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While others cool off, Korea keeps reaching for ISOI
Holding up in Korea Not on the US radar yet
ISOI built its name on one serum: the Bulgarian Rose Blemish Care Up Serum, made for uneven tone and the marks blemishes leave behind. The brand keeps sensitive skin in mind across the range.
Products to know
- Bulgarian Rose Blemish Care Up Serum · serum
Plain store links. We don't earn anything from them.
- Type
- skincare
- Price
- Mid-range
- Made for
- sensitive skin
- Ships to the US from
- YesStyle · Stylevana
Why it's on the radar
Plenty of brands lost steam in Korea this year. ISOI's search and shopping interest held up better than most, and in a soft market that's worth noting.
ISOI has almost no search footprint in the US so far. Korea knows it; America mostly doesn't, yet.
US Google search interest in ISOI, 4-week average. 100 is the busiest stretch of the past year. Data source: Google Trends.
Where to buy ISOI in the US
Plain store links. We don't earn anything from them.
How we picked it
Most K-beauty brands Americans discover were already old news in Korea. We'd like to shorten that delay by flagging brands while the Korean numbers look strong and the US numbers are still quiet.
When we tested this approach on 2021 to 2023 data, about four in ten picks ended up among the fastest-growing fifth of brands in US search over the following one to two years. A random pick got there about one time in four. It's a small test (24 picks), so read it as a good hint, not a promise. Full methodology.
We don't test products or take money from brands to be listed. This page is put together from search and shopping trend data.