Our Story
Born in Seoul.
Built for your skin.
We flew to Seoul, lived in the beauty districts, and brought back only what actually works. Every product is tested, every ritual is intentional.
The Seoul Rituals Philosophy
Skincare should feel like a morning ritual, not a chore.
Intentional
Every product has a purpose. No filler
Seoul-Sourced
We travel to Korea twice a year to discover what the locals actually use.
Ritual-First
A routine is steps. A ritual is self-care. We design for the latter.
Skin-Type Matched
Every product recommendation is personalised to your unique skin profile.
Glass Skin Standard
We only carry products that passed our glass skin benchmark test.
Community Tested
Every product is reviewed by our community of 40
How Seoul Rituals Began
The First Trip
Our founder flew to Seoul for a holiday and spent every morning in Myeongdong beauty shops. She came home with 40 products and a life-changing routine.
Born Online
Seoul Rituals launched as a curated edit of 20 products shared in a skincare group chat. 500 orders in the first week.
The Skin Quiz
We built our skin quiz to match every customer to their perfect ritual. 100k quizzes taken in the first year.
Seoul Partnership
We partnered directly with 12 Seoul-based labs to bring exclusive formulas to our customers.
Community of 40k
40
Ritual Kits Launch
Personalised ritual kits — morning
Meet the Team
Skin obsessives, Seoul regulars, and ritual devotees.
Ji-Young Park
Founder & Skin Editor
Emma Clarke
Head of Curation
Dr. Soo-Ah Kim
Formulation Advisor
Marcus Lee
Head of Operations
Aisha Okonkwo
Community Manager
Yuna Cho
Seoul Correspondent
Start Your Ritual Today
Take our 60-second skin quiz and get a Seoul-curated ritual built just for you.