Seoul Routine is written by H. Lee, a K-beauty enthusiast living in Seoul.

Most English-language K-beauty coverage is written from the outside looking in — trend roundups assembled from press releases, or translations of whatever went viral last month. This site works the other way. I live here. I walk past three Olive Young stores on my way home. I read the Korean reviews, see the actual shelf prices, and watch which products people around me quietly repurchase long after the hype dies down.

That's what you'll find here: what's actually on the shelves in Seoul, what Korean reviewers say in Korean, and what people here really use — not what an algorithm decided you should hear about this week.

One thing I want to be clear about: I'm not a dermatologist, and nothing on this site is medical advice. I write about products, routines, and what's popular here — not about treating skin conditions. If you have a skin concern, please see a professional.