Must Buys in Seoul: A First-Timer’s K Beauty Shopping Guide 2026

Once I booked my flight to Seoul, I immediately started doing research on Korean beauty products to buy. And let me tell you… I was instantly overwhelmed. Thousands of TikToks, endless Olive Young haul videos, “holy grail” product lists, people arguing about what’s actually popular in Korea vs what Americans just made trendy… I genuinely didn’t know how anyone kept it all straight. As someone still very much a beginner in the skincare world, I was in way over my head.

So I did what any true millennial would do: I asked Reddit. The best advice I got was to visit an Olive Young that wasn’t completely chaotic, find a staff member, and just ask what they recommend. And honestly? It was amazing. Half the products they suggested were the exact ones I kept seeing online, which made me feel slightly less like I was being influenced into bankruptcy.

So consider this my beginner-friendly, no-stress guide to the must buys in Seoul South Korea when it comes to K-beauty. These are all gentle, super popular for a reason, and most importantly, I actually bought and tried them myself. I’ve also included a small section on other fun things worth picking up in Korea… plus a little “don’t buy” list at the end so let’s get into it!

In a Rush? Here Are Our Favorite Hotels in Seoul South Korea

⭐️⭐️⭐️ Hotel 28 Myeongdong- Click here for rates & availability

⭐️⭐️ Royal Hotel Seoul – Click here for rates & availability

⭐️ Hanok Hotel Daam Seoul – Click here for rates & availability

Must Buys in Seoul: My Experience

When I visited Seoul, I was on a much bigger backpacking trip, so I didn’t have all that much room for souvenirs and extra things… tragic, I know. But honestly, it forced me to get super strategic and intentional with what I bought, and that ended up being the best thing. Not only for my wallet (lol), but also because I actually came home with products that were genuinely good.

I had a few non-negotiables: an oil-based cleanser, something for acne, a solid moisturizer, and of course sunscreen. And then… I have to admit, I was a little influenced by the fun stuff too. Hehe. I had a list of sheet masks I wanted, under-eye patches (which ended up being a miss, I’ll share what I’d skip and what I’d buy instead later), and a few little bits and bobs that were just cute enough to convince me. The marketing absolutely worked on me.

I ended up spending about $200 on K-beauty, and as someone who normally does not drop money on skincare like that, it definitely hurt a little. But my face has never felt more hydrated and youthful, and honestly… I would do it all over again.

Most of what I bought came from Olive Young, but while shopping around Myeongdong, I also popped into a few other stores and found some of the exact same products for cheaper, plus a couple that Olive Young didn’t even carry. Pharmacies are another underrated place to shop too. I only grabbed one thing there (a 300 Reedle Shot), but it was a good reminder that you don’t have to buy everything in one spot.

So don’t be afraid to shop around, make a little list, ask questions, and just have fun with it. Because trust me… buying skincare in Seoul is genuinely an experience.

The 7 Best Beginner K-Beauty Products to Buy in Seoul

I’m telling you, there are sooooo many things to buy in Seoul that unless you’re a dermatologist or a full-on beauty influencer, the analysis paralysis is so real.

So if you’re a beginner and you just want the safe, actually-good, worth-your-money staples, these are the products I tried, loved, and would genuinely buy again.

Let’s get into it.

1. Korean Sunscreen (The #1 Must-Buy)

Round Lab Birch Juice Moisturizing Sunscreen: Product Link

If you buy one skincare product in Seoul, let it be sunscreen.

I had heard so much about Korean sunscreen before my trip, and it was at the very top of my list. Even if you know absolutely nothing about skincare, sunscreen is the easiest first purchase because we all know we’re supposed to be wearing it every single day… right girls? 😅

I ended up going with the Round Lab Birch Juice Moisturizing Sunscreen, which has been basically the number one sunscreen in Korea for the past couple of years.

And honestly… I get the hype.

This sunscreen is super lightweight, hydrating, and doesn’t feel greasy at all. It absorbs really easily and leaves your skin feeling soft and calm, not sticky or shiny. It genuinely feels more like putting on a moisturizer than a sunscreen, which is why Korean sunscreens are so loved.

It also gives SPF 45+ broad-spectrum protection, meaning it protects against both UVA and UVB rays, while still being comfortable enough to wear every day.

I wish I had bought backups because once you try one like this, it’s very hard to go back to the thick, heavy sunscreens we’re used to.

