AMUSE launched in Seoul in 2017 with one simple idea: makeup should feel as good as it looks. Every product is 100% vegan, cruelty-free, and made with clean, skin-friendly ingredients — but AMUSE never lets "clean beauty" mean boring. The brand's whole identity is built around good vibes: playful packaging, candy-bright colors, and a laid-back, feel-good energy that mirrors Seoul's street style. In 2024, luxury beauty group Shinsegae International acquired AMUSE, giving the brand serious backing to expand globally while keeping its indie, youth-driven spirit intact.

Cult-Favorite Products You'll Actually Repurchase

• Jel-Fit Tint — The tint that made AMUSE famous. A jelly-textured lip stain that feels wet and glossy but lasts up to 12 hours without drying out your lips.
• Dew Tint — A softer, more moisturizing sister to the Jel-Fit, beloved for its natural flushed-lip finish.
• Dew Power Vegan Cushion / Dew Jelly Master Cushion — Glowy, skin-like cushion foundations that Korean beauty editors constantly recommend for that "your skin but better" look.
• Ceramic Skin Perfector Cushion — A matte-leaning cushion in a genuinely photogenic ceramic-style compact.
• Cheek Tok Tok — A cream blush that taps on like a second skin, giving that just-pinched, sun-kissed flush.

The K-Pop Face That Put It on the Map

AMUSE's biggest breakthrough moment came when IVE member Jang Wonyoung — one of the most in-demand faces in K-pop right now — became the brand's muse, appearing across campaigns as the "AMUSE GIRL." The brand even built an AI-generated digital character around that same concept for its flagship store experiences. Compared to other Korean indie beauty labels, AMUSE stands out for pairing genuinely innovative textures (that jelly-tint formula wasn't really a thing before AMUSE) with a full vegan, cruelty-free promise — most competitors offer one or the other, not both.

Why Buy It in Seoul

AMUSE's flagship stores are destinations in their own right. The Seongsu-dong flagship, nicknamed "Pink House," is a full sensory brand-world experience with exclusive, in-store-only shades and collaborations you won't find online or abroad. Seongsu itself is one of Seoul's trendiest neighborhoods right now, so a stop here doubles as a proper Seoul experience — plus you're guaranteed 100% authentic product and the newest releases before they roll out internationally.

Price Range

• Lip tints & lip products: approx. ₩17,000–25,000 (US$13–19)
• Cushion foundations: approx. ₩38,000–52,000 (US$28–38)
• Cheek & eye products: approx. ₩18,000–34,000 (US$14–25)

Where to Buy in Seoul

• AMUSE Pink House (Flagship) — 10-2 Yeonmujang-gil, Seongdong-gu, Seoul (Seongsu-dong)
• AMUSE Hannam Showroom — Hannam-dong, Yongsan-gu, Seoul
• Parnas Mall — 521 Teheran-ro, Gangnam-gu, Seoul
• Lotte Young Plaza — 1F, 67 Namdaemun-ro, Jung-gu, Seoul
• Hyundai U-Plex Sinchon — 1F, 13 Yonsei-ro, Seodaemun-gu, Seoul
• Lotte World Mall — B1F, 300 Olympic-ro, Songpa-gu, Seoul
• IFC Mall Yeouido — L1F, 10 Gukjegeumyung-ro, Yeongdeungpo-gu, Seoul
• Olive Young — nationwide stores and online

Website: https://amusemakeup.com/

Instagram: @amuse

Photo: @amuse