K-Beauty is a daily battleground for beauty. Where? Of course, Olive Young. It's arguably the busiest K-beauty store in Korea. Everyone wants to visit Olive Young in Korea, and they flock there to buy the most popular cosmetics. But did you know? Because of limited store space, there are many hidden K-beauty cosmetics that, despite their excellent quality, don't make it to Olive Young due to limited marketing costs (it costs a fortune to occupy space in Olive Young). Instead, they successfully sell their products under their own, high-quality brands. Unfortunately, these "David" companies (small but strong K-beauty brands) aren't yet well-known overseas. However, starting in the US, these indie K-beauty brands are slowly gaining recognition. "Not-in-Olive Young yet Decent K-beauty products" are slowly opening their doors! ASTARTE101 is a K-beauty color contact lens brand. We aim to be the fastest source of K-beauty news. Slowly but steadily, we'll be uncovering and introducing you to the latest, yet lesser-known, K-beauty indie brands in Korea. Mixsoon? Beauty of Joseon? Yes, you're already familiar with them... But there are tens of thousands of unique K-beauty brands in Korea, and we'll rigorously vet them and introduce them to you. Stay tuned!
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