2. Korean Cleanser

Ma:nyo Pure Cleansing Oil: Product Link

This is another product I was seeing everywhere before my trip, but I’ll be honest… I did not understand the oil cleanser hype at all.

Like, as far as I was concerned, oil was something I was actively trying to avoid on my face. The idea of washing with oil sounded backwards. But after reading the reviews and seeing that it’s won “best cleanser” for multiple years, I figured okay… I’ll try it.

And now… I’m hooked. I fear I will be repurchasing this forever.

The Ma:nyo Pure Cleansing Oil is honestly the gentlest but most effective cleanser I’ve ever used. It melts away makeup, sunscreen, and all the random grime from the day, but somehow still feels super hydrating.

It’s designed to dissolve blackheads and whiteheads without clogging your pores, and it transforms into this soft milky texture when you add water, which makes it feel really luxurious instead of harsh or stripping.

It also helps restore your skin’s natural moisture and pH balance, and it’s suitable for basically everyone, even acne-prone skin, which makes it such a safe beginner product.

I use one pump at night as my makeup remover/first cleanse, and honestly, sometimes even one pump in the morning because it leaves my face feeling so fresh and clean.

It is definitely pricier than the $8 face wash I was used to grabbing at home, but it’s lasted me forever, and I’ve genuinely noticed a difference… especially with the blackheads on my nose.

Sometimes I’ll use it with a gentle exfoliating brush, and it completely tackles my pores.

If you want a cleanser that you don’t have to overthink, this is one of the best beginner-friendly skincare buys you can make in Seoul.

3. Korean Moisturizer

Torriden DIVE IN Hyaluronic Acid Soothing Cream: Product Link

Moisturizer was one of the things I knew I needed to buy in Seoul, because if you’re doing all these new cleansers and serums… you have to lock it in with something hydrating.

On my first day in Korea, I randomly picked up a few of the Torriden Dive In face masks because I kept hearing good things about them, and honestly they were amazing. Super fresh, super cooling, and my skin felt instantly happier.

So of course I went down a little rabbit hole and realized that the same hyaluronic acid “Dive In” formula also comes in a moisturizer. Naturally… I had to try it.

And I’m so glad I did, because I absolutely love this cream. I have no idea if it’s the single best moisturizer on earth (I am not a dermatologist lol), but I do know it’s a really solid Korean brand and my face has been consistently hydrated ever since.

The best part is that it gives you that dewy, healthy skin look without feeling sticky or heavy, which is honestly rare.

This cream is basically a hydration boost in a jar. It replenishes both the surface and deeper layers of your skin, and it has this really calming, soothing vibe that makes it perfect if your skin gets irritated easily.

It’s also super cooling, which feels incredible after a long day walking around Seoul or if your face is feeling a little overheated or red.

If you’re a beginner and want a moisturizer that’s gentle, reliable, and makes your skin feel instantly better, this is such a safe must-buy.

4. Toner Pads (The Easiest Skincare Upgrade)

Toner was one of those things I never really understood before Korea, but Seoul completely changed my mind… mostly because toner pads make it so easy. You just swipe, hydrate, calm your skin, and suddenly you feel like a person who has their life together.

I ended up buying a few different ones depending on what my skin needed:

Mediheal Madecassoside Blemish Pads — My skin loves to break out around my period, so these are perfect for calming things down when my face decides it hates me.

Mediheal Watermide Moisture Pads — I love these in the mornings. They feel super cool on my skin and give me an instant hydration boost.

Skinfood Carrot Carotene Calming Water Pads — These are my favorite. I also bought the matching masks, and I honestly can’t recommend them enough. So soothing, especially if your skin gets irritated easily.

If you’re overwhelmed by toners in general, pads are such a beginner-friendly place to start because they’re basically skincare without the effort.

5. Serums

Isoi Brightening Serum: Product Link

Alright, now we’re moving from beginner into slightly more intermediate skincare. I was fully planning on buying the viral Anua serum, but the Olive Young staff pointed me toward something else instead, and I’m honestly so glad they did.

I picked up the Isoi Brightening Serum, and it’s been one of my favorite purchases. PDRN has gotten really popular in K-beauty recently, but this serum has been a longtime bestseller for a reason. It was definitely the most expensive product I bought, but for me, it felt worth it.

I have sun spots, acne scars, and dark circles, and I genuinely think this has helped even out my skin tone a lot. It’s clinically shown to improve the look of dark spots and discoloration, and it’s gentle enough for acne-prone skin too.

If you want one serum to try in Seoul that feels like an upgrade, this would be my pick.

