Our Picks for Best Local Korean Beauty & Lifestyle Brands in Seoul

Known for its "sensory art and beauty," Tamburins is a luxury fragrance and beauty brand that uses immersive storytelling and distinctive retail space design to draw consumers in. Its popularity skyrocketed following a major fragrance campaign featuring Blackpink's Jennie, and products like their Hand Cream are famous for their unique, sculptural packaging that doubles as a fashion accessory.

This brand stands out for its focus on "everyday self-care rituals" through simple yet sophisticated scents, aiming for an understated, classic quality rather than fleeting trends. Nonfiction's aesthetic is built on clean, minimalist design and high-quality ingredients, positioning it as an accessible niche luxury brand.

A luxury perfume house that challenges conventions with its provocative, unconventional, and high-concentration scents (like its "Extrait Extrême" collection). The brand successfully merges a completely contemporary artistic vision with packaging inspired by the minimalist white porcelain of the Joseon era, appealing strongly to Gen Z and Millennial consumers looking for bold identity.

Granhand is popular for its artisanal, modern, and understated fragrances offered at an affordable price point, often around ₩45,000–₩50,000 KRW, making it an accessible niche option. Its retail experience is enhanced by the option for customization, such as engraving initials on perfume bottles, and its overall brand design favors subtle sophistication.

pesade is a niche perfume and lifestyle brand that emphasizes the joy of discovering and collecting beauty in everyday life through fragrance. The brand's philosophy is symbolized by the name "pesade" itself, which comes from a complex dressage technique representing the perfect harmony of strength and balance. Its popular scents, often released in themed "chapters" of three, are known for their carefully crafted balance and are positioned at a mid-to-high-range price point for an accessible luxury fragrance.

Hince is celebrated for championing the concept of "mood-narrative" makeup, using nuanced, low-saturation colors and versatile textures to express individual emotion and mood. The brand is popular with younger consumers for its focus on building atmosphere and effortless artistry, offering high-quality products at a mid-range price point.

SW19 is a fragrance brand inspired by the specific atmosphere and tranquility of Wimbledon, London, named after the area's postal code. The brand’s most popular feature is its collection of scents—such as 6am, 3pm, 9pm, and Midnight—each designed to capture the unique mood and essence of a specific time of day in the tranquil setting. This olfactory narrative approach and its high-quality, nature-inspired formulas make it a popular choice in the niche market.

025S – pronounced "point two five seconds" – is a total scent brand focused on the themes of 'time' and 'story' to evoke personal narratives and memories. The brand is highly popular for its unique and immersive retail space design, such as the Bukchon store, which guides visitors through distinct "stages" like "Sensory Transition" and "Time for Reflection" for a deep, contemplative experience of the fragrances. This focus on artistic space and sensory immersion makes its physical store a destination in itself.

Abib focuses on minimalism and effective, high-quality skincare with simple, clean packaging that reflects its functional approach to beauty. The brand's popularity stems from its commitment to protecting and nurturing the skin, offering trustworthy products at a mid-range price point for targeted skin concerns. While the brand doesn't have it's own retail presence, the products are commonly found in the major cosmetics retailers, like Olive Young.

TIRTIR is most famous for its viral complexion products, particularly the Mask Fit Red Cushion Foundation, which gained popularity on social media for its high-coverage, transfer-proof, and glowing finish. Its success is driven by affordable-to-mid-range pricing and formulas that deliver professional-level results, often endorsed by K-pop idols like Oh My Girl's Arin.

This is a pioneering luxury vegan beauty brand known for its high-performance, cruelty-free cosmetics inspired by the Dahlia flower. The brand’s aesthetic is defined by its signature, elegant marble-patterned packaging, positioning it as a premium yet ethically conscious choice in the market.