Author: zysikd

Paula Bolando; Source images: Courtesy of Allure editors and brandsSave StorySave this storySave StorySave this story

Here’s the deal: The best Oribe products smell ridiculously good (kudos to the sandalwood- and bergamot-spiked Côte d'Azur scent)—but that's not the only factor that earns these formulas permanent-wash-day-staple status. Our editors are obsessed with how they leave hair silky-soft and noticeably stronger—so, yes, they earn their splurge status. But the magic goes back to Oribe Canales himself—the legendary hairstylist who helped define supermodel-era glamour, and, as former Allure creative director Paul Cavaco put it, created looks that are now “part of our collective hair language” without most of us even realizing it. While Oribe sadly passed in 2018, his influence is still very much alive and bottled up in every formula.

Our Top Oribe Products

• Grease, Be Gone: Serene Scalp Oil Control Shampoo, $52
• Hydration Station: Gold Lust Repair & Restore Shampoo, $56
• Mousse-Have: Grandiose Hair Plumping Mousse, $42
• Weatherproof Wonder: Impermeable Anti-Humidity Spray, $44
• Texture on Tap: Dry Texturizing Spray, $52

Many of those formulas feature ingredients you probably already recognize from your skin-care routine, and they're just as kind to your strands as they are to your face. We’re talking heavy hitters like glycerin, vitamin E, and luxe botanical oils. Then, there’s the brand’s Signature Complex, found across the lineup, blending watermelon, lychee, and edelweiss flower to protect natural keratin and defend against oxidative stress. Whether your hair is curly, pin-straight, or somewhere in between, Oribe products prioritize the health of your hair—and that’s a statement we can get behind.

After countless hours of combing (ha) through and testing Oribe's extensive lineup, we’ve compiled the end-all, be-all list of the best products to level up your hair-care routine.

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• How we test and review products
• Our staff and testers

Grease, Be Gone: Serene Scalp Oil Control Shampoo

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Oribe

Serene Scalp Oil Control Shampoo

$52

Amazon

$52

Nordstrom

$52

Dermstore

Why it’s worth it: If you have oily hair and simply can’t imagine skipping a wash day, Oribe’s Serene Scalp Oil Control Shampoo calms irritation and reduces flakiness, while a sugar-derived prebiotic works behind the scenes to keep your scalp’s bacteria in check. Made to support a balanced, healthy scalp microbiome, the formula taps antioxidant-rich rosebay extract, green marine algae, and a biomimetic amino acid (an ingredient that mimics the same building blocks of proteins like keratin) to help dial down excess oil. The result? A clean scalp that stays refreshed for longer—just one wash and you’re still feeling clean up to 72 hours later.

Allure senior commerce director Shanna Shipin before using the Oribe Serene Scalp Oil Control Shampoo

Shipin after using the Oribe Serene Scalp Oil Control Shampoo

Tester feedback from senior commerce director Shanna Shipin

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“My hair is simultaneously dry and oily—and I use mousse, hairspray, and leave-in conditioner daily. Needless to say, I need to do a detox lather at least once a week, and the shampoo that can’t be topped for me is Oribe’s Serene Scalp. Not only does it slough off product residue, but it takes care of the oil and dandruff that I accumulate when I spend a little extra time between wash days. It never dries my scalp or hair out, smells lovely, and lathers beautifully. Often times to get a really fresh scalp, you need to reach for a scrub or a pre-shampoo, but this is all of those products in one.”—Shanna Shipin, senior commerce director

More to know

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• Key ingredients: rosebay extract, green marine algae, biomimetic amino acid, sugar-derived prebiotic, Oribe Signature Complex
• Best for: those with oily scalps and/or dandruff

Fit for a Queen: Royal Blowout Heat Styling Spray

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Oribe

Royal Blowout Heat Styling Spray

$72

Amazon

$72

Nordstrom

$72

Dermstore

Allure commerce writer Lily Wohlner applying the Royal Blowout Heat Styling Spray

Lily Wohlner

Why it’s worth it: What’s the point of spending time styling your hair with heat tools, only to leave it looking dry or damaged? That’s where a high-performance heat protectant comes in handy. Royal Blowout shields strands from heat up to 450°F, so your styling routine doesn’t come at the expense of your hair’s strength through every blowout, curl, or pass with a flat iron. The formula is lightweight enough for finer textures, yet still delivers smoothing and frizz-control benefits for thicker hair. A nourishing blend of rice bran, rosehip fruit oil, and rosemary leaf extract works to strengthen and repair the look of split ends and damage, while imparting a glossy, sleek finish.

Wohlner before applying the Royal Blowout Heat Styling Spray

Lily Wohlner

Wohlner after applying the Royal Blowout Heat Styling Spray

Lily Wohlner

Tester feedback from commerce writer Lily Wohlner

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“I’ve been giving myself a weekly at-home blowout with Royal Blowout ever since my time working with the brand at Oribe seven years ago—and despite testing plenty of new heat protectants, this one has never left my rotation. The scent alone doubles as a hair perfume that lingers until my next wash, but it’s the results that keep me hooked: glossy shine, soft bounce, and that just-left-the-salon finish. It’s super lightweight, but a few sprays go a long way, so one bottle lasts forever.” —Lily Wohlner, commerce writer

More to know

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• Key ingredients: rice bran, rosehip fruit oil, rosemary leaf extract, Oribe Signature Complex
• Best for: those who consistently use hot tools

Weatherproof Wonder: Impermeable Anti-Humidity Spray

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Oribe

Impermeable Anti-Humidity Spray

$44

Amazon (5.5 oz)

$44

Dermstore (5.5 oz)

$24

Nordstrom (2.0 oz)

Allure managing editor Alessandra Foresto applying the Impermeable Anti-Humidity Spray

Alessandra Foresto

Why it’s worth it: Oribe knew a thing or two about humidity. After opening his Miami salon in the ’90s, he spent years working in that warm, sticky heat—perfecting big, glossy styles that somehow held up anyway. So if any product feels like it comes from lived experience, it’s this one. Because truly, what’s worse than styling your hair for hours, only for humidity to undo all of your hard work? The Impermeable Anti-Humidity Spray is here to lock down your ‘do, so the weather doesn’t dictate your look. Unlike many sprays designed for damp strands, this mist works specifically on dry hair, making it perfect when you’re in a pinch and need a final step before curling, waving, or flat-ironing. It leaves a smooth, almost satiny finish with a slight hold that resists frizz without ever feeling heavy or greasy. A climate-resistant copolymer extends the life of your hairstyle while vitamin B5 and vitamin E add softness, moisture, and shine.

Foresto before applying the Impermeable Anti-Humidity Spray

Alessandra Foresto

Foresto after applying the Impermeable Anti-Humidity Spray

Alessandra Foresto

Tester feedback from managing editor Alessandra Foresto

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“This spray is my go-to all summer long to protect my hair from the 99% humidity of New York City, but I also reach for it on rainy days through the year (and when in a pinch if I need a little bit of hold or texture in my hair). I use it as the last step in my routine right before I step out of my apartment to protect my flatiron waves. It’s like a mix between texturizer, dry shampoo, and hairspray. It gives your hair a bit of hold, but also sets it in place so it doesn't immediately fall flat or puff up when you go outside in a rainstorm or a super humid day. The spray bottle, like all Oribe products, is also so luxe and beautiful, and the nozzle applicator delivers a strong amount of product, so make sure you keep the spray moving so you don't get too much product in one spot (you can brush through that spot to distribute the product if it happens, though).” —Alessandra Foresto, managing editor

More to know

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• Key ingredients: vitamin E, copolymers, Vitamin B5, Oribe Signature Complex
• Best for: those with frizzy hair that doesn’t mix well with humidity

Texture on Tap: Dry Texturizing Spray

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Oribe

Dry Texturizing Spray

$52

Amazon

$52

Nordstrom

$52

Dermstore

Allure content director Sophia Paynch applying the Oribe Dry Texturizing Spray

Sophia Paynch

Why it’s worth it: Backstage, Oribe was known for making hair go from flat to full in what felt like seconds, and you get that same instant, weightless volume in Oribe’s Dry Texturizing Spray. Unlike some texturizing sprays that can feel a little gritty or stiff, this formula lifts roots and adds dimension with zeolite crystals that make hair look and feel touchable. And because it’s Oribe, it features the brand’s Signature Complex to protect from the elements. Whether you’re reviving a blowout, adding a little extra thickness, or giving waves a lived-in vibe, this spray makes it look like you tried a lot harder than you did.

Paynch before applying the Oribe Dry Texturizing Spray

Sophia Paynch

Paynch after applying the Oribe Dry Texturizing Spray

Sophia Paynch

Tester feedback from content director Sophia Paynch

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“My relationship with Oribe Dry Texturizing Spray has lasted longer than all of my romantic ones—even counting my husband (we've been together for almost nine years, and I've owned a can of this stuff for almost 15 years). Any professional hairstylist will agree that it's just one of those products that's good to always have handy when you want a little volume, a little texture, or just a little zhuzh in general. I spray it into my hair after it's been rough-dried, air-dried, or nicely blow-dried. It works all the same. I usually blast each side for about five seconds, making sure to get the under layers of my hair. Then, I'll flip my head upside down and spray it in that way, too. It's light as air, smells amazing, and is truly multi-purpose. It lifts roots like a dry shampoo, adds light hold like a flexible hairspray, and adds texture like a beach spray. It makes fine hair like mine look and feel five times thicker, and while it does make your hair feel a bit dry to the touch, it never looks that way.” —Sophia Paynch, content director

More to know

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• Key ingredients: zeolite crystals, Oribe Signature Complex
• Best for: those looking to top their styles off with volume and dimension

Oil Over it: Gold Lust Nourishing Hair Oil

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Oribe

Gold Lust Nourishing Hair Oil

$59

Amazon

$59

Nordstrom

$59

Dermstore

Former Allure shopping market editor Angela Trakoshis applying Oribe Gold Lust Nourishing Hair Oil

Angela Trakoshis

Why it’s worth it: Do us a favor and don't write off hair oils until you've tried the Oribe Gold Lust Nourishing Hair Oil. It's a light, restorative, and protective formula that enhances your hair's shine and sleekness, even on the driest, most damaged days (a few drops go a long way). It starts with Oribe’s Signature Complex, then layers in frizz-smoothing argan oil, omega-rich cassis seed oil to help strengthen, soothing jasmine oil to calm the scalp, and shea butter for softness and shine. And despite that lineup of richer ingredients, it still feels completely weightless on the hair. You can use the 2024 Best of Beauty winner on wet or dry hair, but we love how it gives a scent to damp hair right out of the shower.

Tester feedback from former shopping market editor Angela Trakoshis

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“Oribe’s Gold Lust Hair Oil might be a splurge, but it’s absolutely worth it—it leaves my hair soft, shiny, and healthy, and the scent is unreal—think a high-end salon on the Upper East Side. Every time someone hugs me, they ask what perfume I’m wearing, and I get to say, ‘It’s just my hair oil!’”—Angela Trakoshis, former shopping market editor

More to know

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• Key ingredients: argan oil, cassis seed oil, jasmine oil, shea butter, Oribe Signature Complex
• Who it’s for: those who want to finish their looks with a burst of shine and luster

Mousse-Have: Grandiose Hair Plumping Mousse

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Oribe

Grandiose Hair Plumping Mousse

$42

Amazon

$42

Nordstrom

$42

Dermstore

Allure contributing commerce editor Deanna Pai applying the Grandiose Hair-Plumping Mousse

Deanna Pai

Why it’s worth it: Body-boosting, fluffy-foamed, and never-crunchy, Oribe’s Grandiose Hair Plumping Mousse is an editor favorite. The brand describes each pump of the mousse as a “pouf,” which we find to be accurate, given the product's airy nature. (It won’t weigh down even fine hair.) You can expect bigger, better, and softer hair with every application, plus the added perks of heat protection and strand repair. It works best when paired with heat, so bust out the blow-dryer and let the panthenol, glycerin, vitamin E, polymers, and Oribe Signature Complex get to work.

Pai before applying Oribe Grandiose Hair-Plumping Mousse

Deanna Pai

Pai after applying Oribe Grandiose Hair-Plumping Mousse and letting her hair air-dry

Deanna Pai

Tester feedback from contributing commerce editor Deanna Pai

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"My fine yet wavy hair tends to get flat at the crown, so when I need a little more oomph, I go for this mousse, layering it on after leave-in conditioner. It has just the right amount of volume and definition to add some lift and shape my curls, respectively, but doesn't feel crunchy—even when I layer it on for extra hold." —Deanna Pai, contributing commerce editor

More to know

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• Key ingredients: panthenol, glycerin, vitamin E, polymers, Oribe Signature Complex
• Who it’s for: those who need oomph at the roots of their hair

Freeze the Moment: Superfine Strong Hairspray

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Oribe

Superfine Strong Hair Spray

$46

Amazon

$46

Nordstrom

$46

Dermstore

Why it’s worth it: It’s not every day you meet a hairspray that actually adds shine instead of a telltale cloudy cast, which is why Oribe’s Superfine Strong Hold Hairspray has our attention. Doubling as a light hair perfume (of course it does), this hairspray keeps styles in place while leaving a soft, glossy finish. The formula goes a step further with pro-vitamin B5 heat protection in the form of hydrolyzed wheat protein, which breaks proteins into small amino acids and peptides so they can penetrate the hair and strengthen from within. Even though the whole operation feels lightweight, the hold is serious without looking stiff, which we can always get behind (especially for an updo or big curls).

Allure senior beauty editor Jesa Marie Calaor applying Oribe Superfine Strong Hairspray

Jesa Marie Calaor

Calaor after applying Oribe Superfine Strong Hairspray

Jesa Marie Calaor

Tester feedback from senior beauty editor Jesa Marie Calaor

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"As the name says, the nozzle of this sleek can dispenses a featherweight, fine mist of hairspray that makes distributing it evenly across my waves a breeze. I use it to keep my heat-styled waves bouncy and intact without any crunchiness or stickiness.” —Jesa Marie Calaor, senior beauty editor

More to know

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• Key ingredients: pro-vitamin B5, hydrolyzed wheat protein, Oribe Signature Complex
• Who it’s for: those looking for hold in their blowout or updo

Tame the Mane: Italian Resin Flat Brush

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Oribe

Italian Resin Flat Brush

$100

Amazon

$100

Nordstrom

$100

Dermstore

Allure social media director Kassidy Silva using the Oribe Italian Resin Flat Brush

Kassidy Silva

Why it’s worth it: We don’t always give our hairbrushes enough credit—they get dragged through tangles, heat-styled strands, and product buildup. So when you find one that actually holds up (and makes your hair look better in the process), it starts to make sense why you’d invest a little more. Case in point: the Oribe Italian Resin Flat Brush. It isn't every day we drop $100 on a hairbrush, but the 2023 Best of Beauty Award seal says it all. Made with a mix of boar bristles, rounded nylon pins, and a 97% natural rubber cushion, it’s designed to detangle gently while smoothing and boosting shine. (It doesn’t hurt that the custom-designed Italian resin handle looks like it belongs on a very chic vanity.) As it cares for your hair, don’t forget to care for it right back: Rinse it regularly, shake out excess water, and let it air-dry to keep it in top shape.

Tester feedback from social media director Kassidy Silva

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“If you have ultra-long hair that's prone to frizz, this is your new secret weapon. After blow-drying and curling my hair on wash days, I give my ends a few swipes with the Oribe Italian Resin Flat Brush to brush out my curls before hitting them with a finishing spray. Be careful not to tug too tightly, or your curls will morph into very loose waves. Between washes, I use it to help tame my flyaways by giving the bristles a spritz or two of a flexible hairspray and brushing just at my roots.” —Kassidy Silva, social media director

More to know

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• Material: boar bristles, Italian resin, rounded nylon pins
• Who it’s for: those with long, frizzy hair

Hydration Station: Gold Lust Repair & Restore Shampoo

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Oribe

Gold Lust Repair & Restore Shampoo

$56

Amazon

$56

Nordstrom

$56

Dermstore

Allure contributing commerce writer Annie Blackman applying Oribe Gold Lust Repair & Restore Shampoo

Annie Blackman

Why it’s worth it: Gentle, nourishing, and all kinds of decadent, Oribe’s Gold Lust Repair & Restore Shampoo is one we keep coming back to (and re-purchasing). Infused with ingredients like strengthening biotin, smoothing plant collagen, energizing caffeine, and oil-balancing niacinamide, it penetrates the hair cuticle, strengthening from the root down and dialing up that healthy, glossy shine. In other words, it’s not just there to cleanse (plenty of cheaper shampoos can handle that)—it’s actively doing repair work as it goes, so your hair feels stronger over time. And then there’s the luxe lather: Once it hits your hair, it whips up into a fluffy, cloud-like foam—impressive for a sulfate-free formula (because they don’t always bring the suds). Rinse it out, and you’re left with soft, silky strands. Pair it with the Gold Lust Repair & Restore Conditioner for an even bigger boost.

