Dear Seoul, the K-beauty concept store by IFace Inc., officially opened at SM Makati on November 7, 2026, bringing a curated selection of trending Korean skincare brands to Filipino shoppers. The store gathers popular Korean skincare products that Filipinos have been adding to their shopping carts, offering a convenient destination to discover the latest K-beauty favorites. Its promise is simple: if it’s trending in K-beauty, Dear Seoul should have it.
A Concept Store Built Around the K-Beauty Wishlist
Dear Seoul is not a single skincare brand. Instead, it is a curated destination featuring some of Korea’s most talked-about skincare names. The store aims to make these products more accessible to Filipino shoppers, eliminating the need to search across overseas shopping platforms or wait for a trip to Seoul.
Every product in the collection is selected based on what is currently gaining attention in Korea. Its assortment includes viral facial masks, popular cleansers and ingredient-focused serums. This approach allows shoppers to explore different Korean skincare brands and discover products reflecting current K-beauty trends in one location.
The concept also recognizes that Korean skincare does not follow one fixed routine. Rather than relying on products from a single brand, shoppers can mix and match different options to create a skincare routine suited to their individual skin types, concerns, goals and budgets. Dear Seoul essentially offers a Korean skincare wardrobe, giving customers the flexibility to select products from different brands according to their preferences.
“Dear Seoul was built with one goal: to bring the best of Korea to Watsons Philippines. We don’t carry every K-beauty brand. We curate the ones that matter right now, from what Koreans are using today to the global bestsellers the rest of the world is buying. For our Korean brand partners, Dear Seoul is a trusted home in the Philippines, run by a team that knows the local consumer. For Filipino shoppers, it means no more searching across platforms or waiting for a trip to Seoul. The products everyone is talking about are already on the shelf,” shared IFace Inc.’s Chief Commercial Officer, Angie Goyena.
“Think of Dear Seoul as a letter from Korea to the Philippines, one we keep rewriting. As Seoul’s favorites change, so does our shelf. Whatever your skin type, concern or budget, you shouldn’t have to wait to try what the rest of the world is already loving.”
The Korean Skincare Brands on Dear Seoul’s Shelves
Dear Seoul opened with seven Korean skincare brands, each bringing its own signature products, ingredients and skincare focus to the collection.
Biodance features its Bio-Collagen Real Deep Mask, a hydrogel overnight mask that turns clear as the skin absorbs it. Dear Klairs offers gentle, vitamin C-powered skincare loved for brightening dull skin. EQQUALBERRY brings vitamin and bakuchiol serums and creams for glow and plumpness, while beplain features its mung bean line, known for mild everyday cleansing and soothing care.
The selection also includes ilso, which offers pore-care favorites built to soften and clear sebum, and Jumiso, known for its niacinamide lineup targeting oil control, pores and dark spots. Completing the initial collection is Arencia, featuring the viral Fresh Green Rice Mochi Cleanser, a three-in-one product that functions as a wash, exfoliator and mask.
The seven-brand lineup reflects Dear Seoul’s focus on bringing popular Korean skincare products to the Philippine market. However, the collection will continue to evolve alongside developments in Korean beauty. As new brands and product launches gain popularity in Korea, Dear Seoul plans to bring these emerging favorites to Filipino shoppers.
This evolving selection allows the concept store to keep its shelves aligned with changing K-beauty trends while giving customers access to new products and brands as they gain attention in Korea.
Exclusively Available at Watsons, SM Beauty and Select Online Stores
Dear Seoul is available exclusively at Watsons and SM Beauty stores in the Philippines. Shoppers can also purchase products through the brand’s official online stores on Lazada, Shopee and TikTok Shop.
Its presence in Watsons and SM Beauty places Korean skincare products within shopping destinations that Filipinos already visit. The retail availability also provides shoppers with the assurance that every product is authentic and properly regulated.
Accessibility is another part of the concept store’s approach. Dear Seoul aims to keep its prices accessible, allowing Filipino shoppers to explore Korean skincare without the guesswork or import markup associated with purchasing products from overseas sources.
By bringing several Korean skincare brands together under one retail concept, Dear Seoul offers a convenient alternative to searching for individual products across different platforms. Shoppers can explore the available brands, test products and select combinations that match their skincare needs and budgets.
“No Flight to Seoul Needed”
Goyena further highlighted the growing interest in Korean skincare among Filipino consumers and the convenience Dear Seoul aims to provide.
“Filipinos have been following K-beauty closely for years, but getting the products they see trending has meant hunting across shops or waiting for someone’s trip to Korea, Dear Seoul brings those brands together in Watsons and SM Beauty, at prices that make sense here. If it’s trending in Korea, we want it on our shelves.”
Through its retail locations and official online stores, Dear Seoul aims to make trending Korean skincare brands more accessible to local consumers. Its curated selection brings together products that shoppers may have previously encountered through online trends and overseas shopping platforms.
Shoppers are invited to visit Dear Seoul at SM Makati to discover the featured Korean skincare brands, test products and build their own K-beauty routines.
