beauty . Makeup

Underrated Asian Beauty Brands That You Should Know About

The new essentials

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.


Even though Mores is a Thai brand, most of its product ingredients are sourced from other countries like Switzerland and France. But the formulation is still made especially for Asian skin with a concentration on evening out hyperpigmentation and repairing damaged skin. Their must-try product is the affordable 2 Eyes Sleeping Eye Mask, which is said to brighten and plump the under eye area very effectively. 


ROVECTIN is a Korean beauty brand that was originally created to address the unique skincare concerns of cancer patients. Now that they have entered the mainstream beauty market, several of their products are already making a buzz in the beauty community like the Skin Essentials Barrier Repair Cream Concentrate and Cica Care Sleeping Pack. 


If you've got dehydrated skin, trying a bottle of CREMORLAB's most celebrated product, the Mineral Treatment Essence, may just be the solution to all your woes. Boasting their signature T.E.N. (Thermal water, Eco-energy, Natural Nourishment) thermal water as their star ingredient, this hydrating product promises to lock in hydration, smoothen skin texture and brighten the complexion. Many people have experienced really good results with the brand's products so we're betting their popularity will rise soon.

(Cover photo from: @espoir_makeup/@rafra_official)