As the popularity of Korean beauty continues to expand worldwide, there are plenty of up-and-coming beauty gems beyond the big household names that even devoted K-Beauty fans might not know about. If you plan on refreshing your beauty shelf in 2026, read on to discover this YesStyle editor’s picks for underrated K-Beauty brands you should know about this year.
107 Beauty
If you’re looking to detox your skin and body, you shouldn’t miss out on 107 Beauty. Born from one of Korea’s oldest and largest aged vinegar breweries, the brand combines time-honored fermentation techniques with modern science to develop clean, cruelty-free and plant-based skin care and hair care. From its wide range of offerings, you can easily find a formulation that caters to your beauty needs. For instance, the Chaga Jelly Low pH Cleanser purifies and refreshes skin with chaga mushroom extract, green tea extract, cica extract and aged mugwort vinegar. Struggling with oily hair? Let the Scalp Purifying Microbiome Shampoo containing niacinamide, salicylic acid and aged ginseng vinegar cleanse and clarify your scalp and greasy roots. Follow with the Hair & Scalp Hydrating Microbiome Treatment for healthy and silky locks.
GRAFEN
Gentlemen, meet your new go-to brand for building a grooming routine that blends practicality with style. Founded in 2011, GRAFEN creates hair, skin and makeup essentials for men in chic packaging. For makeup, check out the Triple Lip Lip Sense and Triple Lip Handsome Lip that deliver an irresistible MLBB finish, while keeping lips soft and moisturized. The brand also offers hero hair care products like the Root Booster Shampoo enriched with amino acids, salicylic acid and botanical extracts to cleanse scalp and strengthen hair strands.
BRING GREEN
BRING GREEN offers simple, result-driven skin care that harnesses the power of skin-loving botanicals. From the Super Lemon Glutathione Brightening Serum to Bamboo Hyalu Hydrating Cleansing Foam to Artemisia Calming EX Toner Pad, you’ll find a range of products delivering different skin benefits. For those with sensitive and acne-prone skin types, the Tea Tree Cica Line is anchored in tea tree and centella asiatica to provide soothing relief while balancing sebum production. Even better: the Zinc Teca Blemish Serum Set Squid Game Edition and Tea Tree Cica & Young Hee Fresh Mask Set Squid Game Edition feature limited edition packaging designs in collaboration with the hit TV series Squid Game!
eyeNlip
For beauty lovers who crave novelty, eyeNlip serves endless innovative products that satisfy different skin and makeup needs. To ensure safety and efficacy, the brand’s skin care, sun care, body care and makeup are formulated with only necessary ingredients. The Salmon & Peptide Nutrition Cream and Salmon Oil Repair Eye Cream ride the salmon skin care trend with marine ingredients like salmon egg extract and salmon oil to deliver intense firming care. Want to level up your skin care game? Try the Detoxifying Black O2 Bubble Mask, which bubbles up to dissolve impurities and dead skin cells for a smooth and clear finish.
ZEROID
Healthy skin is part of a healthy lifestyle. ZEROID’s clinically tested products address concerns such as acne and a damaged skin barrier to get skin in good health. No gimmicky packaging or irritating ingredients – just efficacious skin care that fits effortlessly into your beauty regimen. ZEROID products are even sold across hospitals in Korea! Those with oily skin can opt for the Pimprove Gel Cleanser and Pimprove Toner, which are powered by chemical exfoliants like AHA and BHA to gently remove dead skin cells and balance sebum production. If your skin barrier needs a power-up, make friends with the Intensive Cream, a soothing and hydration hero packed with squalane and ceramide-rich ingredients.
Ottie
Driven by the slogan “Natural as Nature,” Ottie comforts and pampers the skin, hair and body with its plant-based formulas made of high-quality ingredients. Must-haves from the brand’s collection include the Derma Control Sun Cream that offers SPF 50+ PA++++ UV protection, while soothing sensitive skin with madecassoside extract and pink calamine powder. Ottie also offers makeup products such as the Natural Drawing Auto Eye Brow Pencil infused with soybean oil, and the Amazing Triple Action Mascara with polymers and carnauba wax to lengthen and volumize lashes.