Tester feedback from contributing commerce writer Annie Blackman

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“Before I tried the Gold Lust Shampoo, I was scared the scent would be too strong. (The bottle is pretty dramatic looking—can you blame me?) But all it took was one wash to assuage my fears. This stuff smells amazing, feels lightweight post-shower, and leaves my hair feeling legit so soft. In the shower, it smells stronger than it is after drying off, so if you’re overpowered at first, just know that the scent will fade just the right amount.” —Annie Blackman, contributing commerce writer

More to know

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• Key ingredients: biotin, plant collagen, caffeine, niacinamide, Oribe Signature Complex
• Best for: those with dry hair who want a hydrating cleanse

Curl Talk: Eternal Curls Polish & Protect Oil

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Oribe

Eternal Curls Polish & Protect Oil

$56

Amazon

$56

Nordstrom

$56

Dermstore

Why it’s worth it: Though the brand may be best known for blowouts, not curls, the newer Eternal Curls line taps into something Oribe always believed: Your hair should look like itself, just better (rather than coaxed into submission). If you have curl types 2 through 4, the Eternal Curls Polish & Protect Oil is the first product from the line we’d urge you to try. Its blend of natural oils (watermelon seed, castor seed, apricot, and coconut) sinks into the curl shaft to hydrate and impart a glossy, lightweight shine. The brand recommends using it on damp hair (it locks in that moisture), but it can also be used as a pre-wash treatment when your curls are feeling extra dry.

More to know

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• Key ingredients: watermelon seed, castor seed, apricot, and coconut oils, Oribe Signature Complex
• Best for: those looking to hydrate their curly or coily hair

Frequently Asked Questions

How we test and review products

We always enlist a range of testers for our makeup vertical, but hair-care products and tools are another story. While there are certainly products that can be used across different hair textures, lengths, curl patterns, thicknesses, colors (natural and unnatural), and needs, hair products are often created with specific consumers in mind. Many are created in order to address a concern (dandruff, breakage, brittleness) or to work most effectively for a specific hair type (4C curls, wavy hair, gray hair). You wouldn’t want to pick up a purple shampoo that’s only been reviewed by someone with, say, auburn hair, or a diffuser that’s never been tested by anyone with curls—right?

For our review of the best Oribe products, we enlisted the help of multiple editors, writers, contributors, and hair experts—many of whom want shinier, healthier-looking hair. Testers considered performance across four primary categories: efficacy, texture and experience, fragrance, and packaging. For more on what's involved in our reporting, check out our complete reviews process and methodology page.

Our staff and testers

A beauty product is a personal purchase. You might be searching for a face cream to address persistent dryness or a new nail product to add to your Sunday self-care routine; you may simply be browsing around for the latest launches to hit the hair market. No matter what you seek or your individual needs and concerns, Allure wants to ensure that you love anything we recommend in our stories. We believe that having a diverse team of writers and editors—in addition to the wide range of outside testers and industry experts we regularly call upon—is essential to reaching that goal.

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I think most makeup wearers can relate when I say my default eyeliner shade is always some take on black or brown. Maybe I'll do charcoal on a really wild day. I even have a couple of shades of blue and purple waiting in the wings in case I want to create colorful… well… wings. But red? I'm reluctant to put it lightly. Or at least I was until I saw Zendaya making it look like a new neutral.

Zendaya has been unsurprisingly killing it with the beauty and fashion moments as she promotes her new movie, The Drama. And while she's been looking like a one-woman bridal fashion show for many of the appearances, she took a glamour-goth turn for the Rome premiere, wearing a black Giorgio Armani Privé gown previously worn by Cate Blanchett. (Something borrowed. Get it? Because the movie is about a wedding?)

Photo: Getty Images

The dress definitely called for some badass makeup, but instead of the bold, black liner you might expect, makeup artist Nikki Wolff went with red tones that really vibed with the burgundy backdrop at the event. Once you get past her bangs, very much intentionally styled by Ursula Stephen to fall in front of her eyes, Zendaya's lids are covered in a smoky wash of fiery color with a seamless, shimmery blend.

Photo: Getty Images

Even her lower waterline is given a bold stroke of red—a look I'm quite sure would make me appear to have not slept for days. But it works so well on Zendaya because a) she's Zendaya and b) it's not a true red. The coppery hue comes through as red in contrast with her eye color and glossy lips, outlined in a tan pencil.

Photo: Getty Images

While this may not be an everyday look for most of us (Zendaya included), it absolutely proves there's plenty of room to explore unexpected eyeliner colors—even the ones we previously assumed wouldn't be flattering.

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March 2026 was poised to be perhaps the pinnacle of Utah Mormon cultural influence. The fourth season of the Hulu sensation The Secret Lives of Mormon Wives was dropping 10 new episodes of soft waves, plump lips, and perky breasts. And just 10 days later, the latest season of The Bachelorette would premiere on ABC with a Mormon woman—Taylor Frankie Paul, a cast member of SLOMW—at its center for the first time. But last week, what may have been cracks in the picture-perfect presentation of this demographic of Utah women became a major fissure when a 2023 video of Paul throwing metal barstools at her ex-partner, Dakota Mortenson, while her child is in the room surfaced online. Just three days before it was set to premiere, The Bachelorette—at a likely cost of tens of millions of dollars—was entirely cancelled. There are reports from cast members that the filming of season five of SLOMW has been paused. (As of press time, Hulu had not replied to a request for comment.)

Over the last decade, the cultural currency of the Church of Jesus Christ of Latter-day Saints (LDS) has risen sharply in the United States, as the Mormon lifestyle bloggers of the 2010s laid the groundwork for the reality show influencers of today. Those young content creators—with their long, shiny hair, mostly modest attire, affiliate links, and several children under five—walked so Paul and her #MomTok compatriots could run (perhaps a little too far). Is this month’s turmoil an indication that the Mormon commerce machine may come to its inevitable end? Or will it now morph once again?

A few weeks ago, I flew to Salt Lake City to report on the powerful 2.0 wave of Utahn beauty influence—timed perfectly to this Big Month for Mormons. I sat down with the cast of SLOMW (minus Paul, who pulled out the day before, and Whitney Leavitt, who is currently performing on Broadway as Roxie Hart in Chicago), visited the med spa of The Real Housewives of Salt Lake City’s Heather Gay, got Utah Curls, and slurped on a “dirty soda.” This is what I found along Interstate 15—and where I think this aesthetic subculture-turned-juggernaut is headed next.

I've only been in Jessi Draper’s chair for four minutes when she starts telling me about her labiaplasty. “After having a baby, I was like, it's not the same down there. It was hard to wear yoga pants. It was just distracting,” the 33-year-old hairstylist says while twirling a lock of my hair into her signature—and, since 2024, trademarked—“Utah Curls” style. The inner (or, in this case, outer) workings of their genitals may be TMI for the average chat with your hairstylist, but for Draper, this is small talk. In fact, she’s told this story before, on the first season of Hulu’s megahit reality show The Secret Lives of Mormon Wives. (Hulu doesn’t release its numbers, but there are rumors that ratings have topped that of The Kardashians.) Getting a labiaplasty—or breast implants, Botox injections, spray tans, or lash extensions—is par for the course in Utah Mormon beauty culture.

We’re in JZ Styles, a 15,000-square-foot beauty behemoth that Draper founded in 2016 alongside her father. The salon is nestled in the Pleasant Grove suburb of Salt Lake City, just down the road from one of the town’s Swig locations, the “dirty soda” shop that skyrocketed to nationwide fame after the show’s premiere. (Mormon doctrine forbids alcohol consumption; it takes no issue, however, with drinking a blend of Diet Coke, flavored syrup, and half-and-half.) This area, which is home to utopian-sounding towns like Thanksgiving Point and American Fork, has more plastic surgeons per capita than Los Angeles, according to a 2017 report published by the Utah Women & Leadership Project. Utah also has more members of the Church of Jesus Christ of Latter-day Saints (LDS) than, well, anywhere else in the United States; approximately 42% of the state’s population identifies as Mormon.

Along with the salon, the building is home to a warehouse—where the SLOMW production company rents out space to shoot the cast’s confessionals—and a store that sells walls of hair extensions, styling products, accessories, and merch, including sweatshirts with words like SAINT, SINNER, and FAME WHORE emblazoned on them. There’s also a crewneck that says BAD AT HAIR, a reference to drama Draper had with costars Taylor Frankie Paul, 31, and Demi Engemenn, 31, during season two of the show, when Engemenn allegedly advised Paul to stop seeing Draper for her extensions because she was "bad at hair." Utah Curls is printed on the packaging for Draper’s beige and pink curling irons, which come in three sizes. (She tells me they sold out in less than 24 hours following season one’s premiere.) In the same space is a hair school called JZ Academy. Draper currently has around 50 employees who help her run the place (including her sisters, who serve as the heads of operations, and her mom, who is also a hairstylist, as lead educator). And even though I’m there at 12 p.m., on a random Tuesday in March, six of the salon’s other chairs are filled by young women. All of them are getting blonde highlights.

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Even if you haven’t seen The Secret Lives of Mormon Wives, you probably know a “Mormon wife” when you see one. If the original, modern LDS stereotype was conservative young men in white shirts and black ties (if you’re not one of the millions who saw The Book of Mormon, you know the image), today’s aesthetic vision of Mormonism is quite the opposite. “You can tell when a girl's from Utah,” Draper tells me. There’s “a lot of blonde bitches here,” her costar Mikayla Matthews, 25, says later, as we sit in the back office of JZ Styles with Draper and costar Mayci Neeley, 31. LDS members pioneered the settlement of this state, and Utahns, whether they’re Mormon or not, are heavily influenced by the religion’s culture; the restaurant inside my hotel in downtown Salt Lake City was not serving alcohol, for example. The show’s cast of women, who at some point have all been members of the church, are mostly white with long hair, microbladed eyebrows, Juvéderm-filled lips, and, quite often, pregnant bodies—there are, at the time of publication, 23 children between the seven cast members (we’re not counting Engemenn, who is no longer filming the show).

Over the sounds of a few high-powered hair dryers, six of the show’s current cast members tell me that the area’s obsession with aesthetics isn’t just an overblown media headline. I believe them since I’ve now seen the infamous aesthetics-focused billboards that line Interstate 15, the major highway that cuts through Utah County, with my own two eyes—they advertise for plastic surgeons, med spas, teeth whitening services, hair extensions, and even Draper’s salon. “I think that if people assume that this is a vain state, they would be correct,” says costar Layla Taylor, 25.

Each of the SLOMW cast members has spoken openly about their aesthetic work, ranging from neuromodulators to breast implants to the aforementioned labiaplasty. After filming season one, Taylor gifted herself a breast augmentation, rhinoplasty, a tummy tuck, Botox, and filler in her lips, chin, and jaw. “I had kids young, and I love my babies to death, but they screwed up my body, and I wanted to feel hot again,” she said on Page Six’s Virtual Reali-Tea podcast at the time. “I’m single. I want a new husband one day, so I had to revamp!”

Some of them have documented their experiences on camera—both for the show and for their personal social media. In 2022, Taylor Frankie Paul, the fallen Bachelorette, made the women’s “MomTok” group famous for outing her swinging scandal. In season four, which premiered earlier this month, she gets a breast augmentation. It’s her second in less than four years. I was scheduled to interview Paul at JZ Styles, but the day before I arrived, I was told she would no longer be there. We didn’t get a chance to discuss her revision—or anything else. During a confessional interview, she said she wanted to get a “touch-up” after having another child and also for her upcoming appearance as the lead on The Bachelorette. “I think I’m about to be in a lot of dresses,” she says. “If you know me, I’m not normally in dresses, so I just kind of want to feel good in them.”

For the stars of SLOMW, telling the world about where and what on their bodies they’ve had poked and prodded feels natural. Like their moral obligation, even. “We're not pushing for people to get plastic surgery,” Matthews says. “It's just like, ‘Hey, if this is something you want to do, there's no shame, there's no judgment. This is my experience for your information, for your knowledge.’”

“That's how it should be,” adds Neeley. “You see certain celebrities and [they say], ‘I've never done anything.’ I think that's why we like to be open about it too, because I'm like, it's so weird to act like you are perfect. We know we're not.”

Neeley, Affleck, and Matthews at JZ Styles, the birthplace of Utah Curls.

When Allure traveled to Utah in 2017 to investigate that earlier phenomenon of LDS influence, we learned that while there’s no Mormon doctrine that outright says, “thou shalt be hot,” there are messages regarding a woman’s appearance that filter through the church. The LDS website even has a section on “Dress and Appearance” for its young missionaries. “From a young age, we’re taught that our bodies are sacred temples where we make covenants with God. It’s about self-confidence from the inside out. Inner beauty is really important, too,” Dancing with the Stars cast member (and erstwhile blogger) Witney Carson told writer Alice Gregory at the time.

“It's said that the harder you work as a missionary, the hotter your wife."

Some are a bit less eloquent than Carson in addressing the value that the religion can put on appearance, particularly that of a woman: “It's said that the harder you work as a missionary, the hotter your wife,” says Julie de Azevedo, PhD, a Salt Lake City–based psychotherapist specializing in Mormon women’s emotional health and relationships. “They joke about it, but I think there's truth in jest.” The misogyny isn’t exactly whispered among Mormon men. It’s often said out loud. And recorded. And published on the internet. In 2015, Elder M. Russell Ballard, a prominent member of the LDS faith, who served as president of the Quorum of the Twelve Apostles from 2018 until his death in 2023, gave a devotional where he suggested to women that they "don't wander around looking like men. Put on a little lipstick now and then and look a little charming. It's that simple.” There are plenty of other sexist incidents and similar messages that’ve been repeated throughout the church’s recorded history, including a 1994 sermon by former church president David O. McKay in which he encouraged women to wear makeup, declaring “even a barn looks better when it's painted.” It’s not hard to imagine what’s said behind closed doors.

You don’t need to be exceptionally pious to be affected by the Mormon way of life. In fact, the cast says the church’s influence is very much embedded in their psyches, even though not all of the Wives are devout followers of the religion. It makes sense, since being part of the LDS faith affects every aspect of a churchgoer’s life: what they wear, what they drink, whom they marry, and how they spend their time. Many have vocally left the church, including Taylor, Matthews, Draper, and their costar Miranda Hope, 27. Jen Affleck, 26, tells me she’s currently going through a “faith crisis” and is unsure of where she stands, although a few days after our chat, she vlogged herself attending church. Neeley tells me she’s still very much a practicing Mormon. Paul and costar Whitney Leavitt, 32, still attend church. “If you've ever deconstructed a high-demand religion, it is so much more than just going through the faith crisis alone and coming out on the other side,” Hope says. “There are so many things I'm so grateful for that the church taught me and that I still practice today, but at the same time, there are still things that I find I [need to] work through.”

From left: Taylor, Affleck, and Hope were quick to admit that the aesthetic stereotypes of Utahns are exactly what the billboards lining Interstate 15 would lead one to believe.

Even if they’re not the devout Mormons who wear sacred garments and stay virgins until marriage, to outsiders the cast has become unofficial spokeswomen for the faith, or at least the culture. This is, in part, by design: Dr. de Azevedo says there’s a saying that “every member [is] a missionary," which is the idea that “you shine your light and other people will want to be Mormons.”

Katie Ludlow Rich, a scholar specializing in Mormon women’s history, tells me that post-World War II, there was a movement within the church to assimilate into the broader American culture. “In the bigger push toward missionary work, there seems to be a stronger emphasis placed on appearance, not only those spiritual imperatives of attracting a mate,” she says. “You are a missionary. Everywhere you go, you represent the church, and so you have to look a particular way in order to represent the church well.” Because who wouldn’t want to join a religion seemingly spitting out beautiful women?

A recent survey published by two researchers at Brigham Young University (LDS’s higher-education center, and where many young Mormons meet their future mate) found that 14% of the 1,333 Latter-day Saints surveyed (82% of whom were women) have had major cosmetic surgery and 20% had undergone cosmetic enhancements, which, beyond Botox, include treatments such as laser hair removal, chemical peels, and dermabrasion. These numbers, the researchers say, are significantly higher than the national average (according to Pew Research Center, only 4% of Americans report having had cosmetic surgery). Still, 10 years ago, plastic surgery was far more secretive even among members of the LDS community. “Now it's like, I want everyone to know that I am invested in self-care, that I can afford it, that I am going to the coolest place in town, and that I own what I want and I get it,” says Heather Gay, owner of Beauty Lab + Laser, a med spa based in the Utah capital. (She, too, has purchased billboards on Interstate 15, including one two years ago that encouraged passersby to “Love thy selfie.”)

Gay is also a cast member of The Real Housewives of Salt Lake City, another successful reality show franchise that lifts the curtain on Utahn Mormon culture (three cast members are ex-Mormons, while one is still practicing). She left the church nine years ago, in her early 40s, and has since publicly distanced herself from the faith. Her book, Bad Mormon, and the Peacock limited series, Surviving Mormonism with Heather Gay, both explore the psychological impact of LDS culture.

RHOSLC star Heather Gay now runs two Beauty Lab + Laser locations in the Salt Lake City area.

The constant nipping and tucking might seem at odds with a religion that preaches modesty and a sacred text that advises parishioners to abstain from consuming alcohol, tobacco, drugs, and caffeine, and declares that tattoos and piercings don’t show “respect toward our earthly bodies.” But Mormonism is a high-demand, patriarchal religion, and the church’s obsession with godly worthiness has only made the fixation on beauty flourish. “There's a scripture that says, ‘Be therefore perfect,’ and I think that's misinterpreted as, ‘be externally flawless,’” says Dr. de Azevedo. “There's kind of this cultural belief in Utah that if you look perfect—if your kids look perfect, if your house is perfect—then somehow it's tied to your righteousness.” As Brigham Young, the second president of the LDS church, told the early Utah settlers in the mid-1800s: “Beautify your gardens, your houses, your farms; beautify the city. This will make us happy and produce plenty.” In other words: Appearance matters.

