GS25 Beauty Guide (2026): The ₩3,000 Korean Convenience Store Makeup You Can’t Get at Olive Young
GS25 Beauty Guide (2026): The ₩3,000 Korean Convenience Store Makeup You Can’t Get at Olive Young
Korean convenience stores quietly became beauty stores.
Walk into almost any GS25 in Seoul in 2026 and, somewhere between the ramyeon and the Haribo, there’s a pink-and-lilac “BEAUTY CARE 뷰티” wall selling lip tint, cushion foundation and sheet masks — most of it for a flat ₩3,000 (about US$2.10).
I photographed and price-checked one shelf-by-shelf so you don’t have to guess.
Everything below is what’s actually on the shelf as of August 2026, with the exact product names, shade names, and prices.
GS25 has two exclusive makeup lines: Hatty (by Son&Park) and Littly Whizzy (by Musinsa’s WHIZZY).
Nearly every color item is ₩3,000; the priciest thing in either line is a ₩5,000 cushion. Neither is sold at Olive Young.
Why GS25 Beauty Is Suddenly a Thing
Korean convenience-store beauty isn’t new, but 2025–26 is when it got serious. GS25 stopped stocking random drugstore leftovers and instead co-developed exclusive lines with real brands — makeup-artist label Son&Park, fashion platform Musinsa, and skincare names like ma:nyo (Manyo Factory), Madeca 21, Real Barrier and Isntree — then priced almost everything at a single ₩3,000.
The numbers behind it (GS Retail, reported by Newsis, Jan 2026):
- GS25’s beauty category sales grew 31.7 % in 2025 vs 2024.
- Its ₩3,000 flat-price mini cosmetics line grew 497 % year on year.
- The ₩3,000 line was up 13× from launch by December 2025, and GS25’s ~200 “beauty-specialty” stores sell 22× more beauty than a regular branch.
The driver is Korea’s dupe culture: teens and travelers want the Olive Young experience at kimbap prices, in a store that’s open 24/7 and 200 metres away.
Hatty by Son&Park: The ₩3,000 Lip & Cheek Line -GS25 Beauty
Hatty (하티) launched in May 2025 as GS25’s first exclusive color line, made with Son&Park — the Korean brand best known for its Beauty Water and pro-artist heritage. Everything is ₩3,000.
Hatty Glowy Lip & Cheek — 5 shades
The hero product. A small tube of bouncy, glossy tint that the packaging explicitly says works on lips and cheeks (“립&치크 모두 OK”). Shades:
| No. | Shade (EN) | Shade (KR) | Tone |
|---|---|---|---|
| 01 | Sugar Pink | 슈가핑크 | cool, sheer |
| 02 | Mello Guava | 멜로구아바 | pink-coral, the shelf “BEST” |
| 03 | Syrup Rose | 시럽로즈 | deep rose |
| 04 | Soft Peach | 소프트피치 | warm |
| 05 | Sorbet Coral | 소르베코랄 | bright coral |
Hatty Natural Shade Eyebrow — 2 shades
Twist-up brow pencil with a spoolie: 01 Ash Gray (애쉬그레이) and 02 Neutral Brown (뉴트럴브라운). ₩3,000.
Hatty Season 2 (Jan 2026): Multi Drawing Sticks & Slim Liners
On 21 January 2026 GS25 added a 12-piece eye line — still ₩3,000 each, and the pieces have live testers on the shelf:
- Multi Drawing Stick × 8 — shadow / liner / blush / aegyo-sal (under-eye highlight) in one pencil: Blurry Taupe, Blurry Dolce, Blurry Mauve, Sheer Nude, Sheer Rosy, Sheer Cinnamon, Tearing Vanilla, Tearing Rose.
- Slim Drawing Liner × 4 — 2 mm sweat/oil-proof pencil: Matte Black, Mute Brown, Skin Beige, Dusty Beige.
- The full 12-piece set retails for ₩36,000; GS25’s app pre-sale ran it at ₩29,900.
- Since then a Hatty Lash Fit Curling Mascara (black / brown, ₩3,000) has appeared on the same shelf.
Littly Whizzy: Musinsa’s Pocket-Size Line -GS25 Beauty
Littly Whizzy (리틀리 위찌) is the “second line” of WHIZZY, the Gen-Z beauty brand launched by fashion platform Musinsa in early 2025.
It’s sold only at GS25 (from July 2025) and everything in the color range is ₩3,000.
Littly Whizzy Bouncy Gloss — 5 shades
A mini glossy tint tagged warm/cool on the shelf:
| No. | Shade | Tone |
|---|---|---|
| 01 | Melba Syrup (멜바 시럽) | warm — shelf “BEST” |
| 02 | Peony Drizzle (피오니 드리즐) | cool |
| 03 | Cherry Glaze (체리 글레이즈) | cool |
| 04 | Fig Honey (피그 허니) | warm |
| 05 | Praline (프랄린) | warm |
Littly Whizzy Eyeshadow Duo — 2 palettes
Pocket-sized two-pan (shimmer + matte): 01 Flirty Blink for warm tones, 02 Tender Blink for cool tones. ₩3,000.
