SEOULECTED

From Every Corner of Seoul.

A new generation of K-Beauty inspired by the lifestyle of Seoul. Accessible. Curated. Global.

Our Story
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Brand Origin

One insight
was clear.

Seoulected was created after meeting over 70 European buyers during
ECRM Prague in 2026.

K-Beauty continues to grow globally —
but remains largely positioned in the premium segment.

At the same time, in Korea,
a new wave of affordable skincare
has already proven successful
in retail environments like Daiso and Olive Young.

"Seoulected was created to bring this new generation of K-beauty to global consumers."
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Brand Story

Seoulected is built
around a simple idea.

Seoul is a city of contrasts —
where tradition and modern life exist side by side.
From quiet historical streets
to fast-paced urban nights,
every part of the city reflects a different way of living.

Seoulected captures these moments
and translates them into everyday skincare.

Not just products,
but routines inspired by how people live in Seoul.

실루엣권장 500 × 950 px
한강 벤치권장 500 × 950 px
카페권장 500 × 950 px
"From every corner of the city, curated into one brand."
The Mugwort Collection

Rooted in
Korean heritage.

Mugwort has been used in skincare since the Joseon Dynasty,
known for its soothing and balancing properties.

An ingredient deeply connected
to the roots of Korean beauty.

Seoulected reinterprets this tradition
through modern formulations
designed for everyday use.

Where the roots of Korea
meet contemporary K-beauty.

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Product Philosophy

Simple.
Essential.
Well-built.

Seoulected focuses on core skincare steps —
formulations designed to be easy to use,
effective, and consistent.

Each product serves a clear purpose
within a daily routine.

No complexity.
No unnecessary layers.

Just what your skin needs, every day.

01 Simple.

Each product serves a clear purpose within a daily routine. Nothing more, nothing less.

02 Essential.

Formulations designed to be easy to use, effective, and consistent. Every step earns its place.

03 Well-built.

Designed to be accessible — without compromising on quality.

Seoulected model
Product Showcase

The Mugwort
Collection.

Mugwort Daily Pore Cleanser
Aqua Boost Toner
Hydra Glow Serum
Peptide Lock-In Cream
Vita Care Eye Cream
Daily Pore Cleanser SKU 01 · [Mugwort] Reset your skin, simply.

Daily Pore
Cleanser

A gentle mugwort-based cleanser designed to purify pores while maintaining skin balance.

Deep pore cleansingBrightening & tone controlMugwort soothing complex
Salicylic Acid (BHA)
Niacinamide
Full Ingredient List (INCI)

Water, Glycerin, Palmitic Acid, Myristic Acid, Lauric Acid, Stearic Acid, Potassium Hydroxide, Niacinamide, Glyceryl Stearate, PEG-100 Stearate, Salicylic Acid, Cocamidopropyl Betaine, Potassium Cocoyl Glycinate, Phenoxyethanol, Caprylyl Glycol, Chlorphenesin, Artemisia Capillaris Extract, Sodium Chloride, Ethylhexylglycerin, Capric Acid, 1,2-Hexanediol, Butylene Glycol, Disodium EDTA

Aqua Boost Toner SKU 02 · [Mugwort] Flood your skin with hydration.

Aqua Boost
Toner

A moisture-surge toner delivering 7-type hyaluronic complex and skin-strengthening actives.

7-type hyaluronic acid complexSkin barrier reinforcementInstant soothing & calming
Beta-Glucan
Panthenol
Full Ingredient List (INCI)

Water, Butylene Glycol, 1,2-Hexanediol, Glycerin, Panthenol, Artemisia Capillaris Extract, Betaine, Xanthan Gum, Citric Acid, Disodium EDTA, Beta-Glucan, Sodium Citrate, Ethylhexylglycerin, Sodium Hyaluronate, Soluble Collagen, Hydroxypropyltrimonium Hyaluronate, Caprylyl Glycol, Hydrolyzed Hyaluronic Acid, Sodium Acetylated Hyaluronate, Hyaluronic Acid, Hydrolyzed Sodium Hyaluronate, Sodium Hyaluronate Crosspolymer, Potassium Hyaluronate

Hydra Glow Serum SKU 03 · [Mugwort] Deep hydration, glass skin finish.

Hydra Glow
Serum

A ceramide-infused serum that locks in moisture and restores the skin barrier with every drop.

Barrier repair with Ceramide NPDeep moisture lock-inGlass skin luminosity
Hyaluronic Acid
Ceramide NP
Full Ingredient List (INCI)

Water, Butylene Glycol, Glycerin, Caprylic/Capric Triglyceride, Propylene Glycol, Phenoxyethanol, Carbomer, Triethanolamine, Chlorphenesin, Xanthan Gum, 1,2-Hexanediol, Sucrose Palmitate, Artemisia Capillaris Extract, Betaine, Panthenol, Hydrogenated Lecithin, Sodium Hyaluronate, Ceramide NP, Disodium EDTA, Dipropylene Glycol

Peptide Lock-In Cream SKU 04 · [Mugwort] Lock in. Firm up.

