Discovering Korea’s Hidden Gems: The Rise and Allure of Second Brands in K-Beauty
Stella's Meta Description: Uncover the secrets behind Korea’s second cosmetic brands. Explore why these K-beauty sub-brands are winning hearts globally with quality, affordability, and trend-setting innovation.
Introduction: What Are Korean Second Brands?
Korean beauty, or K-beauty, has taken the world by storm with its innovative products, cutting-edge technology, and aesthetically pleasing packaging. But beyond the big names like Laneige, Sulwhasoo, or Innisfree, lies a goldmine of lesser-known yet equally compelling offerings—second brands. These are sub-brands or sister brands launched by major Korean beauty conglomerates to target a more specific demographic, price point, or trend.
Second brands serve as testing grounds for innovation, focus on affordability without sacrificing quality, and often appeal to younger or niche consumers. As the global beauty audience becomes more savvy, these brands are earning cult-like status for their effectiveness and charm.
Why Korean Second Brands Are So Popular
Affordability Without Compromise
Second brands often deliver high-quality products at a fraction of the cost of their parent brands. Since they benefit from the same R&D resources, you’re essentially getting premium formulations at a budget-friendly price.
Trend Responsiveness
These brands are nimble and quick to adopt the latest trends—whether it’s vegan beauty, microbiome skincare, or minimalist packaging. They act as the trendsetters within the K-beauty ecosystem.
Targeted Marketing
Whereas flagship brands aim for broad appeal, second brands often focus on niche markets: Gen Z, men’s skincare, sensitive skin types, or eco-conscious consumers. This targeted strategy helps them build a loyal customer base.
Experimentation and Innovation
Parent companies use second brands to test experimental products before rolling them out on a larger scale. This gives consumers early access to cutting-edge beauty tech and formulations.
Notable Korean Second Brands and Their Strengths
Let’s take a closer look at some of the most popular and effective second brands in the Korean beauty industry.
Round Lab (Parent: Kolmar Korea, partnered with Olive Young)
- Star Product: Dokdo Toner
- Why It’s Loved: Known for minimal yet highly effective skincare solutions, especially for sensitive skin. The Dokdo line is rich in deep-sea water and minerals that calm and hydrate.
Unleashia (Parent: Able C&C, same group as Missha)
- Star Product: Glitterpedia Eye Palette
- Why It’s Loved: A cruelty-free and vegan brand focusing on glittery, high-impact makeup. It appeals strongly to Gen Z and those who love expressive looks.
Torriden (Parent: Youngwon Cosmetic)
- Star Product: DIVE-IN Low Molecular Hyaluronic Acid Serum
- Why It’s Loved: A minimalistic skincare brand that delivers clinical-grade hydration at affordable prices. It’s especially popular among those with dry or sensitive skin.
Skin1004 (Parent: BOU Co., Ltd.)
- Star Product: Madagascar Centella Ampoule
- Why It’s Loved: Focuses on natural and clean beauty, with ethically sourced ingredients like Centella Asiatica from Madagascar. Offers transparent ingredient lists and eco-friendly packaging.
Beplain (Parent: Kolmar Korea)
- Star Product: Cicaful Ampoule
- Why It’s Loved: Focuses on plant-based ingredients, gentle formulas, and sustainability. Appeals to eco-conscious millennials and Gen Z.
WAKEMAKE (Available at Daiso Korea)
- Star Product: WAKEMAKE Lip Coating Tint
- Why It’s Loved: Stylish and functional makeup products sold at an incredibly affordable price point. Despite being a budget line, the textures and pigments are surprisingly high-quality. Available through Daiso’s beauty lineup, making it easy to access.
Eglips (Distributed via Daiso and online platforms)
- Star Product: Blur Powder Pact
- Why It’s Loved: Known for mattifying powders and complexion products with a soft-focus finish. The packaging is simple and functional, targeting teenagers and students.
LUNA x Daiso (Special Editions)
- Star Product: LUNA Long-Lasting Tip Concealer Mini
- Why It’s Loved: A mini version of the cult-favorite concealer created exclusively for Daiso shoppers, combining LUNA’s formula expertise with affordability.
Drop The Beauty (DROP B) (Distributed via Daiso Korea)
- Star Product: DROP B Vegan Lip Balm
- Why It’s Loved: A fresh and trendy brand that focuses on clean, simple packaging and plant-based ingredients. The lip balm is highly moisturizing and available in multiple scents, ideal for those looking for a cute but effective everyday item.
Play 101 (Originally from Etude, reintroduced via Daiso with new packaging)
- Star Product: Play 101 Pencil
- Why It’s Loved: A multifunctional pencil that can be used as eyeliner, lip liner, or eyeshadow. The new Daiso-exclusive versions come in trendy shades and updated formulas, making them perfect for casual, daily makeup on a budget.
Best Products by Category from Korean Second Brands
Cleanser
- Anua Heartleaf Pore Control Cleansing Oil – Great for sensitive skin and packed with calming heartleaf extract.
Toner
- Round Lab Dokdo Toner – A mineral-rich formula that soothes and hydrates.
Serum
- Torriden DIVE-IN Serum – Lightweight but incredibly hydrating, with 5D hyaluronic acid.
Moisturizer
- Skin1004 Madagascar Centella Soothing Cream – Helps with inflammation and supports skin barrier repair.
Sunscreen
- Beauty of Joseon Relief Sun: Rice + Probiotics – A cult-favorite for its light texture and nourishing ingredients.
Eye Shadow
- Unleashia Glitterpedia Palette – Perfect for bold and shimmering eye looks.
Lip Product
- WAKEMAKE Lip Coating Tint – Glossy yet long-wearing, ideal for daily use.
- DROP B Vegan Lip Balm – Nourishing and available in charming tints and flavors.
Eyeliner
- Play 101 Pencil – Versatile and richly pigmented, suitable for multiple makeup purposes.
Powder
- Eglips Blur Powder Pact – Controls shine and blurs imperfections with a natural finish.
Where to Buy Korean Second Brands
Most second brands are readily available through global e-commerce platforms:
- Olive Young Global – The go-to K-beauty hub with English language support.
- YesStyle – Offers a wide selection of Korean second brands with international shipping.
- StyleKorean – Known for its authentic sourcing and frequent sales.
- Amazon – Many verified sellers offer official products.
- Daiso Korea (Offline & Online) – A hidden treasure trove of budget-friendly K-beauty gems, with curated second brand collaborations and exclusive sizes.
Final Thoughts: Should You Try Korean Second Brands?
Absolutely. Whether you're new to Korean skincare or a seasoned K-beauty enthusiast, second brands offer some of the best-kept secrets in the industry. They combine affordability with innovation and often outperform more expensive alternatives. By choosing a second brand, you're also supporting the cutting edge of K-beauty evolution—where creativity meets practicality.
So next time you’re browsing for your next holy grail product, skip the obvious choices and dive into the world of Korean second brands. You might just find your new skincare soulmate.
