Current Trends for Korean Cosmetics

Korean Beauty is becomingly increasingly hot as the popularity of K-Pop and K-Dramas grows. Singers and actresses are known for their glows skin and beautiful makeup looks and become spokes models for many cosmetic brands. The following are some current K-Beauty trends that are sweeping the nation and the world.


Cushion MakeUp

   

The first K-Beauty trend that went worldwide was BB and CC creams. While those products are still popular and widely used, something called cushion makeup has become a mass hit. This trend started last year, but is continuing to grow rapidly.

Basically a liquid foundation is contained in a sponge which is encased in a compact. The product is popular because it is easy to use, has buildable coverage, and quite foolproof. It boasts multiple skin benefits including protection from sun damage, wrinkle prevention, evening out skin tone, and more. The product includes a separate sponge/pad which is used to apply the product onto your face. You press the applicator sponge onto the foundation sponge and press or bounce the applicator sponge on your face. Also, you won’t need to worry about germs as the foundation includes antimicrobial agents.

This is the original cushion foundation that started the cushion craze:

  

IOPE Air Cushion XP (the product has been reformulated since its initial release).

 

They even have one for males! Here are some helpful directions!

IOPE Air Cushion Blusher

There’s even cushion blusher and cushion eyeliner:




HERA Cushion Liner

VDL Tint Bar Triple Shot Gradient lips have been popular in Korea for years. However, there have been some recent innovative products that help you achieve the gradient lip look in one step. This product has two colors on one lipstick for an easy gradient lip. If you’re feeling daring, you can even use a different color for your top and bottom lips.

    

 

Colorful Eyes

Aritaum Mono Eyes Eyeshadow

This trend isn’t groundbreaking, but K-Beauty has focused on neutral makeup looks for quite some time. While glittery and natural colored eye shadows are still popular, the tide is turning a bit. More daring colors beyond typical golds and browns have become increasingly popular among Korean women. While celebrities wear heavy eye makeup looks on a regular basis, it’s not so common for the average Korean lady. Recently, more vibrant colors especially variations of reds are being more frequently purchased and used.

Espoir Pro Eye Color Palette

Food trends in Korea are sometimes reflected in K-Beauty products. While cosmetic products utilizing honey has existed for a lengthy period, the popularity of a snack called Honey Butter Chips has resulted in an increase of honey related beauty products. Check out some examples below:



Innisfree Canola Honey Jelly Mist



Skinfood Honey Butter Sheet Mask


 

Laniege Sparkling Water Whipping Cleanser

Similarly, sparkling water is quite trendy in Korea and has resulted in products that are sparkling. These products might not feel as fizzy or sparkling as you might expect though.

Holika Holika Soda BB Deep Cleansing Oil



The Face Shop Sparkling Apple Face Mask

Mineral Water - Another trend that is a bit similar to the sparkling water trend is the mineral water trend. Mineral water, especially from hot springs, is being touted as extremely beneficial for one’s skin.



Innisfree Jeju Sparkling Mineral Essence



TonyMoly Mineral Skin-Fit Makeup Fixer

Korean Cosmetics is now in demand

The South Korean trade balance for beauty products was in surplus for the first time last year. According to South Korea’s customs office, cosmetics exports reached 1.92 billion dollars in 2014, that is, an increase of 50.4% over the previous year.

This is a spectacular reversal, considering that from 2001 to 2012, the annual deficit exceeded 400 million US dollars and only started to decrease in 2013.

With imports totaling 600 million US dollars, mainland China is the top destination of “Made in Korea” cosmetic products. Other key importers are Hongkong (USD 410 million), the United States (USD 160 million), Japan (USD 150 million), and Taiwan (USD 120 million), followed by Singapore and Thailand.

Actually, the popularity of K-Beauty remains primarily an Asian phenomenon. However, the number of destination countries of Korean cosmetics is increasing regularly.

It’s no secret that South Korean cosmetics brands are a hot item riding a wave of buzz around Korean Products that extends to music, dramas and fried chicken.

But there’s still lots of room to grow, says market researcher Nielsen. In a report published Wednesday, Nielsen found that six of ten consumers in China, Hongkong, Taiwan and Singapore have only just “discovered” Korean beauty brands in the past two years. Of the respondents who bought Korean beauty brands, 40% were planning to spend more in the next months, the survey found.

