{"title":"New In","description":"\u003cp\u003eFresh from Seoul, first. The most recent additions to our edit, still being discovered here while Korea has already moved them to the front shelf.\u003c\/p\u003e","products":[{"product_id":"dr-jart-cicapair-color-correcting-spf22-50ml","title":"Dr.Jart+ — Cicapair Tiger Grass Color Correcting Treatment SPF22 (50ml)","description":"\u003cp\u003e\u003cstrong\u003eWhat it is\u003c\/strong\u003e\u003cbr\u003eA green colour-correcting day cream with centella (tiger grass) that neutralises redness on contact, adapts to your skin tone and protects with SPF22.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eWhy we chose it\u003c\/strong\u003e\u003cbr\u003eSkincare and camouflage in one step — nothing calms the look of redness faster. For flushed cheeks and reactive days, this is the cheat code.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eHow to use\u003c\/strong\u003e\u003cbr\u003eIn the morning after moisturizer, blend a small amount over redness-prone areas and watch green turn beige. 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A derma-K-beauty classic for a reason.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eHow to use\u003c\/strong\u003e\u003cbr\u003eMorning and night as the final skincare step (before SPF in the morning). Use generously on dry zones.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eKey ingredients\u003c\/strong\u003e\u003cbr\u003e5-Cera Complex™ · Panthenol · Shea butter\u003c\/p\u003e","brand":"Dr.Jart+","offers":[{"title":"Default Title","offer_id":46432425312290,"sku":"7464427018","price":27.9,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0901\/7832\/2466\/files\/product_images_1690296360.dj_sku_H6MM01_1000x1000_01787010968_eb2e7b44-a9e3-4fbf-a4b4-5b7593dbff3e.jpg?v=1787011074"},{"product_id":"sulwhasoo-first-care-activating-serum-30ml","title":"Sulwhasoo — First Care Activating Serum VI (30ml)","description":"\u003cp\u003e\u003cstrong\u003eWhat it is\u003c\/strong\u003e\u003cbr\u003eThe legendary 'first step' serum of Korean luxury skincare — a hanbang herbal formula used right after cleansing to activate skin and amplify every product layered after it.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eWhy we chose it\u003c\/strong\u003e\u003cbr\u003eSixty years of Korean herbal science in one amber bottle. If you want to feel what luxury K-beauty means, you start here — Korea has, for generations.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eHow to use\u003c\/strong\u003e\u003cbr\u003eRight after cleansing, before toner, press a full pump into the skin morning and night.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eKey ingredients\u003c\/strong\u003e\u003cbr\u003eJAUM Activator™ (5-herb complex) · Ginseng-derived actives\u003c\/p\u003e","brand":"Sulwhasoo","offers":[{"title":"Default Title","offer_id":46432425377826,"sku":"10376216749","price":54.9,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0901\/7832\/2466\/files\/product_images_1731393707.117564559442962626_18087373811787010965_e1052e21-aebc-4430-a02b-23292b2a224e.jpg?v=1787011076"},{"product_id":"dr-groot-density-care-shampoo-400ml","title":"Dr. Groot — Density Care Shampoo, Jasmine (400ml)","description":"\u003cp\u003e\u003cstrong\u003eWhat it is\u003c\/strong\u003e\u003cbr\u003eA derma-grade shampoo from Dr. Groot's density care line, designed for thinning or fragile hair — strengthening the scalp foundation with a clean jasmine scent.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eWhy we chose it\u003c\/strong\u003e\u003cbr\u003eKorean pharmacies treat scalp like skin, and Dr. Groot is that philosophy in a bottle. For anyone watching density, this is the serious daily step.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eHow to use\u003c\/strong\u003e\u003cbr\u003eMassage into wet scalp for 1–2 minutes to let actives work, then rinse thoroughly. Use daily.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eKey ingredients\u003c\/strong\u003e\u003cbr\u003eBiotin · Panthenol · Herbal scalp complex\u003c\/p\u003e","brand":"Dr. Groot","offers":[{"title":"Default Title","offer_id":46432425443362,"sku":"8644563346","price":28.9,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0901\/7832\/2466\/files\/product_images_1751532970.8ba53ece-bbd2-4005-8409-b8f2e11452ab1787010962.jpg?v=1787011078"},{"product_id":"moremo-water-treatment-miracle-10-480ml","title":"moremo — Water Treatment Miracle 10 (480ml)","description":"\u003cp\u003e\u003cstrong\u003eWhat it is\u003c\/strong\u003e\u003cbr\u003eA watery-texture protein treatment that works in just 10 seconds — softness and gloss for dry, tangled hair without any heaviness.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eWhy we chose it\u003c\/strong\u003e\u003cbr\u003eTen seconds. That's the entire commitment. For fine or easily-weighed-down hair, this is the treatment that finally makes repair feel effortless.