Peptide Lock-In
Cream

A peptide-rich moisturiser that firms, nourishes, and seals active ingredients deep into the skin.

5-type peptide firming complexIntensive nourishment & repairLong-lasting moisture seal
Peptides (complex)
Panthenol
Full Ingredient List (INCI)

Water, Mineral Oil, Glycerin, Cetearyl Alcohol, Caprylic/Capric Triglyceride, Panthenol, Glyceryl Stearate, Hydroxyacetophenone, PEG-100 Stearate, Dimethicone, Carbomer, Triethanolamine, Palmitic Acid, Caprylyl Glycol, Stearic Acid, Artemisia Capillaris Extract, Butylene Glycol, Ethylhexylglycerin, 1,2-Hexanediol, Disodium EDTA, Myristic Acid, Acetyl Hexapeptide-8, Copper Tripeptide-1, Oligopeptide-29, Oligopeptide-32, Palmitoyl Pentapeptide-4

Vita Care Eye Cream SKU 05 · [Mugwort] Wake up your eye zone.

Vita Care
Eye Cream

A retinol and niacinamide eye cream that visibly reduces fine lines and brightens the eye contour.

Retinol anti-ageing complexDark circle brighteningFine line & wrinkle reduction
Retinol
Niacinamide
Full Ingredient List (INCI)

Water, Glycereth-26, Niacinamide, Glycerin, Dipropylene Glycol, Dimethicone, 1,2-Hexanediol, Hydroxyacetophenone, Pentaerythrityl Tetraisostearate, Cyclopentasiloxane, Ammonium Acryloyldimethyltaurate/VP Copolymer, Arginine, Carbomer, Hydroxyethyl Acrylate/Sodium Acryloyldimethyl Taurate Copolymer, Squalane, Dimethicone/Vinyl Dimethicone Crosspolymer, Butylene Glycol, Artemisia Capillaris Extract, Hydrolyzed Collagen, Trehalose, Fragrance, Dimethiconol, Adenosine, Polysorbate 60, Disodium EDTA, Macadamia Ternifolia Seed Oil, Caprylic/Capric Triglyceride, Hydrogenated Phosphatidylcholine, Sodium Hyaluronate, Sorbitan Isostearate, Alcohol, Polysorbate 20, Propylene Glycol, Retinol, Hexamethylindanopyran, Brassica Campestris (Rapeseed) Sterols, PEG-5 Rapeseed Sterol, Linalyl Acetate, Ceteth-3, Ceteth-5, Cholesterol, BHT, Potassium Cetyl Phosphate, Caprylyl Glycol, Sodium DNA

Future Collections

Seoulected is not
built around
a single product line.

권장 520 × 700 px
Collection 01 · Gyeongbokgung

Mugwort Heritage Line

Inspired by Seoul's historical heritage. Mugwort has been used in skincare since the Joseon Dynasty — an ingredient deeply connected to the roots of Korean beauty.

Available Now
권장 520 × 700 px
Collection 02 · Itaewon

Night Routine

Inspired by Seoul's nightlife. Products designed for after-hours care — gentle makeup removers, skin-reset cleansers, and lightweight glow-focused formulas.

Coming Soon
권장 520 × 700 px
Collection 03 · Hangang

Summer Care

Inspired by outdoor life along the Han River. Sun care and lightweight skincare designed for warm, active days.

Coming Soon
권장 520 × 700 px
Collection 04 · ICN

Sky Care

Inspired by travel and movement. Compact skincare designed for life on the go — including the concept of a five-step K-beauty routine on board.

Coming Soon
Positioning

Accessible
K-Beauty.

€7~€9
MSRP
per SKU
5SKU
Complete routine
collection
✓EU
CPNP compliant
formulations

Target Channels

Grocery & Supermarket
Pharmacy / Drugstore
Specialty K-beauty Retail

Compliance & Readiness

CPNP registration — per Regulation (EC) No 1223/2009
EU-compliant labelling — INCI, responsible person, origin, batch code
Flexible MOQ — market entry + growth-tier volume pricing
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Vision

Built
for scale.

Seoulected is designed for mass retail environments worldwide.

A brand that can expand across categories, routines, and lifestyles —
while staying rooted in one city.

From Seoul
to global shelves.

From Seoul · To Global Shelves
Contact 이미지권장 700 × 460 px
For Buyers & Distributors

A new perspective
on K-Beauty.

First shipment confirmed for May 2026.

Connect now to secure early allocation for the EU market.

Globalsales2@egongegong.com
BrandSeoulected by EGONGEGONG INC (이공이공)
OriginSeoul, South Korea
LaunchMugwort Heritage Collection — Available Now