“Our study showed a direct correlation between interest in Korean entertainment and interest in Korean cosmetic brands, particularly among consumers in China,” one Nielsen China executive said.

AmorePacific stock has shot up so much that, with its stock now trading at more than US$3,000 per share, the company decided to split its shares ten-for-one earlier this month — a move that in turn sent AmorePacific shares up by the daily limit of 15% on the day of the split announcement.

On Wednesday, AmorePacific shares tacked on another 3.2%, to 3,383,000 Korean won ($3,069) — more than eight times its initial listing price in 2006.

The Korean brands may not want to rest on their laurels, though. Nielsen notes that, while Chinese consumers have quickly grown in sophistication, the gold standard still remains French beauty products, which outrank Korean brands in Chinese consumers’ minds in reputation and quality, according to the survey.

Have your Korean cosmetics checklist..

With the world’s biggest obsession with plastic surgery and some of the fastest-evolving beauty technology, spas and cosmetic lines in the world, South Korea is a bona fide beauty destination.

With good reason. Korean cosmetic brands introduce products made from exotic ingredients seemingly every month --Jeju Island volcanic clay, soybeans, traditional Korean medicine and, of course, snail guts.

Skincare/cleansing


Innisfree it’s real mask

Here's an interesting fact: When North Korea conducted its nuclear test in February and the world reeled in shock, the top keyword searched on South Korea’s main portal site was innisfree, due to the fact that the plant-based cosmetics brand was having a sale that day.
The innisfree masks come in a variety of options, work well and are cheap (during sales the company promotes buy-10-get-10-free deals). Recommended varieties: royal jelly and Jejubija.
innisfree also carries sleeping masks, which come in tiny capsule-like containers that make cute, fun gifts.

Innisfree olive real cleansing foam/cleansing tissue

Made with organic olive extract, innisfree's organic olive real cleansing foam cleanses thoroughly without leaving oily residue, and has a lovely natural scent.
The same goes for its cleansing sheets, which are great for travel: Ziploc-bag a sheet for each day you're away, and use just before the cleansing foam.

Tip: the sheets don't work all that well with waterproof eye makeup.


VDL NAKED Cleansing Oil Cream (Strong)

Launched in 2012, VDL's flagship store is located on the trendy tree-lined Garosugil in Gangnam.
Judging from the matte colors and font it's using, the brand seems to be channeling M.A.C., but has dreamed up some innovative products of its own.
Top recommendation: the Cleansing Oil Cream (Strong) is a clear jelly that spreads smoothly over skin and wipes off easily. All traces of even the most stubborn of waterproof mascaras are obliterated, and you don't have to deal with the dripping of oil cleansing products.
It's a good gift for women in their twenties -- the brand explicitly states it markets at the 25-year-old.


su:m37 White award detox mask

One of the best-selling products at duty-free stores, this wash-off face mask uses naturally fermented ingredients including the acai berry for deep cleansing, brightening and soothing. Think Bliss Triple Oxygen mask, but with a more calming effect.
Convenient to use in the shower, after cleansing. Cover your entire face with a thick layer, leave on for five to seven minutes, then rinse off.


Hera Homme Cell brightening dual essential mask

Korea has the largest mens cosmetics market in the world, and most Korean cosmetic brands have an accompanying mens line.
Beauty editor Cho recommends the Hera Homme Cell brightening dual essential mask for men looking to lighten dull, damaged skin. Contains caffeine, horse chestnut seed extract and Nicotinamide -- a water-soluble vitamin.


Laneige Water Sleeping Pack_EX
This best-selling intensive moisturizing mask took top honors at the Cosmo Asian Beauty Awards in 2011 and also received the Allure Korea Best of Beauty Award the same year. We know weary interns at hospitals who swear by this -- it's the only thing that keeps them looking human, they say.

illi total aging care body oil

Hair and face products made with traditional Korean medicine ingredients have become massively popular in recent years, and now the trend is extending to body lines as well.
illi is the latest cosmetic brand launched by Amorepacific Group. It features 20 body products across five lines that use ingredients like ginseng, fermented beans, camellia and green tea extract.
Cho particularly recommends using the body oil on the thighs and stomach.
“There’s no stickiness whatsoever, and I’ve noticed a definite change in my skin texture after I started using it,” she says. “When I heard it was a traditional Korean medicine product I thought it would smell like ginseng, but was pleasantly surprised at the subtle floral scent.”

