The Face Shop

The Face Shop was established in Korea in November 2003, with a focus on nature-inspired skincare at accessible prices. Its brand-only stores helped popularise affordable Korean beauty at home and abroad.

In 2009 LG Household & Health Care, one of Korea's major beauty and consumer goods companies, acquired a 90% stake, and The Face Shop has been part of the LG H&H family ever since.

Its best-known line is Rice Water Bright, launched in 2006. Inspired by the traditional Korean practice of washing with rice water, the line includes foaming cleansers, cleansing oils and balms that cleanse while leaving skin feeling soft and looking brighter. It has since expanded internationally, including into US retail. The Solution sheet masks offer quick, concern-based care.

For shoppers, use the Rice Water Bright Cleansing Oil first in the evening to remove makeup and sunscreen, then follow with the foaming cleanser. Add a Solution mask once or twice a week when your skin needs a boost. The friendly prices make it easy to stock up. The Face Shop's long history of nature-inspired products means there's a line for almost every skin concern, and it's an easy brand to introduce friends and family to Korean skincare. If your skin is sensitive, choose the gentler cleansing options and patch-test masks before regular use.