You probably already know about Asian beauty sites like Soko Glam and Peach & Lily, but if you’re not already familiar with oo35mm, you’re wholly missing out. Pronounced oh-oh-thirty-five, oo35mm isn’t just a website: It’s a destination. (Quite literally, the oo35mm’s storefront is located in Chinatown of NYC, not far from The Face Shop, another fantastic Korean beauty store.)
In addition to carrying brands you’ve already heard of like Real Techniques, Biore, Avene, and Batiste, the retailer offers the coolest innovations in skin care and makeup. After all, what would you expect from a place that brought us essences, sleeping packs, and cushion technology?Ahead, shop 11 of the best must-try beauty products from oo35mm, including a contour duo, a wash-off rice mask, and a fermented soybean essence that promises to deliver brighter, firmer skin. Oh, and before you blow half your paycheck on your face, be sure you sign up for the brand’s membership program—some products are up to 30 percent off.