Brand Comparison

Naturium 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 8.2)

Naturium Isoi

Rating8.2/108.6/10

Price RangeBudget ($)Premium ($$$)

Founded20202007

OriginUnited StatesSouth Korea

Products51

Best ForOily, Combo, normal, Acne-ProneCombo, Mature, Sensitive

PhilosophySusan Yara's influencer-meets-formulator budget-actives line — derm-adjacent ingredients at Target prices.Damask rose, deeply.

Naturium

Niacinamide Gel 12% and Plant Ceramide Moisturizer are dupes for $60+ products you do not need. Founder Susan Yara is a real formulator, not just a face — it shows.

Pros

✓ Active percentages that actually match the label
✓ Derm-adjacent founder story
✓ Target/Amazon accessibility

Cons

✗ Some textures (the niacinamide gel) are polarizing
✗ Growth pains — products sometimes sell out
✗ Packaging is utilitarian

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.

Pros