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eHow to use\u003c\/strong\u003e\u003cbr\u003eAfter shampooing, spread through wet hair, count to ten, rinse. That's it.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eKey ingredients\u003c\/strong\u003e\u003cbr\u003eHydrolyzed keratin \u0026amp; collagen · Amino acid complex · Silk extract\u003c\/p\u003e","brand":"moremo","offers":[{"title":"Default Title","offer_id":46432425541666,"sku":"5223901402","price":26.9,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0901\/7832\/2466\/files\/product_main_images_17307839171787010959.jpg?v=1787011081"},{"product_id":"kundal-honey-macadamia-treatment-500ml","title":"Kundal — Honey \u0026 Macadamia Protein Hair Treatment, Clean Soap (500ml)","description":"\u003cp\u003e\u003cstrong\u003eWhat it is\u003c\/strong\u003e\u003cbr\u003eA hydro-intensive protein treatment with honey and macadamia oil that detangles, smooths and restores gloss in minutes — in the fresh Clean Soap scent.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eWhy we chose it\u003c\/strong\u003e\u003cbr\u003eThe perfect partner to Kundal's shampoo: proteins for strength, oils for shine, and a price that makes weekly treatments an easy habit rather than a luxury.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eHow to use\u003c\/strong\u003e\u003cbr\u003eAfter shampooing, apply to mid-lengths and ends, leave 2–3 minutes, rinse. Use 2–3 times a week (or daily for very dry hair).\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eKey ingredients\u003c\/strong\u003e\u003cbr\u003eHydrolyzed proteins · Honey extract · Macadamia seed oil\u003c\/p\u003e","brand":"Kundal","offers":[{"title":"Default Title","offer_id":46432430522402,"sku":"5048239833","price":15.9,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0901\/7832\/2466\/files\/product_images_1730957545.12647274356957697_2737223261787010956.jpg?v=1787011082"},{"product_id":"kundal-honey-macadamia-shampoo-500ml","title":"Kundal — Honey \u0026 Macadamia Natural Shampoo, Baby Powder (500ml)","description":"\u003cp\u003e\u003cstrong\u003eWhat it is\u003c\/strong\u003e\u003cbr\u003eA sulfate-free daily shampoo with honey extract and macadamia oil that cleans gently and leaves hair soft, glossy and lightly scented with Kundal's cult Baby Powder fragrance.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eWhy we chose it\u003c\/strong\u003e\u003cbr\u003eThe everyday bottle half of Korea reaches for. 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Follow with the matching Kundal treatment for the full effect.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eKey ingredients\u003c\/strong\u003e\u003cbr\u003eHoney extract · Macadamia seed oil · Sulfate-free cleansers\u003c\/p\u003e","brand":"Kundal","offers":[{"title":"Default Title","offer_id":46432431144994,"sku":"266241223","price":13.9,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0901\/7832\/2466\/files\/product_main_images_17413508731787010947.jpg?v=1787011084"},{"product_id":"ryo-hair-loss-care-shampoo-400ml","title":"Ryo — Hair Loss Care Shampoo, Normal \u0026 Dry Scalp (400ml)","description":"\u003cp\u003e\u003cstrong\u003eWhat it is\u003c\/strong\u003e\u003cbr\u003eKorea's iconic herbal shampoo for hair-loss care, formulated with fermented ginseng to fortify the scalp and reduce breakage — this version for normal to dry scalps.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eWhy we chose it\u003c\/strong\u003e\u003cbr\u003eScalp care is where Korean haircare is decades ahead, and Ryo has been the market's No.1 for years. 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Use daily.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eKey ingredients\u003c\/strong\u003e\u003cbr\u003eFermented ginseng root · Ginger extract · Herbal complex\u003c\/p\u003e","brand":"Ryo","offers":[{"title":"Default Title","offer_id":46432436256802,"sku":"5553003612","price":14.9,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0901\/7832\/2466\/files\/product_images_1726195772.55097519545257908_14072867041787010945_4cafae71-aa18-47f9-b480-95d5fa2e4355.jpg?v=1787011086"},{"product_id":"mise-en-scene-perfect-original-serum-200ml","title":"Mise-en-scène — Perfect Original Hair Serum (200ml)","description":"\u003cp\u003e\u003cstrong\u003eWhat it is\u003c\/strong\u003e\u003cbr\u003eKorea's best-selling hair serum: a blend of 7 natural oils (argan, olive, jojoba and more) that seals split ends, tames frizz and delivers instant gloss.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eWhy we chose it\u003c\/strong\u003e\u003cbr\u003eEvery Korean household has this bottle in the bathroom, and there's no better first step into K-haircare. 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Style as usual.