Hera Rouge Holic in Seoulista

This creamy lipstick goes on divinely and stays on for hours, reminding you why lipstick should make a return over lip gloss -- there’s none of that goopy residue that spills out awkwardly over lip lines. The summery Camellia Orange color goes particularly well with darker skin. But the Seoulista -- with its slightly tangerine hue -- is the perfect gift from Seoul.


Amorepacific Treatment Color Control Cushion SPF 50+/PA+++

It started with the phenom that is BB cream -- a light mix of sunscreen, moisturizer and foundation that was meant to be a quick facial fix.
Then Hera debuted the “mist cushion” -- a moist compact that was an even quicker fix than BB cream.
Amorepacific’s new color control cushion -- abbreviated to "CC cushion" -- is the latest, most evolved version that's probably the highlight of all Korean cosmetics combined. Counting bamboo sap and green tea treatment complex as its main ingredients, “it keeps your skin moist while giving you full coverage,” raves Cho. 

Etude House heart blusher

The Forever21 of Korean makeup, Etude House is geared toward the girliest of girls -- and Japanese tourists.
Each store is decorated to look like Barbie’s dream closet and everything in it is tiny, pink and heart-shaped.
The lip products here tend to be quite goopy, but the blushes have a great range. They're so affordable you can buy all the colors you’ve always wanted to experiment with -- like bright orange or light purple.
The heart blusher -- think Guerlain Meteorites but instead of “pearls” you get candy-like hearts. Most adult women won’t think much of the baby pink plastic casing, but teens and tweens will love it. Matching cute pink brushes sold separately.


VIDI VICI Small Face Case in All That Face

VIDI VICI is Korea’s most well-known makeup artist Lee Kyung-min’s cosmetic line. She designed this small face case herself after seeing her clients’ makeup needs, and it's pretty much the coolest single makeup kit ever created.
The round metal case has four sliding layers of face powder, highlighter, cheek blush and shading blush with SPF 15 respectively and is another favorite of beauty editors. The blush is light and natural while the highlighter gives skin a subtle glow.


VIDI VICI Illumi Styler in 02 Breeze

Although they’re not as hefty as the small face cases, the VIDI VICI eyeshadows also come in convenient sliding cases with mirrors. The bright white and pink top layer of the 02 Breeze Illumi Styler, new for spring, is great to use as base shadows. The darker colors tend to crumble easily, so use sparingly.


O HUI eyeliner in Triple Brown

Three little pots of creamy colors make up O HUI’s latest eye kit. Rather than three eyeliners, it’s actually two cream shadows (colors: golden pink and light brown) and one deep brown eyeliner. It also comes with a mirror and mini-brush -- perfect for travel.
Here’s to hoping they’ll add a eyeshadow applier to the next version.

Laneige Silk Intense Lipstick in Beige Chiffon

Good luck finding a Laneige store that isn’t sold out of the Beige Chiffon or the Pink Garden (also recommended). After actress Song Hye-kyo applied the lipstick in a scene in the hottest Korean drama of the moment -- “That Winter, the Wind Blows” -- women across the country rushed Laneige stores. Which also makes this a perfect gift for Korean Wave fans.


CLIO Gelpresso waterproof pencil liner – Bloody series/ travel kit

This would make a fun gift for the "Twilight" fan in your life.
Vampire obsession aside, Clio’s new Bloody Series red eyeliners aren't the colors you’d ever think to wear, but actually look great, especially for women with lighter shades of brown hair.
No, they don’t make your eyes look bloodshot. The “red” translates into more of a brown on the skin. The Gelpresso mini-series is also great to bring along on your travels, especially if you plan on going out at night.
Our fave: the golden khaki liner.

The Face Shop Face It Concealer Dual Veil

This double-ended concealer took first place in a blind test on the popular television show “Get it Beauty,” and subsequently became a best-seller for The Face Shop.
A creamy cover stick shaped like a lipstick on one end and in liquid form on the other end, the dual concealer covers dark circles and blemishes seamlessly.