“There's a scripture that says, ‘Be therefore perfect,’ and I think that's misinterpreted as, ‘be externally flawless.'"

It makes sense, then, why these women put so much time and effort into their outward presentation. “Women are encouraged to be stay-at-home moms, so if you don't have other ways to find satisfaction and value, you might focus more on appearance as something you can control or something that you can make you feel good about yourself, because you're not achieving outside of the home as much,” Dr. de Azevedo says.

“There are these spiritual imperatives that are placed on [Mormon women] to look a particular way in order to attract a husband,” Rich says. Marriage is not a choice. Here, it’s necessary for salvation. “You can't be with your family for eternity in LDS theology unless you are married and sealed for time and eternity in the eldest temple,” says Rich. “To return to heaven or to have an eternal family, that requires marriage.”

But there are twice as many single women as there are men in the LDS faith, making finding a suitable husband to marry and have babies with yet another competition. And most Mormons don’t risk waiting: The average age of marriage is 28.5 for men and 26.8 for women, according to a 2023 devotional given by the church’s current president, Dallin H. Oaks. The SLOMW cast members were all married for the first time between the ages of 17 and 23. “There is pressure to get married, and when you're finding your significant other, you obviously want to attract the right person,” Affleck tells me. “So what do you do? You do all the right things.”

The one-upmanship continues even beyond marriage. Rich tells me that she knows of an 88-year-old lifelong Mormon woman living in Boston who goes to weekly lash appointments. “She lives in an upper-middle-class neighborhood in Boston where there are lots of professional women, and she said, ‘None of them go get their eyelashes done. But when I go to church, most women have their eyelashes done,’” Rich says. “And that's a woman in her 80s, feeling this pressure.”

“It's a performative faith,” says Gay. "You're Mormon as much by the things you believe as by the things you do and don't do. It's like, ‘Oh, are you getting your lips done? I'm getting my lips done. Are you getting Botox? I'm getting Botox.’ You are constantly checking yourself against your neighbor.” Hope, who left the church following her own faith crisis around the time season one began filming, agrees: “I think we've all heard the term ‘keeping up with the Joneses,’ and I think that's very prevalent in Utah,” she says.

Researchers have found that this kind of environment can create something known as a "contagion effect,” in which attitudes or behaviors can spread throughout a specific population. This phenomenon has also been reported in places like South Korea and in Orthodox Jewish communities, where there is ethnic homogeneity—and an outsized number of plastic surgery patients. The pursuit of perfection, in this case, is also tied to proximity to whiteness. “Everyone's blonde and blue-eyed here,” Affleck, whose mother is Ecuadorian, says. “Being different, we just stand out, and that can cause a lot of insecurities. I mean, I've been guilty of dyeing my hair blonde for that exact reason.” Utah County is 89.2% white, and the LDS faith globally is 72% white.

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Taylor says that being the only Black cast member on SLOMW is still an everyday struggle. “For a long time, I thought the perception of beauty was long, straight hair, light-colored eyes, skin that wasn't dark like mine,” she tells me. “I tried to bleach my skin one time, and I straightened my hair my whole entire life and have done things that were very toxic because I thought that that's what beauty was because it's all I saw growing up.” While this is in part because of the homogeneity of the region, racism is also embedded into the very fabric of the religion: Earlier versions of the Book of Mormon contained a passage that described dark skin as a curse from God (it’s since been revised to contain less harsh language, says Rich), and until 1978, the LDS faith did not allow Black men to become priests. Today, the church has a statement on its website saying it “condemns racial and cultural prejudice in any form.”

While she says she’s filtered herself in past seasons, Taylor has since learned to show up as her authentic self. Part of that transformation was inspired by finding a Black hairstylist who understands how to work with her hair texture. “I've had braids now. I've worn wigs now, and it's been so cool to fully embrace that side of myself,” Taylor says. “For a long time, I felt like I wasn't safe to do so.” She had been getting her hair done at JZ Styles, including extensions, but stopped in season three due to the damage caused by the employees’ lack of experience working on Black women’s hair. Now, Draper says she’s working with Taylor’s stylist on a curriculum for JZ Academy. “I just think it's important to kind of expand what you know,” she tells me while I’m in her chair. “Even though Utah's predominantly white, it's good to know everything. I never want to be in that situation again.”

The night before I was set to interview the SLOMW cast, I strolled through downtown Salt Lake City in the rain looking for a spot to get a manicure. I didn’t have any trouble finding a suitable place steps away from Temple Square—the area known as the historical and spiritual center of the LDS church. Three young women had also braved the downpour to get pedicures, and they sat side-by-side in their Utah best: matching sweatsuits and highlighted beachy waves. Each of them opted for the same pinky-nude polish on their toes. The topic of discussion was fake tanning, and they were listing the pros and cons of their two favorite brands: Glowing Tan and St. Tropez. Two of them were wearing engagement rings. They appeared to be college-age.

My fellow nail salon-goers were the portrait of the SLOMW season one version of Mormon beauty, but I’d argue the cast today represents Mormon beauty 2.0. So, what’s the 2026 version of a Utah Curl? “It’s all about the blowout,” Affleck says, her dark hair blown out smooth and sleek with soft flips that emphasized her layers. Draper adds that her clients are ditching the stereotypical “long, long, long hair” and requesting shorter, more natural hairstyles and colors. Only two of the eight wives this season are blonde, a stark difference from season one, wherein all but one had highlights, lightened hair, or full-on bleach jobs. Taylor says she hasn’t had lash extensions in years. Matthews took out her breast implants in 2024, although it was more because she believed they contributed to her chronic eczema flare-ups than for aesthetic reasons. Gay also sees the aesthetic goals of her Beauty Lab + Laser clients evolving: Instead of puffing up their faces with filler, they’ve become more interested in microneedling and lasers, which Draper and Hope also say are now part of their beauty routines. “Everyone wants really glowy, really tight, glazed donut skin,” Gay says. (Allure has previously reported on the safety concerns regarding med spas, so please proceed with caution.)

The new definition of Mormon perfection looks different now, but that’s not to say the pursuit of looking naturally beautiful is easier than looking artificially enhanced. After Draper releases one final Utah Curl into my hair (I now match the six other clients in the salon), she tells me she regrets her most recent cosmetic surgeries, which included an upper and lower blepharoplasty, a procedure that involves removing excess skin around the eyes, along with fat grafting in her face. She says she got caught up in “it,” and I assume she means the quest for flawlessness. “I went in for one thing, and I was talked into doing other things,” she explains. “It can be really easy to get talked into things because we're, again, in Utah Mormon culture, and the standard of beauty is so high, and we're also on TV.”

Draper uses a curling iron from her own line to create her trademark—literally—style of ringlets, called Utah Curls.

A few days after our chat, Draper shared a video to her 1.6 million Instagram followers, addressing the negative comments from strangers about her appearance. She revealed that she got Kybella injections in hopes of reversing the effects of the fat grafting in her face. “I have such self-confidence issues, and looking back, I can totally see how I was blinded by those,” she says. “I was beautiful, and I wasn’t able to say that a few months ago, and I can say that now.”

“Appearance is everything here,” Taylor reiterates. She’s been open about her ongoing eating disorder throughout the show, and during the final episode of season four, she tells Hope and Draper that she’s been abusing Tirzepatide, a GLP-1. “I got it from a plastic surgeon here in Utah in the fall of last year,” she tells me. “They just handed it to me without ever having an appointment with me. They got me a prescription, and it was at my house the next day.” She stopped using it a couple of months ago. “I'm very happy that I shared that with the world because there are so many people that abuse this drug and it's so easily accessible now,” she says.

“I have no interest in changing myself… I mean, I have a boob job, I get Botox."

Two years ago, Hope seriously considered getting her ears pinned back. “They stick out more than I would like,” she admitted, although she says it never really bothered her until she received comments about it online. She’s since changed her mind. “I remember looking back at baby pictures of my son and even now, he has my ears exactly, and I was like, ‘I'm not doing that anymore," she says. “I have no interest in changing myself… I mean, I have a boob job, I get Botox. I'm still open to doing that stuff. However, I think being very intentional with it is important.”

With a 40-ounce #MomTok-branded Hydrojug weighing my bag down, I left JZ Styles to tag along with Hope for a visit to Rise Rejuvenation, a med spa just 20 minutes north that’s frequented by the cast. (The American Med Spa Association estimates that there are 225 med spas in Salt Lake City and another 125 in Utah County, where Rise is located.) Season one’s most memorable scene includes Neeley, Leavitt, and Matthews at the practice, inhaling laughing gas in what they describe as a Mormon loophole to get “high” without drugs. When I ask Hope if she ingests the stuff every time she visits the med spa, she laughs and says only sometimes: “I will just for kicks and gigs, but normally I don't do it when I get my Botox done.” Besides getting neuromodulators in her forehead, eleven lines, and lips, Hope often gets HydraFacials at Rise and is interested in getting a Moxi treatment, a non-ablative resurfacing laser. She says she’ll just have to wait until there’s enough downtime between filming to fully recover.

Hope gets Botox in her forehead, eleven lines, and lips.

After Hope’s appointment, I head back to downtown Salt Lake City with my head of Utah Curls to walk around the 10-acre campus that’s home to the Salt Lake Temple (a modest footprint, really, when you consider that the church is the nation's fifth-largest private landowner and owns 1.7 million acres across America). The area is eerily quiet at 5:30 p.m. A few women pushing strollers walk past me with similar-looking ringlets in their hair, although their eyes look far more tired than mine. I approach the 222-foot-tall temple looming in the center of the campus, but I can’t get too close: It’s currently undergoing an aesthetic upgrade of its own, set to be completed late this year.

“Hello!” I hear from behind me. I turn to see two modestly dressed, blue-eyed young missionaries approaching me—a blonde sporting a messy low bun and a brunette with undone waves. There isn’t a hair or lash extension in sight. “I love your hair,” the blonde tells me, gesturing to my curls. “Do you want to learn about what goes on in the Temple?”

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Ah, prom season. I admit, I'm not really on top of how the teens are styling their hair for the big dance these days, but I have crystal-clear memories of how we used to do it in the 1990s. If you didn't pile curls into a tendril-spilling tower atop your head, did you even read the special prom issue of YM? Well, it seems Megan Thee Stallion definitely did, and it apparently inspired her Broadway debut after-show glam.

Meg gave her first highly anticipated performance in Moulin Rouge!, in which she'll be playing the role of Zidler in the musical through mid-May. I would be remiss to not shout out her amazing hairstyle in the show—a glossy, Veronica Lake-esque look that's bedazzled along its waves—but it's her celebratory stage door style that's really sending me back.

Photo: Getty Images

Everything about Megan's look as she emerged from the Al Hirschfeld Theatre on March 24 screamed prom queen: the long, sequinned dress, the strappy, metallic shoes, the matching red mani-pedi, the gold Alexis Bittar jewelry (those bangles are so epic), the bold lips and shimmering eyes, because why take off your stage makeup if you're going out after? She's even carrying bouquets of flowers as if her name was just announced as the winner.

Photo: Getty Images

But it's that big, blonde updo that really seals the deal. A mix of sandy and bronde tones, her hair has been swept up into a heap of loose curls. And a ‘90s prom updo wouldn’t be complete without tendrils, which Megan has in spades, both framing her face and trailing in back.

Photo: Getty Images

The only thing she's missing is a crown—which would weigh down her style anyway, so it's probably for the best.

Collage: Jemeria Davison; Source images: Courtesy of Allure editors and brandsSave StorySave this storySave StorySave this story

What stands out most about the best Medicube products is how they make K-beauty skin care feel simple, effective, and genuinely approachable—both in routine and in price. Many fans have streamlined their routines down to a handful of hero products that deliver that same glass-skin glow you’d expect from a full 10-step lineup (a major win for anyone short on time). For those with dry or sensitive skin, the brand’s formulas are especially appealing—they multitask without overwhelming the skin barrier.

Medicube relies on ingredients practically synonymous with Korean skin care. You’ll find polydeoxyribonucleotides (PDRN), derived from salmon DNA, to help support skin renewal and improve the appearance of uneven tone. Many formulas also feature Centella asiatica (a.k.a. cica), a go-to for soothing. “Sensitive skin is a very common skin type in Korea due to high pollution levels," says Charlotte Cho, cofounder of K-beauty retailer Soko Glam based in New York City. “As a result, sensitive-skin friendly ingredients, such as cica, are frequently seen in Korean beauty products to calm inflammation, redness, and irritated skin.”

Our Top Medicube Products

• No Ghosting: No Cast Just Glow Collagen Sunscreen, $22 $15
• Pretty in Pink: Pink Peptide Serum, $22 $15
• Set the Tone: Collagen Milk Toning Wrapping Mask, $22 $15
• Pore Over This: Zero Pore Pads, $31 $15
• R You Glowing Yet?: Age-R Booster Pro, $228 $132
• Bursting Bounce: PDRN Pink Collagen Capsule Cream, $22 $16

Beyond ingredients, Medicube’s textures are part of the appeal: Think foam serums that feel like whipped bubbles and collagen creams that burst on contact, releasing pockets of hydration that melt right into skin. You'll find a routine that feels as enjoyable as it is effective.

R You Glowing Yet?: Age-R Booster Pro

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Medicube

Age-R Booster Pro

$220

Amazon

Allure editor in chief Jessica Cruel using the Medicube Age-R Booster Pro

Jessica Cruel

Why it's worth it: Most microcurrent devices make big promises, but then lose you somewhere between all the extra attachments and the hunt for the right conductive gel. It’s why so many end up buried in a drawer, forgotten after just a few uses. Medicube’s Age-R Booster Pro stands out by keeping this streamlined (just the device and your go-to serum). But don’t confuse simple for basic. It delivers on versatility with four built-in modes: Booster Mode (electroporation) to enhance product absorption, MC Mode (microcurrent) to target fine lines, Derma Shot Mode (EMS) to firm and contour, and Air Shot Mode to support pore elasticity.

Tester feedback from editor in chief Jessica Cruel

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"I must say: This is the most powerful device I have ever used. Setting three out of five had my muscles twitching (in a good way). I also like that it has a screen that tracks the time, so I don't have to keep track of beeps. I find the user experience is better than many microcurrent devices I've used in the past.” —Jessica Cruel, editor in chief

Jessica has normal skin and has been using the Medicube Age-R Booster Pro once a month for six months.

Product highlights

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• Four modes (Booster Mode: Electroporation, MC Mode: Microcurrent, Derma Shot Mode, and Air Shot Mode: Electric Needles)
• Five intensity levels each
• Medicube AGE-R App compatibility
• USB-C charging cable

How the brand tested this product's efficacy

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Medicube conducted clinical studies for all four modes used in combination with skin-care products and lists these statistics on its Singaporean site:

• Forehead volume: improved by 35.9% after 2 weeks of use
• Smile lines: improved by 24.2% after 2 weeks of use
• Between the brows (11s): Improved by 16.1% after 2 weeks of use
• Crow's feet: improved by 12.6% after 2 weeks of use
• Neck lines: improved by 11.8% after 2 weeks of use
• Skin density: improved by 5.46% after 2 weeks of use

Burst of Radiance: Collagen Glow Bubble Serum

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Medicube

Collagen Glow Bubble Serum

$22 $20 (9% off)

Amazon

Why it's worth it: Korean skin-care brands are known for their sensorial textures, and the Collagen Glow Bubble Serum has to be one of the most fun we’ve ever tried. The airy mousse has a fluffy, cloud-like texture—almost reminiscent of a light shaving foam—as it melts into the skin. Beyond the playful application, it delivers real benefits for all skin types, especially mature skin: Collagen and elastin help support firmness and bounce while hyaluronic acid draws in hydration to keep skin looking plump and dewy. True to its name, this “bubble serum” is featherlight yet deeply hydrating, though our tester notes you might notice a slight tackiness for a minute or two as it settles in.

Allure contributing commerce writer Christa Joanna Lee applying the Medicube Collagen Glow Bubble Serum

Christa Joanna Lee

Lee after applying the Medicube Collagen Glow Bubble Serum

Christa Joanna Lee

​​Tester feedback from contributing commerce writer Christa Joanna Lee

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“This serum has a light, foamy texture that sits somewhere between a gel and a mousse—it’s a little unusual at first, but easy to get used to. Once it settles, it leaves an ever-so-slight tacky finish that works well during the day, giving makeup something to grip onto so it applies more evenly.” —Christa Joanna Lee, contributing commerce writer

More to know

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• Key ingredients: collagen, elastin, hyaluronic acid
• Fragrance-free: no

No Ghosting: No Cast Just Glow Collagen Sunscreen

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Medicube

No Cast Just Glow Collagen Sunscreen

$22 $19 (14% off)

Amazon

Why it's worth it: K-beauty sunscreens are always trying to outdo themselves—who can make the most lightweight, zero-white cast, skin-care-packed formula yet? So when Allure’s resident K-beauty expert said she found the “glowiest sunscreen ever,” our ears perked up. If dull, tired-looking skin is the concern, Medicube’s No Cast Just Glow Collagen Sunscreen SPF 50 makes a strong case for itself. The chemical formula layers protection with a nourishing, skin-care-forward lineup: Niacinamide helps visibly brighten and even tone, while hyaluronic acid pulls in hydration so skin looks plumper and fresher, never greasy. Collagen and peptides add that softly cushioned, lit-from-within finish, and soothing Centella asiatica keeps skin calm and comfortable.

