From Risky to NAMING.: How Korean Beauty Labels Turn Packaging Into Self-Expression

Taiwanese fashion outlet Marie Claire Taiwan, in a report updated on October 17, 2026, compiled a list of four beauty brands currently generating conversation among South Korea's Gen Z community: Risky, NAMING., CHÉRIEXX, and nooni. According to the report, these brands share common traits — distinctive packaging and natural-looking makeup finishes that translate well on social media.

Per the report, Risky's brand philosophy embraces imperfection, avoiding over-polished looks in favor of raw, irregular textures. Its eyeshadow palettes and lip glosses are described as highly pigmented, easy to blend, and carrying a Y2K-inspired aesthetic. NAMING., built around the concept of 'naming this moment,' offers a cushion foundation and lip tints emphasizing a thin, skin-like finish that preserves natural texture and a soft flush. CHÉRIEXX's lipstick comes in a bullet-shaped case with a chain, doubling as an accessory, with a brand aesthetic that moves between softness and edge. Also mentioned is nooni, a vegan, plant-based skincare brand whose lip oil features temperature-responsive color technology.

From an editorial perspective, this roundup points to more than hype around individual products — it suggests younger consumers increasingly want makeup that preserves their natural skin texture and personal contours rather than heavy, fully polished finishes, while also valuing packaging worth keeping or displaying. For everyday makeup users, this trend is a reminder to explore layering techniques with existing products rather than simply chasing new releases.

It should be noted that the brand details and shade descriptions above are drawn from official brand social media and media compilations; actual results will vary by individual skin type and application. Those interested should check official launch and availability information in Taiwan before purchasing.