What's Next in K-Beauty: Daniella Jung Shares the Products and Trends You Need to Try
Daniella Jung, Founder and Head Curator of MUSKAT, Most Inc., and founder of her own beauty brand, NuTexture
MUSKAT, a next-generation K-Beauty distribution company, hosted its debut pop-up event, District K earlier this month. The immersive experience offered beauty lovers a first look at the next wave of K-beauty.
We caught up with Daniella Jung, Founder and Head Curator of MUSKAT, Most Inc., and founder of her own beauty brand, NuTexture to get find out what K-beauty trends and products should be on your radar.
Muskat Pop Up in Los Angeles. [Image courtesy of Esther Kim]
Tell us about your journey in the beauty industry.
I've been in the beauty industry for nearly a decade. Back in 2015, I joined Amazon Korea as a founding member when Amazon first launched E-commerce operations in the country. I led the effort to onboard K-beauty brands to Amazon.com. Through that experience, I recognized the global potential of K-beauty and launched my own beauty startup in 2019. Since then, I've been on a mission to champion K-beauty on the global stage—to serve as an ambassador and help bring the new generation of Korean beauty to the world.
What are the newest K-beauty trends that everyone should have on their radar?
Some of the latest K-beauty trends to watch include multi-functional jelly textures and skin-barrier-boosting ingredients—especially PDRN. Many K-beauty brands have already launched PDRN-infused serums and creams, which are quickly gaining consumer attention.
Another trend is overlining the lips with a lip liner to create a fuller, more plumped look. Lip primer is also emerging as a new essential—much like how we use eyeshadow primer, lip primers (often in matte formulas) help neutralize the natural lip tone, allowing lip tints layered on top to appear more vibrant and long-lasting.
NuTexture Hydra Jello Mist
What are three underdiscovered brands that people should know about and can you share what product specifically for each brand people should try?
Entropy: Entropy recorded the highest sales for five consecutive days during the Muskat pop-up. With its fresh take on beauty and innovative product development, Entropy successfully captured the attention of on-site consumers and emerged as the most talked-about brand. From the Charm Tint that doubles as a bag accessory to the foundation with a built-in spatula, Entropy continues to introduce clever, creative products. I think this brand has a strong potential for the global market. Try: Charm Tint and their newly launched Tough Brow Sculpture.
NuTexture: NuTexture also received an overwhelmingly positive response at the event. U.S. consumers were especially excited about its innovative jelly mist—which has a solid jelly texture but sprays as a fine mist—and Korea’s first liquid-format lip shapers. With its unique formulations and visually striking designs, NuTexture is well-positioned to gain strong popularity among American consumers. Try: Hydra Jello Mist, Bouncy Lip Treatment, and Liquid Lip Shaper.
SHAISHAISHAI : ShaiShaiShai is a brand that specializes in photoaging care. In Korea, their Liposome Milky Cream is very popular — a go-to moisturizer that deeply hydrates and relieves inner dryness, making it suitable for virtually any skin type. It’s one of those products you keep repurchasing once you try it. Another standout is their newly launched Aloe PDRN Serum, which helps calm skin heat and works beautifully on all skin types. I highly recommend these two products
Entropy Charm Tint
More K-Beauty must-try recommendations from Daniella Jung:
Sheet mask:
The Biodance Collagen Overnight Mask is my go-to — it truly delivers aesthetic clinic-level results at home, all at an affordable price. Every time I use it, my pores appear smaller and my skin has an instant glow. Friends always ask me what skincare I’m using! I keep repurchasing it because the quality speaks for itself
Unleashia Cushion Foundation
Cushion foundation:
Cushion Foundation from UNLEASHIA offers a wide shade range that suits diverse skin tones. It provides excellent coverage without feeling heavy, making it perfect for everyday wear. Plus, it's refillable and eco-friendly — a thoughtful choice for both your skin and the planet. We are launching them at ULTA in July which is pretty exciting.
Cleanser:
I recommend the Mung Bean Cleansing Oil and Mung Bean Cleansing Milk Balm from the brand, Beplain. Mung bean has long been used in Korea as a natural cleansing ingredient, and this oil gently melts away makeup without stripping the skin of moisture. The Cleansing Milk Balm, as its name suggests, has a unique milk-to-balm texture that quickly dissolves even heavy makeup while staying gentle on the skin. Both products are effective, soothing, and rooted in traditional Korean skincare wisdom.
Glass skin:
I would recommend Hydra Jello Mist & Comforting Cream from NuTexture. This duo is a Glass-Skin heaven.
Hydra Jello Mist-this jelly-like formula is a versatile serum-mist that can be used in two ways: When sprayed close to the skin, it works as a hydrating serum. Or you can use it as a mist on the go whenever your skin feels dry.
We collaborated with skincare influencer @glowwithava to bring Ava’s signature "jello skin" philosophy to life, we spent a long time developing this product together. The result is a unique jello mist — a solid jelly texture that transforms into a fine, cloud-like spray.
Comforting cream is a very rich and creamy moisturizer with multi-peptides and squalene. It has a very dewy formula with mochi-texture, and works well with a Hydra Jello Mist. I’d recommend using Hydra Jello Mist in a serum stage, and layer comforting cream on top to have a perfect glass skin.
Toner:
I highly recommend the Salmon Caring Toner from HEVEBLUE. As one of the first brands in Korea to incorporate PDRN into skincare, HEVEBLUE has been a pioneer in this space. This toner combines PDRN with centella asiatica to gently exfoliate while replenishing moisture, making it a perfect choice even for sensitive skin.
Most hydrating product:
Liposome Repair Milky Cream from ShaiShaiShai. This is a great moisturizer for all skin types. The texture is so creamy and smooth, and it does not feel sticky at all, but it works great for hydrating the skin. Urea and peptides gently exfoliate dead skin cells and relieve inner dryness, keeping your skin hydrated all day long.
Anything else that should be on our radar?
All 8 brands who participated in Muskat’s popup (Amuse, Dinto, Entropy, NuTexture, Whipped, Unleashia, ShaiShaiShai, TwoSlashFour ) will debut for the US market very soon!
A University of Michigan graduate, Lizzy Sherman is an award-winning writer/editor. You can also find her work in publications including Healthline, Sports Illustrated, Yahoo!, MindBodyGreen, Men’s Journal, Bezzy, and more. She has been a featured guest speaker at Cal State University Northridge, Digital LA, and The National Association of Audience Marketing Professionals. When she's not writing, Lizzy enjoys yoga and playing guitar. Follow her on Instagram and Twitter: @zillizy, @zillizy16