyone who wants a luxurious feel without overheating. The color is rich and exactly as pictured, adding a sleek, modern touch to any bedroom." —Amazon CustomerPrice: $12.99 (originally $19.99; available in 33 colors) Catrice "Instant Awake" Under Eye Brightener for 20% off, which became the internet's holy grail for concealing and brightening dark circles under your eyes so fast that everyone's old concealers are doing double takes. This lightweight, color-adapting formula is designed for truly ~invisible~ coverage that makes a drastic difference. The color adaptive formula is designed so one of two shades will work on any skin tone. Check out a TikTok of the brightener in action. Promising review: "Took years off my eyes! This product is so reasonably priced. I came across a TikTok promoting this and decided to take a chance since the price was super reasonable. My eyes looked brighter in a good way, and the concealer worked so well that I felt I looked younger. I got compliments from friends asking what I did differently with my makeup. I recommend it." —Monica T. Price: $4.80 (originally $6; available in two shades) A set of affordable lavender shower steamers for 31% off so you can have a dose of ~calm~ to cap off a long day of capitalism and help your poor overworked brain getting into de-stressing mode. Read more about aromatherapy and stress and tension at Johns review: "Hubby bought these for me because I work full time and just decided to go back to school full time, and he figured I'd be a little stressed, haha. They all smell wonderful, they work great, they'll definitely help me calm down, especially during exam time at school or budget season at work." —Tyleena GloekerPrice: $8.99 (typically $12.99; available in two styles). A Peripera Ink Velvet Lip Tint for up to 30% off — reviewers love this for the softness of the matte color, how buildable and long-lasting it is, and how it doesn't crack or leave skin feeling dry. Promising review: "I know you have seen this on TikTok and wondering if they are worth the hype. They are so just order them. I have so many colors from this brand, they are so easy to apply. Get them." —MillyPrice: $6.90 (originally $9.90; available in a variety of shades) A pair of crossover flare leggings up to 53% off that are so ultra-soft and satisfyingly stretchy that reviewers swear by them for everything from Pilates to errands to lounging. Promising review: "These are the comfiest pants. I usually buy big baggy sweatpants because I hate the tight cinching around my stomach from leggings or other tight pants. But the sweats are not as cute and don't give you the nice booty visual. I hesitantly bought these pants because the reviews raved about how comfy they were, and the reviews were absolutely right! These are tight around my waist, but not in a way that's uncomfortable at all. They sit nicely. They also give you a bangin' booty, whether you have one or not! Highly recommend this product. Good price for the quality." —SarahPrice: $14.23+ (typically $28.99+; available in women's sizes XS–XXL, three inseam lengths, and 23 colors) A set of delightfully ~~tingly~~ self-heating soothing foot masks for 30% off made with Epsom salts, lavender, and peppermint perfect for anyone whose recent step count is "too many." Nothing like a lil' self-care on those aching feet to lift your spirits! Check out a TikTok of the foot masks in action. I'm a long-ish distance runner, and these were certainly an interesting experience for my feet! You slide them on and, after a few minutes, feel a tingling, mildly burning (in a good way) sensation. It doesn't quite numb your feet, but it relaxes them. I kept them on for 30 minutes and then toweled my feet off, and the tingling sensation slowly faded over the next 30 minutes. After that, my feet felt very refreshed and relaxed at a time of day when they're usually aching from all the miles I put in. The whole thing was a mess-free, easy process, and I will definitely keep them on hand for longer run days! Promising review: "Very soothing. My husband and l used these on our European vacation, and they definitely felt good on our feet!" —KS2018Price: $9.99 for a set of three pairs (typically $12.99) An Anthropologie-inspired reversible quilted throw blanket for 23% off you can get in all kinds of fun, lively prints that will startle your boring couch into having a personality, or give your bed a *much* needed reset after a long dreary winter. Promising review: "Wow wow wow!!! 