Allure commerce editor Sarah Han applying the Medicube No Cast Just Glow Collagen Sunscreen

Sarah Han

Han after applying the Medicube No Cast Just Glow Collagen Sunscreen

Sarah Han

Allure managing editor Alessandra Foresto applying the Medicube No Cast Just Glow Collagen Sunscreen

Foresto after applying the Medicube No Cast Just Glow Collagen Sunscreen

Alessandra Foresto

Tester feedback from commerce editor Sarah Han

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“Medicube was not lying about the 'No Cast, Just Glow' name. This is one of the glowest, most brightening sunscreens I've ever tried, and boy, does my dried-out winter skin appreciate it. (Full disclosure: I don't think my combo skin could handle this during the warmer months, lest I want to venture straight into greasy, not glowy, territory.) It does take a beat to fully rub in—granted, I go a little heavy on application, but better to overdo it than…underdo it—but once you do, there's nary a trace! The ingredients are quite familiar to the average skin-care lover, but something about this lineup—niacinamide, cica, peptides, and collagen—ups the dewy ante by a lot, and I'm glad for it. I can easily skip my a.m. moisturizer and it also doubles as a hydrating primer. Win, win, and win." —Sarah Han, commerce editor

Tester feedback from managing editor Alessandra Foresto

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“Like a good beauty editor, sunscreen is not a step I skip even on the darkest, rainiest days. I like this Medicube SPF because it's light and absorbs quickly but still feels moisturizing, plus it has a very subtle radiant finish. Unlike other sunscreens, it doesn't leave a white cast behind and it also doesn't feel thick and sticky on my face. But, most importantly for me, it does not make my makeup pill. I use it as the last step in my moisturizing routine every morning, after a hyaluronic acid serum and a moisturizing cream, and before concealer and foundation.” —Alessandra Foresto, managing editor

More to know

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• Sunscreen type: chemical
• Key ingredients: 13.6% homosalate, 9% octocrylene, 4.5% octisalate, 2.7% avobenzone, hyaluronic acid, niacinamide, ceramides, collagen, peptides, Centella asiatica
• Fragrance-free: yes

Very A-peel-ing: Collagen Wrapping Mask

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Medicube

Collagen Wrapping Mask

$19

Amazon

Allure features director Dianna Mazzone Singh peeling off the Medicube Collagen Night Wrapping Mask

Dianna Singh

Why it's worth it: No wonder Medicube’s Collagen Wrapping Mask has gone viral—there aren’t many skin-care products that deliver that kind of instant gratification. Still, the appeal goes beyond the peel. Unlike traditional peel-off masks that focus on quick, surface-level results, this one acts more like an overnight cocoon, sealing in hydration while you sleep before lifting away in the morning. The thick, elastic texture sets into a flexible film that feels cushioning rather than tight.

Inside, it’s packed with familiar favorites: collagen, hyaluronic acid, and ceramides to help skin look plumper and hydrated, plus niacinamide to boost glow and adenosine to smooth the look of fine lines. A few less-expected additions—like agave stem extract and chlorella (a nutrient-rich algae)—support skin resilience, so you wake up looking refreshed, not just temporarily glazed.

Tester feedback from features director Dianna Singh

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"The way my skin looks with a layer of Medicube Collagen Night Wrapping Mask is exactly how I want my skin to look without it: glassy, glowy, and clear. And with each overnight—yes, overnight—application of its niacinamide- and hyaluronic acid-infused formula, I get a little bit closer to that goal. I've been using it once or twice a week and never cease to be delighted by the satisfaction of peeling it away in the morning." —Dianna Singh, features director

More to know

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• Mask type: peel-off mask
• Key ingredients: hyaluronic acid, niacinamide, glycerin, vitamin E, ceramide Np, collagen extract

Set the Tone: Collagen Milk Toning Wrapping Mask

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Medicube

Collagen Milk Toning Wrapping Mask

$22 $19 (14% off)

Amazon

Han applying the Medicube Collagen Milk Toning Wrapping Mask

Sarah Han

Why it’s worth it: Unlike the original Collagen Wrapping Mask, which stays put overnight, the Collagen Milk Toning Wrapping Mask gets to work in just 20 minutes. And if you’ve ever browsed beauty shelves in Seoul, you’ve likely seen the phrase “tone-up” everywhere—no, it doesn’t relate to toner. It’s actually pretty literal, referring to formulas that help visibly brighten, even out, and clarify your overall skin tone.

This particular peel-off mask creates that effect with niacinamide, alpha-arbutin, and glutathione to target dullness and discoloration on the spot, while collagen water and collagen amino acids add a subtle, bouncy plumpness. Milk protein extract gives skin that softly blurred finish, and ceramides, Centella asiatica, and panthenol round things out with barrier support. As it sets, the formula forms a flexible, opaque wrapping layer that seals everything in.

Han before applying the Medicube Collagen Milk Toning Wrapping Mask

Han after applying the Medicube Collagen Milk Toning Wrapping Mask

Tester feedback from Han

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“Nothing against overnight masks, but this tosser-and-turner simply doesn't mesh with that sort of wear time. Medicube's most viral collagen mask may be the overnight formula but I jumped for joy when I heard the K-beauty brand launched a 20-minute milky version. It is a little sticky when applying (to be expected, though), but easy to slather on a thick layer—crucial to a seamless peel-off. (It's ok if said layer isn't super even!) After time is up and I remove the mask, my skin definitely looks a bit brighter (thanks niacinamide), though I'm not sure about the firming claims. I'll leave that task to my heavier-duty, leave-on serums. All in all, it's a solid mask I can see myself using once a week.” —Sarah Han, commerce editor

More to know

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• Key ingredients: niacinamide, alpha-arbutin, glutathione, collagen water, collagen amino acids, ceramides, Centella asiatica, panthenol
• Fragrance-free: yes

Pretty in Pink: Pink Peptide Serum

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Medicube

Pink Peptide Serum

$22 $19 (14% off)

Amazon

Allure video producer Lauren Alberti applying the Medicube Pink Peptide Serum

Lauren Alberti

Why it's worth it: This won’t be the first time you’ll hear about PDRN. It works so well because these topical salmon DNA derivatives are “very similar to human DNA and can help with skin quality, luminosity, and texture,” New York City-based board-certified plastic surgeon Jennifer Levine, MD, told Allure. The supporting players do their part, too: Niacinamide helps brighten and refine, while adenosine and a multi-peptide blend (including copper peptides) lend a firmer, healthier-looking finish. Hydrators like glycerin and sodium hyaluronate keep things comfortably plump, and a mix of botanical extracts—rose, turmeric, holy basil—adds a calming layer.

Tester feedback from video producer Lauren Alberti

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“I've been using this product for the last few months as part of my never-ending battle against dry skin. After a few uses, I could see that this was definitely contributing to more hydrated-looking skin, helping me achieve that dewy glow. I typically use it with the Medicube Booster Pro to really get the product into my pores.” —Lauren Alberti, video producer

More to know

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• Key ingredients: salmon PDRN, niacinamide, adenosine, peptides, glycerin, sodium hyaluronate, rose, turmeric, holy basil
• Fragrance-free: no

Pink Drink: PDRN Pink Vita Coating Sheet Mask

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Medicube

PDRN Pink Vita Coating Sheet Mask

$22 $20 (9% off)

Amazon

Why it's worth it: In this face mask, PDRN not only helps repair a compromised skin barrier but also works to fade dark spots and hyperpigmentation, revealing a brighter, healthier-looking complexion over time. It’s also infused with collagen and pink vitamin B12 to help soften the look of fine lines, restore elasticity, and refine overall skin texture. The sheet itself hits that ideal middle ground: not so flimsy that it bunches or folds in on itself, but not so thick that it feels stiff or prone to slipping. It hugs the contours of your face, stays in place without constant adjusting, and makes the whole experience feel comfortable, soothing, and—yes—like a true self-care moment.

Lee applying the Medicube PDRN Pink Vita Coating Sheet Mask

Christa Joanna Lee

Lee after applying the Medicube PDRN Pink Vita Coating Sheet Mask

Christa Joanna Lee

Tester feedback from Lee

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“I’ve tried enough sheet masks to know that if it won’t stay put, I’m already annoyed. This one is so clingy in the best way. I usually mask while I’m WFH, sitting upright at my desk, so that alone is a huge win. It also has this consistently cool, refreshing feel, even in the warmer months. Paired with the formula, it leaves my skin feeling really comforted and calm afterward.” —Christa Lee, contributing commerce writer

More to know

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• Key ingredients: salmon PDRN, collagen, pink vitamin B12
• Fragrance-free: no

Pore Over This: Zero Pore Pads

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Medicube

Zero Pore Pads

$31 $19 (39% off)

Amazon

Allure associate social media manager Katie Gunderman applying the Medicube Zero Pore Pads

Katie Gunderman

Why it’s worth it: No offense to the classic cotton pad you soak yourself with, but it never quite hits the same, especially if you have acne-prone skin, where too much product or extra friction can make things worse. Pre-soaked toner pads take the guesswork out, giving you a consistent amount of formula every time and a gentler, more controlled swipe.

Medicube’s Zero Pore Pads are saturated with a clarifying blend that exfoliates dead skin, absorbs excess oil, and helps keep pores looking clear without overdoing it. Salicylic acid works deep in the pores to help prevent breakouts by breaking down buildup, while lactic acid smooths uneven texture. And with calming ingredients like Centella asiatica, panthenol, and allantoin, skin stays balanced.

​​Tester feedback from associate social media manager Katie Gunderman

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“The Medicube Zero Pore Toner Pads are always the first step. They refresh my face and prep it for the rest of my skin-care or makeup routine. They always leave my skin feeling clean and hydrated and I love how easy they are to pop on.” —Katie Gunderman, associate social media manager

More to know

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• Key ingredients: lactic acid, salicylic acid, Centella asiatica, panthenol, allantoin
• Fragrance-free: yes
• Number of pads: 70

Bursting Bounce: PDRN Pink Collagen Capsule Cream

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Medicube

PDRN Pink Collagen Capsule Cream

$22 $20 (9% off)

Amazon

Why it's worth it: The tiny pink capsules in the PDRN Pink Collagen Capsule Cream resemble popping boba—firm at first, then melting seamlessly into skin upon contact. Each capsule is filled with PDRN, helping keep it stable and potent until it hits your skin. Once released, it blends into the surrounding gel-like formula, which features collagen to support firmer-looking skin, hyaluronic acid for deep hydration, and niacinamide to help brighten uneven tone.

How you mix the capsules with the gel depends on your skin type: Oilier skin types can lean more on the lightweight gel (about a 2:1 ratio), while normal or combination skin does well with an even split. If your skin is dry or sensitive, dial up the number of capsules (1:2) to add extra nourishment and bounce.

Lee applying the Medicube PDRN Pink Collagen Capsule Cream

Christa Joanna Lee

Lee after applying the Medicube PDRN Pink Collagen Capsule Cream

Christa Joanna Lee

Tester feedback from Lee

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“The texture is the main event here. There’s something oddly satisfying about watching the capsules break down and mix with the gel-cream, like you’re creating a fresh batch of skin care every time you apply it. And beyond the sensorial appeal, my skin always looks plumper and glowier.” —Christa Lee, contributing commerce writer

More to know

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• Key ingredients: salmon PDRN, collagen, hyaluronic acid, niacinamide
• Fragrance-free: no

No Rough Patches: PDRN Caffeine Collagen Eye Patch

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Medicube

PDRN Caffeine Collagen Eye Patch

$25

Amazon

Why it’s worth it: It’s kind of hard to believe Medicube didn’t have undereye patches until recently, but these feel well worth the wait. The brand recommends layering them over its PDRN Pink Peptide Eye Cream to seal everything in and enhance absorption, though the patches are juicy and hydrating enough to hold their own. In just 10 minutes, salmon-derived PDRN supports collagen production and boosts hydration, softening the look of fine lines and dark circles.

There’s also a blend of seven types of collagen, which (while too large to penetrate deeply) is excellent at locking in moisture and creating a smoother, plumper look. Caffeine steps in to de-puff and revive tired eyes. Also worth noting: Despite the name, these aren’t limited to undereyes—you can even use them on forehead lines, smile lines, or anywhere that could use a little smoothing.

More to know

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• Key ingredients: salmon PDRN, collagen, caffeine
• Fragrance-free: yes

Triple Threat: 3-Step Facial Device

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Medicube

3-Step Facial Device

$338

Amazon

Why it's worth it: By the time you’ve made it to the end of this list, you’re basically a Medicube expert, so wouldn’t it only feel right to have the tools to match? The brand’s 3-Step Facial Device is the kind of upgrade that makes your routine feel a little more legit, powered by the Mini Booster Pro Plus—a lighter, smaller, more streamlined version of the Age-R Booster Pro with fewer modes—that works on its own or clicks into interchangeable heads depending on what your skin needs that day.

The V-Roller Head is where things get especially good. It’s designed at a 62-degree angle, which sounds technical but really just means it glides along your cheekbones and jawline with even pressure and coverage. The modes let you shift gears depending on your mood: Red Mode for a firmer, bouncier look over time, Blue Mode for mornings when your face is holding onto last night (it helps de-puff and refine), and Purple Mode shifts into body care territory, which is surprisingly nice for tension in the neck and shoulders.

Then there’s the cleansing attachment, which goes beyond your hands to really get into pores, helping clear buildup, blackheads, and all those tricky little areas around the nose. You can go all in and use everything together in the same skin-care routine, or just pick your lane on any given day.

More to know

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• What’s included: Mini Booster Pro Plus, V-Roller Head, Cleansing Device

Frequently Asked Questions

Meet the experts

• Charlotte Cho, an esthetician and co-founder of Soko Glam based in New York City
• Jennifer Levine, MD, a board-certified plastic surgeon based in New York City

How we test and review products

When Allure tests a product, our editors look at it from every angle in an effort to best serve you. We review ingredients, scrutinize brand claims, and, when necessary, examine peer-reviewed scientific and medical studies. In addition to testing each and every product that's included in each and every review, we rely on experts who shape their fields, including dermatology, cosmetic chemistry, and medicine, to help us vet the ingredients and formulas.

For our list of the best clay masks, we considered each product's performance across five primary categories: product ingredients and efficacy, packaging, fragrance, texture, and product wear. Every product was determined to have excelled in each category by our editorial team, which is composed of in-house writers and editors as well as contributors—along with special consideration from dermatologists. To learn more information on our reporting and testing processes, read our complete reviews process and methodology page.

Our staff and testers

A beauty product is a personal purchase. You might be searching for a face cream to address persistent dryness or a new nail product to add to your Sunday self-care routine; you may simply be browsing around for the latest launches to hit the hair market. No matter what you seek or your individual needs and concerns, Allure wants to ensure that you love anything we recommend in our stories. We believe that having a diverse team of writers and editors—in addition to the wide range of outside testers and industry experts we regularly call upon—is essential to reaching that goal.

After all, can we really say a skin-care product is the "best" for people over 50 if the only testers we've solicited opinions from folks who have yet to hit 30? Can we honestly deem a high-end diffuser worthy of your hard-earned cash if it's never been tested on curls? We're proud that our staff spans a wide range of ages, skin tones, hair textures, genders, and backgrounds, which means that we are able to fairly assess any beauty product that comes into the beauty closet.

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Say it with me now: Oh-oh-oh-oh… opal nails? Taylor Swift may not have written her Fate of Ophelia song “Opalite” about a manicure, but I hear that catchy chorus every time I see her nails!

The singer attended the 2026 iHeart Radio Awards in Los Angeles in what can only be described as an “Opalite”-inspired look from head to toe, including her shimmery pale green corset top and mini. But it was her manicure that caught my eye: subtle, yet glamorous. Impactful, but neutral. Shimmery but delicate. (Or did I mean “Delicate?”) And it's just the thing for a pretty spring manicure!

Getty Images

Swift's nails, which she generally keeps pretty short out of guitar-playing necessity, were a big longer than usual, filed into a lightly rounded almond shape and painted a shimmery champagne color with a cat-eye topper that made it glow from within, much like the gemstone she sings about on the pop single. I like that she didn't match her nails to her outfit, which was actually the same shade of green as an opal, but instead chose a more neutral tone and elevated it with the cat-eye finish. Like an opal, the manicure changes with the light: frosty from one angle, sparkly from another, ever-changing and enchanting.

Swift leaned into the soft romance of her outfit with an undone half-up hairstyle with her signature bangs brushed to the side for a dreamy effect. Her hair fell past her shoulders in the softest of waves, and she swapped her favorite red lipstick for a peachy pink, brushing a similar color across her cheekbones for a springy flush. Swift is in her bridal era, so could this enchanting ensemble be a hint at what we should expect from her big-day hair, makeup, and manicure? Those opal cat-eye nails are feeling very bride to me!

