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Beauty Instagram is a vast, sprawling universe full of sponsored posts and contouring gone awry. But if you look carefully, it’s full of gems like these too. You can find lots of niche beauty communities, and one of the most robust is made up of the bloggers and Instagrammers who love Korean beauty.
In K-beauty, it’s all about the products, so you’ll see flat lays galore as well as in-depth, honest reviews. There are also plenty of product demos on these users’ Instagram stories, along with intel about how to navigate retailers both here and abroad to find the best deals on products. Here are seven of the best K-beauty-focused accounts out there.
Fiddysnails: Blogger Jude Chao (her blog Fifty Shades of Snails is a must-read) is one of the smartest and most thorough K-beauty bloggers out there. She’s great whether you’re a newbie or a hardcore K-beauty enthusiast looking for new holy grails. Definitely set aside some time for her Instagram stories, which feature unboxings and no-holds-barred reviews. (She’s also part of the extremely unorthodox and often hilarious Snailcast podcast.)
Nail_unistella: She’s not a beauty Instagrammer like the others here, but she’s definitely worth a follow. Eunkyung Park is a Seoul-based nail artist whose designs often go viral globally. Remember shattered glass nails? That was her. Her designs are sometimes weird, sometimes genius, but always original.
Skinfullofseoul: Blogger Katherine lives in Seoul full time, so she’s on the front lines of K-beauty. Just be prepared to be a teeny bit disappointed, because some of the products she features are tricky to get in the US.
Ryanraroar: Ryan Sim is a “beauty boy” and blogger based in Singapore, and there’s just something very peaceful about his feed and general outlook on life. He reviews lots of Asian beauty brands in addition to all the usual K-beauty.
Thebeautywolf: Coco Park is a blogger who also co-authored the book Korean Beauty Secrets. She loves makeup and reviews both Western and K-beauty brands in addition to skincare. Look for delightful cameos in her feed by her kids and her husband, who is a model.
Snowwhiteandtheasianpear: Snow, as she is known in K-beauty circles, is an active blogger and a Snailcast member. I appreciate her hardcore, science-y take on K-beauty and her willingness to read stacks of research articles and report back to those of us who cannot be bothered.