K-beauty goes viral every day, but what Koreans truly rely on is often completely different from what trends online. If you’re done with overhyped products, this guide uncovers the hidden Korean skincare gems Koreans genuinely trust and repurchase—no marketing fluff, just real results.
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01. MEDIHEAL
Source: MEDIHEAL official website
MEDIHEAL PDRN LIFTING PAD
* 2025 Beauty Awards Targeted Mask Pads 1st Place
MEDIHEAL COLLAGEN AMPOULE PAD
* 2024 First Half of the Year Efficacy/Effect Awards Targeted Mask Pads 1st Place
In Korea, MEDIHEAL is known as the “pad expert,” consistently ranking at the top of Hwahae rankings and setting the standard for targeted Korean skincare pads. Loved by locals for fast soothing and firming effects, it’s one of those Korean skincare products Koreans have been gatekeeping because of its performance and accessible price.
Among its many lines, the firming range became especially popular. The PDRN LIFTING PAD ranked No.1 in the Targeted Mask Pad category of the 2025 Hwahae Awards, proving its strong reputation. During dry winters, many Koreans reach for the COLLAGEN AMPOULE PAD, applying it before makeup to boost elasticity and hydration at once.
02. SKIN1004
Source: SKIN1004 official website
SKIN1004 MADAGASCAR CENTELLA PROBIO-CICA INTENSIVE AMPOULE
* 2024 First Half of the Year Efficacy/Effect Awards Essences/Ampoules/Serums 1st Place
You might think, “Isn’t SKIN1004 already famous worldwide?”—but in Korea, the product locals rave about is not the classic Centella Ampoule, but the MADAGASCAR CENTELLA PROBIO-CICA INTENSIVE AMPOULE. This upgraded formula combines fermented centella for deeper calming and Cica ceramide for intense moisture, becoming the real best Korean skincare pick loved by Korean users.
03. irecipe
irecipe Ceramide yuja Bio Cleansing Oil
* 2025 Beauty Awards Cleansing Oils 1st Place
If cleansing oils felt too heavy or greasy, you’ll love irecipe—a rising Korean skincare hidden gem. Their Ceramide Yuja Bio Cleansing Oil, ranked No.1 in the Cleansing Oils category of the 2025 Hwahae Awards, is non-comedogenic and melts makeup without clogging pores, making it a favorite among Korean users.
irecipe AQUA PHYTOPLEX™ Cream In Toner Mist
* 2025 First Half of the Year Efficacy/Effect Awards Face Mists 1st Place
Another standout is the AQUA PHYTOPLEX™ Cream In Toner Mist, a hydrating mist that went viral in Korea after flight attendants began recommending it for in-flight dryness. With its ultra-fine spray and long-lasting moisture, it’s one of the most loved Korean skincare products for daily hydration.
04. S.NATURE
Source: S.NATURE official website
S.NATURE is one of the most consistently top-ranked Korean skincare brands, especially loved for its gentle yet effective squalane-based hydration line. For those seeking Korean skincare locals rely on year-round, the Aqua Squalane line is a trusted favorite among Korean users.
S.NATURE Aqua Squalane Moisturizing Cream
* 2025 Beauty Awards Face Moisturizers 4th Place
S.NATURE Aqua Squalane Serum
* 2023 Beauty Awards Essences/Ampoules/Serums 4th Place
S.NATURE AQUA SQUALANE MIST
* 2025 Beauty Awards Face Mists 2nd Place
05. freemay
freemay Olive Cica Calming Ampoule Mask
* 2024 Beauty Awards Sheet Masks 3rd Place
Freemay is a true Korean skincare hidden gem, known for satisfying even the pickiest Korean users. Their Olive Cica Calming Ampoule Mask, rated 4.7 on Hwahae and ranked No.3 in the Sheet Masks category of the 2024 Hwahae Awards, is packed with soothing ingredients like madecassoside and centella, making it a go-to solution for irritated or flushed skin.
06. ISOI
ISOI BLEMISH CARE EYE & WRINKLE PATCH
* 2025 Beauty Awards Targeted Face Masks 2nd Place
In Korea, Isoi is synonymous with blemish care—a trusted brand for sensitive skin users. Their Blemish Care Eye & Frown Patch, awarded No.2 in the 2025 Hwahae Targeted Face Masks category, is loved for targeting under-eye dullness and frown-line wrinkles at once, becoming a real best Korean skincare pick for instant treatment.
Editor’s Note
You may be seeing many of these brand names for the first time. But in Korea, these products are long-loved, award-winning staples trusted by real users. They may still be under-the-radar globally, but we hope you get to experience why Koreans have been quietly keeping them to themselves.
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