Everyone knows of brands such as CLIO, FWEE, and Romnd, and with how vast the K-beauty market is, it’s easy to overlook many other brands that offer some of the best products. So here are eight K-beauty brands that are highly underrated and worth trying out!

1. Hince

Rarely do you see anything related to Hince on social media, which is a shame because of how beautiful their products are. Contrary to all the sparkles, glitter, and bright pink hues typically found in K-beauty products, Hince provides beautiful muted shades, producing items perfect for a monochromatic and matte look. Hince is definitely a brand you want to check out if that’s your aesthetic.

2. Purito Seoul

Not many people have heard of this brand, but those who have tried Purito always rave about their BB cream, which is their best-selling product.

3. Then I Met You

Created by Soko Glam founder Charlotte Cho, rarely do you see many K-beauty influencers or the K-beauty community using this brand. Formulated with clean ingredients, this brand provides great beauty products free of artificial colorants, parabens, silicones, and alcohol.

4. Kaja

More popular internationally than domestically, Kaja is known for creating some of the cutest itty-bitty sized makeups, perfect for anyone who is always on the move.

5. Heart Percent

If you’re looking to get the blurred, muted lip, Heart Percent is the brand to go to. With their chubby lip liner pencils that come in beautiful muted shades, it’s the perfect base for the overlined lip look without exaggerating it.

6. BBIA

A top favorite brand of famous makeup artist PONY, it’s actually surprising that you can’t find BBIA in stores. Most of their products are only accessible online. But you know it’s a great brand if one of the most popular beauty influencers continues to mention it in her videos.

7. Laka

From eyeshadow palettes to lip tints, Laka produces a great range of products. Although it may not be everyone’s cup of tea, if you’re looking for makeup looks that are on the subtle side, then you’ll definitely want to check out products from this brand.

8. Muzigae Mansion

Their packaging will catch your attention right off the bat. It’s unique and stands out from other brands. With its glass-like exterior, Muzigae Mansion produces a great mix of products from eyeshadow palettes to their iconic acrylic-like lip tints.