More celebrity beauty news:

• Cardi B Mixed Chrome, Ombré, and French Details Into One Mesmerizing Manicure
• Miley Cyrus Is the Blondest She's Been In Years
• Denise Richards Opens Up About Her Facelift

Collage: Jemeria Davison; Source images: Courtesy of Allure editors and brandsSave StorySave this storySave StorySave this story

The best K-beauty at Nordstrom isn’t just about convenience—it’s the curation that makes discovering the best products feel easy. And that shift is intentional. “The growth of K-beauty is really a reflection of how our customer is evolving,” says Autumne West, Nordstrom’s national beauty director based in Seattle. “Customers are more ingredient-curious than ever, value gentle efficacy, and [are] looking globally for what actually works.” It’s less about chasing a complicated routine and more about building one that fits into your life. “We’re being very intentional…these are products [that] support how people want to care for their skin right now—consistently, gently, and with visible results,” she adds.

Our Top K-Beauty Products at Nordstrom

• Hero Hydrator: CosRx Advanced Snail 96 Mucin Power Essence, $25
• Soothing Milky Goodness: I’m From Rice Toner, $27
• 20 Minutes to Glow: I’m From Rice Glow Peel Off Mask, $28
• Korea Top Seller: Round Lab Birch Juice Moisturizing UVLock Spectrum 45 Sunscreen, $25
• Custom Fit: Saturday Skin Yuzu Vitamin C Butterfly Hydrogel Mask, $19
• Silky Makeup Melter: Skin1004 Madagascar Centella Light Cleansing Oil, $22
• Cuddly, Cloud-Like Cleanser: Sulwhasoo Gentle Cleansing Foam, $38

You feel that mindset the second you start browsing. Instead of hopping between niche sites or waiting weeks for international shipping, you get a tightly edited mix of buzzy and tried-and-true brands all in one place. Sulwhasoo, CosRx, Round Lab, and Skin1004 all sitting side by side? Not something you see at most traditional retailers.

And then there’s the part that makes you actually go through with checkout. Fast shipping, easy returns you can handle in-store (no printer gymnastics), and the reassurance that what you’re buying is legit. In a category that moves as fast as Korean beauty, that kind of ease matters. And while there’s always a new viral product making the rounds, Nordstrom’s approach feels a little more grounded—prioritizing what West calls “formats that make a routine feel lighter and more intuitive.” Think: the milky toner you use down to the last drop, the serum that remedies a broken barrier, or a sunscreen you actually want to slather on.

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• Can I trust buying Korean skin-care products online?
• Meet the experts
• How we test and review products
• Our staff and testers

A Next-Level Dose of Vitamin C: CosRx The Vitamin C 23 Serum

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Cosrx

The Vitamin C 23 Serum

$25

Nordstrom

Allure contributing commerce writer Christa Joanna Lee applying the CosRx The Vitamin C 23 Serum

Christa Joanna Lee

Why it's worth it: Even as a kid, you heard vitamin C was good for your immune system, but your skin benefits, too. At a potent 23% concentration, CosRx’s The Vitamin C 23 Serum doesn’t just dabble; it goes all in on brightening, helping to fade dark spots, smooth texture, and boost overall glow. That high percentage matters because it uses pure ascorbic acid—the most well-studied, biologically active form of vitamin C—so it can act more directly than derivatives to help neutralize free radicals and support collagen production. To round things out, it’s paired with niacinamide and licorice root for added brightness and even tone, while panthenol, allantoin, and squalane cushion potential irritation with hydration and barrier support. Even with those soothing supporting players in the mix, 23% can still feel like a lot—so if you’d rather ease in, there’s also The Vitamin C 13 Serum as a gentler starting point.

Tester feedback from contributing commerce writer Christa Joanna Lee

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“Even with sensitive skin, I went straight for the 23% version of this serum—a bit bold, but I’ve historically done well with vitamin C, so I figured it was worth it. The first thing I noticed is just how thin the formula is. It barely hangs in the dropper, so I’d skip applying it directly to your face and instead dispense it into your hands first to avoid any rogue drips. Texture-wise, it almost reads like a dry oil—it spreads easily and absorbs crazy fast. Don’t expect an instant, mirror-level glow the second it sinks in. It's more about the slow and steady brightness you'll get from using it consistently!” —Christa Joanna Lee, contributing commerce writer

More to know

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• Key ingredients: ascorbic acid (vitamin C), licorice root, niacinamide, panthenol, allantoin, squalane, caffeine
• Fragrance-free: yes

Hero Hydrator: CosRx Advanced Snail 96 Mucin Power Essence

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Cosrx

Advanced Snail 96 Mucin Power Essence

$25

Nordstrom

Allure commerce editor Sarah Han applying the CosRx Advanced Snail 96 Mucin Power Essence

Sarah Han

Why it's worth it: If CosRx’s Advanced Snail 96 Mucin Power Essence isn’t already on your radar, you must have somehow dodged every corner of skin-care TikTok and Instagram. This K-beauty mainstay has been around since 2014, has made countless laps around the viral skin-care circuit, and—unsurprisingly—has earned a loyal following among Allure editors.“It enriches the skin with panthenol and 96% snail mucin to repair and hydrate,” says Y. Claire Chang, MD, a board-certified dermatologist at UnionDerm based in New York City.

For the uninitiated, snail secretion filtrate may sound a little out there. Still, it’s essentially a mix of water, glycoproteins, and amino acids that help keep skin hydrated, resilient, and better able to repair itself—similar to how snails protect their own delicate skin. It’s paired with sodium hyaluronate and betaine to draw in moisture, plus panthenol and allantoin to calm and support the barrier. The texture is that signature stretchy, slightly gooey essence, but it sinks in quickly, leaving behind a bouncy, glass-skin finish that K-beauty is famous for.

As for the sourcing, CosRx’s R&D team explains that “snails are placed over a mesh net in a dark and quiet room. As nocturnal creatures, this provides them with a comfortable space to freely roam about. After about an hour, the snails are transferred back to their homes while the mucin is collected and processed for use.”

Tester feedback from commerce editor Sarah Han

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"The texture is so fun and surprisingly not tacky seconds after applying. But more importantly, it gives my skin lots of love, glow, and bounce with every application. It's a must any time of the year." —Sarah Han, commerce editor

More to know

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• Key ingredients: snail secretion filtrate, panthenol, sodium hyaluronate, allantoin
• Fragrance-free: yes

Supple Sensation: I’m From Rice Serum

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I'm From

Rice Serum

$27

Nordstrom

Allure senior commerce director Shanna Shipin applying the I’m From Rice Serum

Shanna Shipin

Why it's worth it: In Korea, especially during the Joseon Dynasty, women—particularly in aristocratic circles—were known to save the milky water left over from rinsing rice (ssal tteumul) into their beauty routines. Rice water is packed with amino acids, vitamins, and starches that soften, gently brighten, and support the skin barrier. I’m From’s Rice Serum takes that old-school idea and gives it a modern upgrade. Instead of leftover rice water, you’re getting 73% fermented rice embryo extract—smaller, more concentrated, and loaded with nutrients to soothe, brighten, and strengthen the barrier thanks to linolenic acid. Niacinamide balances oil and refines the appearance of pores, while a blend of hyaluronic acid and hydrolyzed hyaluronic acid delivers layered hydration—the latter has a smaller molecular size, allowing it to penetrate more easily for deeper, longer-lasting moisture.

Tester feedback from senior commerce director Shanna Shipin

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“I reach for this product when I need a gentle, all-season serum. I'm constantly switching up my skin-care routine—due to testing, but also based on the weather; how humid it is, if my allergies are acting up, if I'm super dry, the list goes on! But the I'm From Rice Serum has been a mainstay through it all. It has a nice, thin texture that's a bit gel-y (but not goopy), and absorbs so quickly. It's become a key hydrating step in my routine, and leaves my skin feeling supple, fresh, and ready for a lightweight moisturizer over top. I also love the packaging. It's a beautiful glass bottle, and the branding feels like a serene cottagecore dream.” —Shanna Shipin, senior commerce director

More to know

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• Key ingredients: rice embryo extract, linolenic acid, niacinamide, hydrolyzed hyaluronic acid
• Fragrance-free: yes

Soothing Milky Goodness: I’m From Rice Toner

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I'm From

Rice Toner

$28

Nordstrom

Han applying the I’m From Rice Toner

Sarah Han

Why it's worth it: Maybe you’re in the camp that still wonders if toner is even necessary, but in Korea, it’s one of those steps people rarely skip. I’m From’s Rice Toner is a longtime K-beauty staple, formulated with rice extract from Korea’s Yeoju region, known for its clean water and nutrient-rich soil. That’s what gives the formula its signature milky look—and its ability to hydrate, soften, and subtly boost radiance in one step. Beyond rice extract to nourish and brighten, niacinamide evens tone and refines the look of pores, while adenosine supports smoother, more bouncy-looking skin. A blend of lightweight emollients keeps things silky, and soothing botanicals like purslane and Japanese elm bark calm irritation. Give it a quick shake, then either soak a cotton pad or pour a little into your palms and press it gently into your skin.

Tester feedback from Han

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"A hydrating toner or essence is a non-negotiable step of my daytime and nighttime routines. I'm From’s Rice Toner is so gentle and great for all skin types: It instantly plumps my skin, giving it a brighter, refreshed look and prepping it for the serums, moisturizers, and sunscreens to follow. Now that we're in the office four days a week, I can't be bothered to wear makeup every day—but, with the help of this toner (which is so worth the hype), at least my skin looks nice and glowy." —Sarah Han, commerce editor

More to know

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• Key ingredients: rice extract, adenosine, niacinamide, glycerin, panthenol, purslane, Japanese elm bark
• Fragrance-free: yes

20 Minutes to Glow: I’m From Rice Glow Peel Off Mask

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I'm From

Rice Glow Peel Off Mask

$28

Nordstrom

Lee applying and removing the I’m From Rice Glow Peel Off Mask

Christa Joanna Lee

Why it's worth it: If you couldn’t tell, Koreans really love their rice—and your skin reaps the benefits in this mask. I’m From’s Rice Glow Peel-Off Mask pairs rice extract with rice bran to gently exfoliate, lift away impurities, and boost brightness while keeping skin hydrated. The rest of the formula is thoughtfully balanced, too. Niacinamide helps even out tone and support the skin over time, while glycerin and panthenol maintain moisture levels. “Ceramides in the formula are particularly important in a peel-off format, since removal can otherwise feel drying,” says Alexandra Bowles, DO, a board-certified dermatologist based in Cincinnati, who notes that it delivers smoothness and glow “without leaning heavily on harsh exfoliating acids.” And if overnight masks aren’t your thing, the thick (but easy-to-spread) formula peels away cleanly in as little as 20 minutes.

Tester feedback from Lee

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“This was my first time trying a peel-off mask, and it instantly brought me back to that weirdly satisfying childhood habit of putting glue on your fingers just to let it dry and peel it off. The texture really does feel glue-like—thick and slightly tacky—but it works fast, so you only have a couple of minutes to spread it evenly before it starts setting. I have dry skin, and it dried in about 20 minutes (oilier skin types may need closer to 40 minutes). When I peeled it off, I was impressed by how juicy and moisturized my skin looked. The photo honestly doesn’t do it justice—this is one of those you-gotta-see-it-for-yourself moments.” —Christa Joanna Lee, contributing commerce writer

More to know

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• Key ingredients: rice extract, jojoba seed oil, niacinamide
• How to use it: leave on for 20 to 40 minutes
• Fragrance-free: yes

Korea Top Seller: Round Lab Birch Juice Moisturizing UVLock Spectrum 45 Sunscreen

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Round Lab

Birch Juice Moisturizing UVLock Spectrum 45 Sunscreen

$25

Nordstrom

Lee applying the Round Lab Birch Juice Moisturizing UVLock Spectrum 45 Sunscreen

Christa Joanna Lee

Why it's worth it: Birch trees—often called the “queen of the forest”—have long been tapped for their nutrient-rich sap, especially in early spring before the leaves emerge. That slightly sweet sap is packed with natural moisturizing factors—like amino acids, PCA, and hyaluronic acid—that keep skin hydrated and balanced. It’s this same ingredient that gives Round Lab’s Birch Juice Moisturizing UVLock Spectrum 45 Sunscreen its skin-care-meets-SPF appeal. “It’s a moisturizing sunscreen that is formulated with hyaluronic acid, glycerin, and antioxidants to hydrate and soothe the skin,” says Dr. Chang. Panthenol and purslane extract calm and reduce visible redness, while the lightweight formula blends in easily and layers seamlessly under makeup. And if you’re not already in on it, Korean sunscreens—which are known for blending in seamlessly without a white cast or pilling—are in a league of their own. Consider this a great, dewy place to start.

Tester feedback from Lee

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"I can’t believe it took me this long to try the Round Lab Birch Moisturizing Sunscreen. Now I fully get the hype. It disappears instantly, makes my skin feel hydrated thanks to the birch sap, and honestly, my only complaint is that it doesn’t come in a jumbo bottle so I can slather it everywhere." —Christa Lee, contributing commerce writer

More to know

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• Sunscreen type: chemical
• Key ingredients: avobenzone, homosalate, octisalate, birch tree sap, niacinamide, glycerin (no percentages of UV filters listed)
• Fragrance-free: yes

Melts Away Waterproof Eye Makeup: Round Lab 1025 Dokdo Cleansing Oil

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Round Lab

1025 Dokdo Cleansing Oil

$23

Nordstrom

Han using the Round Lab 1025 Dokdo Cleansing Oil

Sarah Han

Why it's worth it: Picture this: Off the coast of Ulleungdo, deep-sea water sits about 5,000 feet below the surface—cold, untouched by sunlight, and naturally filtered over time. It’s rich in magnesium and calcium, which balance out your skin. That’s the mineral-rich goodness packed inside Round Lab’s 1025 Dokdo Cleansing Oil. It also features a blend of plant oils—meadowfoam, grape seed, avocado, and evening primrose—that effortlessly breaks down makeup and sunscreen without leaving behind a greasy film. Meanwhile, panthenol, allantoin, and ceramides support the skin barrier, and multiple forms of hyaluronic acid add a hit of hydration. It emulsifies quickly (we haven’t met a waterproof liner or mascara that stood a chance), then rinses clean, leaving skin soft and comfortable, never tight.

Tester feedback from Han

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“Round Lab's standout products, for me, come from the 1025 Dokdo line, which uses Ulleungdo deep-sea water as its star ingredient. That's what gives the cleansing oil a slightly refreshing feeling, I don't find with other oils I've used. (Apparently, this seawater is extracted 5,000 feet below sea level and stays at a cool two degrees Celsius all year round, so this checks out!) It gets rid of my eye makeup—I love my waterproof, lifeproof gel liners—in the blink of an eye, so it passes my main criteria with flying colors. It leaves my skin feeling baby-soft post-rinse, too. This is pretty niche, but I love how much the pump dispenses at once because of how high it sits. I go heavy on cleansing oil in general, especially when I'm wearing makeup, so this little design detail is appreciated!” —Sarah Han, commerce editor

More to know

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• Key ingredients: meadowfoam seed oil, ceramides, hyaluronic acid, panthenol, allantoin
• Fragrance-free: yes

3x the Vitamin C of Other Citruses: Saturday Skin Yuzu Vitamin C Sleep Mask

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Saturday Skin

Yuzu Vitamin C Sleep Mask

$39

Nordstrom

Han applying the Saturday Skin Yuzu Vitamin C Sleep Mask

Sarah Han

Why it's worth it: Yuzu has a long history in East Asia for skin-softening and wellness rituals—think citrus baths and traditional remedies—so it was only a matter of time before it made its way into a modern, glow-inducing formula. Big bonus: It also boasts three times(!) the vitamin C of most citrus fruits. Saturday Skin’s Yuzu Vitamin C Sleep Mask pairs yuzu with ascorbic acid and niacinamide to brighten and even tone overnight. It’s not just about radiance, though. Glycerin keeps skin comfortably hydrated, while ceramides, cholesterol, and linoleic acid support the barrier. Antioxidant-rich extras like sea buckthorn and vitamin E fend off dullness, and peptides smooth the complexion over time. There’s also a touch of retinol—low on the ingredient list—but since this sleeping mask stays on overnight, sensitive skin types may want to patch-test first.

Tester feedback from Han

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“I like loading up with retinol at night, and this overnight mask is also packed with vitamin C-rich yuzu extract, so my skin is left immediately radiant but also smoother the next morning. And despite piling on hydrating essences and serums beforehand, this doesn't leave my skin feeling overly glowy or sticky. Head's up: The citrusy scent is quite potent, so some people might not be into that, but I love it!” —Sarah Han, commerce editor

More to know

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• Key ingredients: yuzu extract, niacinamide, retinol, ceramides, sea buckthorn
• Fragrance-free: yes

Custom Fit: Saturday Skin Yuzu Vitamin C Butterfly Hydrogel Mask

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Saturday Skin

Yuzu Vitamin C Butterfly Hydrogel Mask

$19

Nordstrom

Han applying and removing the Saturday Skin Yuzu Vitamin C Butterfly Hydrogel Mask

Sarah Han

Why it's worth it: If overnight masks simply aren’t your thing, Saturday Skin’s Yuzu Vitamin C Butterfly Hydrogel Mask is a quicker, more targeted option. This cooling, three-piece design hugs the “butterfly zone”—cheeks, nose, undereyes, and crow’s feet—for a snug, second-skin fit that actually stays put. The embossed hydrogel matrix locks in brightening and hydrating ingredients right where you want them. At the center of it all is yuzu (noticing a pattern?) to boost glow and wake up dull, tired-looking skin. Niacinamide and tranexamic acid even tone and refine the look of pores, while ceramides, cholesterol, and peptides support the barrier—so skin looks smoother, brighter, and more refreshed in under 30 minutes.

