Our commitment to thoughtful, responsible K-Beauty curation

The promise of MUST U begins with one truth we have always believed in:
Not everything that works in Korea works in Thailand.

In the world of K-Beauty filled with constant innovation, new trends, and tens of thousands of products, we choose to do the harder thing: not to choose everything. MUST U curates only a small selection of Korean skincare products from what’s available, because to us, the role of a curator isn’t about offering the most, it’s about offering what truly works.

Every product on MUST U’s shelves goes through a rigorous selection process. We test in real Thai conditions, temperatures of 33–38°C, high humidity, constant sweating, and daily transitions between air-conditioned spaces and outdoor heat. We want to know whether a product feels heavy, absorbs fast enough, causes residue or clogging, and whether it continues to perform well in the environment Thai skin faces every day.

We prioritize ingredients over marketing claims. MUST U has its own Ingredient Checklist, focused on what Thai skin genuinely needs—oil control without over-drying, hydration in lightweight textures, and soothing care for skin exposed to heat, pollution, and high UV levels. We choose formulas that are non-comedogenic, respectful of the skin barrier, and suitable for long-term, real-life use—not products that feel good only at first.

Our promise also means selecting products that truly address Thai skin concerns, whether it’s oily yet dehydrated skin, clogged pores from humidity, enlarged pores, sun-induced dullness, or weakened skin from frequent cleansing. We avoid unnecessary complexity because we believe effective skincare doesn’t require 10 steps. It should be easy to use, fast-absorbing, layer well with other products, and deliver visible, lasting results.

When it comes to price, MUST U promises value, not simply cheap or expensive, but quality that matches what you receive. We don’t select products solely because of beautiful packaging or hype, and we avoid popular items that aren’t suitable for Thai skin. We never want you to spend money on something that doesn’t truly serve your skin.

You can trust MUST U because we are more than importers. We are real users, dedicated learners, and Thai people who understand Thai skin. We don’t sell what we wouldn’t use ourselves, and we never recommend what we know isn’t right for our climate or our skin.

Everything we curate is K-Beauty that has been carefully considered, analyzed, and chosen with intention, so you can be confident that what you use is truly what your skin needs.

Because to us, K-Beauty that truly understands Thai skin
is not what’s most popular but what works best, tested and proven by Thai users themselves.