Skin Cupid, the cult favourite online K-Beauty destination with a vast and famously loyal online following, has opened the doors to its design-led flagship Soho store. Boy oh boy is it good.
Stocking more than 60 Korean brands across the skincare, haircare, fragrance and makeup categories, the space is a beauty lover’s dream. You’ll find much-loved heroes that have already made their mark here, like Dr Althea, TIRTIR and Beauty of Joseon, alongside the likes of Parnell, Ma:nyo, S.Nature and Muzigae Mansion — all huge in Seoul, but yet to land in the UK until now.
Expect an exclusive members-only zone, curated workshops and an array of highly trained staff on hand to demystify products, routines and ingredients, advising you on the products that will best meet your needs.
These are the five hottest products to shop, according to the Skin Cupid team.
Best Korean skincare products to buy at the new Skin Cupid London store
Molvany
A favourite of Skin Cupid Founder Melody, these premium toning pads — packed with niacinamide, glycerin and a bioactive compound from artichoke leaf — hydrate, soothe and calm skin that’s red, irritated or inflamed. Apply a couple after your morning cleanse, then brush your teeth, make your tea, and let them work their magic.
Unove
In Korea, it’s common to use a rich treatment instead of conditioner after double shampooing for a more luxurious, nourishing finish and added swish and shine. Powered by 31 different proteins and amino acids, this mighty tube delivers deep repair and gloss without weighing even fine hair down.
Genabelle
A Korean leader in PDRN (the trending ingredient derived from salmon DNA and famed for its rejuvenating powers), Genabelle was created by dermatologist Dr. Conan of Seoul’s renowned GU Clinic. Featuring high levels of PDRN and encapsulated Vitamin C for added brightening, this serum is a standout.
S.Nature
Team Cupid’s number one moisturiser — instantly recognisable by its sleek silver tube — is Seoul’s top-selling formula. Fragrance-free and suitable for all skin types (including sensitive), it’s packed with squalane for deep hydration that feels weightless.
Parnell
While the TIRTIR cushion foundation is having a moment in Japan and the UK, this clever skincare-meets-makeup hybrid is Korea’s top choice. Delivering a natural, dewy finish that stays true to the skin-first K-Beauty ethos, it’s the perfect base for a fresh, luminous look.