Tester feedback from Han

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“Though less common, I’m a big fan of these in-between masks (Superegg’s Calm Movement Eye & Cheek Mask is another fave.) Why wouldn’t I? In addition to treating my undereyes, these Saturday Skin butterfly masks address any dry patches on my cheeks (especially prevalent during the colder months and the separate nose patch goes to work on that pore-ridden area. As opposed to the depuffing eye patches I like to throw on quickly in the a.m. before makeup, these masks are a great nighttime option that I like to leave on for longer (up to 30 minutes!) to really let the skin-boosting actives seep in before my all-important beauty sleep picks up the rest of the work.” —Sarah Han, commerce editor

More to know

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• Key ingredients: yuzu, niacinamide, tranexamic acid, ceramides, cholesterol, peptides
• Fragrance-free: yes

Silky Makeup Melter: Skin1004 Madagascar Centella Light Cleansing Oil

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Skin1004

Madagascar Centella Light Cleansing Oil

$22

Nordstrom

Allure contributing commerce editor Deanna Pai using the Skin1004 Madagascar Centella Light Cleansing Oil

Deanna Pai

Why it's worth it: It feels like every time we get comfortable with a cleanser, K-beauty finds a way to raise the bar. Centella asiatica (a.k.a. cica) is already a staple in Korean skin care, but Skin1004 goes a step further by sourcing theirs from Madagascar, where it grows in a relatively untouched environment—known for its soothing, skin-repairing benefits, especially when your barrier is feeling a little off. In the Madagascar Centella Light Cleansing Oil, it’s the very first ingredient, and the formula stays refreshingly simple from there. A blend of lightweight oils—sunflower, olive, and jojoba—melts down makeup, sunscreen, and excess sebum without leaving behind a heavy film.

Tester feedback from contributing commerce editor Deanna Pai

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"I don't want to be dramatic, but this has capital-T transformed by cleansing routine. I got it in a set paired with the brand's Cleansing Ampoule Foam, but this is a non-negotiable first step for melting all of my makeup off before I go in with the lather. It has a generous slip, little to no scent, and a lightweight texture that's easy to emulsify and rinse. My only complaint is that I will need a jumbo size made." —Deanna Pai, contributing commerce editor

More to know

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• Key ingredients: Centella asiatica, bergamot, sunflower seed, olive fruit, and jojoba seed oils
• Fragrance-free: yes

Powered by 500 Hours of Fermentation: Sulwhasoo First Care Activating Serum

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Sulwhasoo

First Care Activating Serum

$89

Nordstrom

Former Allure senior news editor Nicola Dall’Asen applying the Sulwhasoo First Care Activating Serum

Nicola Dall'Asen

Why it's worth it: We can spot a filler ingredient from a mile away—but ginseng, especially when Sulwhasoo gets involved, is doing the heavy lifting. The brand ages its ginseng for 500 hours before it ever makes it into the First Care Activating Serum, and then pairs it with a blend of peony root, lotus seed, white lily, Solomon’s seal, and rehmannia to make skin look brighter, stronger, and more energized. It’s not just about glow, either: The formula works beneath the surface, “helping repair the barrier, boost collagen, and fight signs of aging,” says Dr. Chang. And because this is K-beauty, the experience is part of the appeal. “Sulwhasoo’s products always feel luxurious. The herbal extracts give it an elegant, grounding scent that feels so soothing,” adds Hee Jin Kim, MD, a board-certified medical doctor based in Fort Lee, New Jersey.

Tester feedback from former senior news editor Nicola Dall’Asen

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“When my skin's in serious need of extra TLC—as in, spend-an-entire-night-doing-a-12-step-routine serious—this serum is the first thing I grab after my face is double-cleansed. It's the ultimate K-beauty serum in my eyes because its barely-there texture allows me to layer it with as many other serums, sheet masks, and creams as I like without pilling, which is exactly what it's designed to do. Packed with antioxidant ginseng, it works with your other skin-care steps to boost hydration, elasticity, brightness, and overall skin barrier strength. It's a non-negotiable step before I put on any sheet mask, but it works just as effectively on its own.” —Nicola Dall’Asen, former senior news editor

More to know

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• Key ingredients: ginseng, herbal extracts, vitamin C
• Fragrance-free: no

Cuddly, Cloud-Like Cleanser: Sulwhasoo Gentle Cleansing Foam

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Sulwhasoo

Gentle Cleansing Foam

$38

Nordstrom

Allure senior art director Ingrid Fowler using the Sulwhasoo Gentle Cleansing Foam

Ingrid Fowler

Why it's worth it: If you’re someone who dreads that tight, squeaky-clean feeling after washing your face, Sulwhasoo’s Gentle Cleansing Foam is a nice departure. It starts rich and cushiony, then builds into a soft lather that lifts away dirt, oil, and makeup without leaving your skin feeling stripped. True to Sulwhasoo form, it’s infused with ingredients like ginseng and orange peel extract to keep things balanced and comfortable. It also sneaks in a few under-the-radar extras—like chestnut shell extract for mild exfoliation, brightening coix seed, and hydrating yam root—which explains why your skin feels soft after rinsing. Still side-eyeing the price? There’s a mini 50-milliliter size that makes it easy to try (and toss in your travel bag) before you inevitably love it.

Tester feedback from senior art director Ingrid Fowler

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“As the name says, it's super gentle. I find it effectively cleanses without stripping my skin, leaving it soft after use and after following up with a moisturizer. It smells fresh but not too strong, and the bottle looks chic in my bathroom. I prefer a pump bottle like this for easy use on a sink or in the shower. The price is a tad high for a simple liquid-to-foam cleanser, but I love using it so much that it's worth it. I think this would be an effective product for many skin types, thanks to its gentle formula. It's one of my favorite cleansers!” —Ingrid Fowler, senior art director

More to know

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• Key ingredients: herbal extract blend (raspberry, mulberry leaf, mountain yam, cocoa):
• Fragrance-free: no

Frequently Asked Questions

Can I trust buying Korean skin-care products online?

Yes, especially if you’re shopping for Korean beauty products through a trusted retailer like Nordstrom—but it’s still worth paying attention to who you’re buying from. While Nordstrom curates its assortment, some beauty brands like Haruharu Wonder may be fulfilled by third-party sellers. A quick check to make sure the product is sold directly by Nordstrom (rather than a marketplace partner) can give you a little extra reassurance.

It also doesn’t hurt that shopping for K-beauty products at Nordstrom makes the whole process feel low-risk: If something doesn’t work out, returns are easy to handle either online or in-store (no repackaging stress), which isn’t always the case with other e-tailers.

How does Nordstrom curate their K-beauty products?

Nordstrom’s approach to curating K-beauty is, as West puts it, “rooted in thoughtfulness.” Rather than chasing trends, the team looks for brands that “balance innovation with integrity,” prioritizing clinically backed ingredients and formats that make routines feel “lighter and more intuitive”—like toner pads and ampoule-infused treatments that simplify steps while still delivering results. “Transparency matters, too,” she adds, noting a focus on formulas centered on hydration, sensitivity, and barrier health. “Those everyday concerns that resonate across every skin story.” Just as key is how those products are introduced: Nordstrom relies on curation and clear storytelling to “simplify that journey,” spotlighting approachable entry points that make discovery feel effortless rather than overwhelming.

Meet the experts

• Alexandra Bowles, DO, a board-certified dermatologist based in Cincinnati
• Y. Claire Chang, MD, a board-certified dermatologist at UnionDerm based in New York City
• Hee Jin Kim, MD, a board-certified medical doctor and Medical Director of PureenMD based in Fort Lee, New Jersey

How we test and review products

When Allure tests a product, our editors look at it from every angle in an effort to best serve you. We review ingredients, scrutinize brand claims, and, when necessary, examine peer-reviewed scientific and medical studies. In addition to testing each and every product that's included in each and every review, we rely on experts who shape their fields, including dermatology, cosmetic chemistry, and medicine, to help us vet the ingredients and formulas.

For our list of the best K-beauty at Nordstrom, we considered each product's performance across five primary categories: product ingredients and efficacy, packaging, fragrance, texture, and product wear. Every product was determined to have excelled in each category by our editorial team, which is composed of in-house writers and editors as well as contributors—along with special consideration from board-certified dermatologists, estheticians, and brand founders. To learn more information on our reporting and testing processes, read our complete reviews process and methodology page.

Our staff and testers

A beauty product is a personal purchase. You might be searching for a face cream to address persistent dryness or a new nail product to add to your Sunday self-care routine; you may simply be browsing around for the latest launches to hit the hair market. No matter what you seek or your individual needs and concerns, Allure wants to ensure that you love anything we recommend in our stories. We believe that having a diverse team of writers and editors—in addition to the wide range of outside testers and industry experts we regularly call upon—is essential to reaching that goal.

After all, can we really say a skin-care product is the "best" for people over 50 if the only testers we've solicited opinions from folks who have yet to hit 30? Can we honestly deem a high-end diffuser worthy of your hard-earned cash if it's never been tested on curls? We're proud that our staff spans a wide range of ages, skin tones, hair textures, genders, and backgrounds, which means that we are able to fairly assess any beauty product that comes into the beauty closet.

Collage: Paula Balondo; Source images: Courtesy of brands and editorsSave StorySave this storySave StorySave this story

Brown eyeliner is the understated essential that deserves a permanent place in every makeup bag. While black liner has long been the go-to for bold, dramatic definition, brown offers a softer, more wearable look that enhances the eyes without overpowering them. Whether you’re aiming for a barely-there daytime look or a stunning smoky eye, brown eyeliner adapts effortlessly to the occasion.

Another advantage of brown eyeliner is that it naturally complements a wide range of skin tones and eye colors. From deep espresso hues to warm chestnut and cool taupe shades, there’s a variation to suit every preference and undertone. Plus, just like any eyeliner shade, it’s easy to find a pigmented formula and finish that suits your fancy, from retractable pencils to liquid eyeliners.

Our Top Brown Eyeliners

• Best Overall: Urban Decay 24/7 Glide-On Pencil Eyeliner in Tootsie, $23
• Best Waterproof: Chanel Stylo Yeux Waterproof in Espresso, $36
• Best Long-Wearing: Makeup by Mario Master Pigment Pro Pencil in The Perfect Brown, $26
• Best Affordable: e.l.f. Cosmetics No Budge Retractable Eyeliner in Coffee, $6
• Best Bronze: Kulfi Underlined Kajal Long-Wear Eyeliner in Jamun Glaze, $20
• Best for Smokey Eyes: Revlon ColorStay Pencil Waterproof Eyeliner in Bronze, $11

Frequently Asked QuestionsAccordionItemContainerButtonLargeChevron

• Who is brown eyeliner best for?
• Any tips for applying brown eyeliner?
• Meet the experts
• How we test and review products
• Our staff and testers

Brown eyeliner is also incredibly forgiving, making it ideal for both beginners and seasoned makeup lovers. Whether applied as a precise tightline along the lash line or gently blended out for a hazy finish, it delivers an effortless polish.

If you’re searching for a timeless, quietly impactful staple, the best brown eyeliners belong in your rotation. Ahead, read about Allure editors’ favorite formulas and shades.

Best Overall: Urban Decay 24/7 Glide-On Pencil Eyeliner in Tootsie

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Urban Decay

24/7 Glide-On Pencil Eyeliner in Tootsie

$23

Amazon

$23

Ulta Beauty

$23

Sephora

Allure commerce producer Sarah Hoffmann applying the Urban Decay 24/7 Glide-On Pencil Eyeliner in Tootsie

Sarah Hoffmann

Why it’s worth it: A consistent crowd-pleaser (and 2025 Allure Best of Beauty winner), Urban Decay’s 24/7 Glide-On Pencil Eyeliner is the kind of liner you’ll reach for on repeat for its versatile formula and long-wearing, no-budge finish. This gel eyeliner’s creamy, glide-on formula delivers rich, even pigment in every swipe, and Tootsie (a cool brown) strikes the perfect balance between soft and defining. This brown liner blends effortlessly for a diffused look, then sets to an impressive, all-day wear that stays put for up to 16 hours.

Hoffmann before applying the Urban Decay 24/7 Glide-On Pencil Eyeliner in Tootsie

Sarah Hoffmann

Hoffmann after applying the Urban Decay 24/7 Glide-On Pencil Eyeliner in Tootsie

Sarah Hoffmann

Tester feedback from commerce producer Sarah Hoffmann

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“A subtle, semi-smoky brown liner with a straight wing has been my thing for years. A good brown liner pencil goes a long way. I use it all over, in my waterline, on my top and lower lids, I even work a bit into my lashes before applying mascara. Tootsie is my current shade of choice. It's a light, cool brown that wears and blends like a brown shadow to me. It's very casual, but it adds a lot to my everyday eye makeup.” —Sarah Hoffmann, commerce producer

More to know

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• Type: gel
• Brown shade options: 6

Best Waterproof: Chanel Stylo Yeux Waterproof in Espresso

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Chanel

Stylo Yeux Waterproof in Espresso

$36

Chanel

Allure senior commerce editor Sarah Felbin applying the Chanel Stylo Yeux Waterproof in Espresso

Sarah Felbin

Why it’s worth it: When staying power is non-negotiable, this Chanel pick rises to the occasion. The silky, twist-up pencil glides on without tugging and sets to a budge-proof, waterproof finish that holds up against humidity, sweat, and long days. “Espresso” is a deep, rich brown that defines the eyes with a touch of softness and serves as proof that longevity doesn’t have to come at the expense of elegance.

Felbin before applying the Chanel Stylo Yeux Waterproof in Espresso

Sarah Felbin

Felbin after applying the Chanel Stylo Yeux Waterproof in Espresso

Sarah Felbin

Tester feedback from senior commerce editor Sarah Felbin

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“I have pretty oily eyelids and don't often wear eyeliner because of it—while I'm all for some added definition, the color usually fades away just a few hours after I apply it. Chanel's Yeux Stylo majorly impressed me, though. Both brown options are dark and intense, perfect for drawing attention to my green eyes. I also love the small tip and firmer formula—it stays pretty sharp as you apply it, keeping your lines thin and even. But I was most surprised by how well it wore throughout the day. This liner stayed exactly where I put it and was pretty tricky to take off (it took both steps of my usual double cleanse, plus a final swipe of a micellar water-soaked cotton pad). It'll become my go-to for the summer heat or any event where I want to make sure my liner will not budge." —Sarah Felbin, senior commerce editor

More to know

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• Type: retractable gel
• Brown shade options: 2

Best Long-Wearing: Makeup by Mario Master Pigment Pro Pencil in The Perfect Brown

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Makeup by Mario

Master Pigment Pro Pencil in The Perfect Brown

$26

Sephora

$26

Kohl’s

Allure social director Kassidy Silva applying the Makeup by Mario Master Pigment Pro Pencil in The Perfect Brown

Kassidy Silva

Why it’s worth it: True to its name, The Perfect Brown delivers balanced, neutral depth that flatters just about every eye. “This pencil is truly universal: It sits in this true, rich brown, not warm, not cool, which makes it so flattering across so many skin tones and eye colors,” says Kasey Spickard, a makeup artist based in New York City. “It’s long-wearing, smudges out gorgeously when you lay it down, but doesn’t budge once it’s dried down.”

A makeup-artist-developed eyeliner that’s loved by other makeup artists? Adding to cart. Our editors can attest that Makeup by Mario’s Pigment Pro Pencil combines intense pigment with serious staying power. It’s ideal for precise tightlining or softly smudged looks that won’t disappear by midday.

Silva before applying the Makeup by Mario Master Pigment Pro Pencil in The Perfect Brown

Kassidy Silva

Silva after applying the Makeup by Mario Master Pigment Pro Pencil in The Perfect Brown

Kassidy Silva

Tester feedback from social director Kassidy Silva

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“It took less than 15 minutes with Mario Dedivanovic to convince me to start wearing eyeliner again. After forgoing the product for years since it took too much time and gave me anxiety to get my lines even, I picked up the Master Pigment Pro liner and it's been a match made in eyeliner heaven. Plus, the pencil is ideal for beginners as the dual-tip pencil comes with a brush to smooth out any rough spots.

I start by tightlining my upper waterline and using a Q-tip to clean up an excess on my lower line. Then I slowly begin lining my upper lid from the outer corner and working my way to mid-lash. Using the brush, I smooth out my inevitable bumps and continue to layer and blend until I have the color I'm happy with. Once I've finished with a strong coat, I apply my shadow and then go back in with the eyeliner once I've finished to beef up the color and definition. In under 10 minutes, I have defined eyes and carry on with my base products.” —Kassidy Silva, social director

More to know

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• Type: pencil
• Brown shade options: 2

Best Affordable: e.l.f. Cosmetics No Budge Retractable Eyeliner in Coffee

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E.L.F. Cosmetics

No Budge Retractable Eyeliner in Coffee

$6

Amazon

$6

Ulta Beauty

$6

Walmart

Allure associate manager of audience development Melanie Curry applying the e.l.f. Cosmetics No Budge Retractable Eyeliner in Coffee

Melanie Curry

Why it’s worth it: This drugstore gem from e.l.f. Cosmetics proves you don’t need to splurge for performance. The creamy, under-$10 retractable eyeliner lives up to its “No Budge” name, offering smooth application and impressive wear at a budget-friendly price. Coffee is a classic medium brown that’s easy to use for everyday definition, making it perfect for beginners and pros alike.

