One of my favourite things about beauty is stumbling across brands that feel completely different from what you’ll find down your local Superdrug.
Over the past few years I’ve fallen head-first down the Asian beauty rabbit hole. Korean skincare, Japanese haircare, Chinese makeup, Thai beauty, the lot.
And this isn’t some wishlist I’ve cobbled together.
I’ve actually tried all ten of these brands and own bits from each one.
Some have become proper favourites, some have genuinely surprised me, and others have me itching to try more of their range. So here are 10 Asian beauty brands sitting in my collection right now that I’m obsessed with.
1. Flower Knows
Let’s kick off with the brand that probably needs no introduction: Flower Knows.
I got sucked in by the packaging and honestly, I stuck around because the products are just as fun to actually use.
Everything’s so meticulously made, from the ornate decorations down to the tiniest details. It’s got that lovely feeling of opening a jewellery box rather than just grabbing your makeup bag.
I own a fair few Flower Knows bits and every single time, they make my makeup routine feel that bit more special.
The verdict: if your beauty products basically double as dressing-table décor, Flower Knows will have you head over heels in no time.
2. Beauty of Joseon
Beauty of Joseon has earned its spot as a staple in my skincare routine.
I’ve tried loads from the range, and what keeps pulling me back is the gorgeous textures, the lovely packaging, and that whole dewy, hydrated-skin look.
It’s inspired by traditional Korean ingredients and rituals, but the products themselves feel modern and easy to just slot into your day.
The Relief Sun is probably what put it on my radar in the first place, but I’ve had a great time working through the serums too.
The verdict: perfect if you’re chasing that soft, glowy, hydrated look.
3. Judydoll
Chinese beauty has become one of the most exciting discoveries in my beauty obsession, and Judydoll sums up exactly why.
I’ve tried a good chunk of the brand and love how playful and modern it all feels. There’s something about Chinese makeup that makes me want to actually experiment, rather than just doing the same look on repeat.
Judydoll’s also convinced me makeup doesn’t need to take itself so seriously. Cute packaging, fun textures, interesting colours, that’s the whole appeal.
The verdict: brilliant if you love spotting trends before everyone else catches on.
4. Cathy Doll
Thai beauty deserves so much more love, and Cathy Doll is the brand that opened my eyes to just how much there is to discover. I fell in love with it during my recent trip to Bangkok.
I’ve tried and own bits across the range, and it’s such an accessible, fun brand.
It’s also a good reminder that Asian beauty isn’t just Korean or Japanese. Thailand’s got its own brilliant beauty industry.
The verdict: great for branching out beyond the usual K-beauty suspects.
5. Kiss Me
Kiss Me is one of my Japanese beauty staples, no question.
The Heroine Make range is the famous one, and having actually tried it, I completely get the hype.
Japanese eye makeup has a reputation for staying put no matter what, and Kiss Me is a proper example of that.
I’ve tried a few things from the brand, but it’s the eye makeup that keeps me coming back.
The verdict: for when you need your mascara or eyeliner to actually behave itself.
6. Fino
Now onto one of my favourite finds in Japanese haircare: Fino.
If you’ve spent any time down the Asian beauty rabbit hole, you’ve definitely clocked the iconic red tub of Fino Premium Touch Hair Mask.
I’ve tried it, I own it, and I completely get why it’s such a cult product.
I love having a proper intensive treatment on hand for when my hair’s had enough. It’s turned washing my hair into something that feels a bit more like a treat than a chore.
The verdict: that little red tub has earned its place, no arguments.
7. Soon Jung
If Flower Knows is the maximalist beauty girl, Soon Jung is her no-fuss little sister.
I’ve tried a fair bit from the range and really rate its keep-it-simple approach.
Sometimes I just can’t be bothered with another complicated active or a ten-step routine. I want something comfy, calming, and easy.
Soon Jung is exactly what I reach for on the days my skin needs me to just stop faffing about.
The verdict: my go-to for a skincare reset.
8. Senka
Another Japanese favourite in my collection is Senka.
Best known for the Perfect Whip cleansers, and yes I’ve tried them, obviously.
I love finding brands like this, ones where a fairly simple product has gone on to become a proper cult classic across Asia.
Cleansers aren’t the most glamorous thing in a beauty stash, but a really good one makes a genuine difference day to day.
The verdict: proof that the simplest step can still be one of the most satisfying.
9. &honey
If we’re judging purely on packaging, &honey would give everyone a run for their money.
The honey-shaped bottles are stupidly cute, but thankfully the products actually work rather than just looking pretty on the shelf.
I’ve tried a good few bits, haircare included, and really rate the focus on hydration and getting that smooth, glossy finish.
There’s also a few different ranges depending on what you’re after, which makes it fun to explore.
The verdict: cute enough to display, useful enough to actually use up.
10. Ampoule
And last but not least, Ampoule.
They’re perfect for when you want to give your routine that little extra push – hydration, glow, soothing, brightening, whatever you need.
There’s something quite satisfying about having a little lineup of treatment bottles to pick from depending on what your skin’s asking for that day.
The verdict: for when your usual routine needs a bit of a boost.
So, which one’s my favourite?
Tricky one and I’m not going to pretend there’s a single answer.
Every brand in my collection scratches a completely different itch.
Flower Knows gives me the pretty packaging and fantasy makeup.
Beauty of Joseon sorts my glowy skincare.
Judydoll gives me fun, modern makeup.
Cathy Doll lets me explore Thai beauty.
Kiss Me gives me eye makeup that actually stays put.
Fino and &honey have my hair sorted.
Soon Jung steps in when my skin needs simplicity.
Senka makes cleansing feel a bit more fun.
And Ampoule gives my routine that little extra oomph.
And that’s probably what I love most about Asian beauty, there’s always another brand, product or ritual to discover.
My bathroom cabinet’s basically out of room, but that’s never stopped me adding to it yet.