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The first time I tried a K-beauty product a few years ago during the pandemic, I remember sighing in frustration as the small swatch of the cushion foundation I swiped on left me looking like I fell face-first into a bowl of flour, despite being advertised as “tan-warm.”
My disappointment, while valid, was not exclusive. For decades, K-beauty brands catered exclusively to fairer skin (which admittedly was their original core consumer base) and often lacked the warmer undertones found in deeper skin tones. Many products would be marketed as “deep” or “tan” but would often have a gray or ashy hue, leaving consumers and K-beauty lovers like myself between a rock and a hard place — we wanted to support our favorite international brands, but did they support us?
However, as K-beauty experienced its second wave in 2024 in the United States, its approach to inclusivity improved. After calls from influencers and Black and brown communities to expand their shade range, brands improved their shopping ethos. Famed cushion and serum foundations boasted actual warmer undertones, while lipsticks and lip stains contained more pigment and deeper colors to complement darker skin. Household names such as Beauty of Joseon gained notoriety when they expanded their shade range, and brands even tapped members of the community for help on formulating products.
“We’re seeing a positive shift as global demand pushes for greater inclusivity,” says Melody Yuan, founder of Skin Cupid, an e-commerce store that sells exclusively K-beauty and skin products. “We’re seeing a greater diversity of models being used to advertise K-beauty brands. There’s still a lot of progress to be made throughout the industry, but this evolution marks a very meaningful step toward a more representative and empowering industry.”
Skin Cupid is just one example of new online or IRL spaces that have popped up to house a wide array of K-beauty products that appeal to the broader audience of skin tones and preferences. K-Beauty World, for example, also hosts viral pop-ups to introduce consumers to new products.
As I continue to experiment with K-beauty cosmetics, I find that I’m no longer holding my breath when applying them in the mirror. I have found products that blend seamlessly into the skin or give me the perfect pout. And so, here’s a list of the best K-beauty products for those with deeper skin tones — and for anyone who loves K-beauty but isn’t sure where to start.
HuffPost and its publishing partners may receive a share from purchases made via links on this page. Every item is independently selected by the HuffPost team. Prices and availability are subject to change. Experts consulted for this story do not necessarily endorse the products ahead unless otherwise noted.