Available in three shades of beige.

IPKN Professional Auto Foundation Set

This battery-powered vibrating foundation sponge applier allows you to put your foundation on without getting any on your fingers -- the vibration gives you a smoother, consistent application. Although we’re not huge fans of the actual liquid foundation, which comes in a separate compact with a highlighter, the applier itself is a must-have. Once you start using it, you can never go back to manual application.

Korean's New Year (Seol-Nal)

The Lunar New Year holiday, is already fast approaching it will be happen at the 3rd week of February it is also known elsewhere as Chinese New year, is second in importance only to Chuseok (the Harvest Moon Festival). Every year, family members make a grand pilgrimage to their hometowns. During the 3-day period, Seoul is almost deserted a most people leave the city to return to their ancestral roots.


This annual celebration is all about insuring both a happy afterlife for ancestors and one’s own longevity. On Seollal morning, the family, dressed in their spanking new hanbok (traditional garb), begins the ancestral rites, or jesa (제사). Along with the ancestral tablet, dishes of ritual food like tteokguk, galbijim, japchae, hangwa and savory pancakes adorn the table. Many Koreans believe if the food isn’t both a treat for the mouth and the eyes, the ancestors won’t be satisfied; so all Seollal specialties are made with extreme care.

After the family completes a series of deep bows to greet the ancestor spirits, prayers and scrumptious bites are offered to the dearly departed. Then the family bids the spirits farewell for another year – and promptly tackles the feast.

Second only to food is the exchange of Seollal gifts between family and friends. Back in the day, it was common to give and receive traditional treats like ginseng, honey, dried fish or fruits. These days, however, Spam gift sets (yes, you read that correctly), massage chairs, department store gift cards and cash top most Koreans’ wish lists.

Children in particular love this next bit. After the mountain of food has been cleared, children pay their respects to the older generations with deep bows and small gifts, an act called sebae (세배). If their bows are satisfactory, the kiddos are rewarded with a little pocket money. The rest of the day is all about relaxing, enjoying each other’s company, playing traditional games, and, of course, more food.

Despite the commercialization, Seollal is a great time to spot a number of Korean traditions in action. For one, it’s highly likely you’ll see families out and about in full traditional hanbok. These beautiful bell-shaped gowns and jacketed suits are purchased just for the occasion and can range from simple and classic to sassy and modern. It’s also common for families to visit parks, temples, palaces and other significant historical sites, play traditional outdoor games, and even catch movies and shows.

However, a word to the wise – Seollal is hell on travelers. The roads are congested; the trains are overflowing and the buses, well, good luck.

If you have Korean roots or an adopted Korean family, definitely try to join the traditional festivities. For non-Koreans looking to get in on the Seollal celebration, Seoul’s parks and palaces are a great place to start.

Beautiful Namsangol Hanok Village generally offers calligraphy and kite making classes, as well as sample ancestor-worship ceremonies; while massive Gyeongbukgung Palace and adjoining National Folk Museum of Korea will keep you busy for hours with folk music, arts and crafts workshops and samples of Seollal specialties. If that’s not enough, head over to Jongmyo Shrine or Unhyeongung Palace for traditional plays and a charye exhibit. Have a happy lunar New Year!

TIPS / Mineral Makeup / BB Cream

Do you know the secrets for Beautiful Eyes - Bright eye makeup looks great in a magazine, but are you wondering how to really use those colors? Blending them with the neutrals you already have is a great approach. Start with a light base over your lids and place sheer color in your crease. For a night on the town, replace your basic black or brown liner with a colorful pencil.

The Benefits of Mineral Makeup - Minerals such as iron oxides, talc, zinc oxide, and titanium dioxide are micronized, or ground and milled, into tiny particles to create makeup. A key difference from conventional makeup is what's not in mineral makeup. It generally does not contain the emollient oils and waxes, fragrance, and preservative ingredients found in conventional formulations. Mineral products are usually preservative-free, and since they have very low odor, they are often also fragrance-free. Nothing that preservatives and fragrance are often what causes irritation.

