The selection process

Our story Why to use Korean cosmetics The selection process
We're not ashamed to admit that we're super funky. Our extensive, months-long selection process means everything that arrives at your door has been thoroughly checked for quality. If a brand lands on our site, well... it's a badge of honor of sorts.

Our selection process

1. Hunting

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.

3. We test

We test everything ourselves. Our staff and our founder personally test each product. Everything is analyzed, including packaging, texture, fragrance, user experience and results! We take these products home and use them daily to ensure our initial analysis stands the test of time.