Welcome to Dispatch From Korea, a series where you’ll get the inside scoop on the latest K-beauty news straight from our friends at Soko Glam’s Seoul office. Here, they’re sharing the exciting brands and products they discovered and tested at the recent Get It Beauty Con.
If you’re a K-beauty junkie, you may have heard of Get It Beauty. It’s the most popular beauty variety show on TV in Korea (yes, that’s a thing!). The show also holds a convention twice a year where beauty lovers can check out hot and new brands, purchase products at a discount (up to 90 percent off!), and meet famous beauty influencers.
At the spring convention held earlier this month, over 60,000 people attended over three days, including myself and some of my coworkers. There was entertainment like prize wheels, bowling, and instant photo booths and of course, tons of swag – we entered the convention empty-handed and left with dozens of bags full of samples and freebies.
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We also had the opportunity to try and learn more about some amazing emerging and more established brands. Here are some of the most noteworthy that you should know about.
Toun28 makes organic skin care products customized for customers based on pulled data about skin type and the climate of more than 130 countries. You can make a reservation with one of the brand’s Beauty Geniuses who will analyze your skin and make a routine of products just for you.
We also love that Toun28 uses proven natural ingredients and no harmful chemicals and is committed to being environmentally-friendly. The product packaging is made with recycled paper and the entire booth at the convention was constructed with recycled paper cartons (below).
We know there’s many fans of Krave Beauty, founded by Korean beauty influencer Liah Yoo, out there; the brand’s booth was one of the most crowded at the convention. People were willing to wait on a long line to purchase Krave Beauty’s best-selling Kale-lalu-yAHA toner and Matcha Hemp Hydrating Cleanser. We also tried and loved the Beet the Sun sunscreen (available in Korea only) for its moisturizer-like texture and high SPF level.
Make P:rem opened a “Sun Kitchen” at the convention where you could choose from six different types of sunscreen on a menu to test.
Inspired by practical Scandanavian culture, every product has multiple skin care functions, including the sunscreens.
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We loved the UV Defense Me Blue Ray Sun Fluid. It’s a clean sunscreen (all ingredients are rated either 1 or 2 by the EWG), plus it’s large enough to apply on your body and face, and is very thoughtfully priced.
Manyo Factory’s Pure Cleansing Oil is the most popular cleansing oil in Korea right now. It’s won awards on Get It Beauty and from the popular Korean beauty app Hwahae, causing sales to skyrocket over the past couple of years. The formula cleanses with natural ingredients and is light enough that it won’t clog pores, yet is very nourishing. It’s no surprise that people flocked to Manyo Factory’s booth to stock up on the beloved product at the convention.