To ensure you're buying a quality mineral makeup product, read the label. If it says "mineral-enriched" or if the formulation is liquid or mousse, these products may contain ingredients such as paraben preservatives or dimethicone added for a smooth texture. Items that aren't powders might also contain moisturizers, antioxidant vitamins, or other ingredients for your skin. It's your choice.

Hot Summer Makeup and Beauty Tips - Come summer, the easiest way to create a fresh-faced look is with less eye makeup -- so stash the heavy eyeliner until fall. A sparkly cream shadow in a light shade (from lash line to brow bone) leaves a wash of color. Top with mascara for gorgeous results.

BB cream stands for beauty balm, blemish balm or blemish base. BB cream is a facial cosmetic product which is increasingly in demand in East and Southeast Asian markets. It is an all in one facial cream which substitutes serum, primer, moisturizer, foundation and sun block. It evens the skin tone, moisturizes, brightens and conceals blemishes on the skin. It was introduced to South Korea in 1985- where healthy and rich skin is heavily counted. Best Korean BB Cream make up to 13% of the cosmetic Korean market. This cream reveals your natural beauty by simply covering the blemishes and spots on your skin.

WHAT BB CREAMS can do?

Many BB creams offer effective sun protection, with broad-spectrum SPF 30 or higher, the American Academy of Dermatology's recommendation for daily use. What's more, BB creams generally contain zinc oxide or titanium oxide, physical sun blocks that have some built-in water-resistant properties, Wu says.

When it comes to skin treatment, you can find BB creams that contain:
Anti-aging components, including peptides and antioxidants such as vitamins A, E, and C
Moisturizing workhorses like hyaluronic acid and glycerin
Ingredients such as licorice and arbutin that help even out skin tone
Light-reflecting mica to give skin a luminous finish
Silicone-based ingredients, such as dimenthicone, that help smooth the skin, acting much like a foundation primer does.

The Top 10 Best Korean Drama's

Best Korean Dramas

1. Boys Before Flower

First drama I ever watched, loved this series! Jun Pyo was totally amazing, a great group of guys as F4. Plenty of funny, romantic, cool moments to keep you watching tillage very end!

I cried through most of it although the main actress could have been better I still loved it Lee MinHo was really good in it! I fell in love with this including Personal Taste

I just got done watching all of the episodes and I have to say, this was really good! :) It is the first South Korean show that I have watched and I really didn't know what to expect but the show was actually amazing!

No words... Love it... Best ever...

2. Secret Garden

Wow!...
Just wow... Chemistry between the leads are so amazing...
I was totally hooked from starting to the end.
It's the best drama ever... Its makes you laugh (lot), cry, makes you smile like a idiot at very romantic gestures by the leads...
I'm sure all people who had watch this will definitely get mesmerized by charismatic eyes of ha ji won... God! She’s damn good!
I can guarantee that you will never regret watching it. At end of it you will be surely rooting for the lead to get together in the real life...
What an acting guys... They have totally nailed it.. !
Great story.. Great script... Great scenes... And yes great ending!

Never really had good taste at dramas but when I accidentally watched this one and was patient for about 2 min, I was addicted immediately and finished the whole season in two days, Great script, great Story, Amazing Acting!, props to the actors and everyone that helped out, and over all that it is the best drama I have ever seen, and will ever see.

Different story, the plot flows easily and the characters really have nice chemistry.

Is the best of the best!

3. You're Beautiful

One name: Jang Geun Suk

Love this drama forever... It can't be beaten up by any other dramas.. LOVE ALL THE LEADS!

I really like YOU'RE BEAUTIFUL... The concept and even the characters.. Especially Tae Kyung and Jeremy...

I love jang Geun suk

4. Full House

Love this drama. I love the the main characters. I hope that they will be real couples in real life.

Really love this drama! Such a beautiful story with great actor and actress. It's funny yet also kinda have its own sad moment. What's best from this drama is that it really have the heartwarming feeling. This drama is probably the only drama that I wouldn't want to skip any moment of watching it even though I watched it many time before. It's my first korean drama and so far still make it one of my top list even though I watched so many other drama after that

It's a good drama. I love it really. And everything about it and stuff. To be honest, I though Dream High was going to be an option I only chose this because it was the top-picked so yeah.