6. Acne Treatments

If you’re acne-prone like me, Seoul is basically heaven for blemish care. Korean brands are so good at soothing skin and healing your breakouts in gentle ways.

These are the three acne treatments I bought and actually liked:

Madecassol Madeca Medi Patch (Olive Young Exclusive)

These patches are genuinely amazing, and they are only available at Olive Young, so you HAVE to get them while you’re in Korea. The green and orange packs are perfect when you feel a breakout starting, and they really help calm things down quickly.

They speed up healing, prevent scarring, and they stick super well. A true must-buy.

FATION Nosca 9 Trouble Cream

This is a gentle spot treatment that’s great if your skin gets irritated easily. It definitely works, but for the price, it wasn’t a standout product for me.

Personally, I’m not sure I’d repurchase, but it’s still a solid option if you want something soothing.

Reedle Shot 100

Reedle Shot 100: Product Link

This one feels like a real treatment. It was sold out at Olive Young, but I found it at a pharmacy. This has actually been the biggest game-changer in my skin care routine.

You apply it right after cleansing at night, and then you’ll immediately feel the tiny prickly “needle” sensation. The first few minutes are intense, but it settles down fast.

I recommend the 100 for beginners, as these can be pretty harsh on your skin.

7. Sheet Masks (The Most Fun Thing to Buy in Seoul)

If there’s one thing Korea is truly famous for in skincare, it’s sheet masks. There are so many options everywhere you look, and honestly, they’re cheap, easy, and the quality is unreal.

I loved trying a bunch while I was in Seoul, and my best advice is to grab a few different ones as you go… then stock up on your favorites before you leave. Here are the ones I personally bought and would recommend

Torriden Dive In Low Molecular Hyaluronic Acid Mask Sheet – Super hydrating, fresh, and perfect when your skin feels dry or tired.

MEDIHEAL Rose PDRN Essential Mask Sheet (Olive Young Only) – Make sure you grab these if you see them. One of the best glow masks I tried and they’re only available at OY.

BIODANCE Bio-Collagen Real Deep Mask Sheet – Feels extra luxe and leaves your skin looking really plump.

ROUND LAB Pine Calming Cica Mask Sheet – Amazing if your skin is irritated or breaking out and needs to calm down.

Skinfood Carrot Carotene Mask – My personal favorite. So soothing, gentle, and just makes your skin feel happy.

Other Things to Buy at Olive Young

Skincare might be the main reason most people shop in Seoul, but honestly, some of my favorite purchases were the random little extras I didn’t even plan for.

Korea does everyday products so well, and these are the unique things I bought (or wish I bought more of) that were genuinely worth it.

EUTHYMOL Whitening Toothpaste (The Most Unexpected Must-Buy)

This might be the best toothpaste I’ve ever used. It is expensive, but both Oliver and I noticed our teeth looking so much whiter after using it. I recommend grabbing multiple tubes because it’s way more expensive overseas and honestly kind of hard to find once you leave Korea.

ISOI Blemish Care Eye & Wrinkle Patch

These were one of my favorite under-eye finds. They feel super cooling, are perfect in the mornings, and honestly just make you look more awake and refreshed, especially if you’re jet-lagged or dehydrated.

Torriden Solid In Ceramide Lip Essence

This is such a good grab if you deal with dry lips. It’s thick, super nourishing, and feels more like an overnight lip mask than a basic balm.

Skinfood Salmon Dark Circle Concealer Cream

This is genuinely one of the best things I bought in Seoul. It comes in three shades, and it matches my skin so well. I don’t wear a ton of makeup day to day, but this instantly brightens up my face and covers my dark circles amazingly without looking heavy.

Garlic Butter Bagel Chips

Not skincare, but I have to mention these because they’re ridiculously addictive. I bought one bag on a whim and immediately wished I had stocked up. The perfect salty little Korean snack to bring home from. There are loads of different flavors at Olive Young.

2 Things Not to Buy in Seoul

I’m definitely not a dermatologist, and there are absolutely skincare experts out there who can give way more specific advice based on your exact skin type.

But… I do want to share two things I bought in Seoul that were a complete letdown, and I honestly wouldn’t recommend wasting your money on.

Mediheal Eye Ampoule Patches (Not Worth It)

I bought both the Mediheal Vita Collagen Eye Ampoule Patch and the Retinol Collagen Eye Ampoule Patch because someone on Instagram swore they were life-changing… and I should have done more research.

