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Medical Disclaimer: The information provided in this article is for educational and informational purposes only and is not intended as medical advice. Everyone"s skin is unique, and what works for one person may not work for another. If you have specific skin concerns, underlying health conditions, or are experiencing persistent skin issues, please consult with a licensed dermatologist or healthcare professional before starting any new skincare routine. This content does not constitute a diagnosis or treatment recommendation.
So, Amuse.
If you're deep in the K-beauty rabbit hole like I am, you might've seen their name float around Reddit threads or TikTok hauls. But honestly? For a brand that's been around since 2018, they fly way under the radar compared to heavy hitters like COSRX or Beauty of Joseon. And that's kind of the whole appeal, actually.
I first came across Amuse at this tiny Korean beauty pop-up in Brooklyn—one of those spots where everything's squeezed onto folding tables and you're basically playing detective with ingredient lists. Their Dew Tint caught my eye because the packaging looked... cute? Clean? Vaguely Scandinavian? (Turns out that's intentional—more on that later.) I swatched it on my hand, loved the sheer wash of color, and bought two shades on impulse.
That was six months ago. Now I own like eight of their products. So yeah, I'm officially that person.
Let me break down what makes Amuse different, why they're worth your attention, and whether their hype (or lack thereof) is justified.
What Even Is Amuse?
Amuse is a South Korean beauty brand that launched in 2018 under Able C&C, the same parent company behind Moonshot Cosmetics. Their whole vibe? Clean, vegan, and what they call "makeup-meets-skincare." Think lightweight formulas that do double duty—color + care—without feeling heavy or high-maintenance.
Their tagline is literally "Joyful Clean Beauty," which sounds corporate-y but actually tracks when you use their stuff. Everything's vegan, cruelty-free, and packed with skin-loving ingredients like hyaluronic acid, niacinamide, and plant extracts. They're certified by the Korea Agency of Vegan Certification and Standards (KAVCS), which is legit—not one of those fuzzy "clean beauty" claims that mean nothing.
Oh, and the aesthetic? Super minimalist. Soft pastels, sleek tubes, that whole "I woke up like this but also I have my life together" energy. It's giving Glossier meets Innisfree, if that makes sense.
The Star Players: What's Actually Worth Buying
Okay, let's get into the good stuff. Because you can scroll their website all day, but here's what actually delivers.
1. Dew Tint (aka the Gateway Drug)
This is the product that hooked me, and apparently I'm not alone. The Dew Tint is a lip and cheek stain that's sheer, buildable, and weirdly hydrating for a tint. It's got hyaluronic acid and berry extracts, so it doesn't dry your lips into sad little raisins like most long-wear tints do.
The texture is... dew-y? (Shocking, I know.) It melts into your skin and leaves this soft, blurred finish that looks natural even if you slap it on in bad lighting. I use it on my lips, cheeks, and sometimes my eyelids when I'm feeling lazy. It's one of those "throw it in your bag and forget about it" products.
Shades I love: 01 Oh! (soft peachy-pink) and 04 Chill (muted berry that works on literally everyone). The color payoff is sheer but you can layer it without looking clownish.
Check current prices and reviews on Amazon
2. Vegan Cushion Foundation
Full transparency: I'm picky about cushions. Most feel either too dewy (hello, grease slick by noon) or too matte (why does my face look like drywall?). Amuse's Vegan Cushion sits right in the middle—satin finish, medium coverage, and it actually lasts.
It's got niacinamide and adenosine for brightening and anti-aging, which is cool because most cushions are just... makeup. This one blurs pores, evens out tone, and doesn't oxidize into orange madness after two hours. The shade range isn't huge (classic K-beauty problem), but if you're in the light-to-medium range, you'll probably find a match.
I use shade 21 and it's pretty neutral—not too pink, not too yellow. Wears well for about 6-7 hours before I need a touch-up, which is solid for a cushion.
Find Amuse Vegan Cushion Foundation on Amazon
3. Serum Shot Skin Tint
If you want coverage but hate foundation (same), this is your middle ground. It's technically a skin tint, but it's got serum-level skincare packed in—niacinamide, hyaluronic acid, centella asiatica. Feels light, looks natural, and gives you that "my skin but better" thing without trying too hard.
The finish is glowy but not greasy, and it layers nicely over sunscreen without pilling. I mix it with moisturizer sometimes when I want even lighter coverage. It's one of those lazy-girl essentials.
4. Jelly Fit Tint
This one's newer and people are obsessed. It's a jelly-textured lip tint that's super pigmented but still looks soft and blurred. Doesn't feather, doesn't bleed, and somehow stays put through coffee, meals, and whatever else you throw at it.
The texture is bouncier than the Dew Tint—less slip, more grip. I like it for days when I need color that's not going anywhere. Shades are bold but wearable; I'm into 02 Strawberry Juice and 05 Fig Latte.
The Skincare-Meets-Makeup Philosophy (And Why It Works)
Here's the thing about Amuse: they're not trying to be a full skincare line. They're not competing with your serums or your night creams. Instead, they've carved out this niche where makeup does a little something extra.
Case in point—most of their color products contain at least one or two active ingredients you'd find in skincare:
- Hyaluronic acid for hydration (keeps lips and skin plump)
- Niacinamide for brightening and pore-refining
- Adenosine for anti-aging
- Centella asiatica for soothing irritation
- Berry extracts (goji, raspberry, acai) for antioxidants
Are these concentrations high enough to replace your actual skincare? Nope. But do they make a difference when you're wearing makeup 8+ hours a day? Absolutely.
I've noticed my lips are way less chapped since switching to their tints. My skin looks healthier even on days when I skip most of my routine (don't judge—we all have those days). It's not magic, but it's smarter than slapping on straight pigment and calling it a day.