I want them to be together...

5. Playful Kiss

Its one og the best ones I have ever seen. The hilariousness of oh ha ni obsession with beuk sung jo and the way that their relationship builds is great. You definitely get a lot of laughs from this drama. Oh ha ni and beak sung jo.

Too good.. Must watch it.

This is one of my favorite korean dramas that I had ever seem. Super funny!

I love this drama very much you've gotta watch it!

6. The Heirs

The Heirs is an on going show. It's one of the most popular show this year, thanks to the profusion of accomplished cast members and the strong plot line. The script is written by Secret Garden's screen writer, and it features abundance of talented cast such as Lee Min Ho and Park Shin Hye, the main characters. In the latest episode, it ranked really high, more than 20%. And this shows popularity keeps on increasing each week. Even before the show starts, tons of fans are waiting for this upcoming drama. The Heirs is seriously such a good drama, I'm sure it's one of the best. You wouldn't have any regret watching it. Plus, it's addictive, too!

I seriously think the Heirs is the best Korean drama. It may seem kind of awkward at first, but then the story keeps on getting better and better. And the way it ends is so beautiful. UGH... I couldn't get over this drama. All of the casts are very talented and well-known (upcoming actors/actresses). It's definitely one of the best drama in 2013 (their ratings are really good too! ). The chemistry between the main characters Kim Tan (Lee Min Ho) and Cha Eun Sang (Park Shin Hye). This drama is perf and really worth watching.

Even though this drama is new this year, it's really worth watching! It has a very interesting plot line and has abundance of talented casts. And Lee Min Ho is there. The show is still running now.

Must See... Must See... Must See!

7. My Love from Another Star

I love it! I really like the story. The actors are good, and I'm in love with kim so-hyun

This is shows how a person can changes one another. It shows powerful and intense emotion to others. Which made me love the series more. This is one of my top #1 K-Drama, I love the cast. Very great actress. I like the fact it made me cry, laugh, and it brought me excitement. I am a big fan of them now! The theme is very meaningful that can teach others about life. I've watched this many times, I been replaying it too. MUST WATCH, YOU'll NEVER REGRET IT.

This is an awesome K-Drama! It is actually my first time to get addicted to such thing. I so love the acting skill of Kim so-Hyun. He's a brilliant actor. On the other hand, Jun Ji-Hyun is so pretty and I can't even believe that she's already in her 30's. I love her role and she portrayed it very well. Most of all, the story is fun and at the same time heart touching. Although I'm not that satisfied with the ending because for me, I really can't consider it as a happy ending, I realized that the message of the story is so meaningful.

Love love love this drama ver y romantic and gives you that hit of curiosity to know what will happen next. Loved it very much

8. Rooftop Prince

Rooftop prince is my favorite one and I can not wipe out from my head. Whenever I watch that drama, I have a feeling of something that still left in my heart.

Rooftop Prince is one of my Favourite K-Drama! Its funny & the storyline is really good

Best korean drama I had watched~~

I've been watching this drama over and over again but it still makes me cry. A drama that you can say you can't move on. A love that transcends time. It's worth watching. My rate would be 9 out of 10.

9. My Girlfriend is a Nine-Tailed Fox

Shin Min Ah is the most beautiful actress

Its very different from what you watch everyday. Shin min ah is truly awesome. Her face is so addictive. Watch it and you'll agree with me.

Amazing drama that make me happy

Cute Couple but he has YOONA already.. Laugh out loud

10. Coffee Prince

One of the best Kdramas ever. They say it's also one of the most watchable Korean dramas. Gong Yoo was amazing in it.

It completely different from usual dramas, It's Just Unique and Beautiful.. So Beautiful.

It was too good to be true.

My all time favorite drama. The main couple have the best chemistry. I love Gong Yoo!

10 Hottest Korean fashion Brands

(CNN) -- For visitors with shopping at the top of their agenda in Seoul and beyond, it may be hard to keep up; Korean fashion is furiously fast and fickle.
But from Seoul's distinctive street style (loud statement pieces are the calling cards) to runway chic, these top 10 South Korean fashion brands are defining some of Asia's trendiest looks.
For the moment anyway.