Curry before applying the e.l.f. Cosmetics No Budge Retractable Eyeliner in Coffee

Melanie Curry

Curry after applying the e.l.f. Cosmetics No Budge Retractable Eyeliner in Coffee

Melanie Curry

Tester feedback from associate manager of audience development Melanie Curry

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“I typically use this liner when I'm wearing a natural or no-makeup-makeup look. The brown color is similar to my skin tone, so it gives my eyelids the perfect definition. I wouldn't recommend the liner for tightlining (the tip isn't precise enough) but it's amazing for creating a natural smoky eye or lining your upper lashes. The formula is super creamy so you can easily blend the liner and get that smudge effect. I haven't used it for more glam looks, so I can't speak to how it works there but I can say it's perfect for a natural eye look. Aside from tightlighting, the only other criticism I have is that the brown is not, well, brown enough. The brown color is the shade of my skin tone, so while it works perfectly for natural, no-effort looks, I do wish there was a deeper brown/espresso hue so I could really get that definition and shadow effect.” —Melanie Curry, associate manager of audience development

More to know

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• Type: retractable gel
• Brown shade options: 1

Best Bronze: Kulfi Underlined Kajal Long-Wear Eyeliner in Jamun Glaze

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Kulfi Beauty

Underlined Kajal Long-Wear Eyeliner in Jamun Glaze

$20

Sephora

$20

Kulfi

Allure commerce editor Sarah Han applying the Kulfi Underlined Kajal Long-Wear Eyeliner in Jamun Glaze

Sarah Han

Why it’s worth it: For those who want a little sparkle in their eye makeup, this bronzey shade from Kulfi delivers. Jamun Glaze adds warmth and dimension with a subtle sheen that catches the light beautifully. Kulfi 101: Underlined is inspired by kajal eyeliner (or simply kajal), soft, creamy, and richly pigmented eye makeup originating from the Middle East and South Asia. This three-time Best of Beauty Award winner (2021, 2023, and 2024) comes in six unique shades—another favorite is Purply Pataka—that are equally suitable for waterline definition and a softly smoked-out lid.

Han before applying the Kulfi Underlined Kajal Long-Wear Eyeliner in Jamun Glaze

Sarah Han

Han after applying the Kulfi Underlined Kajal Long-Wear Eyeliner in Jamun Glaze

Sarah Han

Tester feedback from commerce editor Sarah Han

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“You’ll never catch me without my Kulfi liners within reach—whether it’s at home or in a travel makeup bag. While I always rave about Purply Pataka as my favorite, I love Jamun Glaze’s take on a classic brown almost as much. I never wear black eyeliner because it looks harsh and out-of-place on me, but some browns can also look too intense. Jamun Glaze is a softer bronzey brown that also contains a hint of gold shimmer for an more wearable, everyday look." —Sarah Han, commerce editor

More to know

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• Type: retractable gel
• Brown shade options: 2

Best Glide: Prada Beauty Pradalines Durable Gliding Eyeliner Pencil in Wood

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Prada

Pradalines Durable Gliding Eyeliner Pencil in Wood

$35

Nordstrom

$35

Sephora

Why it’s worth it: As the name suggests, glide is where this Prada Beauty Pradalines Durable Gliding Eyeliner Pencil shines. It melts onto the skin with zero drag, making application feel smooth and effortless, especially along delicate areas like the lash line. The shade Wood offers a refined brown that’s easy to build or blend, while the long-lasting, waterproof formula ensures your look stays polished all day long.

Tester feedback from contributor Jennifer Hussein

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“This liner glides on so effortlessly, and it’s incredibly creamy, super pigmented, and doesn’t tug at all. You get rich color in just one pass, and while it stays blendable for a minute, it sets down to a truly budge-proof finish. I love that I can sharpen a wing with a Q-tip or smudge it out for a softer, smoky look.” —Jennifer Hussein, contributor

More to know

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• Type: pencil
• Brown shade options: 2

More brown eyeliners we love:

Best for Smokey Eyes: Revlon ColorStay Pencil Waterproof Eyeliner in Bronze

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Revlon

ColorStay Pencil Waterproof Eyeliner

$8

Amazon

$8

Walmart

Why it’s worth it: If you love a lived-in, smoky look, Revlon’s blendable ColorStay Eyeliner—which won a Best of Beauty Award all the way back in 2003, cementing its icon status—is an affordable essential. The creamy formula gives you enough time to blend, diffuse, and smudge—it even has a built-in angled smudger on the other end. Once it locks in, this waterproof pencil stays put for up to 24 hours (yes, really), so your smoky effect won’t turn messy as the day goes on. “The pencil is thin enough to deliver a crisp, clean line but soft enough to smudge until smoky,” one tester noted. “The shade gives great intensity without overwhelming fair skin." Bonus: If you pull out the smudger end, you’ll find a pencil sharpener, so basically, this $8 liner more than pulls its weight.

More to know

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• Type: retractable gel
• Brown shade options: 1

Best Brown Shade Range: Make Up For Ever Artist Color Pencil Long-Lasting Eye & Lip Liner

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Make Up For Ever

Artist Color Pencil Long-Lasting Eye & Lip Liner

$26

Nordstrom

$26

Sephora

Why it’s worth it: According to Grogan, variety is the standout with the Best of Beauty Award-winning Make Up For Ever’s Artist Color Pencil. “It’s super easy to apply and blend, and I love that they come in so many shades, so there are options for everyone,” Grogan notes. With an expansive range of brown tones, from cool taupes to rich coffee, this pencil lets you tailor your look with precision. The long-lasting, multiuse formula works beautifully on both eyes and lips, offering versatility alongside a truly inclusive shade selection.

Tester feedback from beauty closet associate Edward Horgan

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“My friends may or may not make fun of me for the way I hoard these eyeliners, especially the black shade. I will always reach for these over any other pencil liner because I know I will get the smoothest application and a beautiful, long-lasting finish, no matter which way I choose to wear it.” —Edward Horgan, beauty closet associate

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• Type: pencil
• Brown shade options: 10

Best Liquid Eyeliner: Rare Beauty Perfect Strokes Matte Liquid Liner in Brown

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Rare Beauty

Perfect Strokes Matte Liquid Liner in Brown

$22

Ulta Beauty

$22

Sephora

Why it’s worth it: For sharp, precise lines, Jewels Grogan, a makeup artist based in New York City, says this liquid liner (one of Selena Gomez’s favorite Rare Beauty products, period) delivers unmatched control. “The superfine point tip allows you to get really close to the lash line,” she notes. The ultra-fine brush tip makes it easy to create everything from subtle flicks to bold wings, while the rich brown pigment offers a softer alternative to black. It dries down to a true matte finish that stays put without flaking or fading.

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• Type: liquid
• Brown shade options: 1

Best Warm Brown: MAC Eye Kohl Eyeliner Pencil in Costa Riche

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MAC

Eye Kohl Eyeliner Pencil in Costa Riche

$24

Nordstrom

$24

Ulta Beauty

Why it’s worth it: Costa Riche is a favorite amongst makeup artists like Spickard for a reason. This warm, reddish-brown MAC Eye Kohl Eyeliner Pencil instantly brightens and enhances the eyes, especially for those with green or hazel tones. “It has rich, warm golden undertones that make all eye colors pop,” says Spickard. “It makes the eyes sparkle and is perfect for creating that warm sun-kissed monochromatic makeup look.” The soft kohl formula is easy to blend for a sultry finish, making it a standout choice for adding warmth and depth without harshness.

More to know

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• Type: pencil
• Brown shade options: 2

Frequently Asked Questions

Who is brown eyeliner best for?

Brown eyeliner is one of the most universally flattering makeup products, thanks to its ability to adapt across skin tones and eye colors. “Brown eyeliner can work for anyone,” Grogan explains. “On deeper eyes it will be a softer, more subtle look, [while] on green or blue eyes it will really emphasize the color without being too strong or overpowering.” That versatility is exactly why it’s such a go-to for everyday wear.

Makeup artist Spickard adds that brown is ideal “when you want to create definition and intensity without something as stark as black eyeliner.” Its inherent warmth enhances golden and honey tones in both the eyes and skin, and it can even mimic the effect of a natural shadow—making it perfect for soft, dimensional looks.

Any tips for applying brown eyeliner?

Before applying your liner, New York City-based makeup artist Delina Medhin told Allure that finding a long-lasting liner with a no-skip, smudge-proof formula is a must. "The most important thing is pigment and that [the eyeliner] easily glides onto the skin," she said. "You don't want to use too much pressure on the eye."

When it comes to application, a light hand and thoughtful shade choice make all the difference. Grogan recommends keeping things simple: “[Draw] a very thin line along the lash line” that can either be blended out for a soft, smoldering effect or left clean and precise. For perfecting your look, she suggests using ultra-thin cotton swabs with micellar water to sharpen edges and clean up mistakes.

Spickard emphasizes the importance of undertone, noting that “brown isn’t just brown.” Warm shades with red or orange undertones create a sun-kissed, bronzy effect, while cooler browns like taupe or true chocolate mimic natural shadows and offer subtle sculpting. Choosing the right hue for your undertone ensures your liner enhances rather than competes with the rest of your look.

Meet the experts

• Kasey Spickard, a makeup artist based in New York City
• Jewels Grogan, a makeup artist based in New York City

How we test and review products

When Allure tests a product, our editors look at it from every angle in an effort to best serve you. We review ingredients, scrutinize brand claims, and, when necessary, examine peer-reviewed scientific and medical studies. In addition to testing each and every product that's included in each and every review, we rely on experts who shape their fields, including dermatology, cosmetic chemistry, and medicine, to help us vet the ingredients and formulas.

For our list of the best brown eyeliners, we considered each product's performance across five primary categories: product ingredients and efficacy, packaging, fragrance, texture, and product wear. Every product was determined to have excelled in each category by our editorial team, which is composed of in-house writers and editors as well as contributors—along with special consideration from dermatologists. To learn more information on our reporting and testing processes, read our complete reviews process and methodology page.

Our staff and testers

A beauty product is a personal purchase. You might be searching for a face cream to address persistent dryness or a new nail product to add to your Sunday self-care routine; you may simply be browsing around for the latest launches to hit the hair market. No matter what you seek or your individual needs and concerns, Allure wants to ensure that you love anything we recommend in our stories. We believe that having a diverse team of writers and editors—in addition to the wide range of outside testers and industry experts we regularly call upon—is essential to reaching that goal.

After all, can we really say a skin-care product is the "best" for people over 50 if the only testers we've solicited opinions from folks who have yet to hit 30? Can we honestly deem a high-end diffuser worthy of your hard-earned cash if it's never been tested on curls? We're proud that our staff spans a wide range of ages, skin tones, hair textures, genders, and backgrounds, which means that we are able to fairly assess any beauty product that comes into the beauty closet.

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At long last, Cécred has launched styling products. Take a moment to celebrate—we certainly did. If you’ve ever seen Beyoncé perform, you know her hairstyles can withstand strong winds, proximity to flames, and high humidity. Now, with this seven-piece collection, the singer has finally revealed how she keeps her hair in place.

For those of you who are new to Cécred, here’s a refresher: When Beyoncé announced the launch of her hair-care brand in 2024, fans saw it as their best shot at achieving lustrous, voluminous, “Bey-level” curls. The first products included washday essentials formulated to help nourish your hair and scalp. The singer’s mom and former hairdresser, Tina Knowles, helped develop them, bringing her in-salon experience and expertise to the brand. Fans were right to be hyped about the collection. The Allure editors who tested it immediately incorporated some of its products into their hair-care routines. The team was especially impressed with the Cécred Restoring Hair and Edge Drops, so much so that it earned a 2025 Best of Beauty Award.

The addition of styling products to the Cécred lineup makes perfect sense for the brand’s next move. After all, fans have been pining for them: “Please let it be for styling, I beg,” wrote one Instagram user in the comments of a teaser post for the launch. “Please be a heat protector, I’ve been wanting this,” added another.

The collection includes a heat-protectant mist, styling glaze, volumizing mousse, hairspray, wrapping foam, strong-hold gel, and an edge brush. And because Bey is looking out for the curls we worked so hard to coddle, each styler is equipped with heat protection. Cécred calls it the “StemShield Complex,” and while the exact formulation remains under wraps, there are some clues on the product labels.

Laura Lam-Phaure, a Los Angeles-based cosmetic chemist, points to a blend of recurring ingredients across the formulas as being responsible for shielding your hair from temperatures up to 450 degrees: watermelon seed oil, schinziophyton rautanenii [mongongo] kernel oil, ximenia americana [sour plum] seed oil, zymomonas [fermenting agent] extract, and honey extract. It's worth noting, Lam-Phaure adds, that Cécred leans on plant-based heat protectants rather than traditional silicone-heavy formulations.

As for what the styling collection smells like, it shares the same musky floral scent as the brand’s previous lineups—blending notes of sandalwood, Haitian vetiver, oud, jasmine, and musk. To some it smells earthy, while others find it herbaceous. The consensus, though, is that it smells so good.

To see how the brand’s latest launch performs on different hair types, we tested the styling products on wavy, curly, and coily textures. Ahead, read our full thoughts on the collection.

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• Cécred Thermal Shield Mist
• Cécred Heat Activated Silk Glaze
• Cécred Volumizing Mousse
• Cécred Flexible Hold Hairspray
• Cécred Wrap & Set Foam
• Cécred Strong Hold Gel

The Collection: Product Breakdown

Cécred Thermal Shield Mist, $30

What it is: The Knowles clearly know how non-negotiable heat-protection is. To drive the point home, they gave us a product that is designed to help avoid singeing our hair with hot tools (up to 450 degrees). “It’s jam-packed with active ingredients,” says Lam-Phaure, adding that she doesn’t see a lot of “fluff” additives. Aside from the brand’s StemShield Complex, the formula contains hydrating ingredients (like panthenol and glycerin), fragrance, and stabilizing preservatives.

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Cécred

Thermal Shield Mist

$30

Ulta Beauty

$30

Cécred

Jennet Jusu, editorial assistant: I’m very particular about my protective styles and the routine that comes with them. I have thick, coarse 4B to 4C hair, so the products I use can make or break the final result of my style and the manageability of my hair. When I refresh a braid-out, I typically use a thermal round brush to stretch my hair, straightening each section from root to tip before braiding. For this routine, Cécred’s Thermal Shield Mist fits right in.

After combing out my three-day-old, crinkled hair, I sprayed my hair from root to tip in sections. I immediately noticed, and loved, the lightweight fragrance (it smells expensive). I also found that my strands didn’t make that alarming hissing sound when I went in with the Hey Mane It’s Giving Body Medium Hot Round Brush.

My hair is not easy to comb through, so being able to slide a heated brush through it and braid my entire head in about 25 minutes felt like a win. The mist softened my coils just enough to make the heat pass-through smoother and more effective.

Jusu’s hair before styling.

Courtesy of Jennet Jusu

Jusu holding a styled section of hair after using the Cécred Thermal Shield Mist.

Courtesy of Jennet JusuCécred Heat Activated Silk Glaze, $34

What it is: Reach for this serum-like glazing fluid before getting a silk press. As the name suggests, it acts as both a heat protectant and a frizz fighter, allowing for a more seamless press-and-curl experience. Its use of denatured alcohol is noteworthy, says Lam-Phaure, as it helps evenly distribute oils and emollients for a smoother, glossier finish. The alcohol quickly flashes off, leaving only the beneficial ingredients—like smoothing hydrolyzed silk—behind. That quick-drying effect also helps prevent over-application, which water-heavy formulas can encourage when results don’t appear right away.

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Cécred

Heat Activated Silk Glaze

$34

Ulta Beauty

$34

Cécred

Melenie McGregor, creative producer: The Heat Activated Silk Glaze made my hair feel, well, silky. To test it, I divided my freshly cleansed, detangled, and damp hair into eight sections, massaging two pumps of the slippery fluid into them. I used the FHI Heat Unbrush to evenly distribute the Cécred product throughout my hair for maximum heat protection before blow-drying and flatironing my hair. As I styled my curls, I noticed that I needed fewer passes with my blow-dryer than I normally would, and appreciated how it protected my strands from heat.

The bottle design is playful without impacting its function. That said, at $34, I do wish it came in a larger size than 5 oz. [Editors’ note: Heat protectant serums and lotions range from $8 to $130, so this one lands in the middle.]

McGregor before using the Heat Activated Silk Glaze and blow-drying her hair.

Courtesy of Melenie McGregor

McGregor after blow-drying and flatironing her hair.