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eKey ingredients\u003c\/strong\u003e\u003cbr\u003eArgan oil · Olive oil · Jojoba \u0026amp; camellia oils\u003c\/p\u003e","brand":"Mise-en-scène","offers":[{"title":"Default Title","offer_id":46432441237538,"sku":"8746881388","price":19.9,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0901\/7832\/2466\/files\/product_images_1752571290.52575858682038-a84e7cb5-71ba-4a28-88d1-dc5a64de43ea1787010942_167aabb5-ed53-4d17-92e0-aa9df70980e4.jpg?v=1787011088"},{"product_id":"unove-deep-damage-treatment-ex-320ml","title":"UNOVE — Deep Damage Treatment EX (320ml)","description":"\u003cp\u003e\u003cstrong\u003eWhat it is\u003c\/strong\u003e\u003cbr\u003eAn intensive protein treatment for damaged, bleached or heat-styled hair — salon-level repair in 5 minutes, with UNOVE's signature perfumer-designed scent (choose Tender Bloom or Warm Petals).\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eWhy we chose it\u003c\/strong\u003e\u003cbr\u003eThe best-kept secret of Korean haircare, and the product that convinced us Europe needs the 'skinification of hair'. 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Use 2–3 times a week.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eKey ingredients\u003c\/strong\u003e\u003cbr\u003eHydrolyzed silk \u0026amp; wheat proteins · Ceramide NP · Shea butter\u003c\/p\u003e","brand":"UNOVE","offers":[{"title":"Tender Bloom","offer_id":46432441696290,"sku":"8272984743","price":24.9,"currency_code":"EUR","in_stock":true},{"title":"Warm Petals","offer_id":46432441729058,"sku":"8272984743","price":24.9,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0901\/7832\/2466\/files\/product_images_1748924171.17876669480197174_7994469641787010940_0dc8a820-e44f-40c1-bd37-4b960f1effca.jpg?v=1787011090"},{"product_id":"isntree-hyaluronic-acid-toner-plus-200ml","title":"Isntree — Hyaluronic Acid Toner Plus (200ml)","description":"\u003cp\u003e\u003cstrong\u003eWhat it is\u003c\/strong\u003e\u003cbr\u003eA hydrating toner powered by 8 types of hyaluronic acid, delivering water to every layer of the skin with a clean, no-fuss formula.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eWhy we chose it\u003c\/strong\u003e\u003cbr\u003eIsntree does honest formulas at honest prices, and this toner is the proof: dermatologist-friendly hydration that works under everything, for everyone.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eHow to use\u003c\/strong\u003e\u003cbr\u003eAfter cleansing, apply with hands or a cotton pad, morning and night. Layer for extra hydration on dry days.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eKey ingredients\u003c\/strong\u003e\u003cbr\u003e8-type hyaluronic acid complex · Birch sap · Beta-glucan\u003c\/p\u003e","brand":"Isntree","offers":[{"title":"Default Title","offer_id":46432441794594,"sku":"4619787150","price":15.9,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0901\/7832\/2466\/files\/product_main_images_17202536451787010937.jpg?v=1787011093"},{"product_id":"mixsoon-bean-essence-50ml","title":"mixsoon — Bean Essence (50ml)","description":"\u003cp\u003e\u003cstrong\u003eWhat it is\u003c\/strong\u003e\u003cbr\u003eA slow-fermented essence of soybean, pomegranate and barley that nourishes, smooths and gently lifts dead skin cells (the famous 'rolling' trick when massaged).\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eWhy we chose it\u003c\/strong\u003e\u003cbr\u003eFour ingredients. 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Repeatedly.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eHow to use\u003c\/strong\u003e\u003cbr\u003e1–2 evenings a week: after toner, apply the mask, go to sleep, remove in the morning (3+ hours minimum) and pat in the rest.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eKey ingredients\u003c\/strong\u003e\u003cbr\u003eLow-molecular fish collagen · Oligo-hyaluronic acid · Niacinamide\u003c\/p\u003e","brand":"Biodance","offers":[{"title":"Default Title","offer_id":46432442056738,"sku":"8787955049","price":24.9,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0901\/7832\/2466\/files\/product_main_images_17848797001787010933.jpg?v=1787011097"},{"product_id":"round-lab-birch-juice-sunscreen-50ml","title":"Round Lab — Birch Juice Moisturizing Sunscreen SPF50+ (50ml)","description":"\u003cp\u003e\u003cstrong\u003eWhat it is\u003c\/strong\u003e\u003cbr\u003eA hydrating daily sunscreen (SPF50+ PA++++) built on moisture-rich birch sap — dewy, comfortable, and gentle enough for reactive skin.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eWhy we chose it\u003c\/strong\u003e\u003cbr\u003eA perennial No.1 in Korean sunscreen rankings, and the one we hand to anyone whose skin protests at most SPF. Protection that feels like skincare.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eHow to use\u003c\/strong\u003e\u003cbr\u003eEvery morning as your final skincare step, apply generously to face and neck. 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This one dives in (the name isn't marketing). It's the quiet workhorse in half of Seoul's morning routines.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eHow to use\u003c\/strong\u003e\u003cbr\u003eMorning and night after toner, smooth 2–3 drops over the face. 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