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SM Beauty brings cult-favorite K-beauty brands in one playground

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Text by Angela Casco

SM Beauty is your ultimate shopping companion when it comes to anything K-Beauty

SM Beauty is your ultimate shopping companion when it comes to anything K-Beauty

K-Beauty, just like K-Drama and K-Pop, is taking over the world, and for good reason. For starters, more than just a trend, it’s a culture of skin obsession. Koreans go great lengths to nurture and protect their skin, whether that’s owning numerous beauty products or even drinking antioxidant tea to prevent premature aging.

This relates to another important K-Beauty philosophy—skin first, makeup second. In recognizing that covering the face with makeup will not exactly treat skin problems, Koreans focus heavily on skincare. In fact, even makeup products from the country’s homegrown brands contain skin-caring ingredients to keep the skin healthy throughout the day.

It’s a wonderful place to discover, experience, and play with Korean beauty products that help achieve that signature doll-like makeup and glowing, hydrated skin.

The order in which skincare items are used also matters. Layering the products from the lightest to heaviest consistency can maximize effectiveness on the skin.

Every step that goes into their skincare routine is meant to do a job, too: prep, renew, treat, hydrate, or protect. Slathering beauty products on one’s face can also have Korean beauty junkies raising their eyebrows. Instead, tap in your essence, pat on your eye cream, and dab on your cushion compact.

AHC

But perhaps K-Beauty’s winning trait is its innovative use of ingredients. Typical ingredients in Korean beauty products include snail mucus, tomato, kale, coptis root, licorice, and even horse oil.

All these and more help in achieving dream skin goals.

Luckily for Filipinos, there’s no need to travel all the way to South Korea just to get their hands on KBeauty must-haves. A number of them are already in SM Beauty’s KBeauty Playground.

“It’s a wonderful place to discover, experience, and play with Korean beauty products to help achieve the signature doll-like makeup and glowing, hydrated skin,” says Viki Encarnacion, customer director of Watsons and SM Beauty.

BLK Cosmetics

A special zone at The SM Store, the K-Beauty Playground carries a wide range of bestselling, Korean beauty-related products.

At the flagship K-Beauty zone in SM Makati, shoppers are transported to the famous shopping districts in Seoul such as Myeongdong and Hongdae, where beauty shops are open left and right.

Multiple racks of sheet masks greet visitors upon entry to the area, while bestselling items from Korea’s top brands fill every black wall and space inside

Banila Co

Helpful assistants are also present to guide anyone through the overwhelming selection of skincare and makeup products.

Encarnacion, however, says this is only the beginning of an even wider K-Beauty selection.

“There’s more to come,” she says. “We will be bringing in a lot of new brands in the coming days for our customers to try.”

K-Beauty In Your Area

These favorites are all available at the K-Beauty Playground

COSRX_Moisture-Up-Pad

CosRx One Step Moisture Up Pad, P900

Formulated with Propolis Extract and Hyaluronic Acid, these pre-soaked pads replenish skin’s moisture in just a few swipes, leaving skin smoother and clearer

Klairs Supple Preparation Toner

Dear Klairs Supple Preparation Facial Toner, P1,150

This toner has botanical extracts to balance the skin’s pH level and provide full nourishing effect to the skin. It has lipidure and beta-glucan, which provide deep hydration and help prep the skin in absorbing skincare products to follow.

Neogen Joan Vita Duo Cream
Neogen Joan Vita Duo Cream, P1,700

Made in collaboration with K-Beauty and Youtube influencer Joan Kim, this jar contains both a day and night cream. The day cream soothes skin with green tea and vitamin C, while the night cream hydrates with lavender and vitamin E.
MediHeal_N.M.F-Midnight-Moisturizing-Capping-Pack-15ml

Mediheal N.M.F Aquaring Ampoule Mask EX, P149

This BTS-endorsed sheet mask has natural moisturizing factor (NMF), sodium hyaluronate, and witch hazel water that provide moisture to the skin. Ingredients like allantoin and trehalose also help improve skin’s elasticity.
Clio Cushion Foundation

Club Clio Professional Nudism Moist Cover Cushion Foundation, P1,800

This cushion foundation, with its lightweight formula, glides smoothly on the skin to blur skin blemishes and freckles, all while keeping the skin’s natural moisture. It also has SPF 50+, offering powerful protection from UVA and UVB.

 

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