Meet EDIT.B: The Korean Beauty Brand That Makes Skincare Easy and Fun

If you've been searching for a Korean skincare brand that doesn't take itself too seriously - but still takes your skin seriously - you've just found your new obsession. We're thrilled to introduce EDIT.B to our store, a South Korean beauty label built around one simple but powerful idea: Edit it better.

What Is EDIT.B?

EDIT.B (에딧비) is a Korean "beauty pleasure" brand designed for people who believe that skincare should feel like a treat, not a chore. The brand's philosophy is refreshingly honest: your skin is always changing, so your routine should be easy to adapt - and fun enough that you actually want to do it every day.

From colour-FULL packaging to beauty-FULL results, EDIT.B strikes the rare balance between looking gorgeous on your shelf and genuinely working on your skin. Based in Incheon, South Korea, the brand has now arrived at PURESEOUL and has built a loyal following across Asia and beyond.

Why We Love EDIT.B

Skincare That's Easy and Enjoyable
EDIT.B was created for the reality of modern skincare: your skin status changes constantly, whether due to seasons, stress, or environment. Their products are designed to be straightforward to use, easy to layer, and adaptable enough to fit into any routine - whether you're a five-step devotee or a one-and-done minimalist.

Ingredient-Led Formulas With a Playful Twist
Every EDIT.B product is built around proven skincare ingredients - think cica (centella asiatica), hyaluronic acid, ceramides, mugwort, and SPF50+/PA++++ sun protection - wrapped in packaging that genuinely sparks joy. It's K-beauty at its most accessible.

Explore the EDIT.B Range

TOK CICA Line

Centella asiatica (cica) is one of Korean skincare's most beloved ingredients for good reason - it calms, heals, and strengthens the skin. The TOK CICA line puts it front and centre.

EDIT.B's Calming Tok Cica Heartleaf Trouble Pads gently exfoliates blackheads and rough texture skin, delivering calmer, dewy skin.

Soaked in a soothing blend of Centella Asiatica, Heartleaf Extract, and Allantoin these pads deliver instant cooling and soothing relief. Salicylic Acid, Zinc PCA, and patented Camellia Japonica Flower Extract work together to dissolve dead skin cells, and regulate excess sebum, keeping skin clear and fresh. Plus, Hyaluronic Acid and Panthenol provides deep hydration, to support the barrier and keep skin feeling supple all day.

Each pad can also be easily split in two, making it perfect for targeted treatment or a quick mask.

Suitable for: Acne-Prone and Sensitive Skin
Key Points: Gentle Exfoliation, Sebum Control
VEGAN, CRUELTY FREE

EDIT.B’s Calming Tok Cica Heartleaf Cream instantly calms and soothes sensitive skin, leaving it looking naturally dewy and refreshed.

Heartleaf and Centella Asiatica extracts work to calm and reduce the appearance of redness whilst supporting the skin barrier. This moisturiser also help restore the skin's natural oil and moisture balance for a more comfortable, balanced complexion. Enriched with 8 types of high and low-molecular-weight Hyaluronic Acid, this cream delivers multi-layer hydration deep into the skin. The result is a complexion that feels soft, smooth, and refreshed, with moisture that lasts throughout the day.

This refreshing, lightweight watery cream glides seamlessly onto the skin, sinking in quickly without leaving a greasy or sticky residue.

Suitable for: Acne-Prone and Sensitive Skin
Key Points: Gentle Exfoliation, Sebum Control
VEGAN, CRUELTY FREE

EDIT.B's Sunday Cica Sun Serum is a reef-friendly, lightweight, soothing sunscreen serum that delivers powerful broad-spectrum UV protection whilst keeping skin calm, hydrated, and comfortable all day.

This triple-functional formula protects against UVA and UVB rays whilst simultaneously brightening skin tone and supporting wrinkle improvement. Centella Asiatica instantly calms and soothes sensitive or irritated skin on application, while Niacinamide works to visibly brighten and even skin tone. Encapsulated sunscreen agents sit within a high-content moisture serum to supply hydration throughout the day, leaving skin glowing rather than greasy.

The fluid, lightweight texture absorbs quickly with no white cast, no stickiness, and no residue, seamless under makeup and gentle enough for daily use on even the most sensitive skin.

Suitable for: All Skin Types
Key Points: Lightweight + Soothing
VEGAN, CRUELTY FREE

The Mask Edit For Every Skin Type & Concern

Daily Ampoule Mask:

Hylauronic Acid - A deeply hydrating sheet mask packed with hyaluronic acid to quench thirsty skin and restore a plump, dewy finish.
Cica - A calming, barrier-strengthening sheet mask powered by centella asiatica to soothe irritation and reduce redness.
PHA - A gentle exfoliating sheet mask with PHA that buffs away dullness and refines skin texture without any irritation - perfect for sensitive skin.
Collagen - A firming, anti-ageing sheet mask that delivers a concentrated collagen boost to improve elasticity and smooth the look of fine lines.
Niacinamide - A brightening sheet mask formulated with niacinamide to even skin tone, minimise the appearance of pores, and fade dark spots over time.

Waterfull Gummy Mask:

Milk - A nourishing, milky-textured gummy sheet mask that deeply moisturises and softens for a smooth, glass-skin finish.
Ocean - A refreshing, mineral-infused gummy sheet mask that revives tired, dehydrated skin with a cooling burst of hydration.
Cica - A soothing gummy sheet mask that combines deep hydration with the calming power of cica, ideal for sensitive or stressed-out skin.

Prep, Perfect & Remove

How To Build Your Edit.B Routine

A simple morning and evening routine using EDIT.B products might look like this:

Morning:

Veil On Skin Boosting Prep - Prime and hydrate your skin in one step, creating the perfect base for everything that follows.
Waterfull Jelly Lip Essence - Keep lips soft, plump, and moisturised throughout the day with this lightweight jelly treatment.
Sunday Cica Sun Serum - Protect and calm your skin with SPF50+/PA++++ sun protection infused with soothing centella asiatica.

Evening:

Joyful Carrot Foaming Gel Cleanser - Gently dissolve the day's impurities and makeup while leaving skin clean, soft, and never stripped.
Calming Tok Cica Cleansing Toner Pad - Swipe away residue and calm the skin in one go with cica and heartleaf-soaked toning pads.
Moisture Barrier Pang Hyaluronic Acid Panthenol Ampoule - Layer on this barrier-boosting ampoule to flood skin with multi-level hydration and prep it to absorb your night cream.
Calming Artemisia Cermaide Cream - Repair and lock in moisture overnight with mugwort and ceramides that strengthen the skin barrier while you sleep.