K-Beauty Brands That Are in Their *Flop Era* (& Products They Should Bring Back)

I wanted to share my thoughts of the current state of some of my fave K-Beauty brands! Also, one of my favorite clothings brands, Love, Bonito! Go to bit.ly/40D3sUJ and use promo code LBXBEAUTY to get 10% off your order of $130 or more!
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PRODUCTS USED (affiliate):
-ETUDE Sebum Soak Pore Primer (shrsl.com/3y5l3)
-Saie Sun Melt Natural Cream Bronzer (bit.ly/3SDolf9)
-The Saem Cover Perfection Tip Concealer (shrsl.com/3y5l9)
-ETUDE All Day Fix Pen Liner (shrsl.com/3y5lb)
-Etude (Aritaum) Mono Eyes - the shades I used are discontinued I think :( (shrsl.com/3y5le)
-Aritaum Shine Fix Eyes - discontinued
-I think the brow product I used from Etude was also discontinued :(
-Essence Lash Princess is Sculpted Volume (bit.ly/3Z8Zan4)
-Holika Holika Jelly Dough Blusher (bit.ly/3EJCDVs)
-Etude Fixing Tint in Ginger Milk Tea (shrsl.com/3y5lo)
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FTC: This video was kindly sponsored by Love, Bonito! Links provided are affiliate links, which means I earn a small commission at no cost to you if you decide to purchase through them!
xoxo,
Morgan

[@wendyschnapa7582]

I couldn't agree with you more Morgan. Repackaging with new looks do not matter but good and holy grail products should stay or brought back in their original formula.

[@thebeautybreakdown]

I miss my holy grails :(

[@Jane_Doe_8909]

i mainly follow korean youtubers and my impression is that etude is absolutely killing it. holika is to an extent, especially with their eyeshadows, which are very popular among makeup artists. etude especially has many basic high quality items that i feel sell really really well

[@tide_pooler]

Right! I thought of their skincare too, like the soonjung line.

[@Jane_Doe_8909]

@@tide_pooler Definitely! They have some very well established skincare and makeup products. They moved on from the very cutesy makeup collections but I actually feel like they are more successful now, basic staples that run out faster are better for business

[@SpaceOutlaw_]

What products from their line are exactly killing it? I need to try lol

[@thebeautybreakdown]

Interesting! I can definitely see that! I'm just nostalgically missing their BIG collection launches!

[@Jane_Doe_8909]

​​​​​​​@@SpaceOutlaw_ entire soon jung line, their foundations, glitter sticks and liners, palettes (especially play tone+play color), fixing tints, ginger lip balms, eyebrow pencil, powder blushes, contour powder, fix mascara, mascara fixer (these three are VERY popular among pro makeup artists)... i recommend going to olive young global or kr, going to their etude section and checking out the best sellers, it's all there (copy and paste 에뛰드, it will be sorted by popularity automatically))

[@eternalyooa]

I was in my korean makeup era around 2016-2017 and some of it were holy grails so it's sad to hear that they're discontinued. I still use Etude's brow pencils and holikaholika's gel eye glitters but while trying everything out I noticed korean makeup doesn't really fit my (western) face. So nowadays I just use few beloved cosmetics and stopped following trends. But I have to admit some we bought solely because the packaging was cute 😅

[@thebeautybreakdown]

I know I lost some holy grails too :( I def still love those eyebrow products from Etude though!

[@jei-has-thoughts]

Finally, someone who gets me!! I agree with all your points. I used to buy so much Korean makeup but I can't remember the last k-makeup product I bought or was excited about. Etude was my go to, but since the rebrand, I feel they have lost their essence, same with holika holika. Peripera is another brand I feel have lost their mojo. K brands need to step it up and move out of the repackaging stage.

[@chocolateheaven882]

Totally agree with all 5 brands they need a large step forward with new products and collections! I feel like some brands doing great with this are 3CE, peripera, and rom&nd!!

[@thebeautybreakdown]

Yes! I have particularly been loving peripera (and clio for that matter!) and rom&nd is killing the lippies game!

[@sadhourstwentyfourseven9578]

​@@thebeautybreakdown not only lippies, but eyeshadow and eyebrow products too! Their grace taupe brow color is such a must for me 😩

[@Suzette1122]

i cannot believe Etude House discontinued their Proof 10 eye primer like it was their IT PRODUCT

[@leslieelizabeth3024]

I have a problem with Korean skin care for a similar reason. There's so much product turn over, and they constantly discontinue products that my sensitive skin loved. But indefinitely, the older super themed Etude House makeup was ssooo good. Also the 3CE cream blush ? Maybe I'm looking in the wrong place ? But I can't find them 😢

[@thebeautybreakdown]

Aw I feel you!!!

[@meixdenise]

Agree with you. I feel like a lot of kbeauty products - you buy within that period and it will be discontinued very quickly too. I noticed that more ever since I tried to mention products in my video and then realised they have tdiscontinued 😂😂 love the shine fix eyes too , should be a stapled

[@thebeautybreakdown]

I know I'm like stop discontinuing! I can't keep up and then I find out when it's too late!

[@dcharmed2]

i was in south korea this week and I was floored with so much makeup being sold in Myeongdong area. :D I picked up a Too cool for School sunblock, a Holika Holika cushion and a HH mascara. I am yet to try them but the TCFS is a really good one. I thought it gave me a gray cast but i like how it applied on my skin. it's like i am not wearing anything at all. Hope they do not discontinue good products.

