May has arrived with a burst of color, glow, and playfulness in the world of Korean beauty. As the seasons shift and warm weather calls for lighter textures and vibrant tones, some of Korea’s top cosmetic brands have unveiled exciting new releases. If you’re updating your daily routine or maybe you just love exploring what’s trending in K-beauty, these fresh launches are worth checking out. From velvety cheek balms to airy matte cushions, here's what’s new this month.

3CE x MUUT: Tinted Summer Edition

© 3CE

When two bold brands like 3CE and MUUT come together, you can expect an effortlessly cool summer collection. This limited-edition launch includes a Bouncy Blur Balm, Blur Water Tint, and a Multi Eye Color Palette – all dressed in sunny pastel packaging that screams “Instagram-worthy”.

© 3CE

The Bouncy Blur Balm delivers a soft-focus flush with a velvety finish, perfect for those who want their cheeks to look naturally sun-kissed. The Blur Water Tint is a lightweight lip product that gives a soft watercolor wash, ideal for achieving the popular Korean “just-bitten” look. Completing the collection is the Multi Eye Color Palette, offering a range of dreamy, blendable shades that channel early summer vibes.

BBIA: Oh! Matte Cushion

© BBIA

Known for its high-performance yet budget-friendly makeup, BBIA introduces the new Oh! Matte Cushion, launched first on Coupang. This cushion is designed with combination and oily skin types in mind, specifically those dealing with enlarged pores and inner dryness – a common concern during seasonal transitions.

© BBIA

The cushion offers a semi-matte finish that controls shine without over-drying the skin. It promises pore-blurring power while maintaining a soft, breathable texture – great for long wear on warm days. The sleek compact and fuss-free application make it a strong contender for your daily makeup kit.

LUNA x REI: Glow Pink Mood Collection

© LUNA

LUNA’s latest collaboration with rising style icon IVE’s REI brings a youthful, radiant twist to your makeup routine. This exclusive drop, available on Musinsa, includes two must-haves for anyone chasing that dewy K-beauty glow: the Glow Layer Blur Cheek and Glassy Layer Tint.

© LUNA

The Glow Layer Blur Cheek offers a sheer, luminous color payoff that melts into the skin, mimicking a natural flush. Its blur effect gives skin a soft-focus finish – think of it as your favorite filter in compact form. Meanwhile, the Glassy Layer Tint adds a glossy, lip-hugging sheen with buildable color, perfect for both casual and statement looks.

Etude x Maru the Dog: Playful Meets Practical

© ETUDE

Etude joins forces with beloved webtoon character Maru the Dog for an adorable yet functional collection that fans of cute packaging will love. But don’t let the playful visuals fool you – the products inside are serious performers.

© ETUDE

The Play Multi Eyes Palette includes a versatile mix of matte and shimmer shades, inspired by everyday moments with your furry friend. Over Glowy Tint brings a juicy finish to lips while keeping them hydrated, and Contour Powder delivers subtle definition for a naturally sculpted look. This collection is a celebration of soft tones, fun textures, and the joy of beauty that doesn’t take itself too seriously.

May’s K-beauty releases are all about duality: playful yet practical, sheer yet impactful, cute yet cool. From skin-perfecting bases to dreamy eyeshadows and glossy lips, these new arrivals bring freshness to your routine and let you experiment with the season’s trends. It doesn't matter if you're new to Korean beauty or a longtime fan, now’s the perfect time to treat yourself to something new – and maybe discover your next holy grail along the way.