Seoul beauty now closer to home
Filipino beauty enthusiasts can now explore Korea’s most talked-about skincare finds in one destination, from viral masks to ingredient-focused formulas.
Fellow K-beauty girlies, it's our time!
Korean skincare lovers no longer have to wait for a trip to Seoul to discover the products making waves in the beauty scene, as a new concept store brings some of Korea’s most sought-after skincare names closer to Filipino shoppers.
Opened on 7 November at SM Makati, Dear Seoul gathers trending K-beauty brands in one curated space, offering shoppers a chance to explore products known for viral appeal, innovative ingredients, and everyday skincare solutions.
The new beauty destination offers Filipino shoppers access to a selection of Korean skincare brands, bringing popular products and skincare discoveries closer to home.
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Rather than focusing on a single label, the concept follows a curated approach — bringing together different Korean skincare brands so customers can build routines based on their own skin concerns, preferences, and budgets.
The lineup features seven Korean brands, each known for its signature products and formulations. These include Biodance’s viral Bio-Collagen Real Deep Mask, Dear Klairs’ gentle vitamin C-powered skincare, EQQUALBERRY’s glow-focused serums, beplain’s soothing mung bean line, ilso’s pore-care products, Jumiso’s niacinamide offerings, and Arencia’s Fresh Green Rice Mochi Cleanser.
The collection reflects the continued influence of K-beauty among Filipino consumers, who have embraced Korean skincare trends ranging from multi-step routines to ingredient-driven products.
Dear Seoul executives.
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“Dear Seoul was built with one goal: to bring the best of Korea to Watsons Philippines. We don’t carry every K-beauty brand. We curate the ones that matter right now,” said IFace Inc. chief commercial officer Angie Goyena.
She added that the selection will continue to evolve as new Korean skincare trends emerge, allowing shoppers to discover products that are gaining attention in Korea and around the world.
Beyond the physical store, the concept is also available online through official stores on Lazada, Shopee and TikTok Shop.
With K-beauty continuing to shape global beauty conversations, the new space aims to make discovering Korean skincare more accessible for Filipino consumers by bringing trending products, new discoveries and everyday beauty rituals closer to home.