ABOUT US
K-beauty should be fun, accessible, and inspiring—and that’s exactly why we created LUUELA. Think of us as your beauty editor, trend hunter, and trusted guide through the world of Korean skincare.
Welcome to LUUELA
We’re dedicated to bringing high-quality, thoughtfully selected Korean beauty products to customers around the world. Our journey began with a simple idea: curate the very best of K-beauty in a way that feels personal, trustworthy, and exciting. With inventory based in Korea, we’re able to deliver new products and trends the same day they are released in South Korea and ship to you.
From luxury skincare and clean formulas to viral bestsellers and the latest beauty devices, our collection is made for everyone—trendsetters, conscious shoppers, men, grandmothers, and vegan beauty lovers. Prefer a curated experience? Our Beauty Boxes—Organic, Acne Care, Viral Hits, and Influencers’ Picks—take the guesswork out of choosing.
Our Story
LUUELA launched in 2025, inspired by founder Louise Maria’s 15-year career in fashion and beauty at magazines like Vogue, Elle, Harper’s Bazaar, and Vanity Fair. With a sharp editorial eye and deep industry expertise, she brings a unique approach to curation, quality, and style.
What began as a passion for Korean skincare has grown into a platform that blends K-beauty innovation with creative, expert-led curation. LUUELA isn’t just an online store—it’s a guided beauty experience.
Why We Love Korean Skincare
Korean beauty is about more than results—it’s a full self-care ritual. We’re inspired by its commitment to:
-Innovation: advanced formulas, gentle yet effective ingredients
-Prevention: long-term hydration and healthy, resilient skin
-Experience: playful textures, comforting scents, and creative packaging
- Many Clean and natural brands with minimal ingredients
-Results: glowing, healthy skin without harshness
At LUUELA, we explore new launches, cult favorites, and industry-shaping trends so you don’t have to.
Our Mission
We ship worldwide directly from South Korea, bringing the newest beauty trends straight to you. Our shop offers a wide range of price points and categories—makeup, skincare, haircare, body care, beauty tools, and men’s grooming.
We are committed to:
-100% authentic products sourced from verified Korean suppliers
-Curated selections you can trust
-A seamless global shopping experience
Discover bestselling brands like Aprilskin, Medicube, Dear Dahlia, TIRTIR, Dr. Ceuracle, Laneige, The History of Whoo, Sulwhasoo, and more.
Our Values
LUUELA is a women-led, inclusivity-focused business.
We proudly welcome all skin tones, all identities, and all beauty journeys—LGBTQ+ friendly and committed to cruelty-free principles.