🤩 This blanket is so soft and the colors and image is so vibrant! The material is great. Lightweight but also snuggly weighted, I don't know how to describe it. I almost bought the one from Anthropologie, but this is exactly like it way less price! I think I'll be gifting a few of these because they are so nice!" —AmyPrice: $33.08+ (typically $43.99; available in 14 styles) An affordable, Lululemon-esque longline sports bra for 22% off so comfy, supportive, and versatile that reviewers love it both for outdoor workouts, gym use, *and* errand running. This is designed be supportive without being too compressive, with lightweight fabric that keeps you breezy in the heat. Promising review: "LOVE. It is super comfortable to wear and is great for supporting my chest when I go on a run. Doesn't collect sweat, very nice and cool material for hotter environments. I have it is so many colors because I love them so much. HIGHLY recommend!" —CheyennePrice: $17.99+ (typically $22.99; available in women's sizes XS–XXL and 29 colors). Biodance's TikTok-beloved Bio-Collagen Real Deep Mask for 30% off for an overnight ~refresh~ to help firm skin, boost elasticity, and minimize pores. Reviewers mention noticing a visible difference even after one use! You are about to become the definition of "I woke up like this." ✨ Promising review: "Caught wind of this on TikTok and decided to give it a whirl. Honestly, it's pretty solid! It really makes my skin look tight and shiny, like I just came out of a professional facial. It's an overnight mask, so yeah, it does have to stay on for a while, which is a bit of a hassle, but the payoff? Totally worth it. My skin feels more elastic, and the pores look minimized, too. If you don't mind the long wear time, this mask could be a game changer for your skincare routine!" —NalaPrice: $13.30 for four (originally $19) A simple faux diamond tennis bracelet for 20% off to add a touch of sophistication to any outfit without the price of name-brand versions like Swarovski (even though reviewers agree this looks like the Real Deal 👀). Promising review: "Soooo pretty. It's 100% [similar to] Swarovski for so cheap. Looks exactly like the photo and I wear it every day." —Trysten WaltersFor what it's worth, Pavoi — the company behind this piece — has gone TikTok viral time and time again for its classic, modern, and expensive-looking pieces. I personally own almost all my "daily wear" jewelry from Pavoi and swear by it. Everything is so easy to accessorize and makes my outfits look and feel so much more put together, and the pieces are so durable that they're easily worth twice what I paid. Check out the rest of Pavoi's line of jewelry for more options, including earrings, bracelets, and anklets! Price: $14.74+ (typically $18.45) A set of dainty but surprisingly strong bow-shaped hair clips for 20% off to pair with all your frilliest dresses or to add a soft touch your more structured work outfits. I own a ton of these in different colors now because it is SO easy to comfortably secure my hair in them, and they're so strong that the hold lasts all day. People are always asking me where I got mine — it's such a sweet little subtle touch to an outfit!Price: $7.99 (typically $9.99; available in eight sets) A pair of waterproof wireless earbuds for 32% off with some real AirPods Pro energy — except these feature a charging case that, bless its technologically savvy heart, has an LED display letting you know exactly how much charge is left. Reviewers also love how delightfully comfortable and sweatproof these are, making them a solid, affordable option for talking on the phone and exercising. Promising review: "I use these every day at work! Love these — easy to learn and to use. Best thing about them? Well, everything, lol. Good sound, they hold a charge for long periods, and I don't have to worry about them losing power. I can answer my phone easily and then go back to music without a problem. Definitely a great buy and worth the money! Love this color, too!" —Erin"These are the best quality earbuds for the price! I found them through TikTok and have zero regrets. I'd definitely repurchase if needed." —HamrickPrice: $25.98+ (typically $37.99; available in nine colors) Patchology's "Rosé Toes" moisturizing foot mask for 30% off to give your dry, cracked heels some shea butter, strawberry oil-infused relief in ten minutes flat — not unlike the glass of rosé that hits at Friday happy hour. Reviewers are genuinely impressed by how much of a difference these make in so little time! Patchology is a small business that specializes in beauty products like patches, masks, and skincare. Promising review: "Super hydrating for my feet! You can usually see when my feet are dry, but when I use this, they stay hydrated for a week after use! Love these!" —MichellePrice: $7 (typically $10) A set of lightweight, oh-so-dainty ruffled pajamas for 20% off that are an EXTRA steal, considering they were inspired by the $89 Piyama version. Reviewers are in loooove with this set for summer, saying the fabric is so high quality that it feels like linen. If you're looking for breezy warm weather loungewear, this adorable set fits the bill! Promising review: "So comfortable and so, so cute! From a pajama lover — I think these might just be my new favorites. I've tried all brands (designer and otherwise) and these top my list without a doubt. The ruffles are such a cute touch! Highly recommend!" —Melissa Price: $19.99 (typically $25.99; available in women's sizes S–XXL and 10 colors). An SPF 50 Airy Sunstick Smoothing Bar for 30% off, a K-beauty staple with a curved balm stick style that makes it super easy to apply, and a non-sticky, white cast-free formula that plays ABSURDLY well with makeup. If you're looking for a lightweight "soft matte" sunscreen to protect your skin, this is your new BFF. Check out a TikTok of the Airy Sunstick Smoothing Bar in that the AAD recommends using at least SPF 30 and reapplying as needed for skin protection. You can read about sunscreen myths