The Vegan Thing: Is It Just Marketing?
Short answer: no.
Amuse is certified vegan by KAVCS, which means every product is free of animal-derived ingredients and not tested on animals. They also avoid a bunch of sketchy stuff—parabens, sulfates, phthalates, mineral oil, artificial fragrance. The ingredient lists are honestly pretty clean, especially compared to Western drugstore makeup.
Now, do I think vegan beauty is inherently "better"? Not necessarily. Some animal-derived ingredients (like lanolin or beeswax) work great and are sustainably sourced. But if you're actively avoiding animal products—whether for ethical, religious, or allergy reasons—Amuse makes it easy. You don't have to play detective with ingredient lists or email customer service asking about carmine.
Plus, their formulas just work. Vegan or not, I'd still buy them.
Packaging and Aesthetic: Minimalist But Make It Fun
Can we talk about how good these products look on a shelf? Because honestly, that's half the reason I keep buying them.
The packaging is super clean—soft pastels, simple fonts, no clutter. Everything comes in tubes or compacts that feel sturdy but lightweight. The cushion case has this satisfying magnetic snap. The tints have little fruit illustrations that are cute without being childish.
It's got that same minimalist-cool vibe as Glossier or Kosas, but with a slight playfulness that keeps it from feeling too serious. Like, yes, I'm an adult with bills and responsibilities, but also I want my makeup to make me smile a little.
The only downside? Some of the text is in Korean with no English translation, which can be confusing if you're buying online. But most retailers (like Amazon or Yesstyle) include descriptions, so it's not a huge deal.
Browse Amuse products on Amazon
How Does Amuse Compare to Other K-Beauty Brands?
Okay, so where does Amuse sit in the K-beauty ecosystem? Let's break it down:
vs. COSRX: COSRX is all about skincare—targeted treatments, no-frills packaging, ingredient-focused. Amuse is the opposite: they're makeup-first with skincare benefits. Different lanes entirely.
vs. Etude House: Etude is playful and trendy, with tons of limited-edition releases and cutesy packaging. Amuse is more restrained—fewer products, quieter branding, but higher quality overall.
vs. Romand: Romand and Amuse are actually pretty similar—both do the vegan lip tint thing really well. Romand has more shade variety and slightly better staying power, but Amuse feels more hydrating and skincare-forward. I'd say it depends on your priority: color or care.
vs. 3CE: 3CE is edgier, more fashion-y, and definitely more expensive. Amuse is softer, more accessible, and (in my opinion) easier to wear day-to-day. 3CE is for statement looks; Amuse is for "I look good but I didn't try that hard."
The Downsides (Because Nothing's Perfect)
Let's be real—Amuse isn't flawless. Here's what bugs me:
1. Limited shade ranges: Most of their base products come in 3-5 shades max, which is... not great. If you're deeper than a medium skin tone, you're probably out of luck. This is a common K-beauty problem, but it's still frustrating.
2. Availability: Amuse isn't sold in a ton of places outside Korea. You can find them on Yesstyle, Amazon, or a few specialty retailers, but it's not as easy as running to Sephora. Shipping times can be slow, and some products go out of stock for weeks.
3. Fragrance (sometimes): Most products are fragrance-free, but a few have a light scent from the ingredients. It's never bothered me, but if you're super sensitive, check the ingredient list first.
4. Not groundbreaking: I love Amuse, but they're not reinventing the wheel. If you're looking for super innovative or experimental formulas, this isn't the brand. They do refined really well, not revolutionary.
Who Is Amuse For?
After using their stuff for half a year, here's who I think would vibe with Amuse:
- Minimalists who want a small, curated collection that does multiple things
- Vegan beauty fans looking for actually good (not just "good for vegan") products
- Lazy makeup people (me) who want low-effort, natural-looking results
- Skincare nerds who like when makeup pulls double duty
- K-beauty beginners who find brands like COSRX too clinical or Etude too cutesy
If you're into full glam, high-coverage everything, or super bold color, Amuse might feel too subtle. But if you're a "skin first, makeup second" person? You'll probably love it.
My Current Routine with Amuse Products
Since people always ask—here's how I actually use this stuff day-to-day:
Morning:
- Sunscreen (not Amuse—still ride-or-die for Beauty of Joseon)
- Serum Shot Skin Tint (mixed with a drop of moisturizer)
- Dew Tint on cheeks and lips
- Brow pencil (also not Amuse)
- Done. Entire routine takes like 5 minutes.
Going Out (aka "I'm Trying a Little"):
- Vegan Cushion Foundation
- Concealer under eyes
- Jelly Fit Tint on lips
- Mascara
- Maybe blush if I'm feeling fancy
See? Nothing crazy. But I look put-together and my skin doesn't hate me by the end of the day.
The Verdict: Should You Try Amuse?
Here's my take: Amuse is one of those brands that won't blow your mind on first try, but it'll quietly become a staple. It's not flashy. It's not trendy in that TikTok-viral way. But it's good—consistently, reliably good.
If you're tired of makeup that feels like a chore, or you want products that actually care about your skin, give them a shot. Start with the Dew Tint (because everyone should own at least one). If you like it, try the cushion or the skin tint next.
They're not going to replace your entire routine, but they'll probably end up in your everyday rotation. And honestly? In a world where we're constantly chasing the next big thing, sometimes "quietly excellent" is exactly what we need.
Anyway. That's my Amuse manifesto. If you've tried them, let me know what you think—I'm always curious if other people are as obsessed as I am (or if I'm just delusional). Either way, I'll be over here hoarding Dew Tints like the skincare gremlin I am.
Now if you'll excuse me, I have a cart full of their new cream blushes calling my name. Oops.