Hi, I'm Minji - I live in Seoul, I test K-beauty obsessively, and I'm here to save your wallet.
Okay real talk? I did not plan to become a K-beauty blogger. I was just the friend who everyone DM'd when they were like "wait is this cushion from TikTok good or is it a scam" - and eventually someone said "Minji you should just write this stuff down" so here we are.
I'm a Seoul native. Born here, grew up here, and yes - I have been Olive Young's most loyal customer since 2015. My royalty card has seen things. I go to Olive Young at least twice a month (sometimes more during sale season, but we don't talk about that), I follow Hwahae reviews like it's breaking news, and I test products on my own face before I write a single word about them.
That's the thing about living in Seoul - the access is insane. I can walk into any brand's flagship store, talk to actual beauty consultants, watch MUA demos, and buy stuff the same week it drops before it even hits Western e-commerce. When everyone else is reading "it's available in the US now!" articles, I've already been using it for three months and have opinions.
What I Write About
Mostly K-beauty reviews - cushion foundations, glass skin serums, lip tints, sunscreens that don't leave white cast. The stuff that shows up in your For You page but you can't tell if it's worth it or just really good marketing. I write the breakdown so you can decide with actual information.
I try to cover the full range - from drugstore (Clio, Romand, A'PIEU) to mid-tier (Innisfree, Laneige, Etude) to luxury splurge (Jung Saem Mool, Sulwhasoo, Hera). Because your budget is your budget and all of them deserve honest reviews, not just the fancy stuff.
Every post has a comparison section, real pros and cons, and if it's affiliate-linked I'll always tell you upfront. I'm not here to just push you toward whatever pays - I'm here because I genuinely think Western beauty lovers are missing out on some of the best products in the world, and they happen to be right here where I live.
A Bit More About Me
I'm in my late 20s. I have dry, slightly sensitive skin and I'm eternally searching for glass skin (currently closer than ever thanks to some actives I've been testing). I love comfort-first fashion, studio apartment aesthetics, plants that somehow survive despite my schedule, and finding the best sunscreen on the market - which, for the record, is always Korean.
I am not a dermatologist or esthetician. I'm just someone who has been really, really into this stuff for a long time and read the ingredient lists. Take my reviews as a fellow beauty enthusiast, not medical advice.
If you have a product you want me to review, a question about Korean skincare, or just want to tell me about your current routine - hit me up via the Contact page. I read everything.
Welcome to the blog. Let's find your next holy grail. 💕
How I Test Products (Editorial Standards)
Every review on this site follows the same testing protocol - because that's the only way you can fairly compare products and trust what you read.
- Minimum 3 weeks of daily use before I write a single sentence about how a product performs. Most reviews are based on 6-12 weeks. Skin doesn't reveal its true reaction in 48 hours.
- I buy my own products. No PR samples that come with strings attached. Most things come from my Olive Young runs, a few from Hwahae partnerships I'm upfront about, and the rest from local department stores.
- I test in real Korean conditions - Seoul's humid summers, dry winters with double-digit-below-zero temps, and the yellow dust season that makes everyone's skin freak out. If a sunscreen fails in March, you'll know.
- Every Amazon ASIN is verified before publication. I check the listing, confirm the seller, and re-check pricing. Old reviews get re-audited quarterly so the buy links don't go stale.
- I update reviews when products change. Korean brands reformulate constantly. If the version on shelves today is different from what I tested, the review gets a note - or pulled.
- I write the cons even when I love a product. Every review has an honest "Who shouldn't buy this" section. If a product would actively hurt sensitive or oily skin, I say it.
Affiliate Disclosure (Plain English)
I use Amazon affiliate links throughout the site (tag: minjiinseoul-20). If you click through and buy something, Amazon pays me a small commission - at no cost to you. That's how this blog stays free.
Important: commission size never influences whether I recommend something. Some of the products I'm hardest on (looking at you, certain TikTok-viral cushions) have higher payouts than my actual favorites. I'm here for the long game - readers who trust me come back. That's worth more than one good week of clicks.
For the full disclosure language, see my Affiliate Disclosure page.
Where Else You Can Find Me
- Pinterest: Daily K-beauty pin drops - recipes for routines, comparison cards, and Olive Young haul threads
- Reddit r/AsianBeauty & r/SkincareAddiction: I lurk and answer questions when something needs a Seoul-side perspective
- Email (Contact page): Product requests, reformulation tips, and the occasional "help my routine is broken" SOS