These were honestly terrible. Sometimes they stayed in place, sometimes they slid halfway down my face, but the biggest issue was the serum. It just didn’t absorb properly.

After taking them off, if I did my makeup, I noticed a ton of pilling, like the leftover product would start rolling into little balls on my skin. I tried waiting longer, using them at night, everything… and they were still a miss. I’d skip these completely.

Anua Cleansing Oil (Broke Me Out)

This one hurts because it’s so viral. The Anua cleansing oil is everywhere online, and I was fully influenced.

But for me, it caused breakouts almost immediately. I know some people love it, but if you’re acne-prone or sensitive at all, I’d be careful.

Personally, I’d recommend the Ma:nyo Pure Cleansing Oil instead. It worked so much better for my skin and actually felt gentle while still doing the job.

Quick Tips for Shopping for K Beauty in Korea

Go to Olive Young earlier in the day – The popular locations (especially Myeongdong) get insanely crowded at night, and it’s way more enjoyable when you can actually browse without fighting through the aisles.

Ask the staff for recommendations – This was genuinely the best advice I got. They know what’s actually popular in Korea, what works for beginners, and what’s worth your money.

Start with the basics first – It’s so easy to get carried away, but if you’re new to skincare, stick to cleanser, moisturizer, and sunscreen before adding a bunch of serums.

Don’t buy everything that went viral – Some viral products are amazing, but others are just trendy because of cute packaging. A quick Google or Reddit search can save you from wasting money.

Shop around for better prices – Olive Young is the easiest place to start, but you can sometimes find the same products cheaper in smaller beauty stores or even pharmacies.

Leave space in your suitcase – Trust me, sheet masks and skincare backups add up fast, and you will not want to be playing luggage Tetris on your last night.

Stock up before you leave Korea – Most of these products are way more expensive overseas, so if you find something you love, grab an extra one or two while you’re still in Seoul.

Final Thoughts on the Must Buys in Seoul

Shopping for skincare in Seoul is honestly such a fun experience, but it can also feel so overwhelming at first. There are a million products, endless viral recommendations, and honestly, the popular stores get crazy busy!

But once you focus on a few beginner-friendly staples, it becomes way easier to navigate. If you’re heading to Seoul soon, start simple with sunscreen, a good cleanser, and a couple of masks, and don’t be afraid to ask the staff for help. I’m genuinely so happy with what I picked up, and I’d 100% do it all again (just maybe with an emptier suitcase next time).

FAQ: Best Things to Buy in Seoul

What to buy in Korea souvenirs?

If you’re wondering what traditional Korean souvenirs are actually worth bringing back from Korea, there are so many good options beyond the typical tourist stuff. Seoul is amazing for practical, fun souvenirs like Korean snacks, instant ramen packs you can’t find at home, and cute accessories like socks or keychains. Line Friends and Kakao friends stores are also a classic stop for gifts, and honestly, skincare is one of the most popular things people bring back.

What are the cheapest things to buy in South Korea?

South Korea is full of small, budget-friendly purchases that are genuinely worth it. Some of the cheapest things to buy in Seoul are socks (everyone leaves with a sock haul), sheet masks, Korean snacks, and simple jewelry from street markets that actually holds up really well. Convenience stores are also a goldmine for affordable treats and Korean food.

What should I bring back from South Korea?

If you only have room for a few things in your suitcase, I would focus on what Korea does best. Sunscreen and skincare from Olive Young. Sheet masks are another must because they’re cheap and so easy to stock up on. I also loved bringing back custom made souveniers like keychains and phone cases, plus a few fun snacks or ramen packs for a more Korean traditional souvenirs.

Best places to shop in Seoul?

Seoul is basically a shopping playground, but a few neighborhoods really stand out. Myeongdong is the easiest place for first timers because it’s packed with skincare stores, street shopping, and souvenir options all in one area. Hongdae is great if you want trendier fashion and accessories, while Insadong is better for more traditional gifts and crafts. Seongsu is full of cool concept stores, flagship stores, and pop-ups, and Gangnam is where you’ll find department stores and higher-end shopping. If you’re overwhelmed, start with Myeongdong and branch out from there.

What to buy in Olive Young?

Olive Young can feel completely overwhelming the first time you walk in, but if you’re a beginner, the best approach is sticking to simple essentials. My biggest advice is not to buy every viral product you see online, but instead focus on a few basics that will actually work for most skin types. Sunscreen, face wash, and moisturizer are a great start.