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What We Curate & Why

How and why we curate K-Beauty for Thai skin and climate

Not everything that works in Korea works in Thailand.

K-Beauty is known for its innovation, with tens of thousands of products on the market.
At MUST U, however, we curate fewer than 100 products—because we believe in one clear principle:

It must truly work for Thai skin, in real Thai weather.

Our curation principles

Tested in real Thai climate

Our curators don’t simply read Korean reviews and place orders.
Every product is tested in Thailand’s actual conditions—33–38°C temperatures and 70–80% humidity.

We test to understand
Whether the texture feels too heavy in the heat
If it absorbs quickly enough before sweat kicks in
Whether it performs well when moving between air-conditioned rooms and outdoor heat

If it doesn’t work here, it doesn’t make the cut.

Serious ingredient analysis

We follow a strict Ingredient Checklist, focusing only on what Thai skin genuinely needs.

We look for
Niacinamide (4–5%) for oil control
Lightweight humectants like Hyaluronic Acid
Sebum-regulating ingredients such as Zinc PCA
Soothing agents like Centella Asiatica
Non-comedogenic oils (rating 0–2)

We avoid
Highly comedogenic heavy oils (e.g. coconut oil, palm oil)
Thick emulsifiers that feel heavy on the skin
Strong fragrances that may cause irritation
Formulas designed mainly for dry skin in cold climates

Must solve real Thai skin problems

Thai skin faces challenges that are different from Korean skin.
That’s why we curate products that specifically address these concerns.

Top 5 Thai skin issues we focus on
1. Oily but dehydrated skin
2. Enlarged pores caused by heat
3. Clogged pores and breakouts from pollution and humidity
4. Dullness and uneven tone from high UV exposure
5. A weakened skin barrier from frequent cleansing

Effective, not complicated

We believe good skincare should be easy to use and truly effective—not a 10-step routine.

That’s why we prioritize products that are
Multi-functional, delivering multiple benefits in one formula
Fast-absorbing, because no one has time to wait
Layer-friendly, working well with other products without pilling
Results-driven, not just pleasant to use

Quality that’s worth the price

We don’t choose products just because they’re cheap.
We choose products that are worth it—high quality, fairly priced, and proven to work.

We don’t import
Overpriced products justified only by fancy packaging
Redundant formulas that don’t add real value
Hyped products that aren’t suitable for Thai skin

Why Trust MUST U?

Because we’re not just resellers. We are
Skincare enthusiasts who test, study, and use the products ourselves
Thai people who truly understand Thai skin—not just Korean trends
Responsible curators who stand behind every product we select

We would never sell something we wouldn’t use ourselves—and we never recommend anything we know doesn’t suit Thailand’s climate.

Our promise

Every product you see at MUST U has passed a rigorous curation process—because we believe

You deserve the best K-Beauty for you, not just the most popular one.

This is why we are K-Beauty Curators who truly understand Thai skin.

Because we don’t just sell.
We curate. We understand. And we care—about every detail that helps your skin thrive in real Thai conditions.