Littly Whizzy Base Line (new, March 2026)
GS25’s first cushion foundation. This is the shelf that surprised me most:
| Product | Shades | Price |
|---|---|---|
| Cover Glow Cushion (full size) | 21 Light Beige / 23 Natural Beige | ₩5,000 |
| Cover Blur Mini Cushion | 21 / 23 | ₩3,900 |
| Cover Fit Concealer | 01 / 02 | ₩3,000 |
| Oil Blotting Paper Pact (100 sheets) | — | ₩3,000 |
For context, a Clio Kill Cover cushion at Olive Young is around ₩36,000; department-store cushions run ₩70,000–110,000.
The Skincare Wall: Big Brands, Travel Size – GS25 Beauty
Below the makeup is a wall of mini pouches from real Korean skincare brands, mostly ₩3,000. This is the best “try before you commit” section in Seoul for anyone on a short trip.
- ma:nyo (마녀공장) — Pure Cleansing Oil 30 mL, Pure & Deep Cleansing Foam 30 mL, Real Aloe Soothing Gel 30 mL — ₩3,000 each
- Isntree — Onion Cleansing Foam, Hyaluronic Acid Sun Cream, Onion Gel Cream (2 mL × 6 packs) — ₩3,000
- Real Barrier — Extreme Cream Light 10 mL — ₩3,000
- Madeca 21 (Dongkook) — Calming Ampoule 20 mL / Calming Cream 30 mL — ₩3,000
- SCINIC — Hyal Spicule 150 Shot serum, Tone-Up Sun Cream (2 mL × 6) — ₩3,000
- Neogen — Niacinamide pads / Carrot oil pads (6 pcs) — ₩3,000
- Derma:B — body wash & body lotion 30 mL — ₩3,000
- Mediheal — Dermaplus sheet masks (Cica, Hyaluronic Acid) ₩2,000, Green Tangerine ₩2,500; Watermide Moisture Pad 2P ₩1,000; Aloe Vera Aqua Gel ₩6,900
- Dr.G — Brightening Up Sun+ (full size) ₩14,900
GS25 Beauty Price List (August 2026)
| Item | Price (₩) | ≈ US$ |
|---|---|---|
| Hatty Glowy Lip & Cheek / Eyebrow / Sticks / Liners / Mascara | 3,000 | 2.1 |
| Littly Whizzy Bouncy Gloss / Eyeshadow Duo / Concealer / Blotting Paper | 3,000 | 2.1 |
| Littly Whizzy Cover Blur Mini Cushion | 3,900 | 2.7 |
| Littly Whizzy Cover Glow Cushion (full) | 5,000 | 3.5 |
| Skincare minis (ma:nyo, Isntree, Real Barrier, Madeca 21, SCINIC, Neogen, Derma:B) | 3,000 | 2.1 |
| Mediheal sheet masks | 2,000–2,500 | 1.4–1.8 |
| Mediheal moisture pad 2P | 1,000 | 0.7 |
USD at ~₩1,420/$; rounded.
Where to Find It & Tips for Travelers
- Not every GS25 has the beauty wall. GS25 runs ~200 “beauty-specialty” stores; branches near universities, Hongdae, Seongsu, Myeongdong and major stations are the safest bet. Look for the pink “BEAUTY CARE 뷰티” header.
- Hatty and Littly Whizzy are GS25 exclusives. You won’t find them at Olive Young, Daiso or CU. (Daiso sells a different ₩3,000 Son&Park lip line — not Hatty.)
- Testers exist for the sticks and liners but not the tints; use the printed swatch chart on the display.
- Payment: any foreign card works, plus Apple Pay at most branches. No tax refund on purchases under ₩15,000 — so it’s ₩3,000 all the way down.
- Airport-friendly: the 30 mL pouches clear the 100 mL liquid rule, which is exactly why they’re popular.
FAQ
What is Hatty?
Hatty (하티) is a ₩3,000 flat-price makeup line by Son&Park sold exclusively at GS25 convenience stores in Korea since May 2025. It includes Glowy Lip & Cheek tints, brow pencils, multi drawing sticks, slim liners and a mascara.
What is Littly Whizzy?
Littly Whizzy (리틀리 위찌) is the GS25-exclusive mini line of WHIZZY, Musinsa’s Gen-Z beauty brand. It sells Bouncy Gloss, Eyeshadow Duos, cushions and concealer from ₩3,000.
Is GS25 makeup good quality?
Both lines are made by established Korean brands (Son&Park; Musinsa/WHIZZY) with the same shade-development approach as their main lines, just in smaller sizes. Think “travel size at travel price,” not a dupe of a dupe.
Can I buy GS25 beauty products online?
Some Littly Whizzy items appear on Musinsa’s site and second-hand apps, but the ₩3,000 pricing and full range are in-store only at GS25.
Which GS25 stores sell cosmetics?
Beauty-specialty branches (about 200 nationwide) carry the full wall; many regular branches carry a smaller selection. Ask for “뷰티 코너 있어요?” (byuti koneo isseoyo? — “do you have a beauty corner?”).
Photographed on-shelf in Seoul; prices verified 4 August 2026. Growth figures: GS Retail via Newsis (16 Jan 2026). This post is not sponsored.
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