SEOUL PICKSBrowse ↗
The curated archive / 04 picks

Discover
the edit.

We track what is moving through Seoul — then keep only the products with a reason to matter.

Signal:NEWRISINGHIDDENVALUE
RISING↗
ANUA

Heartleaf 77% Toner

A soothing staple that keeps showing up.

VALUE↗
BEAUTY OF JOSEON

Relief Sun SPF50+

The sunscreen that changed the category.

NEW↗
VT COSMETICS

Reedle Shot 100

Tiny-spicule skincare, made approachable.

↗
ROUND LAB

1025 Dokdo Cleanser

A quiet cleanser with a loyal local following.

How we edit

Four signals.
One point of view.

NEW
A meaningful new arrival or format.
RISING
Momentum we believe has staying power.
HIDDEN
Strong local love, less global noise.
VALUE
Performance that exceeds its price.