Brand Comparison
It's Skin vs Isoi
A head-to-head comparison of two popular K-beauty brands. Which one is right for your skin?
Our Pick
Isoi
Higher editor rating (8.6 vs 7.8)
It's Skin
It's Skin has been a fixture of the Korean mass-market skincare aisle since 2006 and the Power 10 Formula Effector line is its genuine cultural artifact — each colour-coded bottle targets one concern (VB for whitening, VC for brightening, PO for pores, LI for soothing, etc.) at a $15–20 price point. Developed in partnership with Seoul National University dermatology faculty, the line has aged better than most K-beauty trend-moments. Not the most exciting brand in 2026's editorial K-beauty landscape — but the kind of reliable middle-class pharmacy brand that fills a real slot. The Prestige Ginseng D'Escargot line is the premium counterpart that keeps the brand in department stores.
Pros
- ✓ Power 10 Formula Effectors are well-executed single-concern serums at an affordable price
- ✓ Seoul National University dermatology partnership gives clinical backing most K-brands lack
- ✓ broad global distribution (Target, Walmart, Amazon, Stylevana)
- ✓ colour-coded bottle system makes routine-building approachable for beginners
Cons
- ✗ older formulations haven't been refreshed in years — feel dated next to Anua, Beauty of Joseon, Numbuzin
- ✗ fragrance present in most products
- ✗ the prestige Ginseng line is overpriced relative to Sulwhasoo for what you get
- ✗ visual branding feels stuck in mid-2010s K-beauty
Isoi
Isoi has been quietly excellent for nearly two decades, but 2025 is its breakout year. The Blemish Care Up Serum picked up multiple Hwahae nods, and dermatology-leaning K-beauty fans have been quietly recommending it for fading post-acne marks for years. Premium-leaning but worth it.