Courtesy of Melenie McGregorCécred Volumizing Mousse, $32

What it is: This one's for anyone chasing a blowout that has some va-va-voom. The airy foam was formulated for you to use before drying your hair to create long-lasting bounce and body. Lam-Phaure says that the volumizing magic is in its many film-forming agents: VP/VA copolymer "helps give your hair structure and a slight lift," she explains, while the ingredients that start with "polyquaternium" help "lift the root without a crunchy finish."

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Cécred

Volumizing Mousse

$32

Ulta Beauty

$32

Cécred

Sarah Hoffmann, commerce producer: My curl pattern is on the looser side, so I like a mousse for the added volume and definition. Cécred's new formula plays really nicely with my shaggy cut. I applied it to damp hair, using my fingers to evenly rake it through, before scrunching my hair into my palms to define my curls.

The mousse gave my hair a light lift in the shorter layers and helped define and shape the longer pieces at the bottom, where my curls are naturally a little tighter. It’s also not crunchy at all. You could use different amounts of product to accommodate your hair's porosity and density. My strands are deceptively fine but fluffy, so a small amount did the trick. I flatironed my bangs and allowed the rest of my hair to air-dry (which took about two hours). Overall, I love how this mousse lightly defined my curls while giving me soft, touchable volume.

Hoffmann with freshly washed hair.

Courtesy of Sarah Hoffmann

Hoffmann after using the Volumizing Mousse and air-drying her hair.

Courtesy of Sarah HoffmannCécred Flexible Hold Hairspray, $38

What it is: Anyone who heat-styles regularly knows the value of a good hairspray—one that locks in your look without leaving hair stiff or coated in a sticky film. The Cécred Flexible Hold Hairspray does all of the above and more.

Lam-Phaure says the formula is unconventional, behaving more like a lightweight smoothing cream than a traditional spray. In addition to a film-former that helps maintain your style, it contains glycerin (which, Lam-Phaure notes, has a thick texture that helps defrizz hair and provide flexible hold) and light emulsifiers commonly found in conditioning products.

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Cécred

Flexible Hold Hairspray

$38

Ulta Beauty

$38

Cécred

Jesa Marie Calaor, senior beauty editor: Cécred has been a regular part of my hair-care routine not only because it makes my poofy natural waves look shiny and healthy, but also because of how it smells so effing good. (Seriously, I was letting my hair down from a tight ponytail at an event, and someone pointed out how amazing it smelled.) Now the brand has taken over my styling routine too.

Before hitting my strands with a thermal round brush (specifically, the Hey Mane It's Giving Body Medium Hot Thermal Round Brush), I spritz on the Thermal Shield Mist. I apply it all over my hair, spraying a bit more onto my ends to keep them from getting crispy. Then I get to curling. As I release each newly styled section, I spray the Flexible Hold Hairspray in small bursts across it, before holding the curl in my hands for a few seconds to let it set. The nozzle dispenses the finest mist, ensuring even coverage. My style holds all day (sometimes into the next day if I sleep face down on the crook of my arm) and the brand’s signature scent wafts behind me.

Calaor before styling her hair.

Courtesy of Jesa Marie Calaor

Calaor after using the Thermal Shield Mist, styling with a thermal brush, and finishing her style with the Flexible Hold Hairspray.

Courtesy of Jesa Marie CalaorCécred Wrap & Set Foam, $28

What it is: A styling collection wouldn’t be complete without a product for those who like to wear their hair curly. The Wrap and Set Foam promises to define natural styles and keep curls frizz-free while protecting strands from humidity and heat. (The latter is crucial for those who like to stretch their hair with a blow-dryer before styling.)

Glycerin and jojoba oil work together in this formula to hydrate and moisturize the hair. So, while your style will be set in place, your hair will still feel soft to the touch.

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Cécred

Wrap & Set Foam

$28

Ulta Beauty

$28

Cécred

Jessica Cruel, editor in chief: Typically, I use a gel-cream to set my twist out after blow-drying my hair straight. When I met the Cécred team to get dialed in on the new styling launch, I wondered, Where is the twisting cream? They assured me that the Wrap + Set foam would get the job done.

I was skeptical because I've tried that method before with other foams, and the definition and hold never match up. This one does! I was able to get the same definition that I'm used to. The twists were a bit crunchier than I like, but I was able to break that cast by coating my fingers in oil during the takedown.

There is more shrinkage than when using my typical cream (foam has a lot more liquid, so that makes sense). Overall, this twist-out passed the test. Next time, I'll give my hair another blast of heat after twisting to stretch and get more length. Fortunately, this formula has a heat-protectant built in, which is a plus.

Cruel before styling her hair.

Courtesy of Jessica Cruel

Cruel after using the Wrap & Set Foam to twist her hair.

Courtesy of Jessica Cruel

Jusu: The texture of this foam was sticky in my hands when I first rubbed it in, but I was happy to find that it wasn’t as sticky when it dried in my hair. It made my hair look shiny, and felt moisturized almost instantly. I applied the foam in sections before braiding my hair, and in the morning, my hair felt silky and smooth. It’s safe to say this was very effective for my braid-out routine.

Jusu braiding her blow-dried hair.

Courtesy of Jennet Jusu

Jusu after using Wrap & Set Foam to do a braid-out.

Courtesy of Jennet JusuCécred Strong Hold Gel, $32

What it is: Designed with natural hairstyles in mind, this durable gel is said to smooth curls and coils into place without drying out the hair or leaving a stiff, cement-like cast. Lam-Phaure explains how the formula achieves this: A light, flexible film locks your style in place, polyquaternium-69 (a polymer) tames flyaways, and denatured alcohol helps it set quickly. The result? A strong, long-lasting hold that doesn’t move as you go about your day.

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Cécred

Strong Hold Gel

$32

Ulta Beauty

$32

Cécred

Annie Blay-Tettey, associate beauty editor: Normally, I’d use a strong-hold gel in a twist-out or to slick back the base of a high puff, but with freshly braided cornrows in, I had to pivot to using this gel to lay my edges. The styling collection does include an edge brush, but since I hadn’t gotten my hands on it yet, I reached for my go-to: the BabyTress Edge Brush.

I usually lay my edges with a thicker pomade-like edge control, so the liquid consistency of this gel threw me off at first. But as I smoothed my wispy baby hairs down, I found the gel had a good grip to it. I had to apply a bit more product than I would with a thicker edge control, but the lightweight texture of the gel worked easily with the brush to slick my hair down with just a few swoops. And unlike a traditional edge control, my hair didn’t feel stiff.

I applied the Strong Hold Gel at 10 a.m., and by 4:30 p.m. my edges were still laid and intact—a little fuzzier than they were in the morning, but the design I’d swooped on was still going strong.

Blay-Tettey with no product on her baby hairs.

Courtesy of Annie Blay-Tettey

Blay-Tettey after using the Strong Hold Gel to lay her baby hairs.

Courtesy of Annie Blay-Tettey

Cruel: I packed this gel—and only this gel—as edge control on a recent work trip, putting my trust in the Knowles before a panel appearance. When I first started to apply, I worried the formula was too watery to give me the slick that I like. The consistency feels more like a styling gel you would use for ponytails than a thick edge control gel. I put my scarf on and prayed. When it was time for the big reveal, I was shocked by the results. Edges? Laid. Baby hairs? Slicked.

Cruel after using the Strong Hold Gel on her edges.

Courtsey of Jessica Cruel

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Korean skin care is easier than ever to access, especially because tons of Allure editor favorites—hi, CosRx, Beauty of Joseon, Anua, and Haruharu Wonder—are all available on Amazon. And now is the best time to try them: Amazon’s Big Spring Sale is here from March 25 through March 31, offering up to 45% off across thousands of beauty products.

Whether you’re in the market for a Korean sunscreen that absorbs instantly, a hydrating serum that layers beautifully under makeup, or a face mask to make dull skin a thing of the past, these discounts cover every step of your routine (because when it comes to K-beauty, we simply can’t get enough of that glass skin glow). And it’s not just skin care: You’ll also find K-beauty makeup in the mix, too. Clear your schedule and keep scrolling to shop the very best Amazon K-beauty deals available this week.

Our Top Picks

Rinse and RepeatMa:nyo Pure Cleansing OilJump to review$23 $18 (22% off)

Amazon

Balance in a BottleBeauty of Joseon Glow SerumJump to review$27

Amazon

Lovely LatherMedicube Facial Cleanser Zero Pore Capsule Cleansing FoamJump to review$20 $15 (25% off)

Amazon

Serum-iously HydratingCosrx Advanced Snail 96% Mucin Power EssenceJump to review$25 $20 (20% off)

Amazon

Stick to ItAbib Airy Sunstick Protection Bar SPF50+Jump to review$17

Amazon

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• How We Find the Best Amazon Big Spring Sale Korean Beauty Deals
• Why Trust Allure for the Best Amazon Big Spring Sale Deals?

Anua Heartleaf 77 Soothing Toner

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Anua

Heartleaf 77 Soothing Toner

$23 $20 (13% off)

Amazon

Calming heartleaf and hydrating hyaluronic acid are at the center of Anua’s Heartleaf 77 Soothing Toner. Both ingredients blanket dry, irritated skin and deeply restore moisture for that signature K-beauty glass-skin glow.

Ma:nyo Pure Cleansing Oil

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Ma:nyo

Pure Cleansing Oil

$23 $18 (22% off)

Amazon

Allure commerce writer Lily Wohlner applying the Ma:nyo Pure Cleansing Oil

Lily Wohlner

This 2025 Best of Beauty Award winner is a first step in many of our editors’ double-cleansing routines, clearing away dirt and makeup to leave skin primed and ready for a good foaming cleanser.

Wohlner before applying the Ma:nyo Pure Cleansing Oil

Lily Wohlner

Wohlner after applying the Ma:nyo Pure Cleansing Oil

Lily Wohlner

Haruharu Wonder Black Rice Probiotics Barrier Essence

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Haruharu Wonder

Black Rice Probiotics Barrier Essence

$22 $20 (9% off)

Amazon

Allure commerce editor Sarah Han applying the Haruharu Wonder Black Rice Probiotics Barrier Essence

Sarah Han

Black rice probiotics and barrier-loving ceramides and lipids make up this essence, which prevents irritation, locks in moisture, and boosts skin’s elasticity.

Beauty of Joseon Glow Serum

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Beauty of Joseon

Glow Serum

$27

Amazon

Allure associate beauty editor Annie Blay-Tettey applying the Beauty of Joseon Glow Serum

Annie Blay-Tettey

Allure associate beauty editor Annie Blay-Tettey is “always on the quest to find products that will boost her glow,” like this niacinamide-based serum. “It sinks into my skin without leaving a sticky residue and never pills when layered with the other steps in my routine,” she says.

Illiyoon Ceramide Ato Concentrate Cream

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Illiyoon

Ceramide Ato Concentrate Cream

$29 $25 (14% off)

Amazon

Wohlner applying the Illiyoon Ceramide Ato Concentrate Cream

Lily Wohlner

​​“This product has saved my skin, even during the harshest New York winters,” Charlotte Cho, an esthetician and cofounder of Soko Glam based in New York City, tells Allure. She adds that it’s one of the most soothing products she’s tried—plus, it’s gentle enough for her kids to use, too.

Beauty of Joseon Red Bean Water Gel

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Beauty of Joseon

Red Bean Water Gel

$18

Amazon

This cream has mastered the art of hydrating without feeling heavy, thanks to red bean water, which delivers moisture while also absorbing excess oil. Because it’s so light, it layers beautifully under makeup—no pilling in sight!

Han applying Beauty of Joseon Red Bean Water Gel

Sarah Han

Han after applying Beauty of Joseon Red Bean Water Gel

Sarah Han

CosRx Snail Mucin 92% Face Moisturizer

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Cosrx

Snail Mucin 92% Face Moisturizer

$26 $20 (23% off)

Amazon

Infused with 92% snail mucin, this lightweight gel cream plumps, hydrates and soothes without the heavy feel, making it great for combination skin types that need hydration but want to skip out on shine.

CosRx Advanced Snail 96% Mucin Power Essence

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Cosrx

Advanced Snail 96% Mucin Power Essence

$25 $20 (20% off)

Amazon

The serum version of CosRx’s moisturizer, this viral, snail mucin-infused favorite is beloved for calming irritation, fading the look of post-acne marks, and supporting skin repair.

Han applying the Coxrx Advanced Snail 96 Mucin Power Essence

Sarah Han

Han after applying the Coxrx Advanced Snail 96 Mucin Power Essence

Sarah Han

Medicube Facial Cleanser Zero Pore Capsule Cleansing Foam

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Medicube

Facial Cleanser Zero Pore Capsule Cleansing Foam

$20 $15 (25% off)

Amazon

The word “capsule” in Medicube’s Zero Pore Capsule Cleansing Foam points to the tiny blue exosome capsules that gently exfoliate as they burst onto the skin. The formula also features mandelic and salicylic acids to maintain clear pores, along with cica and green tea to calm irritation.

Allure contributing writer Christa Joanna Lee applying the Zero Pore Capsule Cleansing Foam

Christa Joanna Lee

Lee after applying the Zero Pore Capsule Cleansing Foam

Christa Joanna Lee

Abib Airy Sunstick Protection Bar SPF50+

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Abib

Airy Sunstick Protection Bar SPF50+

$17

Amazon

Sunscreen should be reapplied all day, every day—which is much easier when it comes in a handy stick. Meet Abib’s Airy Sunstick Protection Bar, which controls excess shine and sebum with every application, but also protects skin with SPF 50+.

Biodance Collagen Gel Toner Pads

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Biodance

Collagen Gel Toner Pads

$26 $22 (15% off)

Amazon

Han applying the Biodance Cera-nol Gel Toner Pads

Sarah Han

Jane Yoo, MD, a dual board-certified dermatologist based in New York City, tells Allure that if you’re short on time (or too tired for an overnight mask), Biodance’s Collagen Gel Toner Pads are the perfect morning rescue. She touts the innovative gel fabric and low-molecular-weight collagen, which leaves behind plumper, smoother skin with minimal irritation.

Sungboon Editor Deep Collagen Overnight Mask

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Sungboon Editor

Deep Collagen Overnight Mask

$19

Amazon

Allure commerce producer Sarah Hoffmann removing the Sungboon Editor Deep Collagen Overnight Mask

Sarah Hoffmann

Sungboon Editor’s Deep Collagen Overnight Mask is all about plumping, with its hyper-concentrated dose of 2,160,000 PPB low-molecular collagen. (PPB, or parts per billion, measures how densely packed the collagen fragments are inside the formula.) Smooth it on and slip under the covers—by morning, you can expect dewier, bouncier skin.

I Dew Care Tap Secret Dry Shampoo Powder with Biotin

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I Dew Care

Tap Secret Dry Shampoo Powder with Biotin

$18 $15 (17% off)

Amazon

Perfect for travel, this non-aerosol dry shampoo comes in a powder formula with an easy-to-use puff, so you can tap it exactly where your roots need a refresh, no cloud of spray required. The payoff? Oil-absorbing magic without the heaviness—it’s so light, it practically disappears into your hair.

Fwee Blurry Pudding Pot

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Fwee

Blurry Pudding Pot

$20 $16 (20% off)

Amazon

Fwee’s Blurry Pudding Pot melts into a sheer, diffused wash of color that gives cheeks that soft-focus, just-pinched glow. With 22 shades to play with, you can dial it all the way up—think moody, purple-toned Boss—or keep things light and effortless with Like, a barely-there pink that looks like your natural flush, only better.

Sulwhasoo Glowing Lip Balm

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Sulwhasoo

Glowing Lip Balm

$38

Amazon

Ginseng seed oil and a blend of natural butters (hi, shea and cocoa) are the stars of the show in Sulwhasoo’s Glowing Lip Balm, softening, plumping, and strengthening the skin barrier so chapped lips are a thing of the past.

Beauty of Joseon Ginseng Essence Water

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Beauty of Joseon

Ginseng Essence Water

$18

Amazon

Beauty of Joseon’s Ginseng Essence Water leans hard into boosting glow, with 80% ginseng root water at its core—an antioxidant-rich, anti-inflammatory powerhouse that helps fend off free radicals (a.k.a. the culprits behind premature aging). Another bonus: niacinamide, which balances oil production and softens the look of enlarged pores over time.

Amorepacific Color Control Cushion Compact Broad Spectrum SPF 50+

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AmorePacific

Color Control Cushion Compact Broad Spectrum SPF 50+

$75

Amazon

Amorepacific’s Color Control Cushion Compact has everything we love in a daytime foundation: SPF 50+ protection, lightweight coverage, and a natural, your-skin-but-better glow—all in a compact that fits right into your purse.

Frequently Asked Questions

How We Find the Best Amazon Big Spring Sale Korean Beauty Deals

Our shopping team searches daily for the best beauty products in the industry. We enlist the help of multiple editors, writers, contributors, and experts to determine which products are really worth your penny. Our Amazon Big Spring Sale 2026 beauty sales are no different: We base our discounted selections on products with at least 4.0-star average ratings, past Allure Best of Beauty award winners, and those that our editors and experts have tried and given a stamp of approval.

Why Trust Allure for the Best Amazon Big Spring Sale Deals?

No matter what you seek or your individual needs and concerns when you’re shopping for the best Amazon Big Spring Sale 2026 beauty deals, we want to ensure that you love anything we recommend in our stories. We believe that having a diverse team of writers and editors—in addition to the wide range of outside testers and industry experts we regularly call upon—is essential to reaching that goal.