The Best New K-Beauty Products Launching January 2020

In just a few years we’ve gone from having a limited number of Korean beauty brands available in the U.S. to pioneering curators here and getting K-beauty launches at the very same time as South Korea. And as more and more K-beauty products become widely available, it’s apparent that there’s no single type of K-beauty brand. We’re regularly seeing a limitless array of formulations and presentations, including cute-as-can-be, cartoonishly packaged products, elegant items with incredibly effective ingredients, makeup we wish had come west so much sooner, and, of course, sheet masks that address every imaginable skin-car concern. This month, we’re seeing moisturizer that can outsmart acne, almost-unreal highlighter, and much more.

Here are the latest and greatest K-beauty offerings of the month from beloved brands such as Dr. Jart+, Sulwhasoo, and more, hitting real and virtual shelves in January. Whether you set your sights on just one of them or add them all to your shopping list, you’ll be among the first to know (and inevitably love) the highly covetable Korean products that everyone will be buzzing about for the rest of 2020.

All products featured on Allure are independently selected by our editors. However, when you buy something through our retail links, we may earn an affiliate commission.

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