To learn about existing K-beauty trends, you can scroll through KBeautyTok for hours or go straight to Hemeko. The Seoul-based e-commerce platform is one of my favorite destinations to check out the best Korean skincare, makeup, and products. hair care products before others get their hands on them. Designed as “your private guide to K-beauty,” Hemeko painstakingly tracks and curates releases that live up to expectations, especially those from brands you may not have heard of. still.

“We do a lot of work with hairdressers and makeup artists in the K-pop industry,” says Serine Lee, COO and co-founder of Hemeko. “We found that they know better than anyone what is going on and what celebrities want. In addition, your task is to find the most productive and long-lasting formulations so that you never go wrong with your choice of makeup artist. Lee says that she and her team at Hemeko work with a roster of experts, including Jo Eun Bee (aespa makeup artist who has also worked with New Jeans and Bae Suzy) and Kiu (a famous stylist who has worked with MAMAMOO’s Solar, Kep1er’s Yujin, Gfriend members, and more (he’s also Hemeko’s CEO and Lee’s co-founder).

“We’re excited to launch new brands,” says Lee. I feel that most sellers and brands in large conglomerates can often seem redundant, so we do our best to help our consumers feel like they have other options. “

This season, Lee is keeping an eye out for highlights from the year 2000 and new tactics for wearing blush. “Aespa’s makeup artist [Jo Eun Bee] is well known for the blush on the bridge of her nose, which creates a younger look overall. ,” she says.

While Lee’s private list of summer products doesn’t include blush, I propose to look at the trend with some of K-beauty’s existing viral favorites: Rom blush.

You may also need to combine one of Lee’s possible options below with a hint of sparkle. “There’s a lot of momentum going into the year 2000, bringing back the old-school vibe, with [aespa] Ningning’s makeup going viral recently,” Lee says of the look that resembled Lee Hyori’s iconic “10 Minutes” makeup. For this, try swapping out your frosty eyeshadow from the 2000s for UNLEASHIA’s Mood Shower Face Palette in the shade No. 101 Ballerino Shower, a flexible palette of pearlescent tones, which adds an incredibly icy icy blue.

As for the rest of your good looking routine, take inventory below with Lee’s favorite summer K-good looks trends.

“A. chi’s fuzzy tint has recently been praised on social media for neutralizing lip color,” Lee says of the viral “gray lip tint. “her herbal lip shade with concealer. “It’s better for summer because it prevents color from dripping off the lips and the finish is matte but doesn’t highlight dry dandruff,” she explains. “It’s a little scary at first, but once you master using it, it enhances your lip makeup experience. “

Breathable and luminous anti-blemish balm

A favorite of K-pop idols, this BB cream was formulated to look subtly shiny without being “overly pink,” Lee says of one of his brand’s most popular releases, Glow. Since its release, it has gained a lot of fans. ” TWICE’s Mina, aespa’s Giselle, and Byeon Woo-seok, who use the product, have helped it go viral,” he shares. “Makeup artists use it as a foundation mixer to help the texture of foundations with more coverage. “

K-beauty brands sold around the world have been criticized for their limited shade ranges, which Lee says his team has tried to address, providing their BB cream in two more blending colors to tone the lighter or deeper base shade. “, Glow has introduced 3 sunglasses that can be used to match and adapt sunglasses for audiences around the world who need to try Korean BB cream,” he says.

ANAZE Janmuri Face

This compact tube looks like a mascara or brow gel, but it’s a summer hair staple; the gift is her name (janmuri means loose hair in Korean). “It’s an easy-to-use [hair] mascara for loose hair,” Lee says of the non-sticky, clump-free formula. “It locks hair in position without leaving it greasy, hard or chalky. ” Pure hair care “I’ve used several products like this in the past and they definitely have advantages in terms of formulation, applicator and finish,” she says.

AOU Glowing Color Balm

AOU’s fluffy Floofy Matte Balm made my list of K-beauty releases worthwhile: it’s just one of the rare matte sun shades that make my lips look better, not worse. For the summer, Lee loves the “juicy” AOU Glowy Tint “[Blackpink’s] Jennie, [aespa’s] Karina, Sevehen, and many other K-pop stars have seen this product, making it K-pop’s new It lippie,” he says. The “unique” melted formula, the “beautiful glossy finish” and the non-sticky shine make this balm a must-have in Lee’s collection. “For cool tones, I’d recommend Mulberry Balm and for warmer tones, check out Peanut Balm,” he says.

Soothing scalp treatment with Korean Hesul soy

For anyone who likes the usual changes in hair color or just wants an extra dose of hydration, this mask aimed at both hair and scalp is a must-have for repairing damage without leaving a greasy residue. “Please check out this hair treatment,” says Lee, who recommends it especially for oily and sensitive scalps. “As with bleached and damaged hair, I’ve tried a lot of conditioners, and many of them made me pop or weren’t nourishing enough for damaged hair,” she says. “This is probably the only hair mask I’ve tried that is nourishing enough for dry, brittle hair. “

Sarah Y. Wu is a senior contributor to Forbes. Check out her paintings on sarahywu. com and her on Instagram @say. wu.

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