The bubbling masks and panda-shaped face mists are a treat for the senses, but the multi-consonant names can be tongue twisters. Here, a quick pronunciation guide for some of our favorite K-beauty brands.
14 Korean Beauty Brands You're Mispronouncing
From Sulwhasoo to Iope
The wrong way: Lan-age
The right way: Luh-nej
You can find it at your local Target (or tar-jay).
The wrong way: Sul-whaaa-soo
The right way: Suhl-ha-soo
Flows right off the tongue, doesn’t it?
The wrong way: A-more Pa-ci-fic
The right way: Ah-more-ay Pa-ci-fic
We’d like some (a)more of that face mist.
The wrong way: Cho-soong-ah Twenty-two
The right way: Jo-sung-ah Twenty-two
She’s basically the Korean equivalent of a Pat McGrath (which is to say, a BFD).
The wrong way: Mish-sha
The right way: Mee-sha
Makers of one of the original, and most popular, BB creams.
The wrong way: E-tude House
The right way: Eh-twee-d House
This is what happens when you put a Korean twist on a French word.
The wrong way: Mih-zon
The right way: Mee-zohn
Purveyors of the much buzzed about snail face cream.
The wrong way: Blith
The right way: Bly-th
We thank them for bringing splash masks into our lives.
The wrong way: Wham-i-sa
The right way: Hwa-mee-sah
Thank God for online shopping, amirite?
The wrong way: Kich-oh
The right way: Ghee-cho
Means “basics” in Korean, which makes sense given the brand’s propensity for classic, time-tested ingredients (like lanolin and argan oil).
The wrong way: Shang-pree
The right way: Shah-ng-pree
More of an “ah” (as opposed to an “ay” sound).
The wrong way: Ca-oh-lin
The right way: Ca-oh-lee-ohn
Two words: Pore masks.
The wrong way: Eye-ope
The right way: Eye-oh-peh
Welp, that’s eye opening.
The wrong way: Bee-lif
The right way: Bee-leaf
We belif in the aqua bomb gel cream.