Our belief in curating K-Beauty that truly works for Thai skin

MUST U was founded on a simple yet serious belief:
Great K-Beauty doesn’t automatically mean it works for every skin type especially Thai skin, which faces hot and humid conditions all year round.

We never set out to be just another store importing and selling Korean skincare. Instead, we chose to be a curator—a team dedicated to carefully selecting, analyzing, and deeply understanding which skincare products truly work for Thai skin in everyday life.

In a world filled with endless K-Beauty trends and product launches, MUST U believes our role is to choose on your behalf. Not based on hype or popularity, but on suitability. Our curation process goes far beyond surface-level claims. We test products on real Thai skin, in real Thai weather, and analyze formulas in depth, looking closely at texture, absorption, skin comfort, clogging risk, and how each product performs within a complete skincare routine.

We place strong value on the voices of Thai users, because we believe real experience provides the most honest answers. By continuously learning from customer feedback, MUST U refines its curation with greater precision at every stage. This allows us to go beyond selling products and grow alongside a deeper, evolving understanding of Thai skin.

To MUST U, K-Beauty represents innovation, quality, and solid research, but only when it is thoughtfully selected and adapted to our context. That’s why we focus on products with lightweight textures, fast absorption, a comfortable skin feel, oil-control benefits, non-comedogenic formulas, and proven active ingredients that truly address the needs of Thai skin, whether it’s oily, acne-prone, or constantly exposed to pollution and environmental stressors.

At the same time, we intentionally avoid products designed for cold climates or formulas that are too rich and heavy—even if they come from well-known brands or are trending in Korea. For us, if a product isn’t suitable, then it simply isn’t right.

The philosophy of MUST U is to make K-Beauty simple, trustworthy, and accessible without the need for trial and error. We aim to deliver not only the right products, but also accurate knowledge and honest guidance, so you can feel confident that what you choose is truly what your skin needs.

Skincare curated with intention for your skin.

Because Thai skin deserves K-Beauty that truly understands it.
Not just what’s popular but what genuinely works for Thai skin, in real life