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 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.