and facts from dermatologists for more information! Promising review: "NO WHITE CAST! I've been looking for a stick sunscreen and this was just exactly what was needed!! I'm a medium-toned Black woman and looking for something without a white cast is always a challenge. I have applied it on my bare skin and there isn't a white cast at all! It's a 'soft matte' finish, for sure, and looks like natural skin. Like you're not wearing anything at all." —Martina"One of the best facial sunscreens I've ever used. The design is amazing and contours your face perfectly. It works well on its own or layered under makeup. No issues with clogging my pores or breakouts. I wore it on a trip to Mexico, and it did its job flawlessly. I will repurchase again and again." —TlongPrice: $11.99 (typically $17.02; also available in two-packs) A bodycon lounge dress perfect for fans of Skims looking to spare themselves a few bucks — this versatile, figure-hugging dress has just the right amount of compression to mimic the iconic style and stay oh-so-comfortable for long periods of wear. Promising review: "I have the Skims bodycon as well, and this is a great alternative! The Skims dress is ribbed, and the fabric is thinner and softer, but I don't think that the Skims dress quality increases proportionally with the higher price point. If I were to purchase another bodycon dress, it would hands down be this one. It hugs my figure beautifully and can be layered and styled for all seasons. It's one of the most versatile pieces in my wardrobe!" —Makayla CurtisPrice: $19.99 (typically $24.99; available in women's sizes XXS–XL and in nine colors) A pair of cat-eye sunglasses for 20% off for an instant edge to any outfit that says, "I'm the main character of this sidewalk now, buster." (Or possibly say, "Yeah, I bought these after seeing Margot Robbie wear a pair in Barbie, what of it??") Promising review: "I don't like the larger shades, so these are perfect for me. The lenses are not so dark that they distort what I am looking at. I love the design look without the designer price." —Lydia HarrisonPrice: $11.89 (typically $14.99; available in nine styles) A reversible vintage-inspired floral bathing suit for 21% off (its lowest price ever!!) with adjustable, oh-so-sweet bow straps that are almost too cute to exist. Like, spare some cuteness for the rest of the beach, will you?? Reviewers mention if you're in between sizes, to size up! Promising review: "This suit is so pretty! I was nervous that for the price, it would be poor quality, but it looks just like the photos. The material is nice and thick, and I love that it's padded. I'm between a small and medium, so I sized up based on other reviews." —Morgan MeldrumPrice: $28.79+ (typically $35.99; available in women's sizes 2–14 and seven styles). A vintage-style dimmable candle-warmer lamp for 28% off so you can waft your favorite candles throughout your space in the most aesthetically pleasing (and safe!) way possible. Promising review: "Love love LOVE this candle warmer. Not only is it so pretty, it is also very functional and works great. Love how you can change the warmth/light setting. My favorite feature is definitely the timer." —lepetitPrice: $21.56 (clip the additional 10% off coupon on the product page for this price; originally $29.95; available in 13 styles). A bottle of sensitive skin-friendly Honest Company lavender bubble bath for 24% off reviewers are obsessed with because the bubbles are GINORMOUS and super long-lasting. Rumor has it Glinda came down in a bubble made from this very bubble bath blend. Promising review: "We love this brand and have been using this bubble bath for years. Just two squirts fills out tubs with a ton of bubbles. I love the ingredients list and it gives off a pleasant scent. Definitely will continue using this bubble bath for years to come!" —StephaniePrice: $9.86+ (typically 12.99; available in four scents) A gorgeous vintage-inspired botanical tapestry for 21% off that will bring some much-needed calm, lovely vibes to your space with almost *zero* effort on your part — all you have to do is hang it up with the included hook. Promising review: "This is a very nice item that I am using in my small Florida apartment to enhance my decor since my hobby is growing indoor houseplants. It is the best-quality item I own. It's beautiful, the pictures didn't do it justice." —Sharon BoggsPrice: $10.39 (typically $12.99) A set of espresso martini mix packets for 20% off that make this cocktail staple a little TOO easy to recreate at home — all you need to do is add vodka and water, and BOOM. That's that you espresso. Craftmix is a small business that specializes in instant drink review: "Excellent! I was so surprised how tasty this mix is. This tastes like it is made with fresh espresso." —RandiePrice: $13.59 (typically $16.99; available in eight other flavors and a variety pack) A beautifully packaged, travel-friendly Touchland Glow Mist hydrating hand sanitizer for 30% off for anyone who's like "mindfully practicing health and safety, but make it fashion." Unlike other sanitizer sprays, it's infused with aloe vera to keep your skin hydrated and has the most luxurious floral scents. Touchland is a small business that specializes in hand sanitizers. Check out a TikTok of Touchland in action. Promising review: "Touchland's hand sanitizers are absolutely beautiful! Not only is the packaging functional for travel, but it's pretty! Absolutely no issues with the product or the design of the packaging leaking, and it's extremely easy to use! No sticky residue, and your hands feel completely hydrated and soft after each use. I'm especially impressed with this perk, considering most hand sanitizers leave your skin feel tight and dry. No leaks, great hydration, phenomenal fragrance…. what's not to LOVE!!!? 