Fall 2026 Korean beauty launches worth knowing

Published Oct 13, 2026 · Updated Oct 14, 2026 · Gatgooun

© Sulwhasoo / Amorepacific press release

September and October are busy months in Korean beauty. Brands refresh their bestsellers for the colder season, limited collaborations land in Olive Young, and fall color stories show up in every makeup aisle. Here are nine launches from the past few weeks that we think are worth knowing about, with the facts we could confirm from each brand's own announcement or from Korean trade press. Each name links to a longer page with the source.

Skincare: four renewals and a new mask format

Sulwhasoo Okyong Pack (2026 renewal). Sulwhasoo's peel-off mask has been around for 19 years, and the brand says it has sold 11.3 million of them. The renewed version, announced on October 8, is a gel that spreads evenly, dries down and comes off in one piece. You can use it on the whole face or only on shiny spots. Sulwhasoo added collagen, five types of hyaluronic acid and its own Jaeumdan ingredient to the formula.

Su:m37° Secret Essence, fifth generation. LG H&H's fermentation brand renewed its signature essence on the same day. The essence first came out in 2009, and the brand puts sales at more than 3.35 million bottles. The base ingredient is fermented for 8,700 hours, the new formula is 90% fermented liquid, and it adds the brand's CYTOSIS ingredient and a finer "melting ceramide." It comes in 50 ml and 100 ml.

Hanyul Artemisia-Panthenol Intensive Repair line. Hanyul rebuilt its older young-mugwort range around mugwort leaf water from Korea's Hwanghae region, paired with dexpanthenol. There are two products: a Capsule Cream with 36% mugwort leaf water, 2% dexpanthenol and five ceramides, and a Bubble Serum that comes out as a fine foam, with 77% mugwort leaf water and 6% dexpanthenol.

SKIN1004 Madagascar Centella TECA hydrogel masks. SKIN1004 released two hydrogel masks in Korea and abroad at the same time, which fits a brand whose parent company, Craver, makes 98% of its sales outside Korea. The Caffeine Cooling Gel Mask is a thin 31 g hydrogel with Centella TECA, centella-derived PDRN and 1% caffeine. The Hyalu-TECA Peptide Bounce Gel Mask is a 36 g sheet. Both have a shape you can adjust around your face.

Makeup: glow powder, soft contour and fall color

HERA Reflection Skin Glow Powder. HERA added a loose powder to its Reflection line in September. The idea is a powder that softens the look of skin texture without flattening the glow of the Reflection foundation underneath. HERA launched it with a "Still Glowing" campaign on September 28 and suggests using the two together.

Espoir Fake Shadow Contour Stick. Espoir's new mini stick is built for "soft contour": a light shadow you blend with your fingers, without a brush or sponge. The balm mixes low-viscosity oils and powder. There are six shades, five contour tones sorted by undertone (from 1 Toasty Almond to 5 Nutty Mocha) and a sixth, Luminizer, for glow. Shades 1 to 5 have a tall dome tip for detail work.

CLIO Pungnyeon Dabang Edition. CLIO's fall edition borrows the look of a retro Korean tea house. The Crystal Glam Tint gets five new shades named after autumn food, from 34 Honey Jujube to 38 Acorn, and the Pro Eye Palette Air comes in three shades with limited packaging, including a new 24 Bampuccino. CLIO is also running a pop-up at Seoul Forest until October 27.

Collaborations: fashion and convenience stores

LANEIGE x MATIN KIM Collection. LANEIGE teamed up with Seoul fashion label MATIN KIM on a limited collection called "YOUR SKIN'S DRESS CODE." It started rolling out globally on September 1 and reaches Korea in October, first at Olive Young. The piece to watch is the JuicePop Box Lip Tint Mono Tune, a tint whose color reacts to the pH of your lips, so it looks a little different on everyone. The launch also includes a duffel bag, a pouch and a chain strap made for the tint.

peripera x CU Collection. peripera and the Korean convenience-store chain CU launched a 10-piece collection on October 1 styled like snacks and fall desserts. The Mood Glowy Tint comes in pudding-style packaging, the Ink Glasting Lip Gloss is yogurt-themed, and the Speedy Skinny Brow is dressed up as a potato stick. CU's own characters appear on the packs, and CU is even selling a strawberry pudding inspired by the tint.

What this season says

Three patterns stand out. First, renewals: Sulwhasoo, Su:m37° and Hanyul all chose to rework long-running products instead of starting from zero. Second, glow over matte: HERA's powder and peripera's tints are both pitched around shine that stays visible. Third, playful packaging: the CLIO tea house, the peripera snack theme and the LANEIGE fashion tie-in all lean on design to make a small purchase feel like an event.

Most of these launches are sold in Korea first. Some brands also sell earlier versions or related products in the US; we keep those on a separate list in Korean beauty brands you can actually buy in the US. As always, check the full ingredient list before you try anything new, and patch test if your skin is sensitive. This page is for information only and is not skincare or medical advice.