The Best J-Beauty and K-Beauty Shops in SoCal, According to a Local

Vanessa Lee is a Who What Wear editor in residence, aesthetic nurse, certified face reader, and founder and CXO of The Things We Do.

If you’ve ever found yourself lingering on TikTok skin videos or secretly wanting someone to just tell you which Asian beauty products are actually worth it, this is your moment. I’ve been deep in the world of K-beauty and J-beauty since 2010, long before it was trending, and growing up in Southern California (and living in Koreatown for years), I’ve learned exactly where the real gems are hiding. Some of these spots are classics I’ve loved for years, and others are newer buzzy boutiques that you absolutely have to visit. Together, they make the perfect little beauty adventure. Think of this as a fun beauty tour filled with the exact spots you’ll want to revisit again and again. And if you're not a SoCal native, most of my favorite products are available to shop online. Keep scrolling for my top stops and shopping picks.

FIRST STOP: THE 626—THE HEART OF J-BEAUTY & K-BEAUTY ON THE EASTSIDE

The 626 has always felt like its own world, full of family-run shops, late-night eats, and beauty stores tucked between noodle houses and bakeries. I grew up coming here with my mom, wandering the aisles of 99 Ranch, always excited for the food, the treats, and the feeling that there was something new to discover. That same warmth and buzz still lives in the neighborhood today. It’s familiar and rich with culture, making it the perfect place to begin an Asian Beauty Crawl that feels both nostalgic and so much fun.

Takashima: Your J-Beauty Immersion

Address: 1330 South Fullerton Road #106–108, Rowland Heights, California 91748
Start at Takashima, a pure J-beauty boutique that feels like stepping directly into a beauty store in Tokyo. It can seem overwhelming because there is so much to discover, but take your time and don’t be shy to ask one of the beauty consultants to help! There is a large cosmetic area with a concentration on makeup as well as a vast skin-and-hair section.
What to look for: eye shadows, J-beauty skincare masks, press-on nail art, and sunscreen
Insider tip: The sunscreen wall is unmatched. Test textures before choosing!

Decorte

Eye Glow Gem Skin Shadow Dewy Glow

Shibuyala Black: Trendy, Sleek, and Highly Curated

Address: 18495 Colima Road Unit 6, Rowland Heights, California 91748
Just minutes away, Shibuyala Black feels like the cooler, more editorial sister in the Shibuyala family. You’ll find the buzziest K-beauty toners and J-beauty sunscreens alongside products in-the-know girlies stash for themselves. Shopping here feels very trendy and insider. There are lots of beauty tools to choose from, ranging from basic to luxury, and there is even a personal massager area for women. A truly complete offering!
What to look for: Lashes, mochi lip masks, hair products, and all of the beauty tools!
Insider tip: The new-arrivals section is always worth checking first.

SHISEIDO

Tsubaki Premium Repair Hair Mask

PlayLab Beauty: Pasadena's Clean, Chic Beauty Gallery