Seoulected — five products on a glass shelf
서울렉티드

Curated beauty, straight from Seoul.

Effective, honest skincare
without the frill. Made In Korea.

The Belief

In Seoul, great skincare stopped being a luxury years ago. It became a daily essential — effective, honest, and within reach. We bring that Seoul standard to you.

Made in Korea
Proven formulas
Verifiable origin
A woman in white holding the Aqua Boost Toner by a sunlit window

Seoul's everyday beauty.

Selected for daily performance — honest skincare made to become part of your routine.

Mugwort — Artemisia leaf
A Seoul Chapter

One botanical,
one city.

Mugwort has been part of everyday life in Korea for centuries — in kitchens, in tea, in seasonal ritual — long before it ever reached a skincare shelf. Seoulected begins there: with something ordinary to Seoul, carried into a routine made for every day.

Mugwort · 쑥
The Range · 5 Steps

Five essentials. One routine.

Seoulected · Step 1 — Cleanse
PORE
CLEAR
Cleanser80 g
Daily Pore Cleanser
Feels clean.
Never stripped.
Texture

Creamy foam

Ritual
  1. First step
  2. After cleansing
  3. Before moisturiser
  4. After serum
  5. Last step
Daily Pore Cleanser with foam texture
Key Ingredients

Salicylic Acid (BHA) — Visibly refines pores

Niacinamide — Visibly evens skin tone

Profile

A gentle daily cleanser — skin feels clean and comfortable, without a stripped feeling.

Benefit

Skin feels clean and fresh. No scrubbing needed.

How to Use

Massage onto damp skin, then rinse with lukewarm water.

“Feels mild on the skin” “Assists in clearing surface impurities”
“Skin feels light, breathable, and refreshed”
“Skin looks clean, conditioned, and healthy”
“Skin appears clearer and less dull after cleansing”

In a 2-week in-use consumer test (self-assessment, n=21, Intertek). Statements reflect user perception, not clinical efficacy.

Seoulected · Step 2 — Tone
CALM
RELIEF
Toner150 ml
Aqua Boost Toner
Weightless
hydration.
Texture

Watery essence

Ritual
  1. First step
  2. After cleansing
  3. Before moisturiser
  4. After serum
  5. Last step
Aqua Boost Toner with texture swatch
Key Ingredients

Beta-Glucan — Soothes stressed skin

Panthenol — For lasting softness

Profile

Lightweight hydration your skin drinks up, prepping it for everything that comes next.

Benefit

Instant, weightless moisture and prep.

How to Use

Pat a few drops into skin until fully absorbed.

“Delivers a hydrating feel after use”
“Absorbs quickly without stickiness, lightweight feel”
“Comfortable even when layered multiple times”
“Skin texture feels smoother and more even”

In a 2-week in-use consumer test (self-assessment, n=21, Intertek). Statements reflect user perception, not clinical efficacy.

Seoulected · Step 3 — Treat
MOIST
BOMB
Serum32 ml
Hydra Glow Serum
Deep moisture.
Glass glow.
Texture

Silky gel-serum

Ritual
  1. First step
  2. After cleansing
  3. Before moisturiser
  4. After serum
  5. Last step
Hydra Glow Serum with texture swatch
Key Ingredients

Hyaluronic Acid — Plumps skin with moisture

Ceramide — Supports the moisture barrier

Profile

Deep moisture and a glass-skin glow, with no heavy after-feel — supported by a ceramide barrier complex.

Benefit

Deep hydration, glass-skin finish.

How to Use

Apply a few drops to clean skin before cream.

“Delivers hydration into the skin”
“Layers well with other products without pilling”
“Provides a long-lasting hydrated feeling”
“Skin appears more even and refined”

In a 2-week in-use consumer test (self-assessment, n=21, Intertek). Statements reflect user perception, not clinical efficacy.

Seoulected · Step 4 — Seal
MOIST
LOCK
Moisturiser50 g
Peptide Lock-In Cream
Seal it in.
Stay soft.
Texture

Cushiony cream

Ritual
  1. First step
  2. After cleansing
  3. Before moisturiser
  4. After serum
  5. Last step
Peptide Lock-In Cream with texture swatch
Key Ingredients

Peptides — Visibly firmer skin

Panthenol — Seals in moisture

Profile

A peptide-rich moisturiser that seals in hydration for soft, comfortable skin all day.

Benefit

Locks in moisture for all-day comfort.

How to Use

Smooth over the face as the last step.

“Finishes with balanced moisture without stickiness”
“Helps prevent a dry feeling after use”
“Skin feels calm and stable”
“Skin feels protected from external stressors”

In a 2-week in-use consumer test (self-assessment, n=21, Intertek). Statements reflect user perception, not clinical efficacy.

Seoulected · Step 5 — Eyes
RETINOL
REFINE
Eye Cream15 g
Vita Care Eye Cream
Bright.
Wide awake.
Texture

Lightweight cream

Ritual
  1. First step
  2. After cleansing
  3. Before moisturiser
  4. After serum
  5. Last step
Vita Care Eye Cream with texture swatch
Key Ingredients

Retinol — Visibly smooths fine lines

Niacinamide — Brightens tired-looking eyes

Profile

A retinol and niacinamide eye cream — the eye area looks more radiant and fine lines appear smoother.

Benefit

Eyes look brighter and wide awake.

How to Use

Gently tap around the eye area.

“Stays hydrated for a long time without drying”
“Skin around the eyes feels firmer, more resilient”
“Dull skin around the eyes appears more vitalized and radiant”
“Adheres lightly without pilling, even under makeup”

In a 2-week in-use consumer test (self-assessment, n=21, Intertek). Statements reflect user perception, not clinical efficacy.

A woman applying the Vita Care Eye Cream under her eye
The Seoul standard

Effective, honest skincare
made for everyday use.

Five essentials, one botanical, one city.
Carefully selected and proven in the heart of Seoul, South Korea.

Find Your Seoulection of Korean Skincare Near You

Retail locations launching in Poland, October 2026.