Celebrities lift rising affordable K-beauty brands into U.S. retail

Pagesix reports that several under-the-radar Korean skincare and makeup labels are winning celebrity fans and U.S. retail spots, with many highlighted products priced at $27 or under.

The piece notes Dr. Althea was used on Selena Gomez and K-pop star Ejae at the Golden Globes, and that the brand hit U.S. Ulta Beauty stores in October and is becoming a bestseller. Makeup artist Hung Vanngo prepped Gomez with Dr. Althea’s 345 Relief Cream and Aqua Marine Deep Serum, while Ejae’s makeup artist used the brand’s 345 Relief Cream Mist.

Reported product details include 345 Relief Cream’s use of niacinamide, Centella asiatica and panthenol to soothe irritated skin and help post-acne texture, and a bi-phase, vegan-certified 345 Relief Cream Mist that is fragrance- and paraben-free. Erica Radol wrote, “I used this mist several times a day after a laser peel left my skin Sahara-level dry…this was as gentle as could be, while providing my skin with much-needed moisture.”

The article also highlights Mediheal’s sheet masks and pads (noting a BTS partnership and global ambassador Minnie, plus U.S. availability at Ulta as of last year and an Olive Young No.1 pick in 2024), Clio’s viral mascaras, liners and tints as seen on Mia Goth, and TirTir foundations and setting sprays worn by Lea Michele, Ejae and Cynthia Erivo. The report says affordable, effective K-beauty is a real trend in 2026 and appears set to continue rising.

Key Topics

Culture, Dr. Althea, Selena Gomez, Ulta Beauty, Mediheal, Clio Cosmetics