1. 8seconds

"Spain has Zara, Korea has 8seconds," says "InStyle Korea" fashion editor Sujin Yang.
Launched in February in 2012 by Samsung subsidiary Cheil Industries as a domestic competitor to foreign fashion brands such as UNIQLO, 8seconds' heavy marketing paid off with ₩60 billion ($54 million) in sales in 2012.
The brand's goal for 2013 is ₩150 billion ($134 million) in sales. It hopes to bring its success abroad with international stores open by 2014.
The name is supposed to signify the length of time that we perceive as the "now," according to the brand's somewhat convoluted mission statement.
With colorful and creative displays, the stores are some of the most fun to visit in Korea.
A signature 8seconds look combines neon tribal print leggings, Space Age-silver bomber jacket and retro polka dot blouse, all at extremely low prices, in the Forever 21 range.
8seconds Garosugil flagship store: 535-12 Sinsa-dong, Gangnam-gu, Seoul; +82 70 7090 1144
Myeong-dong branch, 50-1 Myeongdong 2-ga, Jung-gu, Seoul; +82 70 7090 2272

Lucky Chouette is the sister brand of Jardin de Chouette, which means "garden of owls."

2. Lucky Chouette

Lucky Chouette is the variegated, street-inspired and accessible line by Kim Jae-hyun, who was chosen to be part of Seoul's 10 Soul -- a fashion project launched by the Seoul government to promote upcoming Korean designers.
"Kim Jae-hyun is already a familiar figure in the fashion world through her Jardin de Chouette line," says Yang, adding that Kim's atelier is always crowded with Korean celebrities.
The supermodel's guide; Where to shop in Seoul
Silhouettes tend to be chunky and casual -- skirts are short and flared, blouses are oversized.
Prints play a big part in the Lucky Chouette design, as does the owl, which is supposed to symbolize luck.
Lucky Chouette Cheongdam store, 21-15 Cheongdam-dong, Gangnam-gu, Seoul; +82 2 3444 1002
Lotte branch, 2/F Lotte Department Store, 1 Sogong-dong, Jung-gu, Seoul; +82 2 772 3211

Steve J. and Yoni P., the funky designer duo behind their eponymous brand.

3. Steve J. & Yoni P.

Having debuted their first collection at London Fashion Week in 2007, this duo's designs can be found at foreign high-fashion retailers such as Opening Ceremony.
In Korea, the initial wave of popularity that greeted them is as strong as ever.
The clothes are wearable, but with an unexpected kick in the details.
The brand's flagship store in Hannam-dong this season is a playground of summery dresses with floral prints, fancifully re-imagined stripes and paisley.
Steve J & Yoni P, 685-12, Hannam-dong, Yongsan-gu, Seoul; +82 2 543 4766



Beyond Closet adds a lot of cute to classic men's looks.

4. Beyond Closet

This menswear label is the creation of designer Ko Tae yong, who created costumes for the hit Korean wave drama "Boys Over Flowers."
Launched in 2008, the brand stocks classic and collegiate baseball jackets, sports jackets and button-downs in vibrant and boyish blues, reds and yellows.
While the look won't exactly fly at a job interview, it's great for sartorially conscious men in their twenties and thirties whose masculinity isn't derailed by a healthy dose of cute in their wardrobes.
The brand's runway wear is available for purchase on their website or at the showroom.

Multi-brand shop A Land also stocks the line in its various locations (Myeongdong, Sinsa-dong, COEX, Gangnam, Hongdae and the Mokdong Hyundai Department Store).
Beyond Closet showroom, B1, 560-2, Sinsa-dong, Gangnam-gu, Seoul
A Land Myeong-dong, 53-6 Myeongdong 2-ga, Jung-gu, Seoul; +82 2 1566-7477




Jain Song's lifestyle/concept shop in Hannamdong, Mo Jain Song, opened earlier this year.

