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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.

Frequently Asked QuestionsAccordionItemContainerButtonLargeChevron

• 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.

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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?”