ABOUT US

"We wanted to make Korean beauty fun, accessible, and inspiring for everyone. Think of us as your beauty editor and trend hunter"

Welcome to LUUELA! We are passionate about bringing high-quality products to our customers. Our journey started with a vision to create something truly unique and meaningful. From luxury skincare and clean formulas to viral must-haves and the latest beauty devices, there’s something for everyone—trendsetters, conscious shoppers, men, grandmothers, and even vegan beauty enthusiasts. For those who love curated selections, our Beauty Boxes—Organic, Acne Care, Viral Hits, and Influencers’ Picks—do all the hard work for you.

Our Story

Founded by a Swedish fashion and art insider based in Paris, with over 15 years of experience at magazines like Vogue, Elle, Harper’s Bazaar, and Vanity Fair, LUUELA blends K-beauty innovation with creative curation. More than just an online store, it’s a carefully curated beauty experience.

Why We Love Korean Skincare & Beauty

Korean skincare isn’t just about looking good—it’s a full-on self-care experience. We love how it combines innovation, quality, and creativity in every product. From gentle yet effective cleansers and lightweight serums to luxurious masks and cutting-edge beauty devices, K-beauty makes skincare fun, personalized, and results-driven.

What sets it apart? The focus on prevention, hydration, and healthy, glowing skin rather than just quick fixes. Korean beauty also embraces playful textures, delightful scents, and clever packaging that makes your routine feel like a treat every day.

At LUUELA, we’re obsessed with discovering the latest trends, uncovering cult favorites!

Our Mission

LUUELA ships worldwide from South Korea, delivering the fastest trends directly to beauty lovers everywhere. Our online shop features a broad price range, offering both exclusive Korean beauty brands and more affordable favorites. Explore makeup, haircare, body care, skincare, and beauty devices, including options for men and organic beauty fans. We guarantee 100% authentic products, bringing you the latest trends from Korea. Discover beloved brands like Aprilskin, Medicube, Dear Dahlia, TIRTIR, Dr. Ceuracle, Laneige, The History of Whoo, Sulwhasoo, and more. 

Our Values

We are a women-led business that celebrates diversity and inclusivity—welcoming all colors, LGBTQ+ friendly, and committed to animal love. Above all, we believe in helping everyone look and feel their best. Time to explore, play, and glow!