🤍 SPOIL YOURSELF, NO EXCUSES NECESSARY!" —Briana R. "I love the light fragrance of this sanitizer and how it doesn't dry my skin. Definitely will buy again." —Lindsey OgdenPrice: $11.20 (typically $16; available in Lily of the Valley and Rose scents; check out Touchland's Amazon storefront for more options) A "zen sleep" essential oil roller for 34% off made with a relaxing blend of lavender, rosemary, orange, and grapeseed for a soft little cocoon of scents that will make you feel like a happy little garden is rocking you to sleep. You can apply this on your temples, wrists, or even roll it on your pillow! Nexon Botanics is a small business that specializes in products made with organic essential more about aromatherapy and stress and tension at Johns Hopkins. Promising review: "I love the calming scent of Sleep Zen! Every night before bed, I rub a little on my pillow. While it's not a magic solution, I find it helps me unwind and settle into sleep more easily. It's a great alternative to taking melatonin for me personally." —Justin M. Price: $7.94 (typically $11.99; available in ten other scents) Patchology's "Eye Want Cake" Hydrating & Smoothing Eye Patches for 30% off, a limited edition, reviewer-beloved under-eye treatment that tackles puffiness, dark circles, fine lines, *and* boredom. It's impossible not to throw yourself a lil' self-care party with these cuties on. Patchology is a small business that specializes in beauty products like patches, masks, and skincare. Promising review: "This is my FAVORITE brand! It hydrates my skin and reduces puffiness, and I don't fear breakouts or reactions like I do with other brands. The birthday packaging is so cute, and I loved the smell. I want 100 more of these!" —Kaylie EndresPrice: $10.50 (typically $15) A bottle of truffle seasoning for 21% off for an instant upgrade on homemade meals that honestly has become one of my only personality traits, to the point where I'm just like, begging you to try it. I should gatekeep this stuff so I can have it all to myself but it is such a delicious and satisfying and ridiculously affordable alternative to real truffles that I'm throwing the gates WIDE OPEN. *wheezes in truffle* Okay, I bought this on a whim because there's a sushi place down the street from me that makes truffle avocado sushi rolls, and I was like, I need these in my life, but I also need money to live. I decided to DIY it with a regular $4 avocado roll, and this seasoning and the umami bliss of it all basically exploded my brain. Since then, I've tried it on eggs, burritos, potatoes, chocolate mug cakes, and pretty much every sweet and savory thing I can think of. The best part is you really get an excellent bang for your buck — it's so flavorful that I've been using this for months now and have barely made a dent in the container! Price: $10.99 (typically $13.99) Essence's Drop of Sunshine Bronzing Drops for 20% off, which is an extra steal since reviewers consider this the more affordable version of the beloved $39 Drunk Elephant version. This buildable, hydrating formula is an easy way to add a ~sunkissed touch~ to your beauty routine without breaking the bank (or compromising your skin!). Promising review: "I love this so I ordered a second for backup! Depending on my day I will add no more than one or two drops to my moisturizer or my primer. Takes away the winter pallor of my face which definitely has not had enough sun lately. The bottle is small, but you don't need to use much. Reasonably priced for the amount. I would say buy it." —IncognitoPrice: $4.79 (typically $5.99). A set of golden bracelets for 20% off with so much variety that you'll be set for all moods and occasions, whether it's a low key weekday that calls for one dainty bracelet or a sparkly Friday night that calls for the whole bracelet brigade. Promising review: "I bought these gold bracelets because I had plenty of silver. I get lots of compliments on these. The sizes are great as there are plenty of loops to choose from. Love the deep shiny gold color. Very satisfied with this product." —Lou JarmanPrice: $12.78 (typically $15.98)

Korean Beauty Start-Ups Bet Booming US Demand Outlasts Tariff Pain

Business of Fashion

05-06-2025

Business
Business of Fashion

Korean Beauty Start-Ups Bet Booming US Demand Outlasts Tariff Pain

