There's no denying that the beauty industry has grown exponentially in the past decade. From fancy celebrity makeup lines to indie skincare brands with a cult following, the choices for beauty fanatics are practically limitless. In fact, just when you thought that you have already tried all the 'essential' brands, you'll find that there's more to discover — especially in the Asian cosmetics category. Keep reading to discover underrated Asian beauty brands and you may just find your next favourite.
As a beauty brand under the cosmetic conglomerate Amorepacific, it's a surprise that eSpoir is not as well-known internationally, especially when compared to sister brands Etude House, Laneige and Innisfree. But we're guessing that's about to change as eSpoir begins its entrance to the Southeast Asian market via its launch in Thailand. They're known for their pretty colour makeup lookbook palettes and glossy lippies.
Sure, you've heard about SK-II, Shiseido and Shu Uemura. But apart from the holy trinity of Japanese beauty, there are tons of other J-Beauty brands worthy of your attention. One of them is RAFRA, a skincare-focused label that believes in cultivating a simple skincare routine. If you're keen on giving RAFRA a try, go for the Balm Orange, which is a cleansing balm that also has skin-enhancing properties. It's their bestselling item that's hailed as holy-grail even by fans outside Japan.