5. Jain Song

"Jain Song is known for her sharp, sophisticated and clean looks," says Yang about the designer's eponymous label.
Song interned with her mother, veteran designer Kim Dong-soon, before launching her own collection in 2004.
It's been a successful riding from there, with collaborations with high fashion boutique 10 corso como, LG Mobile, Estee Lauder and Iope.
No more miniskirts in Seoul? New law has South Korea buzzing
The brand has an online shop,and its Hannamdong flagship store Mo Jain Song, which opened this year, is quickly becoming a popular hangout for the city's young and stylish with its pretty outdoor cafe and carefully cultivated rooftop garden.
The flagship store stocks a variety of curated lifestyle items along with the fashion line.
Mo Jain Song, 739-6 Hannam-dong, Yongsan-gu, Seoul; +82 2 797 6231



Futuristic, show-stopping monochromatic works of art for female feet.

6. Reike Nen

Founded in 2010 by designer Rei Yoon Hong Mi, the Reike Nen shoe brand deconstructs classic footwear like oxfords and pumps, fuses them with creepers and wedges or cuts them into sandals.
Despite the restrained color palette -- white, sometimes black and the occasional neutral -- the shoes manage to be wholly original, quietly dominating an outfit without being overtly attention seeking.
Best of all, the shoes are light and comfortable.
Sold at Opening Ceremony in the United States, Reike Nen also has an online shop.Domestic offline shops include the Steve J & Yoni P store in Hannam-dong, as well as the following multi-brand stores:
Flow, 84-10, Cheongdam-dong, Gangnamgu, Seoul; +82 2 511 4074
Koon With a View, 546-5, Sinsa-dong, Gangnam-gu, Seoul; +82 2 548 4504

Style Nanda carries its own makeup line, accessories, shoes and even framed in-house art prints.

7. Style Nanda

"This nine-year brand is climbing the fashion ranks at a dangerous speed and pretty much leading Hallyu (Korean Wave) fashion," says Yang.

Style Nanda began as an Internet site selling secondhand clothes from founder Kim So-hee.
Now it has an enormous three-story flagship store in Hongdae (as well as a Lotte YoungPlaza location) and is the second most sought after Korean brand by Chinese tourists in Korea, according to Lotte Department Store.
Style Nanda, 335-21 Seogyo-dong, Mapo-gu, Seoul; +82 2 333 9217



PartspARTs is one of South Korea's most highly coveted brands of the moment.

8. PartspARTs

"Life is short, PartspARTs is long."
That's what PartspARTs designer Im Seonoc says about her brand, with an emphasis on the "art."
This is a reflection of her multidisciplinary background, which includes film, art and contemporary dance.
The garments are made solely from jersey through a technology-informed process designed to minimize waste.
The spring/summer collection is all chic and modern shift dresses and wide-legged trousers, made of sleek lines, unexpectedly sexy cuts and silky smooth textures.
The brand's items of the moment are a work-friendly tote bag and color-blocked blouse.
IMSEONOC Showroom, 208-40 Buam-dong, Jongno-gu, Seoul; +82 3443 3937

MVIO does hyper-trendy menswear

9. MVIO

MVIO makes business wear for men that like to dress up, and is a great stop for guys looking for a more creative off-the-rack business casual pieces.
Another Cheil Industries brand (a Samsung subsidiary), MVIO is led by creative director Han Sanghyuk, who features traditional cuts with an aggressively stylish android twist.
Business fashion in Asia: How to look the part
The spring/summer 2013 collection is built around theme of a "perfect man."
The Ken Doll-like perfection is a little off-putting, but the reasonable prices are nice -- pants start below ₩100,000 ($90) and three-piece sets start from ₩210,000 ($189).
MVIO, Lotte Department Store; 1 Sogong-dong, Jung-gu, Seoul; +82 2 772 3561

The Studio K's navy and coral 2013 look book is sprightlier than the neutrals and grays of past seasons.

10. The Studio K

South Korean fashion editors and fashionistas adore designer Hyejin Hong's brand the Studio K, says Yang.
Often called "the Korean Marni," the brand's designs are minimalist and elegant, inspired by algorithms and technology, according to the designer.
The real Gangnam Style: Beauty Belt, wedding town, 24-hour culture
It's difficult to step into what may look like a paper construction or a sartorial rendering of a skyscraper and not feel overshadowed, but the clothes are miraculously flattering.
The Studio K, 648-20 Sinsa-dong, Gangnam-gu, Seoul; +82 2 518 8984


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