Emboldened by roaring online success in the US, South Korea's cosmetic startups are expanding their bricks-and-mortar presence in the world's biggest consumer market, confident their mass appeal will offset the hit from tariffs. Brands like Tirtir, d'Alba, Torriden and Beauty of Joseon are in talks with major retailers to stock their US shelves, company executives have told Reuters. Korean beauty, or 'K-beauty,' products are able to compete globally on quality, price and snappy marketing and have benefited greatly from the success of the Asian export giant's other consumer hits, namely its music, film and television. 'K-culture — things like PSY in the past, BTS, and then Korean dramas and films like 'Parasite' — those really paved the way,' Tirtir CEO An Byung-Jun said. 'In the US market, there was already growing interest in South Korea. Then Korean cosmetics entered the scene. The quality was good, but the prices were lower than the existing luxury brands like L'Oréal or Estée Lauder.' Tirtir's profile shot up last year following the viral online success of its cushion foundation shades designed for dark skin. The product will be sold at some US stores of Ulta Beauty this summer, An told Reuters, adding it aims to double US sales this year. Retailers in the US from Sephora and Ulta Beauty to Costco and Target are in talks with Korean cosmetics brands to launch sales in their physical stores, according to Reuters' interviews with a dozen people including cosmetics company CEOs, executives and industry experts. They also expect Korean brands to weather tariffs better than rivals thanks to higher margin business models. Many of them outsource production to contract manufacturers like Cosmax and Kolmar, dubbed the Foxconns of fast beauty, to keep costs down. South Korea overtook Germany to become the world's third-largest beauty product exporter after France and the US in 2024. Four fifths of its $13 billion cosmetics output are for exports, which have predominantly been driven by e-commerce sales. Yuliet Mendosa, a 25-year-old visiting Seoul from America, is a fan of K-pop boy band BTS, which led her to greater interest in K-beauty products. 'They go straight to the point to fix what you need to fix and your skin,' she said at an Olive Young store. Changing Landscape The US push comes at a tricky time for the world's big exporters with President Donald Trump's sweeping tariffs unsettling global trade. But while the levies create uncertainty for Korea's beauty exporters, strong demand is expected to mitigate some of this, executives say. South Korea's dominant beauty retailer Olive Young plans to set up its first US store in Los Angeles as early as this year, Jin Se-hoon, Executive Vice President of the company's global platform business, told Reuters. 'The US, especially California, has by far the most customers for our global online shopping platform,' Jin said. He said Washington's tariffs were a burden but not enough to hurt K-beauty's popularity and value-for-money proposition. Their US expansion, despite tariffs, also seeks to sustain momentum after exports to China, the biggest overseas market for K-beauty, fell due to geopolitical tensions and competition. Skincare brand d'Alba, owned by d'Alba Global and known for its vegan mist serum and sunscreens, is in talks with Costco, Ulta Beauty and Target for retail distribution, the company said. LVMH's cosmetics chain Sephora plans to launch two new Korean brands Torriden and Beauty of Joseon this summer, according to a Sephora spokesperson. Costco, Target and Ulta did not respond to requests for comments. Tirtir's An said the baseline 10 percent tariff that the US has already imposed is 'endurable' although the planned 25 percent tariff on South Korean products due in July may force the company to raise prices 'a little bit.' Seoul, a major US ally, is seeking tariff exemptions in trade talks with Washington. The Founders — the maker of Anua skincare products, which hit Ulta Beauty shelves this year — also have more room to absorb higher tariffs than rivals, its strategy team leader Jung Jun-ho said. The company posted an operating profit margin of over 30 percent last year. Niche Brands South Korea replaced France as the biggest cosmetics exporter to the US in 2024, according to official data, driven by online sales through Amazon. The top five Korean cosmetics brands in US e-commerce — which include Beauty of Joseon, Medicube and Biodance — saw online sales grow 71 percent on average over the past two years, outperforming the overall US market's 21 percent growth, according to Euromonitor data. The top five French brands — which include L'Oréal Paris, Dior and Lancôme — posted 15 percent growth over that period. Social media has played a big part in Korea's success. 'Nowadays a single viral TikTok video or influencer endorsement can turn a product into a global bestseller before it even launches outside Korea,' said South Korea-based beauty marketer Odile Monod. But longer-term success will require increased physical store sales, said Jason Kim, CEO of cosmetics distributor Silicon2. There are already signs of growth plateauing for some companies, such as startup COSRX, now part of Korean cosmetics giant AmorePacific, as competition heats up and cheaper alternatives emerge, analysts said. For now, investors remain upbeat about Korean potential, with shares of d'Alba Global more than doubling since their debut last month. 'The K-beauty trend is strong,' Silicon2's Kim said. 'But indie brands will face challenges too.' By Hyunsu Yim and Hyunjoo Jin; Editing by Miyoung Kim

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