Vanessa Lee, a Who What Wear editor in residence, aesthetic nurse, and founder of The Things We Do, has been immersed in the world of J-beauty and K-beauty since long before it went mainstream. Growing up in Southern California and spending years in Koreatown, she’s developed a deep knowledge of where to find the best products—both hidden gems and cult favorites.
For her, beauty shopping in SoCal is more than just retail—it’s an experience. From the nostalgic energy of the San Gabriel Valley’s “626” to the vibrant neighborhoods of downtown Los Angeles, each stop offers something unique. Together, they create the perfect beauty crawl for anyone looking to explore Asian skincare and makeup.
The journey begins in the 626, an area rich in culture, food, and family-run businesses. It’s a place filled with discovery, where beauty stores sit alongside noodle shops and bakeries, creating a lively and welcoming atmosphere.
One standout destination is Takashima, a dedicated J-beauty boutique that feels like stepping into Tokyo. The store offers an extensive range of makeup, skincare, and hair products, making it easy to get lost exploring. Their sunscreen selection is especially impressive, with a wide variety of textures to test before choosing.
Just minutes away is Shibuyala Black, a sleek and trend-driven shop that caters to beauty insiders. Known for its curated selection, it features buzzy K-beauty toners, innovative beauty tools, and must-have products that feel both modern and exclusive. The constantly updated new-arrivals section is a highlight.
Next, in Pasadena, PlayLab Beauty offers a completely different experience. Bright, clean, and thoughtfully organized, the store arranges products by skincare steps, making it especially approachable for beginners. It’s also a great place to build a routine, with knowledgeable staff ready to guide you.
Heading into downtown Los Angeles, the beauty scene becomes even more dynamic. In Little Tokyo, JS K Beauty is a compact but well-stocked shop filled with affordable essentials and beloved staples. From toners to sheet masks and cleansing oils, it’s an ideal stop for everyday skincare needs.
In Koreatown, Shibuyala continues its presence with a location that blends Japanese classics with fast-moving Korean trends. It’s a go-to for discovering new imports and popular items, offering a mix of innovation and familiarity in one space.
Finally, SM Korea Beauty serves as the ultimate destination—a vibrant, department store–like experience packed with premium skincare, trending formulas, and endless sheet mask options. It’s the perfect place to end the journey and stock up on everything from luxury products to everyday favorites.
Whether you’re a longtime beauty enthusiast or just starting to explore J-beauty and K-beauty, these locations offer a curated yet exciting way to discover what truly works. For those outside Southern California, many of these products are also available online—so the beauty adventure doesn’t have to stop here.