[@pniccia3211]

I hate that etude reformulated my fave moisturizer in the collagen line. They even changed the scent from fresh to floral 😭

[@thebeautybreakdown]

OMG I totally forgot about that line!!!

[@sashahawkins]

Omg I’m obsessed with my Aritaum Shine Fix Eyes 😢 Have always wanted more of those

[@mimixmin]

I really like Holika Holika's (kinda recent) It's Neat collection eyeshadow palettes. I think they were a F/W 2022 release. Super cute kind of sweater/button themed eyeshadows, nice pigmentation and the glitter eyeshadows were nice too. I remember having quite a few Aritaum products back in 2015-ish! If you hadn't mentioned them in this video I think I would've forgotten all about the brand. I really haven't heard about them in a long time. I hope they make more shine fix eyes again!

[@thebeautybreakdown]

I saw those! I never tried them though so I'm happy to hear they've still got some winners!

[@yangsarah2000]

I kinda miss the holika holika jelly foundation

[@thebeautybreakdown]

I know me too :( I'm harboring my old bottle haha

[@NickaLah]

Speaking of discontinued, I'm almost out of my backups of the Essence Fresh and Fit primer 😢 Would love a vid on Korean primers, but especially anything that manages to illuminate yet blurs pores. I knew I loved that Essence primer, but especially now that I'm trying to replace it 😭

[@jenconroy6155]

They discontinued the Holika Holika Aqua Petit Jelly BB cream????? Nooooo, I'm so sad! I LOVE that base makeup, and I'm almost through my (3rd? 4th?) jar. 😭

[@jenphan8674]

Hmmm... I personally think that there are some k-beauty brands that don't want to make a huge improvement unless it's for Koreans, since in Korea, they market mostly towards koreans (which is why foundation shade is so limited). And if they were to come out with something new, they also don't want to risk it since reputation is a big thing in Korea. Cause not all Korean brands can reach outside of Korea as easily as some brands like etude, innisfree, etc. They would definitely need to partner up with a popular foreigner to get their name across globally. Does any of this make sense? lol also, when I was living in Korea (outside of seoul), I noticed a lot of beauty shops started closing down and were becoming harder to find. Shops like Nature Republic, Holika Holika, and Skinfood! I would have to go to Seoul if I wanted to buy any products from those brands or on Naver and Coupang. But this is my personal opinion hehe ^^

[@thebeautybreakdown]

Totally! I hear you! I definitely agree with HH, The Saem and Nature Republic. I'm thinking Etude has more potential though.. I might need to take a trip back to Seoul soon! haha

[@AngeeloRabaya]

I miss you doing videos of Hera Cushions and Laneige Cushions. ☺️♥️

[@thebeautybreakdown]

Aw good to know!

[@lotussong1]

One K-Beauty brand I thought was going into their “flop area” until fairly recently was Skinfood. It used to be quite popular years ago, but nowadays not so much. However, I love their yuja c essence. It’s hydrating and brightening. Plus, the form of Vitamin C in it doesn’t irritate my skin.

[@Ash2theB]

A lot of brands reformulated or discontinued at products. When I went to Korea at the end of last year it was so hard finding products and I didn't even expect that every where would be out of stock or low stock. I tried to get a lot of lip tints. But a lot of I have mostly newer brands that just came out with makeup. It looks k-drama makeup brands is more trendy.

[@MShaiqable]

This was a fun video because I agree! Kind of feels like these brands are sleeping

[@dianaa.4035]

HOLIKA HOLIKA JELLY BLUSHES AREN’T EVEN IN YESSTYLE ANYMORE! CODE RED IT’S ALREADY HAPPENING

[@thebeautybreakdown]

I KNOW :(((

[@aciong7268]

I think EH is still quite popular especially the eyeshadow palettes. Also mono shadows are coming back (based on korean youtubers i watch) But the rest i agree w ur opinion.

[@Amelia-ur9ny]

Which toner will best suit dehydrated sensitive and acne-prone skin? Do you use milk tonics, what do you think about purito oat in silky toner?

[@brewsaughmighty7024]

I thought you were going to say the Saem discontinued those concealers, I was going to be sad. I live in Korea now, so I'm definitely going to be on the lookout for new products!

[@thebeautybreakdown]

OMG THAT WOULD BE SO SAD! I think that's what's keeping them alive haha

[@littleme901]

Awesome vid! Love your earrings, where are they from?

[@thebeautybreakdown]

Yes style!

[@hanbinkoo]

@@thebeautybreakdown What brand? Do you have favorite earring brands from Yesstyle? We love yesstyle content!!!!!!

[@zoetrandoan7305]

Etude has the Fixing Tint lol they're not in flop era

[@joantabaniag7922]

Etude has the shine fix eyes but it’s not in a pot!

[@FEELSORRY4URASS]

I just collect everything bt21 they are just so cute 😋💜

[@thebeautybreakdown]

Haha yes if you're a fan, I could see that! I'm glad you enjoy it :)

[@chichitiu7572]

Etude is no longer available in the Philippines, their stores closed I think 2 years ago.

[@thebeautybreakdown]

Wow that's crazy! I wonder why!

[@chichitiu7572]

@@thebeautybreakdown There was no news why. They just pulled out.

[@poetelise881]

Mono eyes? Are you aware what "mono" eyes mean? You do not have mono eyes.

[@thebeautybreakdown]

Doesn't mean I can't use and enjoy them! Just like everyone else!

[@MChen-199]

It’s the name of the product.