A customer looks at products in an Olive Young shop in Seoul. AJP Candice Kim
SEOUL, May 15 (AJP) - In the ever-evolving world of Korean beauty, or K-beauty, few items command as much attention as lip products.
From the glossy aisles of Olive Young — the nation’s ubiquitous health and beauty chain — to social media feeds around the globe, Korean lipsticks and tints have earned cult status, thanks to their innovative formulas, thoughtful color ranges, and accessible price points.
Unlike global bestseller lists, which often skew toward the most promoted or exported products, a closer look at what Korean consumers actually reach for reveals a different story — one that international shoppers would do well to pay attention to.
The enduring popularity of lip products in South Korea can be traced to both practicality and aesthetic transformation.
Lips, unlike the rest of the skin, lack sebaceous glands and therefore require external hydration. At the same time, lip color remains one of the most cost-effective ways to change an entire look with a single swipe — a fact not lost on celebrities like Hailey Bieber, whose Rhode Peptide Lip Treatment became an overnight success, or Kylie Jenner, whose Lip Kits continue to dominate the U.S. market.
Korean lip products, however, are distinguished not just by celebrity influence, but by a commitment to innovation.
Brands have rapidly evolved beyond their earlier, more limited palettes — once shaped by a relatively homogeneous population — to embrace a wider spectrum of skin tones and personal style preferences. A growing interest in personal color theory and a shift toward more inclusive beauty standards have helped fuel this transformation.
One standout is 3CE’s Shine Reflector, a lip gloss launched in March 2023 that quickly sold out nationwide. Its high-shine finish and rich color payoff have made it a favorite both online and in stores, bolstered by a collaboration with YouTuber Minsco.
“Nowadays, many people are looking for this when they are in need of a shiny lip,” said an Olive Young spokesperson. The shade "Opal Shower" in particular, which works well layered over other colors, has become a top pick for travelers seeking versatile, space-saving beauty products.
For those looking to streamline their beauty routines while abroad, the Shine Reflector offers a practical one-step solution — gloss and pigment in a single tube. It’s also well-suited to Seoul’s photogenic urban landscape, where an impactful lip can elevate a travel snapshot from casual to chic.
Meanwhile, Peripera’s Ink Mood Glowy Tint, also released in 2023, has expanded to more than 30 shades, a boon for those navigating their “seasonal color type” or seeking hues that suit deeper skin tones.
The brand is known for its affordability and trend-sensitive releases, though its habit of retiring shades quickly can frustrate loyal users. A word to the wise: if you find a color you love, consider buying backups.
Less prominent but equally worthy of note is Colorgram’s Tanghulu Tangle Tint, a product with a more discreet retail presence but a loyal following. Launched by ABLE C&C — the company behind Missha — the brand targets Gen Z consumers with smaller, more portable packaging. While its shade range is narrower, the formula’s adhesive yet featherweight texture offers impressive shine in a single coat, making it ideal for quick touch-ups and budget-friendly gifting.
Then there’s Romand’s Glasting Color Gloss, a line that captured the glossy-lip zeitgeist with standout shades like 01 Peony Ballet and 02 Nutty Vague. Both strike a delicate balance: shiny but not sticky, saturated but wearable.
“Peony Ballet has such a pretty color,” said Kyu, a woman in her 20s living in Seoul. “For someone with dry lips and excess dead skin, Romand’s gloss is thick but not too runny, so it doesn’t flow and has a nice adhering feeling to the lips.”
These are not the lip products that typically dominate international bestseller lists — which often reflect marketing reach more than local popularity. Instead, they represent a cross-section of what Korean shoppers genuinely value: well-formulated, aesthetically compelling, and often ahead of the trend curve.
For international tourists, a visit to Olive Young offers more than just a retail stop — it’s an entry point into a beauty culture that blends innovation with accessibility.
These lip products, each with their own story, serve as small but meaningful souvenirs: a swipe of gloss, a pop of tint, and a reminder of why Korean beauty continues to captivate the world.
reporter
Candice Kim
candicekim1121@ajupress.com
Copyright ⓒ Aju Press All rights reserved.
View more comments