The selection process
Our selection process
Our search begins in Korea and Japan, where we look for sensational products: products with obsessively loyal fans, whether from decades-old brands or overnight brands. To find them, we search the web, observe consumers in stores, and interview store managers. We repeat this intensive search every few months to stay on top of the latest trends.
2. We get feedback
We are not interested in products that become popular only through marketing or celebrity endorsements. Instead, we look for products loved by real people. We roll up our sleeves and analyze reviews, study results and ask questions to make sure we understand exactly what inspires devotion to each selected product. We want you to have access to the latest trends in K-beauty, but not to be fooled by fake recommendations from influencers paid to compliment the product.